SEM stands for search engine marketing and comprises optimizing web pages and running paid search ads. PPC stands for pay-per-click advertising. A SERP is a search engine results page. The document discusses setting up digital marketing assessments that will take place over eight weeks, including setting up accounts on PebblePad and Google AdWords to develop keyword targeting and ads.

1. Introduction to digital marketing… tutorial two

2. …questions
…what does SEM stand for and what does it comprise of?
…what do you consider when optimising web pages?
…what does PPC stand for?
…what is a SERP?
…keyword stuffing is an example of what?
…what are keywords?

4. …the ‘live’ assessment
…starts next week and will run for eight weeks (including three weeks after Easter)
…we need to know what groups you are in, you then need to complete the contract
…peer assessment and reflection

5. …set up an account with pebblepad

6. …google adwords
Sign in to adwords.google.com with your University account
Create a new campaign and then click on drafts and experiments
Create a new ad group and search for keyword ideas
Develop two different adwords Ads to target relevant customers
Leeds Business School are looking to utilize PPC ads on Google’s SERPs