Search Engine Marketing courses can help you learn keyword research, ad copywriting, campaign management, and performance analysis. You can build skills in optimizing landing pages, understanding bidding strategies, and utilizing analytics to improve ROI. Many courses introduce tools like Google Ads and SEMrush, that support executing effective campaigns and tracking their success.

Skills you'll gain: Google Analytics, Marketing Effectiveness, Smart Goals, Web Analytics and SEO, Advertising Campaigns, Google Ads, Adobe Analytics, Web Analytics, Marketing Analytics, Goal Setting, Search Engine Optimization, Marketing Strategies, Customer Insights, Campaign Management, Performance Reporting, Target Audience, Business Reporting, Key Performance Indicators (KPIs), Performance Analysis, Data-Driven Decision-Making
Beginner · Specialization · 3 - 6 Months

Alex Genadinik
Skills you'll gain: Keyword Research, Web Analytics and SEO, Blogs, Search Engine Optimization, Copywriting, Google Analytics, Google Gemini, Search Engine Marketing, Web Content, Anthropic Claude, Large Language Modeling, Generative AI, Web Analytics, ChatGPT, Prompt Engineering, Content Creation, Google Ads, Digital Marketing, Marketing, Marketing Planning
Beginner · Specialization · 3 - 6 Months

Simplilearn
Skills you'll gain: Search Engine Marketing, Google Ads, Search Engine Optimization, Digital Marketing, Performance marketing, Digital Advertising, Paid media, Campaign Management, Marketing Automation, Advertising Campaigns, Google Analytics, Keyword Research, Target Audience, Bidding
Beginner · Course · 1 - 4 Weeks

Coursera
Skills you'll gain: Google Ads, Keyword Research, Target Audience, Pay Per Click Advertising, Search Engine Marketing, Advertising Campaigns, Campaign Management, Online Advertising, Digital Advertising, Paid media, Marketing, Digital Marketing
Beginner · Guided Project · Less Than 2 Hours

Skills you'll gain: Data Storytelling, Media Planning, Social Media Marketing, Google Ads, Email Marketing, Social Media Strategy, Order Fulfillment, Social Media Management, Online Advertising, Search Engine Optimization, Performance Measurement, Spreadsheet Software, A/B Testing, Client Services, Campaign Management, E-Commerce, Loyalty Programs, Marketing, Interviewing Skills, Applicant Tracking Systems
Build toward a degree
Beginner · Professional Certificate · 3 - 6 Months
University of California, Davis
Skills you'll gain: Keyword Research, Search Engine Optimization, Web Analytics and SEO, Search Engine Marketing, Competitive Analysis, Content Strategy, Blogs, Web Content, Social Media, Social Media Strategy, Target Audience, Presentations, Content Creation, Google Analytics, Report Writing, Data Analysis, Analytics, Social Media Marketing, Client Services, Content Marketing
Beginner · Specialization · 3 - 6 Months

Skills you'll gain: Google Analytics, Data Storytelling, Content Performance Analysis, Web Analytics and SEO, Data Validation, Stakeholder Engagement, Statistical Modeling, Search Engine Optimization, Marketing Analytics, Web Analytics, Marketing Automation, Data Visualization, Customer Insights, Data-Driven Decision-Making, Campaign Management, Key Performance Indicators (KPIs), Predictive Analytics, Performance Measurement, Return On Investment, Artificial Intelligence
Intermediate · Specialization · 3 - 6 Months

Skills you'll gain: Web Analytics and SEO, Search Engine Optimization, Content Marketing, Web Analytics, Blogs, Search Engine Marketing, Content Creation, Marketing Strategy and Techniques, Digital Marketing, Growth Strategies, Content Strategy, Social Media Marketing, Market Research
Beginner · Course · 1 - 3 Months

Skills you'll gain: Email Marketing, Social Media Marketing, Point of Sale, Brand Loyalty, Customer Retention, Social Media Management, Customer Relationship Management, Customer Engagement, Shipping and Receiving, Customer Analysis, E-Commerce, Digital Marketing, Content Creation, Personalized Service, Employee Surveys, Process Optimization, User Feedback, Business Marketing, Contextual Advertising
Beginner · Specialization · 3 - 6 Months
University of Colorado Boulder
Skills you'll gain: Social Media Campaigns, Campaign Management, Advertising Campaigns, Google Ads, Social Media, Social Media Strategy, Social Media Marketing, Digital Advertising, Instagram, Online Advertising, Search Engine Marketing, Pay Per Click Advertising, Facebook, Contextual Advertising, Advertising, Paid media, Content Creation, Press Releases, Target Audience, Content Development and Management
Beginner · Specialization · 3 - 6 Months

Skills you'll gain: Blogs, Content Management Systems, Search Engine Optimization, Web Analytics and SEO, Keyword Research, Web Content
Beginner · Guided Project · Less Than 2 Hours

Illinois Tech
Skills you'll gain: Pay Per Click Advertising, Digital Marketing, Web Analytics, Email Marketing, Paid media, Digital Advertising, Google Ads, Social Media Campaigns, Marketing Strategies, Online Advertising, Social Media Marketing, Google Analytics, Web Analytics and SEO, Web Design and Development, Marketing, Marketing Analytics, Search Engine Optimization, Social Media, Campaign Management, Search Engine Marketing
Build toward a degree
Advanced · Course · 1 - 3 Months
Search engine marketing (SEM) is a digital marketing strategy focused on increasing a website's visibility in search engine results pages (SERPs) through paid advertising and optimization techniques. It is important because it helps businesses reach potential customers at the moment they are searching for products or services, driving targeted traffic to their websites. By leveraging SEM, companies can enhance their online presence, improve brand awareness, and ultimately increase conversions and sales.
A variety of job opportunities exist in the field of search engine marketing. Common roles include SEM Specialist, Digital Marketing Manager, PPC (Pay-Per-Click) Analyst, and SEO (Search Engine Optimization) Specialist. These positions often involve creating and managing online advertising campaigns, analyzing performance metrics, and optimizing content to improve search rankings. With the growing importance of online visibility, professionals skilled in SEM are in high demand across various industries.
To succeed in search engine marketing, you'll need a blend of technical and analytical skills. Key skills include understanding keyword research, familiarity with tools like Google Ads and Google Analytics, and knowledge of SEO principles. Additionally, strong analytical skills are essential for interpreting data and making informed decisions. Creativity is also important for crafting compelling ad copy and landing pages that engage users and drive conversions.
There are several excellent online courses available for learning search engine marketing. One notable option is the Search Engine Marketing course, which covers essential concepts and strategies. Additionally, the Google Digital Marketing & E-commerce Professional Certificate offers a comprehensive overview of digital marketing, including SEM. These courses provide valuable insights and practical skills to help you navigate the SEM landscape.
Yes. You can start learning search engine marketing on Coursera for free in two ways:
If you want to keep learning, earn a certificate in search engine marketing, or unlock full course access after the preview or trial, you can upgrade or apply for financial aid.
To learn search engine marketing effectively, start by enrolling in online courses that cover the fundamentals. Engage with practical exercises and case studies to apply what you've learned. Additionally, consider following industry blogs and forums to stay updated on the latest trends and best practices. Networking with professionals in the field can also provide insights and mentorship opportunities that enhance your learning experience.
Typical topics covered in search engine marketing courses include keyword research, ad creation, bidding strategies, campaign management, and performance analysis. Courses often explore into the differences between paid search and organic search, as well as the integration of SEM with other digital marketing strategies. Understanding these topics will equip you with the knowledge needed to create effective marketing campaigns.
For training and upskilling employees in search engine marketing, the Google Digital Marketing & E-commerce Professional Certificate is highly recommended. This program provides a comprehensive overview of digital marketing, including SEM, and is designed to equip learners with practical skills applicable in the workplace. Additionally, the Adobe Marketing Specialist Professional Certificate offers valuable insights into marketing strategies that can enhance employee capabilities in SEM.