Attract and Engage Customers with Digital Marketing

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

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4 modules

Gain insight into a topic and learn the fundamentals.

4.8

(7,034 reviews)

Beginner level

No prior experience required

Flexible schedule

7 hours to complete

Learn at your own pace

99%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

4.8

(7,034 reviews)

Beginner level

No prior experience required

Flexible schedule

7 hours to complete

Learn at your own pace

99%

Most learners liked this course

What you'll learn

Recognize strategies to build brand awareness among potential customers
Explain the purpose of SEO (search engine optimization) and essential SEO terms
Optimize website content for SEO
Understand search engine marketing (SEM) and how it benefits businesses

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

20 assignments

Taught in English

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Build your Marketing expertise

This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Google

There are 4 modules in this course

Attract and Engage Customers with Digital Marketing is the second of seven courses in the Google Digital Marketing & E-commerce Certificate. In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people's interests with products and services.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify customer personas and build your target audience - Describe the marketing funnel’s purpose and benefits - Know how to increase your conversion rate - Explain the purpose of SEO and the essential SEO terms to know - Use Google Search Console and its reports to monitor a site’s presence in Google Search results - Recognize the benefits of SEM and why to do it - Understand the fundamentals of Google Ads and targeting audiences

You will continue to learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms.

What's included

10 videos10 readings5 assignments1 plugin

10 videosTotal 42 minutes

Introduction to Course 2 4 minutesPreview module
Welcome to module 1 1 minute
Customer personas for your target audience 4 minutes
How to create a customer persona 6 minutes
Introduction to the marketing funnel and its benefits 3 minutes
Awareness: Strategies to get customers introduced to a brand 5 minutes
Consideration: Strategies to build interest in your product or service 3 minutes
Conversion: Strategies to increase the conversion rate on a website 6 minutes
Loyalty: Strategies to increase the loyalty of customers after a purchase 4 minutes
Wrap-up1 minute

10 readingsTotal 70 minutes

Course 2 overview8 minutes
Helpful resources to get started8 minutes
Learn to create customer personas 8 minutes
Activity Exemplar: Create two customer personas4 minutes
How a business creates awareness for their products8 minutes
Case study: Okabashi uses marketing strategies to attract customers and build interest8 minutes
How a marketer increases consideration for a business8 minutes
How a marketer increases the conversion rate of an e-commerce website8 minutes
How a marketer increases the loyalty of customers post-purchase8 minutes
Glossary terms from module 12 minutes

5 assignmentsTotal 104 minutes

Module 1 challenge 50 minutes
Activity: Create two customer personas30 minutes
Test your knowledge: Create customer personas for your target audience8 minutes
Test your knowledge: Awareness and consideration stages of the marketing funnel8 minutes
Test your knowledge: Conversion and loyalty8 minutes

1 pluginTotal 30 minutes

Practice: Marketing funnel stages and corresponding strategies30 minutes

You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research.

What's included

11 videos4 readings4 assignments2 plugins

11 videosTotal 46 minutes

Welcome to module 22 minutesPreview module
How does the Google search engine work?5 minutes
How Google determines website rankings5 minutes
Breakdown of the Google search engine results pages (SERPs) 3 minutes
Jake - The purpose and process of search algorithms3 minutes
What is SEO and why is it important? 5 minutes
First steps before implementing SEO4 minutes
Keyword research and recommendations3 minutes
Daniel - Steps and tips a beginner digital marketer should take to optimize a website for SEO4 minutes
Organize your website’s pages: Website structure and navigation 6 minutes
Wrap-up1 minute

4 readingsTotal 28 minutes

Other popular search engines4 minutes
Beginner SEO terms8 minutes
Site hierarchy best practices8 minutes
Glossary terms from module 28 minutes

4 assignmentsTotal 74 minutes

Module 2 challenge 50 minutes
Test your knowledge: How search works8 minutes
Test your knowledge: The purpose of search engine optimization (SEO)8 minutes
Test your knowledge: Keyword research and website structure8 minutes

2 pluginsTotal 25 minutes

Practice: Structure an e-commerce website10 minutes
Prepare for SEO implementation15 minutes

You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior.

What's included

9 videos9 readings5 assignments1 plugin

9 videosTotal 33 minutes

Welcome to module 31 minutePreview module
Optimize a website's content4 minutes
Optimize images for a website 5 minutes
Craft effective titles and meta descriptions 5 minutes
Create structured data markup4 minutes
Introduction to Google Search Console 4 minutes
Google Search Console reports and metrics 4 minutes
Dave: My career path into SEO and SEM2 minutes
Wrap-up1 minute

9 readingsTotal 62 minutes

Best practices for links and promoting a website8 minutes
Make your website mobile-friendly8 minutes
Control title links and snippets 8 minutes
Activity Exemplar: Improve webpage titles and meta descriptions4 minutes
Establish your business details on Google8 minutes
Learn more about Google Search Console8 minutes
More tools and reports in Google Search Console8 minutes
Bing Webmaster Tools8 minutes
Glossary terms from module 32 minutes

5 assignmentsTotal 104 minutes

Module 3 challenge 50 minutes
Test your knowledge: Optimize a website's content8 minutes
Activity: Improve webpage titles and meta descriptions30 minutes
Test your knowledge: Help Google (and users) understand your content8 minutes
Test your knowledge: Analyze search performance and user behavior8 minutes

1 pluginTotal 3 minutes

Explore: SEO do's and don'ts3 minutes

You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads.

What's included

11 videos13 readings6 assignments

11 videosTotal 49 minutes

Welcome to week 4 2 minutesPreview module
Understand the benefits of SEM6 minutes
Common SEM ad formats in Google Ads 4 minutes
Ginny - SEM and how to attract customers3 minutes
How Google Ads works 6 minutes
Identify keywords and understand the ad auction 5 minutes
Best practices when creating a Google Ad in Search 4 minutes
Introduction to display advertising4 minutes
How to optimize a responsive display ad for your goals4 minutes
Wrap-up2 minutes
Course wrap-up3 minutes

13 readingsTotal 68 minutes

Common SEM terms4 minutes
Google Ads bid strategies8 minutes
Case study: How Studley's Flower Gardens uses Google Ads to grow their business8 minutes
Google Ads account structure and organization explanation4 minutes
Creating a Google Ad8 minutes
Activity Exemplar: Create an effective responsive search ad4 minutes
Advertise on YouTube8 minutes
How to create a responsive display ad8 minutes
Activity Exemplar: Optimize responsive display ads4 minutes
Glossary terms from module 42 minutes
Reflect and connect with your peers4 minutes
Course 2 glossary2 minutes
Get started on Course 34 minutes

6 assignmentsTotal 134 minutes

Module 4 challenge 50 minutes
Test your knowledge: Understand search engine marketing (SEM)8 minutes
Activity: Create an effective responsive search ad30 minutes
Test your knowledge: Apply search engine marketing8 minutes
Activity: Optimize responsive display ads30 minutes
Test your knowledge: Apply display advertising8 minutes

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Google Career Certificates

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Reviewed on Apr 21, 2023

I really enjoyed going through this course. The materials were too notch and instructional ni helping me improve in marketing. Great course all together. Many thanks to the coach and instructors.

Reviewed on Mar 7, 2023

I enjoyed this course and did not realize how much more goes into ad's. A lot of technical information in this course and can't wait to get more in-depth and hands on with the next sessions.

Reviewed on Mar 25, 2023

Has been a great experience!, this course has a lot of information that keeps your thoughts running and helps you to better understand our surrounding conditions in digital marketing.

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Frequently asked questions

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.

E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.