Attract and Engage Customers with Digital Marketing
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.
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- Level Foundation
- Duration 21 hours
- Course by Google
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Offered by
About
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 audiencesModules
Getting started with the course
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1
Videos
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2
Readings
1
Videos
- Introduction to Course 2
2
Readings
- Course 2 overview
- Helpful resources to get started
Create customer personas for your target audience
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3
Videos
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2
Readings
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2
Assignment
2
Assignment
- Activity: Create two customer personas
- Test your knowledge: Create customer personas for your target audience
3
Videos
- Welcome to module 1
- Customer personas for your target audience
- How to create a customer persona
2
Readings
- Learn to create customer personas
- Activity Exemplar: Create two customer personas
Awareness and consideration marketing funnel stages
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3
Videos
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3
Readings
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1
Assignment
1
Assignment
- Test your knowledge: Awareness and consideration stages of the marketing funnel
3
Videos
- Introduction to the marketing funnel and its benefits
- Awareness: Strategies to get customers introduced to a brand
- Consideration: Strategies to build interest in your product or service
3
Readings
- How a business creates awareness for their products
- Case study: Okabashi uses marketing strategies to attract customers and build interest
- How a marketer increases consideration for a business
Conversion and loyalty marketing funnel stages
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2
Videos
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2
Readings
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1
Plugin
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1
Assignment
1
Assignment
- Test your knowledge: Conversion and loyalty
2
Videos
- Conversion: Strategies to increase the conversion rate on a website
- Loyalty: Strategies to increase the loyalty of customers after a purchase
2
Readings
- How a marketer increases the conversion rate of an e-commerce website
- How a marketer increases the loyalty of customers post-purchase
Review: Introduction to attract and engage customers with digital marketing
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1
Videos
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1
Readings
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1
Quiz
1
Videos
- Wrap-up
1
Readings
- Glossary terms from module 1
1
Quiz
- Module 1 challenge
How search works
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5
Videos
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1
Readings
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1
Quiz
5
Videos
- Welcome to module 2
- How does the Google search engine work?
- How Google determines website rankings
- Breakdown of the Google search engine results pages (SERPs)
- Jake - The purpose and process of search algorithms
1
Readings
- Other popular search engines
1
Quiz
- Test your knowledge: How search works
Understand the basics of search engine optimization (SEO)
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2
Videos
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1
Readings
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1
Quiz
2
Videos
- What is SEO and why is it important?
- First steps before implementing SEO
1
Readings
- Beginner SEO terms
1
Quiz
- Test your knowledge: The purpose of search engine optimization (SEO)
Keyword research and website structure
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3
Videos
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1
Readings
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1
Plugin
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1
Assignment
1
Assignment
- Test your knowledge: Keyword research and website structure
3
Videos
- Keyword research and recommendations
- Daniel - Steps and tips a beginner digital marketer should take to optimize a website for SEO
- Organize your website’s pages: Website structure and navigation
1
Readings
- Site hierarchy best practices
Review: Understand search engine optimization (SEO)
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1
Videos
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1
Readings
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1
Quiz
1
Videos
- Wrap-up
1
Readings
- Glossary terms from module 2
1
Quiz
- Module 2 challenge
Optimize a website’s content for search engine optimization
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3
Videos
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2
Readings
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1
Plugin
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1
Assignment
1
Assignment
- Test your knowledge: Optimize a website's content
3
Videos
- Welcome to module 3
- Optimize a website's content
- Optimize images for a website
2
Readings
- Best practices for links and promoting a website
- Make your website mobile-friendly
Help Google (and users) understand your content
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2
Videos
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3
Readings
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2
Quiz
2
Videos
- Craft effective titles and meta descriptions
- Create structured data markup
3
Readings
- Control title links and snippets
- Activity Exemplar: Improve webpage titles and meta descriptions
- Establish your business details on Google
2
Quiz
- Activity: Improve webpage titles and meta descriptions
- Test your knowledge: Help Google (and users) understand your content
Analyze search performance and user behavior
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3
Videos
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3
Readings
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1
Quiz
3
Videos
- Introduction to Google Search Console
- Google Search Console reports and metrics
- Dave: My career path into SEO and SEM
3
Readings
- Learn more about Google Search Console
- More tools and reports in Google Search Console
- Bing Webmaster Tools
1
Quiz
- Test your knowledge: Analyze search performance and user behavior
Review: Apply search engine optimization (SEO)
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1
Videos
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1
Readings
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1
Quiz
1
Videos
- Wrap-up
1
Readings
- Glossary terms from module 3
1
Quiz
- Module 3 challenge
Understand search engine marketing (SEM)
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4
Videos
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2
Readings
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1
Assignment
1
Assignment
- Test your knowledge: Understand search engine marketing (SEM)
4
Videos
- Welcome to week 4
- Understand the benefits of SEM
- Common SEM ad formats in Google Ads
- Ginny - SEM and how to attract customers
2
Readings
- Common SEM terms
- Google Ads bid strategies
Understand Google Ads
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3
Videos
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4
Readings
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2
Assignment
2
Assignment
- Activity: Create an effective responsive search ad
- Test your knowledge: Apply search engine marketing
3
Videos
- How Google Ads works
- Identify keywords and understand the ad auction
- Best practices when creating a Google Ad in Search
4
Readings
- Case study: How Studley's Flower Gardens uses Google Ads to grow their business
- Google Ads account structure and organization explanation
- Creating a Google Ad
- Activity Exemplar: Create an effective responsive search ad
Apply display advertising
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2
Videos
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3
Readings
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2
Quiz
2
Videos
- Introduction to display advertising
- How to optimize a responsive display ad for your goals
3
Readings
- Advertise on YouTube
- How to create a responsive display ad
- Activity Exemplar: Optimize responsive display ads
2
Quiz
- Activity: Optimize responsive display ads
- Test your knowledge: Apply display advertising
Review: Search engine marketing (SEM) and display advertising
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1
Videos
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1
Readings
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1
Quiz
1
Videos
- Wrap-up
1
Readings
- Glossary terms from module 4
1
Quiz
- Module 4 challenge
Course review: Attract and engage customers with digital marketing
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1
Videos
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3
Readings
1
Videos
- Course wrap-up
3
Readings
- Reflect and connect with your peers
- Course 2 glossary
- Get started on Course 3
Auto Summary
Discover the power of digital marketing with the engaging course, "Attract and Engage Customers with Digital Marketing," part of the Google Digital Marketing & E-commerce Certificate. This dynamic course dives into essential digital marketing strategies, including search engine optimization (SEO), search engine marketing (SEM), and display advertising, equipping you with the skills to attract and engage customers online effectively. Guided by experienced Google professionals, you'll gain hands-on experience with practical activities and examples that mimic real-world digital marketing and e-commerce scenarios. The course covers vital aspects such as understanding the marketing funnel, keyword research, search engine algorithms, link building, and leveraging tools like Google Search Console and Google Ads. With a duration of 1260 minutes, this foundational course is designed for beginners, requiring no prior experience. By the end of this course, you'll be adept at identifying customer personas, building target audiences, enhancing website traffic quality and quantity, and applying best practices to increase business awareness and customer engagement. Ideal for those aspiring to enter the digital marketing and e-commerce fields, this course offers flexible subscription options, including Starter, Professional, and Paid plans. Join us on Coursera and take the first step toward mastering digital marketing techniques and boosting your career prospects.
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