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This course is part of Google Digital Marketing & E-commerce Professional Certificate
Instructor: Google Career Certificates
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(6,510 reviews)
(6,510 reviews)
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
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11 quizzes, 9 assignments
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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.
10 videos10 readings1 quiz4 assignments1 plugin
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.
11 videos4 readings3 quizzes1 assignment1 plugin
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.
9 videos9 readings4 quizzes1 assignment1 plugin
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.
11 videos13 readings3 quizzes3 assignments
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Grow with Google is an initiative that draws on Google's decades-long history of building products, platforms, and services that help people and businesses grow. We aim to help everyone – those who make up the workforce of today and the students who will drive the workforce of tomorrow – access the best of Google’s training and tools to grow their skills, careers, and businesses.
Digital Marketing Institute
Course
Coursera Project Network
Course
University of California, Irvine
Specialization
Fundação Instituto de Administração
Specialization
6,510 reviews
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Reviewed on Sep 9, 2023
This course boosts my confidence, creating a smooth path in my journey career about digital marketing. Confident enough to face the challenging tasks ahead of me for the better future.
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 Oct 24, 2023
I Completed this course recently and I have learned so many of the things which I didn't know. Really Good Learning experience as the material in the course is well designed and easy to get along.
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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.
Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.
No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!
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.
We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.
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.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
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