Singapore University of Social Sciences

Search Engine Marketing

Search Engine Marketing (MKT559)

Applications Open: 01 October 2023

Applications Close: 15 November 2023

Next Available Intake: January 2024

Course Types: Modular Graduate Course

Language: English

Duration: 6 months

Fees: $1100 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE)

Funding: To be confirmed

School/Department: School of Business


Search Engine Marketing (SEM) refers to paid search marketing, a system where business pays search engines such as Google or BIN to show their product or service as ads in the search results. SEM is a fundamental part of the online marketing strategy. A good search engine marketing strategy defends the position of its strong keywords and enhance positions of the weak keywords. This course will introduce the fundamentals of search ads under the context of Google AdWords platform. After completion of the course, you will learn how to run campaigns for search networks using text, image and how to optimise campaigns to research best marketing ROI.

Level: 5
Credit Units: 2.5
Presentation Pattern: EVERY JAN


  • Google ads Auction, AdWords bids and daily budget
  • Google ads quality index
  • Creating an ads campaign with Google AdWords
  • Ad Extensions-sitelinks, call extensions, Location extensions.
  • Reporting and Analytics
  • Optimisation and opportunities tabs

Learning Outcome

  • Create and run search engine marketing campaigns on Google AdWords
  • Choose and compare different keywords to be shortlisted
  • Evaluate and optimise campaigns to obtain best possible results
  • Propose systematic approach to assist digital marketing decision making
  • Demonstrate proficiency in communication to clients.
  • Support group work with constructive and persuasive advice.
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