Search Engine and Performance Marketing
Subject Overview
The second Digital Marketing group elective, covering advanced SEO and technical optimization, Search Engine Marketing and PPC advertising models, performance marketing and conversion rate optimization, and digital performance metrics and campaign analytics. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Advanced SEO
Search engine algorithms and ranking, website indexing and crawling, technical SEO and architecture, mobile-first indexing, keyword research and competitor analysis, on-page and off-page optimization, backlink building, local and voice SEO, SEO audits
Unit 2: Search Engine Marketing
Google Ads ecosystem and campaign structure, PPC advertising models, bidding strategies and ad ranking, search/display/shopping/video ads, remarketing and retargeting, programmatic advertising, audience and behavioural targeting, ad quality score
Unit 3: Performance marketing
Concept and importance of performance marketing, conversion rate optimization, landing page optimization, A/B and multivariate testing, affiliate and influencer performance campaigns, customer acquisition and lead generation, funnel optimization, attribution models
Unit 4: Digital metrics and analytics
CTR/CPC/CPA/CPM/ROI, Google Analytics and Search Console, dashboard interpretation and reporting, campaign monitoring tools, audience insights, advertising fraud and ad blockers, predictive analytics in campaign management