• For Individuals
  • For Businesses
  • For Universities
  • For Governments
Coursera
  • Online Degrees
  • Careers
  • Log In
  • Join for Free
    Coursera
    • Browse
    • Search Engine Marketing

    Search Engine Marketing Courses Online

    Study search engine marketing (SEM) for digital advertising. Learn to create, manage, and optimize paid search campaigns.

    Skip to search results

    Filter by

    Subject
    Required
     *

    Language
    Required
     *

    The language used throughout the course, in both instruction and assessments.

    Learning Product
    Required
     *

    Build job-relevant skills in under 2 hours with hands-on tutorials.
    Learn from top instructors with graded assignments, videos, and discussion forums.
    Learn a new tool or skill in an interactive, hands-on environment.
    Get in-depth knowledge of a subject by completing a series of courses and projects.
    Earn career credentials from industry leaders that demonstrate your expertise.
    Earn career credentials while taking courses that count towards your Master’s degree.
    Earn your Bachelor’s or Master’s degree online for a fraction of the cost of in-person learning.
    Earn a university-issued career credential in a flexible, interactive format.
    Graduate level learning within reach.

    Level
    Required
     *

    Duration
    Required
     *

    Skills
    Required
     *

    Subtitles
    Required
     *

    Educator
    Required
     *

    Explore the Search Engine Marketing Course Catalog

    • U

      University of California, Davis

      Search Engine Optimization (SEO)

      Skills you'll gain: Keyword Research, Search Engine Optimization, Web Analytics and SEO, Content Creation, Social Media Strategy, Competitive Analysis, Target Audience, Client Services, Content Marketing, Peer Review, Social Media Marketing, Consumer Behaviour, Google Analytics, Presentations, Marketing, Forecasting, Digital Marketing, Expectation Management, Content Strategy, User Research

      4.6
      Rating, 4.6 out of 5 stars
      ·
      13K reviews

      Beginner · Specialization · 3 - 6 Months

    • Status: Free
      Free
      C

      Coursera Project Network

      Google Ads for Beginners

      Skills you'll gain: Google Ads, Keyword Research, Target Audience, Pay Per Click Advertising, Search Engine Marketing, Advertising Campaigns, Campaign Management, Online Advertising, Digital Advertising, Return On Investment

      4.4
      Rating, 4.4 out of 5 stars
      ·
      5.6K reviews

      Beginner · Guided Project · Less Than 2 Hours

    • Status: New AI skills
      New AI skills
      G

      Google

      Google Digital Marketing & E-commerce

      Skills you'll gain: Media Planning, Search Engine Marketing, Email Marketing, Data Storytelling, Social Media Strategy, Search Engine Optimization, Social Media Marketing, Content Creation, Order Fulfillment, Google Ads, Online Advertising, A/B Testing, Social Media Campaigns, Target Audience, Digital Marketing, E-Commerce, Loyalty Programs, Customer Retention, Customer experience strategy (CX), Campaign Management

      Build toward a degree

      4.8
      Rating, 4.8 out of 5 stars
      ·
      39K reviews

      Beginner · Professional Certificate · 3 - 6 Months

    • Status: New
      New
      S

      Simplilearn

      Search Engine Marketing

      Skills you'll gain: Search Engine Marketing, Google Ads, Online Advertising, Search Engine Optimization, Marketing, Digital Marketing, Digital Advertising, Paid media, Campaign Management, Marketing Automation, Advertising Campaigns, Google Analytics, Advertising, Keyword Research, Target Audience, Bidding

      Beginner · Course · 1 - 4 Weeks

    • Status: Free
      Free
      C

      Coursera Project Network

      Search Engine Optimization (SEO) with Squarespace

      Skills you'll gain: Blogs, Content Management Systems, Search Engine Optimization, Web Analytics and SEO, Keyword Research, Web Content

      4.5
      Rating, 4.5 out of 5 stars
      ·
      1.1K reviews

      Beginner · Guided Project · Less Than 2 Hours

    • G

      Google

      Foundations of Digital Marketing and E-commerce

      Skills you'll gain: Data Storytelling, Customer experience strategy (CX), Performance Measurement, Data-Driven Decision-Making, E-Commerce, Marketing Strategies, Digital Marketing, Branding, Marketing Channel, Marketing Analytics, Search Engine Marketing, Search Engine Optimization, Social Media Marketing, Target Audience

      4.8
      Rating, 4.8 out of 5 stars
      ·
      28K reviews

      Beginner · Course · 1 - 4 Weeks

    • Status: AI skills
      AI skills
      M

      Meta

      Meta Social Media Marketing

      Skills you'll gain: Paid media, Social Media Management, Social Media Marketing, Social Media, Marketing Analytics, Target Audience, Content Creation, Instagram, Marketing Budgets, Social Media Strategy, Social Media Campaigns, Campaign Management, Marketing Effectiveness, Online Advertising, Marketing, Performance Analysis, Key Performance Indicators (KPIs), Goal Setting, Advertising, Presentations

      Build toward a degree

      4.8
      Rating, 4.8 out of 5 stars
      ·
      21K reviews

      Beginner · Professional Certificate · 3 - 6 Months

    • Status: New
      New
      A

      Adobe

      Digital Marketing

      Skills you'll gain: Content Marketing, Promotional Strategies, Target Audience, Digital Marketing, Marketing Communications, Content Creation, Customer experience strategy (CX), Digital Advertising, Marketing Strategies, Campaign Management, Product Promotion, Persona Development, Customer Insights, Marketing Automation, Business Marketing, Business-To-Consumer, Sales Process, Customer Relationship Management, Generative AI Agents, Storytelling

      4.8
      Rating, 4.8 out of 5 stars
      ·
      19 reviews

      Beginner · Course · 1 - 4 Weeks

    • S

      Starweaver

      Grow with AI: Your AI-driven Growth Marketing strategy

      Skills you'll gain: AI Personalization, Marketing Strategies, Email Marketing, Growth Strategies, Marketing Automation, Marketing Effectiveness, Marketing Analytics, Customer experience strategy (CX), Customer Engagement, Lead Generation, Artificial Intelligence, Customer Insights, Customer Retention, Business Ethics

      4.7
      Rating, 4.7 out of 5 stars
      ·
      51 reviews

      Beginner · Course · 1 - 4 Weeks

    • I

      Illinois Tech

      Digital Marketing

      Skills you'll gain: Pay Per Click Advertising, Digital Marketing, Web Analytics, Email Marketing, Paid media, Digital Advertising, Google Ads, Social Media Campaigns, Marketing Strategies, Online Advertising, Social Media Marketing, Google Analytics, Web Analytics and SEO, Web Design and Development, Marketing, Marketing Analytics, Search Engine Optimization, Social Media, Campaign Management, Search Engine Marketing

      Build toward a degree

      4.5
      Rating, 4.5 out of 5 stars
      ·
      35 reviews

      Advanced · Course · 1 - 3 Months

    • Status: Free
      Free
      C

      Coursera Project Network

      Create a Google Ads Search Campaign

      Skills you'll gain: Google Ads, Online Advertising, Search Engine Marketing, Campaign Management, Keyword Research, Advertising Campaigns, Advertising, Pay Per Click Advertising, Digital Advertising, Marketing, Bidding, Budget Management, Marketing Strategies

      4.6
      Rating, 4.6 out of 5 stars
      ·
      701 reviews

      Beginner · Guided Project · Less Than 2 Hours

    • Status: Free
      Free
      C

      Coursera Instructor Network

      GenAI for Digital Marketing Specialists

      Skills you'll gain: Generative AI, Marketing Analytics, Data Ethics, Brand Strategy, Content Creation, Prompt Engineering, Marketing, Marketing Automation, AI Personalization, Data-Driven Decision-Making, Competitive Analysis

      4.5
      Rating, 4.5 out of 5 stars
      ·
      33 reviews

      Intermediate · Course · 1 - 4 Weeks

    Search Engine Marketing learners also search

    Marketing
    Digital Marketing
    Beginner Digital Marketing
    Social Media Marketing
    Digital Marketing Projects
    Advanced Digital Marketing
    Beginner Social Media Marketing
    Marketing Strategy
    1234…230

    In summary, here are 10 of our most popular search engine marketing courses

    • Search Engine Optimization (SEO): University of California, Davis
    • Google Ads for Beginners: Coursera Project Network
    • Google Digital Marketing & E-commerce: Google
    • Search Engine Marketing: Simplilearn
    • Search Engine Optimization (SEO) with Squarespace : Coursera Project Network
    • Foundations of Digital Marketing and E-commerce: Google
    • Meta Social Media Marketing: Meta
    • Digital Marketing: Adobe
    • Grow with AI: Your AI-driven Growth Marketing strategy : Starweaver
    • Digital Marketing: Illinois Tech

    Frequently Asked Questions about Search Engine Marketing

    Search Engine Marketing (SEM) refers to the practice of utilizing paid advertisements that appear on search engine results pages (SERPs) to promote and enhance online visibility for a website. This form of marketing allows businesses to increase their online presence, drive traffic to their websites, and attract potential customers.

    SEM involves creating and optimizing search engine advertisements through platforms like Google Ads, Bing Ads, or Yahoo Gemini. These advertisements usually appear above or below the organic search results when users search for specific keywords or phrases related to the business or product offerings.

    By bidding on relevant keywords, businesses can display targeted advertisements to a specific audience. When a user clicks on the ad, the advertiser pays a specific amount, hence the term ""pay-per-click"" (PPC) advertising.

    SEM is often used synonymously with PPC marketing, as the majority of search engine advertisements are pay-per-click ads. However, SEM is a broader term that encompasses all activities involved in promoting a website through search engines, including both paid and organic methods.

    Organic methods, also known as Search Engine Optimization (SEO), involve optimizing a website's content, structure, and other factors to improve its visibility on search engine results pages without paying for advertisements. On the other hand, SEM specifically focuses on paid advertising to drive traffic and conversions.

    Overall, Search Engine Marketing is a powerful tool for businesses and individuals looking to increase their online visibility, attract targeted traffic, and achieve their marketing goals.‎

    To excel in Search Engine Marketing (SEM), there are several skills that you should focus on learning:

    1. Keyword Research: Master the art of finding relevant keywords and understand their search volumes and competition levels.

    2. Pay-Per-Click (PPC) Advertising: Learn how to create and manage effective PPC campaigns on platforms like Google Ads and Microsoft Advertising.

    3. Ad Copywriting: Develop the skill of crafting compelling and persuasive ad copy to maximize clicks and conversions.

    4. Landing Page Optimization: Understand how to design and optimize landing pages to enhance user experience and boost conversion rates.

    5. Analytics and Data Analysis: Familiarize yourself with tools like Google Analytics to track campaign performance, measure key metrics, and derive actionable insights.

    6. A/B Testing: Learn how to conduct A/B tests to experiment with different ad variations, landing pages, and strategies to improve campaign performance.

    7. Search Engine Optimization (SEO): Gain knowledge of basic SEO principles to understand how paid and organic search work together in driving traffic.

    8. Bid Management: Acquire skills in setting, adjusting, and optimizing bids to ensure cost-effectiveness and maximize ROI.

    9. Competitor Analysis: Learn how to analyze and benchmark against competitors’ strategies to gain a competitive edge.

    10. Stay Updated: SEM is continuously evolving, so make sure to stay updated with industry trends, algorithm changes, and new advertising features to stay ahead of the curve.

    Remember, practicing these skills hands-on and keeping up with industry certifications like Google Ads or Microsoft Advertising can greatly enhance your SEM expertise.‎

    With Search Engine Marketing (SEM) skills, you can access a range of job opportunities. Here are some potential career paths:

    1. SEM Specialist/Manager: As an SEM specialist or manager, you will strategize and execute search engine marketing campaigns, optimize paid search efforts, conduct keyword research, and analyze campaign performance. This role is typically found within marketing agencies, digital marketing teams, or large organizations.

    2. Digital Marketing Specialist: SEM skills are highly valued in the digital marketing field. Digital marketing specialists with SEM expertise can develop and implement online marketing campaigns, manage paid search channels, optimize advertisements, and track performance metrics across various digital platforms.

    3. PPC (Pay-per-Click) Manager: PPC managers focus on managing paid advertising campaigns on search engines such as Google or Bing. They conduct keyword research, create and optimize advertisements, monitor budgets and bidding strategies, and continually analyze and refine campaigns to maximize return on investment.

    4. SEO (Search Engine Optimization) Specialist: While SEO and SEM are separate disciplines, having SEM skills can be advantageous for an SEO specialist. Search Engine Optimization specialists optimize websites to increase organic search visibility. Strong SEM knowledge can help in developing effective SEO strategies and enhancing website rankings.

    5. Marketing Analyst: SEM skills can be beneficial for marketing analysts who use data analytics tools to track, analyze, and report on the success of SEM campaigns. They provide insights on campaign performance, identify opportunities for optimization, and make data-driven recommendations to improve marketing efforts.

    6. Digital Advertising Manager: With SEM skills, you can pursue a career as a digital advertising manager, overseeing various online advertising initiatives. This role involves managing digital ad campaigns, collaborating with cross-functional teams, monitoring ad performance, and ensuring campaigns align with business objectives.

    These are just a few examples of jobs where Search Engine Marketing skills are highly valued. The demand for professionals with expertise in SEM continues to grow as businesses increasingly recognize the importance of online advertising and maximizing their digital presence.‎

    People who are analytical, detail-oriented, and have a strong interest in digital marketing are best suited for studying Search Engine Marketing. They should have a good understanding of how search engines work and be willing to continuously learn and adapt to the ever-changing landscape of online advertising. Additionally, individuals who enjoy working with data, conducting research, and have strong problem-solving skills will excel in this field.‎

    There are several topics related to Search Engine Marketing (SEM) that you can study. Some of these include:

    1. Search Engine Optimization (SEO): This covers the techniques and strategies used to optimize a website's visibility in search engine results pages organically.

    2. Pay-Per-Click Advertising (PPC): PPC refers to the practice of placing ads on search engine result pages and paying only when users click on them. Studying PPC will help you understand how to create effective ad campaigns and optimize them for maximum results.

    3. Keyword Research: Keyword research involves identifying the most relevant and high-performing keywords for your SEM campaigns. Proper keyword research ensures that your content and ads reach the right audience.

    4. Ad Copywriting: Writing compelling and persuasive ad copy is essential for attracting clicks and driving conversions. Studying ad copywriting will help you learn how to craft engaging ads that resonate with your target audience.

    5. Analytics and Reporting: Understanding how to measure the success of your SEM campaigns is crucial. Studying analytics and reporting will teach you how to track key metrics, evaluate campaign performance, and generate reports to make data-driven decisions.

    6. Landing Page Optimization: Landing pages play a crucial role in converting website visitors into customers. Learning about landing page optimization will help you understand how to design, structure, and test landing pages to maximize conversions.

    7. Social Media Advertising: While not directly linked to search engines, social media platforms provide powerful advertising opportunities. Studying social media advertising will broaden your SEM knowledge and allow you to leverage different channels to reach your target audience.

    Remember, each of these topics is vast, and gaining practical experience and staying updated with the latest trends and tools is equally important for a comprehensive understanding of Search Engine Marketing.‎

    Online Search Engine Marketing courses offer a convenient and flexible way to enhance your knowledge or learn new Search Engine Marketing (SEM) refers to the practice of utilizing paid advertisements that appear on search engine results pages (SERPs) to promote and enhance online visibility for a website. This form of marketing allows businesses to increase their online presence, drive traffic to their websites, and attract potential customers.

    SEM involves creating and optimizing search engine advertisements through platforms like Google Ads, Bing Ads, or Yahoo Gemini. These advertisements usually appear above or below the organic search results when users search for specific keywords or phrases related to the business or product offerings.

    By bidding on relevant keywords, businesses can display targeted advertisements to a specific audience. When a user clicks on the ad, the advertiser pays a specific amount, hence the term ""pay-per-click"" (PPC) advertising.

    SEM is often used synonymously with PPC marketing, as the majority of search engine advertisements are pay-per-click ads. However, SEM is a broader term that encompasses all activities involved in promoting a website through search engines, including both paid and organic methods.

    Organic methods, also known as Search Engine Optimization (SEO), involve optimizing a website's content, structure, and other factors to improve its visibility on search engine results pages without paying for advertisements. On the other hand, SEM specifically focuses on paid advertising to drive traffic and conversions.

    Overall, Search Engine Marketing is a powerful tool for businesses and individuals looking to increase their online visibility, attract targeted traffic, and achieve their marketing goals. skills. Choose from a wide range of Search Engine Marketing courses offered by top universities and industry leaders tailored to various skill levels.‎

    When looking to enhance your workforce's skills in Search Engine Marketing, it's crucial to select a course that aligns with their current abilities and learning objectives. Our Skills Dashboard is an invaluable tool for identifying skill gaps and choosing the most appropriate course for effective upskilling. For a comprehensive understanding of how our courses can benefit your employees, explore the enterprise solutions we offer. Discover more about our tailored programs at Coursera for Business here.‎

    This FAQ content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.

    Other topics to explore

    Arts and Humanities
    338 courses
    Business
    1095 courses
    Computer Science
    668 courses
    Data Science
    425 courses
    Information Technology
    145 courses
    Health
    471 courses
    Math and Logic
    70 courses
    Personal Development
    137 courses
    Physical Science and Engineering
    413 courses
    Social Sciences
    401 courses
    Language Learning
    150 courses

    Coursera Footer

    Technical Skills

    • ChatGPT
    • Coding
    • Computer Science
    • Cybersecurity
    • DevOps
    • Ethical Hacking
    • Generative AI
    • Java Programming
    • Python
    • Web Development

    Analytical Skills

    • Artificial Intelligence
    • Big Data
    • Business Analysis
    • Data Analytics
    • Data Science
    • Financial Modeling
    • Machine Learning
    • Microsoft Excel
    • Microsoft Power BI
    • SQL

    Business Skills

    • Accounting
    • Digital Marketing
    • E-commerce
    • Finance
    • Google
    • Graphic Design
    • IBM
    • Marketing
    • Project Management
    • Social Media Marketing

    Career Resources

    • Essential IT Certifications
    • High-Income Skills to Learn
    • How to Get a PMP Certification
    • How to Learn Artificial Intelligence
    • Popular Cybersecurity Certifications
    • Popular Data Analytics Certifications
    • What Does a Data Analyst Do?
    • Career Development Resources
    • Career Aptitude Test
    • Share your Coursera Learning Story

    Coursera

    • About
    • What We Offer
    • Leadership
    • Careers
    • Catalog
    • Coursera Plus
    • Professional Certificates
    • MasterTrack® Certificates
    • Degrees
    • For Enterprise
    • For Government
    • For Campus
    • Become a Partner
    • Social Impact
    • Free Courses
    • ECTS Credit Recommendations

    Community

    • Learners
    • Partners
    • Beta Testers
    • Blog
    • The Coursera Podcast
    • Tech Blog
    • Teaching Center

    More

    • Press
    • Investors
    • Terms
    • Privacy
    • Help
    • Accessibility
    • Contact
    • Articles
    • Directory
    • Affiliates
    • Modern Slavery Statement
    • Manage Cookie Preferences
    Learn Anywhere
    Download on the App Store
    Get it on Google Play
    Logo of Certified B Corporation
    © 2025 Coursera Inc. All rights reserved.
    • Coursera Facebook
    • Coursera Linkedin
    • Coursera Twitter
    • Coursera YouTube
    • Coursera Instagram
    • Coursera TikTok