Search Engine Marketing
The Search Engine Marketing Program: AI-Enhanced delivers the latest strategies used in the thriving field of paid search. Over five weeks, you'll gain practical understanding of search marketing strategy, campaign architecture, and optimization principles through real-world examples and a comprehensive campaign project. Master both traditional search fundamentals and learn how Google's AI-powered search is the future of the channel. This program focuses on strategic thinking and marketing expertise that will make you an indispensable asset to any marketing team.
Weeks 3 and 4 focus on Google Search Ads certification preparation, guiding you through Google's official training materials. While we won't complete the entire certification in class, you'll make significant progress and gain the foundation needed to finish independently. Walk away with one of the most respected certifications in the industry—a highlight on any resume or job application in the digital advertising field.
In the final week, you'll develop a comprehensive search advertising campaign strategy that brings together everything you've learned throughout the course. You'll present your campaign plan to the class as if pitching a client—developing the strategic framework, keyword research, ad copy, budget allocation, and optimization approach that mirrors real-world search marketing workflows. This professional simulation provides hands-on experience without requiring live ad spend, giving you a portfolio-ready project that demonstrates your search marketing expertise.
This program may be taken as a stand-alone course and fulfills one elective requirement in DePaul's Digital Marketing Strategy Certificate Program.
Upon successful completion of the program, participants will earn a digital Certificate of Completion issued through Credly. This credential can be easily added to LinkedIn and other professional platforms to showcase your learning and achievement.
For More Information, Contact:
Jurate Murray
Email: jmurray9@depaul.edu
Phone: +1 312-362-5913
"As somebody who had a rudimentary knowledge of PPC/SEM, but not much practical experience, the [Search Engine Marketing Certificate Program] provided a top level view of the field and did a great job of differentiating. . . what would come up for both small-scale and in-house campaigns. . . This course offers practical knowledge of what working in the search field is like by providing both classroom style instruction and practical case study experience.
I was able to leverage this knowledge immediately into multiple freelance and contract positions . . . and have been working in Paid Search at the agency level for some months now. I have to thank this class for helping give me the knowledge and short-term experience I'd need to leverage into an agency position. I hope you continue to offer this course and teach others . . . about how exciting this industry can be."
-Anthony Frabotta
- eCommerce and digital marketing professionals
- Business owners seeking online customer acquisition strategies
- Entrepreneurs marketing themselves online
- Entrepreneurs marketing themselves online
- Individuals pursuing careers in paid search and performance marketing
- Structure and launch effective paid search campaigns
- Develop keyword strategies and write high-converting ad copy
- Analyze performance data and optimize for growth
- Leverage AI-powered tools and automation platforms
- Prepare for Google Search Ads certification
- Use advanced targeting techniques including geo-targeting and dayparting
- Apply competitive research and benchmarking strategies
- Build a complete simulated campaign for your portfolio
Note: This program emphasizes search marketing strategy and campaign planning rather than hands-on platform training.
Week 1 - Introduction to Search
- Overview & History
- Search Engine Marketing vs. Search Engine Optimization
- Paid Search Fundamentals
- How search engines work
- AI's evolving role in search
- Campaign project introduction
Week 2 - Campaign Development & Analytics Essentials
- Campaign Structure and hierarchy
- Keyword Types and development
- Ad copywriting
- Budget forecasting
- Essential analytics concepts
- Managing to key metrics
- AI tools for campaign optimization
Week 3 - Google Search Ads Certification Preparation Part 1
- Guided walkthrough of Google's official certification training
- Core concepts and platform fundamentals
- Campaign setup and management
- AI-powered features in Google Ads
Week 4 - Google Search Ads Certification Preparation Part 2
- Continued certification training walkthrough
- Advanced optimization strategies
- Measurement and attribution
- Students complete remaining modules independently
Week 5 - Campaign Presentations & Industry Trends
- Google Search Ads Campaign Project presentations
- AI-driven optimization and emerging formats
- Tools and competitive research strategies
- Your next steps in search marketing
Are there course materials?
All course materials are included. Slides, handouts, and recordings will be available for download from D2L, the course learning management system.
Is software required?
Projects use free software including Google Skillshop for certification training. While we won't be working within the live Google Ads platform, you'll be trained on search advertising fundamentals, strategy development, and campaign architecture that directly applies to real-world implementation. Instructions on accessing Google Skillshop will be provided in class.
Are there additional costs?
No additional costs. The campaign project is simulated and does not require purchasing ad spend. Google Skillshop access for certification training is free.
Do I need a computer?
You'll need access to a computer (Windows or Mac) to complete projects and access Google's training platforms. Laptops are welcome in class but not required.
What about the Google Search Ads certification exam?
The certification exam is not part of this course. However, Weeks 3-4 provide guided preparation through Google's official training materials. You'll make significant progress during class and can complete the remaining modules and exam independently at no cost.
What's the class size?
Class size is limited to fewer than 20 students to ensure an interactive learning environment.
Will there be assignments and exams?
There will be optional homework: Short readings and video assignments. The course culminates in a Google Search Ads Campaign Project with final presentations in Week 5.
Are there prerequisites?
No prerequisites are required. This course is designed for all experience levels.
Will I get hands-on training in the Google Ads platform?
This course focuses on search marketing strategy and fundamentals rather than platform-specific interface training. You'll learn campaign architecture, optimization principles, and strategic thinking that applies to real-world search marketing—without the technical platform training.
What are the requirements for the Digital Marketing Strategy Certificate?
Students must successfully complete four required courses and two elective courses to earn the Digital Marketing Strategy Certificate.
What is the difference between a certificate and a certification?
A certificate is earned after completion of a course or series of courses and is awarded by a training provider or educational institution. Certification typically includes experience, an educational component, and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.
Joshua "JD" Dreller brings over 20 years of digital advertising experience across a wide range of channels and roles. As Senior Director of Content Marketing at Skai, a leading marketing intelligence platform, JD works with digital marketing strategy at scale. He teaches DePaul's undergraduate course on Google Search Ads and Analytics and previously taught DePaul's Multi-Channel and Content Marketing certificate courses. JD writes and speaks about digital marketing regularly as part of his professional work. Connect with JD at linkedin.com/in/joshdreller
Available Sessions:
| Course Name | Schedule | Location | Delivery Method | Price | |
| Search Engine Marketing Certificate Program | 6/01/2026-6/29/2026 | Schedule: Mondays, 6:00 PM - 8:00 PM | Remote | Modality: Online Synchronous | $1,495.00 |