1. Search Engine Marketing (SEM) Overview (such as Google Adwords, BingAds, Yandex, Baidu)
a. Pay-per-click definition; important Terms (Quality Score, Conversion Rate etc.)
b. Ad writing Techniques (compelling ads that increase click-through-rate's (CTR) lower costs; Relevance & Quality score; improve conversion rates, targeted ads & relevant landing pages)
c. Effective Landing Pages (Importance of UI/UX design, and Call-to-action)
d. PPC campaigns; Bid Management Plan and Performance Tracking
2. Display (Imagen and video)
3. Social Ads
4. Affiliation
5. Reporting & Analysis (Integrate PPC account with Google Analytics; understanding reports and define the future plan of action)