Google Ads and SEO (ADS301m)
Vietnamese title: Google ads và SEO
Credits: 3
Prerequisites: MKT101 or MKG101 or MMK101

Description:
This course is designed to teach students to optimize website content for the best possible search engine ranking. Students will learn the theory behind Google search and other search engine algorithms, as well as build practical, real-world skills that can be applied to a career in digital marketing or online content development, including on-page and off-page optimization, optimizing for local and international audiences, conducting search-focused website audits, and aligning SEO with overall business strategies. Students will also learn how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided to ensure the acquisition of practical skills and knowledge.

Learning outcomes:
Understand the concepts and methods of SEO and Google Ads and its implications for digital marketing
Understand the basic tools and components of SEO and Google Ads
Create a campaign for boosting search advertising applying SEO and/or Google Ads
Analyze and interprete campaign results via Google Search Console, Google Analytics and other tools.
Show a professional attitude in studying the subjects and applying it in reality
Have ability to work in a team and individually, to control time and issues

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfil tasks given by intructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (www.flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:
- Laptop computer
- Internet
- Class room for lecture sessions

Materials:
description: Search Engine Optimization (SEO) Specialization
author: Rebekah May and Eric Enge, UC Davis
publisher: Coursera
note: https://www.coursera.org/specializations/seo
description: Search Advertising Course
author: Chris J. Vargo and Harsha Gangadharbatla, University of Colorado Boulder
publisher: Coursera
note: https://www.coursera.org/learn/search-advertising/home/welcome
description: Google Ads Tutorial Series
publisher: Google skillshop
note: https://skillshop.withgoogle.com/
description: Ultimate guide to Google ads
author: Marshall, Todd and Rhodes
publisher: Entrepreneur Media
published_date: 2020
edition: 6th

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
question_type: CLO5, CLO6
category: Individual Presentation of Milestones
type: on-going
weight: 15.0
question_type: CLO3, CLO5, CLO6
no_question: Individual Presentation
knowledge_and_skill: Presentation in class.
grading_guide: 3 Milestones of the project
1 member of the group will be assigned to present each milestone. There might be two students if the group has 4 members.
note: Class room presentation
category: Project Final Presentation and Report
type: on-going
weight: 30.0
duration: 20 mins presentation
question_type: CLO3, CLO4, CLO5, CLO6
no_question: A group of three or four students will choose to undertake a project applying SEO and Google Ads on their own website.

The subject and outline of report are proposed by the lecturer.
grading_guide: Presentation: max 20 mins

Group written report: up to 10 pages excluding Appendix
note: Group presentation in class room
category: Quizzes
type: on-going
weight: 15.0
duration: 20' each
question_type: CLO1, CLO2
no_question: Multiple choice questions
grading_guide: Quizzes will test for knowledge of subjects in the chapters assigned for that day.
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: CLO1, CLO2, CLO3, CLO4
no_question: Multiple choice questions. Other types of questions may be included.
knowledge_and_skill: ~ 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Course Introduction (materials, assignment)
Group Formation
learning_outcomes: IT
session: Course Introduction (materials, assignment)
Group Formation (Cont)
learning_outcomes: I
T
session: Session 1: Introduction to Google SEO
learning_outcomes: I
T
session: Session 1: Introduction to Google SEO (Cont)
learning_outcomes: I
T
session: Session 2: Current SEO Best Practices
learning_outcomes: I
T
session: Session 2: Current SEO Best Practices (Cont)
learning_outcomes: I
T
session: Session 3: SEO of Today, Tomorrow and Beyond
learning_outcomes: I
T
session: Session 3: SEO of Today, Tomorrow and Beyond (Cont)
learning_outcomes: I
T
session: Session 4: Your Audience and Building Personas
learning_outcomes: I
T
session: Session 4: Your Audience and Building Personas (Cont)
learning_outcomes: I
T
session: Session 5: Introduction to On-page SEO
learning_outcomes: I
T
session: Session 5: Introduction to On-page SEO (Cont)
learning_outcomes: I
T
session: Sesssion 6: Introduction to Off-page SEO
learning_outcomes: I
T
session: Sesssion 6: Introduction to Off-page SEO (Cont)
learning_outcomes: I
T
session: Session 7: Introduction to Technical SEO
learning_outcomes: I
T
session: Session 7: Introduction to Technical SEO (Cont)
learning_outcomes: I
T
session: Session 8: Keyword Theory & Research
learning_outcomes: I
T
session: Session 8: Keyword Theory & Research (Cont)
learning_outcomes: I
T
session: Quiz 1
learning_outcomes: T
U
session: Quiz Review
Google Skillshop Exercise
learning_outcomes: T
U
session: Milestone presentation No.1
learning_outcomes: T
U
session: Milestone presentation No.1
learning_outcomes: T
U
session: Sesssion 9: Introduction to Optimizing a Website for Google Search
learning_outcomes: I
T
session: Sesssion 9: Introduction to Optimizing a Website for Google Search (Cont)
learning_outcomes: I
T
session: Session 10: Advanced On-page SEO
learning_outcomes: I
T
session: Session 10: Advanced On-page SEO (Cont)
learning_outcomes: I
T
session: Session 11: Mobile/App SEO and Metrics & KPIs
learning_outcomes: I
T
session: Session 11: Mobile/App SEO and Metrics & KPIs (Cont)
learning_outcomes: I
T
session: Session 12: Creating an SEO Campaign
learning_outcomes: I
T
session: Session 12: Creating an SEO Campaign (Cont)
learning_outcomes: I
T
session: Session 13: The Content Marketing Ecosystem
learning_outcomes: I
T
session: Session 13: The Content Marketing Ecosystem (Cont)
learning_outcomes: I
T
session: Session 14: Social Media Marketing (As students are already familiar with this content from previous courses, the content of this session can be quickly reviewed)
learning_outcomes: I
T
session: Session 14: Social Media Marketing (Cont) (As students are already familiar with this content from previous courses, the content of this session can be quickly reviewed)
learning_outcomes: I
T
session: Session 15: Influence Marketing (As students are already familiar with this content from previous courses, the content of this session can be quickly reviewed)
learning_outcomes: I
T
session: Session 15: Influence Marketing (Cont) (As students are already familiar with this content from previous courses, the content of this session can be quickly reviewed)
learning_outcomes: I
T
session: Session 16: Creating World Class Content
learning_outcomes: I
T
session: Session 16: Creating World Class Content (Cont)
learning_outcomes: I
T
session: Milestone Presentation No. 2
learning_outcomes: T
U
session: Milestone Presentation No. 2
learning_outcomes: T
U
session: Quiz 2
learning_outcomes: T
U
session: Quiz Review
Google Skillshop Exercise
learning_outcomes: T
U
session: Session 16: Search, Intent, Market
How Search Works, & the Bidding Process
learning_outcomes: I
T
session: Session 16: Search, Intent, Market
How Search Works, & the Bidding Process (Cont)
learning_outcomes: I
T
session: Session 17: Google's Take on Auction Ads
learning_outcomes: I
T
session: Session 17: Google's Take on Auction Ads (Cont)
learning_outcomes: I
T
session: Session: 18: Google's Take on Bidding, Audiences, and Tools
learning_outcomes: I
T
session: Session: 18: Google's Take on Bidding, Audiences, and Tools (Cont)
learning_outcomes: I
T
session: Session 19: Google Ads Campaigns
learning_outcomes: I
T
session: Session 19: Google Ads Campaigns (Cont)
learning_outcomes: I
T
session: Milestone Presentation No. 3
learning_outcomes: T
U
session: Milestone Presentation No. 3
learning_outcomes: T
U
session: Quiz 3
learning_outcomes: T
U
session: Quiz Review
Google Skillshop Exercise
learning_outcomes: T
U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: U