[major=MKT | course_id=ADS301m | syllabus_id=13594 | semester=8 | combo=MKT_COM1; MKT_COM2.1 | title=Google Ads and SEO]
Course ID: ADS301m
Title EN: Google Ads and SEO
Title VI: Google ads và SEO
Credits: 3.0
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.
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
Course type: coursera_hybrid
Decision: 1318/QĐ-ĐHFPT dated 11/27/2025
Approved date: 2025-11-27
CLO1: Understand the concepts and methods of SEO and Google Ads and its implications for digital marketing
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=CLO5, CLO6; grading_guide=; completion_criteria=; clos=>0
[2] category=Individual Presentation of Milestones; type=on-going; weight=15.0; duration=; question_type=CLO3, CLO5, CLO6; 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.; completion_criteria=; clos=>0
[3] category=Project Final Presentation and Report; type=on-going; weight=30.0; duration=20 mins presentation; question_type=CLO3, CLO4, CLO5, CLO6; grading_guide=Presentation: max 20 mins

Group written report: up to 10 pages excluding Appendix; completion_criteria=; clos=>0
[4] category=Quizzes; type=on-going; weight=15.0; duration=20' each; question_type=CLO1, CLO2; grading_guide=Quizzes will test for knowledge of subjects in the chapters assigned for that day.; completion_criteria=; clos=>0
[5] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=CLO1, CLO2, CLO3, CLO4; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Search Engine Optimization (SEO) Specialization; author=Rebekah May and Eric Enge, UC Davis; publisher=Coursera; edition=; isbn=; main=True; online=True; note=https://www.coursera.org/specializations/seo
[2] desc=Search Advertising Course; author=Chris J. Vargo and Harsha Gangadharbatla, University of Colorado Boulder; publisher=Coursera; edition=; isbn=; main=True; online=True; note=https://www.coursera.org/learn/search-advertising/home/welcome
[3] desc=Google Ads Tutorial Series; author=; publisher=Google skillshop; edition=; isbn=; main=; online=True; note=https://skillshop.withgoogle.com/
[4] desc=Ultimate guide to Google ads; author=Marshall, Todd and Rhodes; publisher=Entrepreneur Media; edition=6th; isbn=; main=; online=; note=
Session 1: Course Introduction (materials, assignment)
Group Formation
Topic: offline; Teaching type: LO1, LO2; LO: IT
ITU: Coursera, Google Skillshop, Instructor's Resources
Tasks: https://feedu-my.sharepoint.com/:f:/g/personal/thuytt5_fe_edu_vn/EuYL6mrt36JPuQSy5_NZseoBw3_nd3x5WmMayJIbzIZ8TA?e=uT2Mx5

Session 2: Course Introduction (materials, assignment)
Group Formation (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: Coursera, Google Skillshop, Instructor's Resources

Session 3: Session 1: Introduction to Google SEO
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/1
Download: Lecture, Class Discussion

Session 4: Session 1: Introduction to Google SEO (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/1
Download: Lecture, Class Discussion
CLO2: Understand the basic tools and components of SEO and Google Ads
Session 1: Session 2: Current SEO Best Practices
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/2
Download: Lecture, Class Discussion

Session 2: Session 2: Current SEO Best Practices (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/2
Download: Lecture, Class Discussion

Session 3: Session 3: SEO of Today, Tomorrow and Beyond
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/3
Download: Lecture, Class Discussion

Session 4: Session 3: SEO of Today, Tomorrow and Beyond (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/3
Download: Lecture, Class Discussion
CLO3: Create a campaign for boosting search advertising applying SEO and/or Google Ads
Session 1: Session 4: Your Audience and Building Personas
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/4
Download: Lecture, Class Discussion

Session 2: Session 4: Your Audience and Building Personas (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-engine-optimization/home/week/4
Download: Lecture, Class Discussion

Session 3: Session 5: Introduction to On-page SEO
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/1
Download: Lecture, Class Discussion

Session 4: Session 5: Introduction to On-page SEO (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/1
Download: Lecture, Class Discussion
CLO4: Analyze and interprete campaign results via Google Search Console, Google Analytics and other tools.
Session 1: Sesssion 6: Introduction to Off-page SEO
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/2
Download: Lecture, Class Discussion

Session 2: Sesssion 6: Introduction to Off-page SEO (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/2
Download: Lecture, Class Discussion

Session 3: Session 7: Introduction to Technical SEO
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/3
Download: Lecture, Class Discussion

Session 4: Session 7: Introduction to Technical SEO (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/3
Download: Lecture, Class Discussion
CLO5: Show a professional attitude in studying the subjects and applying it in reality
Session 1: Session 8: Keyword Theory & Research
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/4
Download: Lecture, Class Discussion

Session 2: Session 8: Keyword Theory & Research (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-fundamentals/home/week/4
Download: Lecture, Class Discussion

Session 3: Quiz 1
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial

Session 4: Quiz Review
Google Skillshop Exercise
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial
CLO6: Have ability to work in a team and individually, to control time and issues
Session 1: Milestone presentation No.1
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial

Session 2: Milestone presentation No.1
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial

Session 3: Sesssion 9: Introduction to Optimizing a Website for Google Search
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/1
Download: Lecture, Class Discussion

Session 4: Sesssion 9: Introduction to Optimizing a Website for Google Search (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/1
Download: Lecture, Class Discussion
Session 1: Session 10: Advanced On-page SEO
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/2
Download: Lecture, Class Discussion

Session 2: Session 10: Advanced On-page SEO (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/2
Download: Lecture, Class Discussion

Session 3: Session 11: Mobile/App SEO and Metrics & KPIs
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/3
Download: Lecture, Class Discussion

Session 4: Session 11: Mobile/App SEO and Metrics & KPIs (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/3
Download: Lecture, Class Discussion
Session 1: Session 12: Creating an SEO Campaign
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/4
Download: Lecture, Class Discussion

Session 2: Session 12: Creating an SEO Campaign (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/optimizing-web-search/home/week/4
Download: Lecture, Class Discussion

Session 3: Session 13: The Content Marketing Ecosystem
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/1
Download: Lecture, Class Discussion

Session 4: Session 13: The Content Marketing Ecosystem (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/1
Download: Lecture, Class Discussion
Session 1: 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)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/2
Download: Lecture, Class Discussion

Session 2: 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)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/2
Download: Lecture, Class Discussion

Session 3: Session 15: Influence Marketing (As students are already familiar with this content from previous courses, the content of this session can be quickly reviewed)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/3
Download: Lecture, Class Discussion

Session 4: 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)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/3
Download: Lecture, Class Discussion
Session 1: Session 16: Creating World Class Content
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/4
Download: Lecture, Class Discussion

Session 2: Session 16: Creating World Class Content (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/seo-tactics/home/week/4
Download: Lecture, Class Discussion

Session 3: Milestone Presentation No. 2
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial

Session 4: Milestone Presentation No. 2
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial
Session 1: Quiz 2
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial

Session 2: Quiz Review
Google Skillshop Exercise
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial

Session 3: Session 16: Search, Intent, Market
How Search Works, & the Bidding Process
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/1
Download: Lecture, Class Discussion

Session 4: Session 16: Search, Intent, Market
How Search Works, & the Bidding Process (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/1
Download: Lecture, Class Discussion
Session 1: Session 17: Google's Take on Auction Ads
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/2
Download: Lecture, Class Discussion

Session 2: Session 17: Google's Take on Auction Ads (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/2
Download: Lecture, Class Discussion

Session 3: Session: 18: Google's Take on Bidding, Audiences, and Tools
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/3
Download: Lecture, Class Discussion

Session 4: Session: 18: Google's Take on Bidding, Audiences, and Tools (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/3
Download: Lecture, Class Discussion
Session 1: Session 19: Google Ads Campaigns
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/4
Download: Lecture, Class Discussion

Session 2: Session 19: Google Ads Campaigns (Cont)
Topic: offline; Teaching type: LO1, LO2; LO: I, T
ITU: https://www.coursera.org/learn/search-advertising/home/week/4
Download: Lecture, Class Discussion

Session 3: Milestone Presentation No. 3
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial

Session 4: Milestone Presentation No. 3
Topic: offline; Teaching type: LO3, LO4; LO: T, U
ITU: 
Download: Tutorial
Session 1: Quiz 3
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial

Session 2: Quiz Review
Google Skillshop Exercise
Topic: offline; Teaching type: LO1, LO2; LO: T, U
ITU: Coursera, Google Skillshop, Instructor's Resources
Download: Tutorial

Session 3: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review

Session 4: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review
Session 1: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review

Session 2: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review

Session 3: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review

Session 4: GROUP PRESENTATION & COURSE REVIEW
Topic: offline; Teaching type: LO1-LO4; LO: U
ITU: Instructor Manual, Teacher's Resource
Download: Presentation, Exam Review