Attract and Engage Customers with Digital Marketing

Attract and Engage Customers with Digital Marketing is the second of seven courses in the Google Digital Marketing & E-commerce Certificate. In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people’s interests with products and services. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following:

• Identify customer personas and build your target audience
• Describe the marketing funnel’s purpose and benefits
• Know how to increase your conversion rate
• Explain the purpose of SEO and the essential SEO terms to know
• Use Google Search Console and its reports to monitor a site’s presence in Google Search results
• Recognize the benefits of SEM and why to do it
• Understand the fundamentals of Google Ads and targeting audiences

• Recognize strategies to build brand awareness among potential customers

• Explain the purpose of SEO (search engine optimization) and essential SEO terms

• Optimize website content for SEO

• Understand search engine marketing (SEM) and how it benefits businesses

Syllabus

Syllabus - What you will learn from this course
Week 1
Introduction to attract and engage customers with digital marketing
Week 2
Understand search engine optimization (SEO)
Week 3
Apply search engine optimization (SEO)
Week 4
Search engine marketing (SEM) and display advertising

FAQ

When will I have access to the lectures and assignments?

Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

What are digital marketing and e-commerce?

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty. 

E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

What do digital marketing and e-commerce specialists do?

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

Why start a career in digital marketing and e-commerce?

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

Which jobs will this certificate help me prepare for?

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Why enroll in the Google Digital Marketing and E-commerce Certificate?

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

Reviews

Coach AK is amazing. Even though the concepts was very new to me and overwhelming, AK broke it down it chunks and explained it in simple and plain language that anyone can understand. Loved it.

This is a great course. I've learned so much from his and the prior course. Looking forward to starting the next course.

I rate this course a 100%, I learnt more than envisaged. Now I know how SEO and SEM work, and how to go about them. Thank you so much coach Ak.

This course offers the Best hands on experience of various Google Tools and platforms to be used in Digital Marketing and E-commerce intiatives.