COURSE 2 | DIGITAL MARKETING & E-COMMERCE CERTIFICATE
Attract and Engage Customers with Digital Marketing
In this course, you’ll learn how to understand customers’ needs and increase their awareness of a business. With guidance from Google experts and hands-on activities, you’ll gain essential skills in search engine optimization (SEO), search engine marketing (SEM), and more.
What you'll learn
- Strategies for building brand awareness
- How to refine website content for SEO
- Essential SEO terminology
- The benefits of SEM
KEYWORD RESEARCH MARKETING STRATEGIES SEARCH ENGINE OPTIMIZATION PERSONA DEVELOPMENT WEB ANALYTICS
PAY PER CLICK ADVERTISING
PAY PER CLICK ADVERTISING
What to expect
No experience required
All skill levels welcome
1 week at 10 hours
Learn at your own pace
4 modules
Gain insights on specific topics
4.8
7,692 reviews
Course Details
Attract and Engage Customers
with Digital Marketing
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You’ll gain a deeper understanding of the marketing funnel and its four stages: awareness, consideration, conversion, and loyalty. Then you’ll learn strategies for turning potential customers into repeat customers at every stage. Finally, you’ll discover how to use customer personas to understand your audience’s goals, pain points, and preferred online platforms.
You’ll learn the core principles of search engine optimization (SEO) by reviewing how Google Search works and the key factors that can affect website rankings. Then, you’ll apply these concepts in a practical keyword research exercise.
You’ll learn how to strategically refine your website content, images, and linking for search engine optimization, and find out how to help search engines better understand your content. You’ll also discover how to craft effective website titles and add structured data markups that will help users and search engines find what they need. Then you’ll explore how SEO tools can help you analyze search performance and user behavior.
Learn strategies and best practices for SEM and Google Display ads, which are key advertising opportunities within search engines. You’ll finish with a solid understanding of how to use and improve display ads.
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View all the courses in the series
Complete all 8 courses in the Google Digital Marketing & E-commerce Certificate to advance your career. Get equipped with the skills you need to apply to entry-level roles in this field.
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Google Digital Marketing & E-commerce
Foundations of Digital Marketing and E-commerce
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Google Digital Marketing & E-commerce
From Likes to Leads: Interact with Customers Online
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Google Digital Marketing & E-commerce
Think Outside the Inbox: Email Marketing
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Google Digital Marketing & E-commerce
Assess for Success: Marketing Analytics and Measurement
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Google Digital Marketing & E-commerce
Make the Sale: Build, Launch, and Manage E-commerce Stores
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Google Digital Marketing & E-commerce
Satisfaction Guaranteed: Develop Customer Loyalty Online
Frequently asked questions
The modules included in the Attract and Engage Customers with Digital Marketing course are:
- Attract and engage customers
- Understand search engine optimization (SEO)
- Apply search engine optimization (SEO)
- Search engine marketing (SEM) and display advertising
You'll learn how to use Google tools like Google Search Console and Google Ads.
All of the courses in the Google Digital Marketing & E-commerce Certificate are now available on Google Career Skills and Coursera.
This course is part of the Google Digital Marketing & E-commerce Certificate. When you enroll, you subscribe to the entire certificate program and gain access to all included courses. In the U.S. and Canada, the subscription cost is $49 USD per month after an initial 7-day free trial period. In other countries where Google Career Certificates are available, your cost may be lower. To see the exact cost in your local currency, please visit the Coursera page and view the enrollment options.
In addition to this course, the Google Digital Marketing & E-commerce Certificate includes:
- Foundations of Digital Marketing and E-commerce
- Attract and Engage Customers Through Digital Marketing
- Content Marketing
- Email Marketing
- Marketing Analytics and Measurement
- Build, Launch, and Manage E-commerce Stores
- Develop and Maintain Customer Loyalty Online
Digital marketing is about connecting people and brands online. People with careers in this field use 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 is 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.
Digital marketing and e-commerce are interconnected, and digital marketers and e-commerce specialists have related (and sometimes overlapping) responsibilities. While digital marketing works to connect brands with people, e-commerce helps brands sell products to people. Digital marketers use online tools to reach customers and e-commerce specialists work to grow online sales. Digital marketers and e-commerce specialists both use tools and strategies that help businesses grow.
The different types of digital marketing include...
- Content marketing
- Search engine optimization
- Search engine marketing
- Affiliate marketing
- Email marketing
- Social media marketing
A digital marketer can use tools and strategies to help businesses attract and engage customers. Some of the most in-demand digital marketing skills are...
- Social media marketing
- Email marketing
- Advertising
- Marketing analytics and measurement
- Audience research
- Planning, creating, and publishing content
- Analyzing data
Yes, a certificate in digital marketing grows your skills and demonstrates your ability to use tools and strategies that are valuable to businesses. The Google Digital Marketing & E-commerce Certificate focuses on the skills that employers are seeking, including email marketing, designing and running an online store, social media marketing, and marketing analytics.
You'll learn these job-ready skills through interactive content (discussion prompts, quizzes, and hands-on activities) in under six months, with less than 10 hours of flexible study per week. The certificate will teach you how to use popular digital marketing and e-commerce tools like Shopify, Mailchimp, Twitter, Google Ads, and more. You'll also have the opportunity to apply your new skills to real-world scenarios.
After you’ve graduated from the program, you'll have access to career resources and be connected directly with employers hiring for entry-level jobs in digital marketing and e-commerce.
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