Tech On Fire

Search Engine Marketing & Analytical Skills

Master search engine and data analysis to improve online promotion strategy

In 2021, Google has a market share of 91.73%

Why need this technology

People are accustomed to doing some research on search engines before making a purchase. Hence, the results from search engines can often influence consumers’ decisions, making Search Engine Marketing (SEM) an indispensable part of online marketing tools.

The advantage of SEM is that the cost is lower than traditional advertising, and it can be targeted at target customer groups. Merchants can use the powerful data analysis function of Google Analytics (GA) to clearly analyze customer behaviour on the company website, and make data-driven planning to optimize future advertising campaigns with more specific customer targets.

Pain Points We Solved

SMEs often face the dilemma of limited advertising budget and lack of online marketing talents. But as long as you have the skills to properly allocate your advertising budget and create advertisements that can draw the attention of potential customers, any SME or start-up can reach their target customers through SEM.

This course mainly teaches the skills of accurately placing advertisements on search engines, covering topics such as the principles of search engine algorithms, minimizing advertising costs, increasing reach, and understanding data analysis. Students can learn the secrets of creating high-quality and high-ranking advertisements through in-class practices. SMEs that can master these skills will definitely be able to strengthen their marketing capabilities online.

Programme Highlights

The results of search engines are increasingly accurate and user-friendly. The fact that people are relying more on search engines for data collection is in turn feeding the accuracy of the information returned. Product and service promotion via search engines to reach target customers is essential to a strong and successful marketing campaign.

This course will cover two parts, “Paid Advertising on Search Engines” and “Introduction to Google Analytics (GA)”. The first part will explain the principles of search engines, paid advertising setup, effective e allocation of advertising budgets, and learners will practice using Google AdWords to advertise to target groups. The second part teaches key metrics in GA reports and learners will practice data analysis.

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Module 1: Search Engine Paid Advertising

Learning hours: 2 lessons, 6 hours in total

SEM is one of the most effective ways to promote your products and grow your business. By presenting a web user your company’s ad when it is highly relevant to the keywords searched can result in good click-rate and build brand awareness. Through this module, learners will be introduce to how search engines work, how paid advertising are done and acquire skills in planning and creating impactful ads.

Module content:

• Popular search engines such as Google, Yahoo and Baidu and how they function
• Keyword search and the technical concepts
• Different types of paid search ads: PPC, retargeting, geotargeting, mobile search ads, enhanced campaigns
• Introduction to Google Display Network and Google AdWords
• Exercise 1: Learners will gain first•hand experience in setting up and using Google AdWords with highlights on how it can run an ad campaign
• Organic vs paid marketing (SEO vs SEM)
• Real ad campaigns and their success stories
• Qualities of a high•ranking ad: Keywords, audience, placement
• What’s the goal of your ad campaign? Sales, leads or website traffic?
• Structure of a search ad campaign
• Exercise 2: select keywords and draft the text for a paid search ad based on the topic provided by the instructor

Module 2: Getting started with Google Analytics

Learning hours: 2 lessons, 6 hours in total

GA is the most widely used website statistics service. It is a versatile and systematic that, if use with the right tactics, can become a step-by-step guide in quantifying business success. When you base your SEM on GA, you can have a clear, data-driven understanding of your targeted audience, identify areas of optimization and plan future campaigns with better precision and cost-effectiveness.

By taking this module, learners will explore the use of GA, understand key metrics, conduct meaningful analysis, and use tools to support your SEM efforts.

Module content:
• Why is digital analytics important?
• How does GA work?
• Basic GA setup, customizing the look & feel with filters, dimensions and metrics
• Exercise 3: Learners will create a GA account, navigate the interface, set up dashboards and shortcuts and become familiar with its usage.
• Data collection and processing
• Analysis tools and techniques
• Useful reports on GA
• Basic campaign and conversion tracking
• Advanced marketing tools: Google Tag Manager
• Integrate AdWords with GA
• Exercise 4: Learners will set up goals on GA and link their GA account with their AdWords account to produce synchronized reports


Search engine paid advertising

•Create attractive paid search ads

Getting Started with Google Analytics and Data Analysis

• Master the use of GA and use report content to evaluate and conduct data analysis to help you quantify your business

Search engines bring in business opportunities

“The company’s performance is developing steadily, but as a service provider that assists customers in dealing with drainage issues and other emergencies, if the company’s website can be ranked first on relevant search results, it will open up important business opportunities. Understandably, when customers are in a hurry to find help, they will contact the prevalent and prominent search results to handle the urgent situation.

As the head of the company, I decided to enrol in this course to get the best search engine ranking for the company’s website. In addition to understanding the basics of SEM, I also learned that search engine determines the ranking of paid ads through bidding and by assessing the advertisement quality. Through the in-class exercises, I can now apply what I have learnt from the course and obtain a higher click-through rate for the company’s website in a low-bid mode. As a result, our company’s recent business return has increased by 25% and we are overjoyed! “

Simon Tong
Head of local drainage engineering company

Our Instructors

Our experienced and professional instructors have been working in the video production industry for years with a wealth of teaching experience. They compiled the program curriculum and customized the scope and content of the program to cater for different corporate needs, target to technologically upskill corporate staff and improve operation efficiency in a short time. In addition to sharing on latest technology trends, instructors will also discuss real-life cases with learners.

Creamy Lam

Our Instructors

Case Study

Optimize SEM to attract more customers

If a company wants to develop digital business, in addition to setting up an official website and opening accounts on social media platforms, the company also needs to strive for a higher ranking in the search results for the company to gain more exposure in the highly competitive online market.

By taking this course, a local footwear brand successfully attracted new customers through search engine advertising. They understand that in addition to continually improving their site’s SEO performance, direct paid search advertising can bring more benefits to the business. As brands often need to run exclusive promotions, using paid advertising can quickly get such promotions to the top of search result pages. The company also evaluated advertising effectiveness through data collection and analysis, and made timely adjustments to their online advertising strategies.


Course NameSearch Engine Marketing & Analytical Skills
Course CodeSMMT
Course Duration12 hours
Learning ModeFace to Face / Online
Class Size10
Medium of InstructionCantonese with English Terms
FundingThis course has been approved by RTTP scheme for up to 2/3 subsidy
CertificatesYou can receive the following certificates by completing this course
Tech on Fire Certificate
Digital Transformation Certificate issued by a local university *
Completion Criteria 70% attendance rate of our course
You can have the Digital Transformation Certificate by attending the Digital Transformation Workshop held by a local university quarterly. *


Is this course only suitable for those working in the digital marketing industry?

In addition to those who are engaged in the digital marketing industry, the course also welcomes those who are interested in Search Engine Marketing and Google Analytics.

We are already implementing SEO, do we still need to learn SEM?

SEM refers to the display of paid advertisements on the search results page. When done right, you can accurately target customer groups with the paid ads. Paid ads can be ranked first on result pages of search engines, preceding those results by SEO, and is especially suitable for seasonal and time-limited promotions.