Search Engine Marketing Curriculum

SEM

History of Search Engine Marketing

1990s: Early forms of online advertising emerge with the rise of search engines like Yahoo and AltaVista.
2000: Google AdWords launches, introducing pay-per-click (PPC) advertising and revolutionizing search engine marketing.
2005: SEM gains traction as businesses recognize the value of targeted, keyword-based ads and measurable ROI.
Evolution: Advanced with tools like real-time bidding, ad extensions, audience targeting, automation, and AI-driven optimization.
Current use: Widely used by marketers and businesses to increase visibility on search engines, drive website traffic, and boost conversions through paid search campaigns.

Module 1: Introduction to Illustrator

  • Vector vs Raster graphics
  • Illustrator interface & workspace
  • Artboards and document setup
  • Navigation and zooming techniques
  • File formats (AI, EPS, PDF, SVG)

Module 2: Basic Tools & Shapes

  • Selection and Direct Selection tools
  • Drawing basic shapes (rectangle, ellipse, polygon, star)
  • Transform tools (scale, rotate, reflect, shear)
  • Pathfinder and shape builder
  • Align, distribute, and smart guides

Module 3: Working with Paths & Pen Tool

  • Understanding anchor points and handles
  • Drawing with the Pen tool
  • Curves and Bezier paths
  • Editing paths and anchor points
  • Using curvature and pencil tools

Module 4: Color & Appearance

  • Fill, stroke, and swatches
  • Gradients and gradient mesh
  • Patterns and textures
  • Color guides and Adobe Color themes
  • Appearance panel and graphic styles

Module 5: Typography & Text

  • Point type vs Area type
  • Character and paragraph formatting
  • Text on a path
  • Type effects and warping
  • Creating and editing fonts (basic intro)

Module 6: Advanced Drawing & Illustration

  • Layers and sub-layers
  • Brushes (calligraphic, scatter, art, pattern, bristle)
  • Symbols and symbol sprayer
  • Image trace and live paint
  • Perspective grid and 3D basics

Module 7: Working with Images & Effects

  • Placing and linking images
  • Clipping masks
  • Opacity masks and transparency
  • Blend tool and gradient blends
  • Effects (distort, stylize, warp, etc.)

Module 8: Workflow & Productivity

  • Custom workspaces
  • Actions and scripts
  • Recolor artwork tool
  • Libraries and Creative Cloud sync
  • Integration with Photoshop, InDesign, After Effects

Module 9: Exporting & Output

  • Saving for print, web, and mobile
  • Export formats (PNG, JPG, SVG, PDF)
  • Resolution and artboard exports
  • Preparing files for printers and clients
  • Packaging Illustrator files

Module 10: Projects & Practice

  • Logo design project
  • Business card or branding design
  • Poster or flyer design
  • Icon set design
  • Illustrated artwork project
  • Portfolio project

Why Learn SEM?

Learning Search Engine Marketing (SEM) is essential for anyone looking to succeed in the digital marketing space. SEM helps businesses gain immediate visibility by placing their ads at the top of search engine results, ensuring they reach potential customers right when they're searching. It offers precise targeting options based on keywords, location, device, and user behavior, allowing marketers to reach the right audience with the right message. Unlike SEO, SEM delivers fast results and measurable outcomes, enabling you to track every click, impression, and conversion to optimize your return on investment. As a high-demand skill in today’s job market, mastering SEM opens up career opportunities across digital agencies, e-commerce companies, and global brands.

Future Scope After Learning Adobe Illustrator

The future scope of Search Engine Marketing (SEM) is highly promising, as businesses increasingly invest in digital advertising to reach their target audiences. By mastering SEM, you can pursue careers as a Digital Marketing Specialist, PPC Analyst, SEM Manager, Performance Marketing Expert, or Growth Marketer, with opportunities across industries such as e-commerce, tech, finance, healthcare, education, and travel. With the rise of AI-driven advertising, automation tools, and data-driven decision-making, SEM professionals are in high demand globally. The ability to drive measurable results, increase brand visibility, and optimize ad spend ensures strong and sustainable career growth for students, marketers, and business professionals alike.

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