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Google

Make the Sale: Build, Launch, and Manage E-commerce Stores

Google via Google Skills

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Overview

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Launch your online selling journey. Build a Shopify e-commerce store, add product listings, and master customer outreach through advertisements and campaigns. This course explores how businesses and individuals sell products online using popular platforms. Google employees guide you through hands-on activities simulating common digital marketing and e-commerce tasks, showing you essential tools and resources. This is the sixth course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level digital marketing and e-commerce role.

Syllabus

  • Introduction to make the sale: build, launch, and manage e-commerce stores
    • Introduction to Course 6
    • Course 6 overview
    • Welcome to module 1
    • What is e-commerce?
    • The benefits of selling online
    • Henry - My career path into e-commerce
    • Practice Quiz: Test your knowledge: Why e-commerce?
    • Get to know the basics of e-commerce
    • Learn more about the basics of e-commerce
    • Jaylin - The role of an entry-level e-commerce specialist at a big company and a small business
    • Essential e-commerce strategies
    • Market research
    • Get started with market research
    • Practice Quiz: Activity: Perform a competitive analysis
    • Activity Exemplar: Perform a competitive analysis
    • Identify your target audience
    • Learn more about identifying your target audience
    • How to do product research
    • Product sourcing
    • Researching and sourcing products
    • Branding in e-commerce
    • Practice Quiz: Activity: Identify brand values
    • Activity Exemplar: Identify brand values
    • Case study: How Prados Beauty's brand uplifts the indigenous community
    • Wrap-up
    • Glossary terms from module 1
    • Graded Quiz: Module 1 challenge
  • Learn about online stores
    • Welcome to module 2
    • Overview of e-commerce stores
    • How an e-commerce store works
    • E-commerce platforms
    • E-commerce platforms and domains
    • Introduction to Shopify
    • Learn more about Shopify
    • Practice Quiz: Test your knowledge: E-commerce platforms
    • Introduction to building an e-commerce store
    • Review: Set up a mock e-commerce store using Shopify
    • Add products to a Shopify store
    • Create a product detail page
    • Review: Begin adding product listings to a Shopify store
    • Review: Finish adding product listings to a Shopify store
    • Finish setting up a Shopify store
    • Learn more about working in Shopify
    • Set up your Google Merchant Center account and link it to Shopify
    • Add Google and other shopping channels in Shopify
    • List products on multiple shopping channels
    • Wrap-up
    • Glossary terms from module 2
    • Graded Quiz: Module 2 challenge
  • Ads and campaigns in e-commerce
    • Welcome to module 3
    • Advertise online
    • Platforms for e-commerce ads
    • Using videos in ads
    • Practice Quiz: Test your knowledge: Basics of online ads
    • Advertise with Google Ads campaigns
    • Practice Quiz: Test your knowledge: How to place online ads
    • Understand Smart Campaigns
    • Prepare a Google Shopping campaign
    • Create a Smart Shopping campaign
    • Disapprovals in Google Ads
    • Explore seasonality in e-commerce
    • Use Google Ads to plan for seasonality
    • Practice Quiz: Test your knowledge: Seasonality in e-commerce
    • Marketing for special events and holidays
    • Optimize your e-commerce marketing strategies
    • Plan for seasonal events
    • Seasonal budgeting and bidding
    • Practice Quiz: Activity: Set seasonal budgets and bids
    • Activity Exemplar: Set seasonal budgets and bids
    • Practice Quiz: Test your knowledge: How to optimize an e-commerce businesses' sales
    • Wrap-up
    • Glossary terms from module 3
    • Graded Quiz: Module 3 challenge
  • Engage customers with an online store
    • Welcome to module 4
    • Create an engaging online experience for customers
    • Responsive and mobile-first design for e-commerce stores
    • Tips for increasing customer engagement
    • Case study: How T|W Tote designed their website to engage with customers
    • Introduction to the checkout process
    • Common reasons for cart abandonment
    • Tips for reducing cart abandonment
    • Practice Quiz: Activity: Evaluate the checkout process for an e-commerce store
    • Activity Exemplar: Evaluate the checkout process for an e-commerce store
    • Taylor - Optimize a website to improve sales
    • Get products to customers
    • Wrap-up
    • Glossary terms from module 4
    • Graded Quiz: Module 4 challenge
    • Course wrap-up
    • Course 6 glossary
    • Get started on Course 7
    • Course 6 resources and citations

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