Google SEO & Paid Ads Integrated Training (Professional Development for the Pet Industry)
Recently, as part of the Professional Development for the Pet Industry, we conducted a digital marketing training session on Search Engine Optimization (SEO) and Paid Ads.
This training focused not merely on learning how to use SEO or advertising platforms, but on understanding what information customers in the pet industry search for and how to connect this to actual content and advertising strategies.
Search Marketing Training Tailored for the Pet Industry
In corporate and institutional training, it’s more important to structure cases and practical exercises that align with the trainees’ industry and job specifics than to simply deliver established theories.
In this training, considering related industries such as pet supplies, food, treats, and healthcare, we analyzed customer search intent and explored methods for discovering keywords with high purchase potential.
We didn’t stop at just finding high-volume keywords; we also connected this to how to utilize the discovered keywords in SEO content and Paid Ads.
From SEO to Changes in the AI Search Environment
Recently, an increasing number of consumers are exploring products and services not only through Naver and Google but also through generative AI like ChatGPT.
Accordingly, this training covered the basic principles of traditional SEO, along with key changes to be aware of in the AI search environment, such as GEO (Generative Engine Optimization), Topic Clusters, and Fan-out Queries.
More important than learning new terminology is understanding how to prepare our company’s content and search exposure strategy in response to changes in the search environment.
Paid Ads and Practical Data Utilization
In the Paid Ads section, we examined the basic structure of Google Ads and the characteristics of Search Ads, Display Ads, and YouTube Ads.
We particularly focused on developing basic practical skills to directly manage ads or evaluate the performance of agency ads, connecting everything from ad keyword selection to key performance indicators like CTR, CPC, and conversions.
The overall flow of this training was as follows:
Customer Search Analysis → Keyword Discovery → SEO Content → Paid Ads → Performance Analysis → GEO Expansion
The core of this training was to understand each marketing technique not in isolation, but as part of a single search marketing process.
Training Curriculum
PART 01. SEO-Based Search Exposure & AI Search Response
- Changes in the Latest Search Environment and Consumer Search Behavior
- Understanding SEO, GEO, and Search Exposure Structure
- Discovering Core Keywords Based on Search Intent
- Planning SEO Content for Search Traffic
- Understanding Topic Clusters and Fan-out Queries
- Brand Exposure Strategy in AI Search (e.g., ChatGPT)
PART 02. Paid Ad Operations & Data Utilization
- Interconnected Strategies for SEO and Paid Ads
- Understanding Google Ads Campaigns and Ad Types
- Selecting Search Ad Keywords Based on Purchase Intent
- Utilizing Search, Display, and YouTube Ads
- Analyzing Key Performance Indicators: CTR, CPC, Conversions, etc.
- Applying Ad Data to SEO & GEO Strategies
This Professional Development for the Pet Industry training was also conducted with a practical focus, ensuring that trainees didn’t just listen to lectures but could apply search marketing to their own products and services afterward.
For corporate and institutional training, we customize the curriculum by adjusting the proportion of case studies and practical exercises to match the industry characteristics, the level of the trainees, and the training objectives and duration.
