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You will learn to:

  • Develop an integrated search marketing plan that maximises your SEO and PPC efforts
  • Create landing pages that will boost conversion rates for both SEO and PPC 
  • Apply keyword analysis to optimise your site for SEO and make your PPC activity more effective
  • Ensure that growth is sustained in your targeted traffic 
  • Identify, measure and act upon the KPIs  that will help you boost your performance in search

Course availability 

start location member non-member places left
Central London (W1W 8SS) £955.00 £1125.00 1
Central London (W1W 8SS) £955.00 £1125.00 7
Central London (W1W 8SS) £955.00 £1125.00 7

NB: Prices above subject to VAT.

Course information

programme

Day 1: SEO

An introduction to SEO

  • Introduction to search marketing (basics)
  • How it works: Search Engine Optimisation
  • The evolving search engine landscape

Keyword research

  • Keyphrase analysis: its role in SEO
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication

Structural optimisation for SEO and its impact on web design

  • What search engines are doing: reprise
  • Site visibility
  • Reputation and redirection
  • HTML tags with impact on SEO

Content strategy and link building

  • The importance of links
  • Competitor informed link building
  • Link building through content
  • Link building through social networking

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

Day 2: PPC

An introduction to PPC

  • Introduction to Pay Per Click Advertising
  • How it works

Keyword research

  • Keyphrase analysis: its role in PPC
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication

Adwords

  • Paid search
  • Leveraging relevance
  • Account structure
  • Basic campaign targeting

Advanced PPC marketing

  • Enhanced campaign techniques
  • Keywords and ads
  • Best practices: ads
  • Paid Search: bidding and budgeting

Retargeting

  • Search retargeting basics
  • The seven types of effective retargeting

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

Additional opportunities

  • Overview of additional advertising opportunities - content targeting, remarketing, mobile advertising, Pay per Call, display and video ad formats etc.
who should attend?

This search marketing course is designed for all marketers involved in online marketing.

Previous delegates include:

  • Credit Card Marketing Executive (Virgin Atlantic Airways Ltd)
  • Marketing Services Manager (Pitney Bowes International)
  • Channel Development Manager (Allianz Insurance Plc)
  • Customer Database Specialist (Mercedes Benz UK Ltd)
Enrol onto ‘Search Engine Optimisation: SEO and PPC’ course and receive the ‘DMA Mobile Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Mike Rogers F IDM, Managing Director, Optimize

Mike is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.

venue

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

testimonials
The course went into more detail than I expected, I’ve learnt a lot and have loads to go back and do in the office.

Helen Pettitt,
Senior Digital Media Co-ordinator, University of Southampton

Gives fantastic insight into SEO and PPC, certainly worth attending

Nicolette Hoe,
Totemic Ltd

Was a great and inspiring course. Really helpful to bring me up to speed on the latest developments in the search engine marketing arena. Would definitely recommend this course

Sonya Stephens,
Manager, Credit Card Marketing, Virgin Atlantic

Fun and interactive, quite clearly the most up to date and relevant marketing qualification available to marketers. Insightful, relevant and practical – can easily apply the course to the working world.

Elliot Bertram,
Hays Recruitment

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