"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"
Martin Radford,
Data Services Manager, CDS Global
Search Engine Marketing: SEO & PPC
Drive sustained traffic growth through your SEO and PPC activity. Learn how to get higher search rankings, increase visitors to your site and maximise ROI on this intensive two-day course. Boost conversion rates and measure your results with effective actionable insights.
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
Details
- Level
- Intermediate
- Duration
- 2 days (14 CPD hours)
- Rating
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.
Tutor
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
London (W1W 8SS)
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
