Course description
Search Engine Marketing: SEO & PPC Masterclass
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.
Upcoming start dates
Suitability - Who should attend?
This search marketing course is designed for all marketers involved in online marketing.
Previous participants 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.
Outcome / Qualification etc.
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
Training Course Content
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 Masterclass 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.
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.
The IDM’s Virtual Classroom offers:
- An interactive classroom environment
- Peer-to-peer collaboration
- An engaging platform experience
- Practical learning through hands-on exercises
- Online access anywhere you can get an internet connection
Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.
Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £720 + VAT
Non-members: £850 + VAT
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Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...