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Search Engine Marketing: SEO & PPC

Institute of Data & Marketing
Course summary
Professional Training
2 days
850 GBP excl. VAT
Full time
London, Online courses
Course Dates
London
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Course description

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.

Suitability - 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.

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 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

About provider

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...


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Institute of Data & Marketing

DMA House
70 Margaret Street London
W1W 8SS

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www.theidm.com


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