Search Engine Marketing (SEM) Planning Principles

Overview

This course provides the fundamentals of planning effective Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising campaigns. The course is divided into two key sections:

1. SEO Strategies
   • The factors influencing search engine rankings and an understanding of how search engines operate
   • How to develop an effective customer-centric keyword strategy to enhance online visibility and improve campaign outcomes
2. PPC Advertising Campaigns
   • The practical aspects of setting up and managing a successful PPC campaign using the Google Ads platform
   • Explore SEO content, technical optimisation, and linking strategies to ensure your campaign drives high-quality traffic to your landing pages

Who should attend?

This course is designed for marketers with little to no previous experience in Search Engine Optimisation (SEO) and PPC advertising.

If you are already working in SEM you may be interested in our specialist courses in Search Engine Optimisation (SEO) and PPC Google Ads.

Learning outcomes

SEO Strategies

• How search engines respond to customer queries
• Why keyword research must be customer-centric
• How on-site optimisation improves search results
• The technical aspects of SEO you need to know
• The long-term importance of link building

PPC Advertising Campaigns

• Using PPC to drive traffic to your conversion pages
• How to set up Google Ads search campaign
• The different campaign types (search, performance max, display, shopping, video, app, local etc.)
• Targeting options on the Google Display Network
• How to set up keyword targeting
• Effective auction bidding tactics
• How to measure the effect of your PPC campaigns