|
This course is aimed at all those who might have responsibilty for managing online activity or ensuring the visibility of the organisations website on the internet. The course is suitable for Marketing Executives, Information Officers, IT Managers, Marketing Managers and Business Owners.
No prerequisite knowledge is required.
Course Content
Day 1: Sponsored Listings Search Engine marketing
| Module |
Title |
Objectives |
| 1 |
So you think you know search engines? |
Be aware of the range of services and tools currently offered by Google and other search engines. |
| 2 |
Users' Search Behaviour |
Understand users search behaviour patterns and how they should influence an advertisers online marketing activity. |
| 3 |
Getting Started with Google Adwords |
Be able to execute the set-up of a simple Google Adwords campaign. |
| 4 |
Keyword Research |
Understand the purpose of effective keyword research and know how to carry it out effectively. |
| 5 |
Optimising Your Sponsored Listings Campaign |
Learn how to optimise your Google adwords campaign to achieve the best possible return on investment from your advertising spend. |
| 6 |
Sponsored Listings Campaign Reporting |
Be able to use Google's reporting features to effectively report on a campaign and to optimise impressions, click-throughs, conversions and Return on Investment on a campaign. |
| 7 |
Other Sponsored Listings Networks |
Be aware of other major sponsored listings networks, the benefits of including these in their online marketing mix and the significant differences in the implementation of campaigns in these networks compared to Google. |
Day 2: Organic Search Engine marketing
| Module |
Title |
Objectives |
| 1 |
Why Search Engine Marketing? |
Be aware of the growth in online demand and the reasons for this growth. |
| 2 |
The Search Engine Marketing Environment |
Be familiar with user's search behaviour patterns and how this should influence an advertisers online marketing activity. |
| 3 |
Keyword Research |
|
| 4 |
Search Engine Friendly Design |
Know what makes a website search-engine friendly and be able to implement basic optimisation techniques. |
| 5 |
Link Building |
Be able to execute an effective inbound link building campaign. |
| 6 |
Search Engine Friendly Development |
Ensure that your website is designed without introducing major barriers to the achievement of search engine rankings |
| 7 |
20 Top Tips |
All you need to know to optimise your search engine marketing campaign |
|
