This one-day course provides a practical introduction to Search Engine Marketing (SEM), combining Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising to improve visibility and deliver measurable results. We also explore Answer Engine Marketing (AEM) and the growing influence of AI-driven discovery, including Google’s AI Overviews, AI Mode and ChatGPT search.
Through tutor-led demonstrations and real examples, you will learn how to:
- Plan and manage search activity using tools such as Google Trends, Keyword Planner and custom campaign spreadsheets
- Identify search intent, structure keyword research and develop integrated SEM plans aligned with marketing objectives
- Apply on-page, content and technical optimisation to improve visibility and search performance
- Manage ad relevance, budgeting and performance tracking through metrics such as CTR, CPC and conversions
- Use Shopping and Performance Max campaigns to support commercial goals across multiple channels
Marketers who want to understand how SEO, PPC and AI-based search combine to shape visibility and performance. The course is ideal for those new to search marketing who want to develop practical skills using live tools and structured planning methods.
If you are already working in SEM you may be interested in our specialist courses in Search Engine Optimisation (SEO) and PPC Google Ads.
- How SEM combines SEO, PPC and AEM to support marketing objectives
- Identify and interpret search intent to guide keyword selection and targetingÂ
- Use Google Trends, People Also Ask and Keyword Planner to prioritise keyword opportunitiesÂ
- Apply the principles of on-page, content, and technical optimisationÂ
- Plan and manage PPC campaigns using ad quality, targeting, and budgeting principlesÂ
- Measure performance through metrics such as CTR, CPC and conversionsÂ
- The role of Shopping and Performance Max campaigns in achieving commercial goalsÂ
- How AI Overviews, AI Mode and ChatGPT influence discovery and customer interactionÂ
- Develop an integrated Digital Discovery SEM plan Â
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
I thought the course in general was excellent, and would have no qualms in recommending it to others. It was intense, with a wide variety of topics covered and a great deal of depth, but ultimately very rewarding.
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