A two day practical SEM training course covering how to plan and implement your search engine marketing; keyword research, competitors research, measurement, on and off site organic tactics and Paid media buying that will increase search traffic and resulting customers

It will show delegates how to use SEM tactics to win new customers, remarket to existing customers and to create profitable and sustainable online business.

This workshop follows on from our introductory Search Engine Marketing (SEM) course (1157).

Who should attend?

Marketing or web managers who are required to plan and implement an SEM program in either B2B or B2C markets. They will either have 2 years+ experience of planning and running SEM programs, or have attended our one day introductory Search Engine Marketing course.

It is essential to maximise the value of the course, delegates can bring access to their own Google AdWords, Google Webmaster Tools and Google Analytics accounts and raise any SEM programme specific issues.

Learning outcomes

  • How to build a ROI model
  • Apportioning SEM spend
  • How to perform keyword research to identify your audience and beat a competitor.
  • Collecting, measuring and managing SEM reporting.
  • The right SEM mix for your market.
  • The principles of paid search and quality based bidding (keywords, creatives, bids and landing pages) that drive success.
  • How to identify the best bid position.
  • Apportioning PPC spend according to your aims.
  • Collecting, measuring and managing PPC reporting.
  • PPC copywriting that works for both the search engines and your audience.
  • How to select an external search agency (from the Founder of the UK’s Original SEO).
  • Working more efficiently with your agency.
  • The BIG rules for better PPC - within your teams and third party suppliers.
  • The five principle SEO signal groups that drive success in natural search
  • Content, links, users, technology and trust
  • Keyword and SEO research.
  • Identifying the existing strengths of your website and how to improve them.
  • Building your own SEO toolbox.
  • SEO copywriting.
  • Integrating social media and your SEO program.
  • Selecting and working with an SEO.
  • Improving SEO.
  • Optimisation for web, video, shopping etc.

Course Dates

Start Date End Date Location

Course Director

Graham Hansell

Graham Hansell has over 18 years’ experience in digital marketing, originally working for the UK's first web directory and then as founder and owner of the UK's first website optimisation company. Graham is very experienced in planning and executing everything from short burst web campaigns through to large global digital marketing programmes. He excels in delivering his wide experience to delegates within an easy to understand framework and using practical real world examples.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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