Search Engine Marketing: SEO & PPC Masterclass | DMA

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Search Engine Marketing: SEO & PPC Masterclass

Copywriting for Digital

This two-day masterclass offers the opportunity to get two of our most popular one-day masterclasses for a reduced rate.

If you’re short on time, you can choose to complete just Day 1 on Search Engine Optimisation, or just Day 2 on Pay per Click.

During this course, 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

Course details:

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

SEO and its impact on web design

  • WebSite visibility
  • Reputation and redirection
  • HTML tags with impact on SEO

On-page optimisation

  • Setting up and understanding Google Search Console

Content strategy and link building

  • The importance of links
  • Competitor informed link building
  • Link building through content
  • Guest posting

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

Day 2: PPC
Introduction to Google Ads

  • What is Google Ads?
  • How it works
  • Why Google Ads
  • Setting Google Ads objectives

Campaign Setup

  • What is a campaign?
  • Campaign structure
  • Campaign goals & objectives
  • Bidding and budgeting
  • Choosing the right campaign settings


  • What are keywords?
  • Keywords best practices
  • Keyword research (Keyword Planner tool)

Text Ads

  • Ads best practices
  • Responsive search ads
  • How to write excellent text ads

Campaign Management

  • What is campaign management
  • Management best practices
  • Quality Score: what is it and how to improve it

Conversion Tracking

  • What is conversion tracking?
  • How to setup tracking
  • Intro to Google Analytics tracking


  • Intro to remarketing
  • Why Audiences are important
  • Setting up your audiences
  • Remarketing campaign types
  • Setting up a remarketing campaign


  • Into to Google Ads reports
  • Using Google Data Studio

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.


Mike Ncube

Mike Ncube is a digital marketing expert with over 13 years' experience in Google Ads, PPC and SEO advertising. Mike is a Google Partner and has been since the programme was launched by Google over 8 years ago.

He is an author and has written over many books, guides and ebooks on digital marketing topics including Google Ads, PPC advertising and digital marketing strategy.

He has worked with businesses from a wide range of industries including IoT, Automotive, Manufacturing, Real Estate and more for big clients like BitDefender and Quectel to micro businesses.

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