Search Engine Marketing: SEO & PPC | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

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 Categories: Digital Marketing, Optimisation

See below for further course details and full programme information.


2 days (14 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
27/09/23 Virtual classroom £720.00 £850.00 14 More info
Book Until
26 Sep 23
Study Periods
  • 27 - 28 September 2023
22/02/24 Virtual classroom £720.00 £850.00 8 More info
Book Until
21 Feb 24
24/06/24 Virtual classroom £720.00 £850.00 8 More info
Book Until
23 Jun 24
Study Periods
  • 24 - 25 June 2024

NB: Prices above subject to VAT

Course Information

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

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.

London (W1W 8SS)

The course went into more detail than I expected, I've learnt a lot and have loads to go back and do in the office.

Helen Pettitt
Senior Digital Media Co-ordinator, University of Southampton

Gives fantastic insight into SEO and PPC, certainly worth attending.

Nicolette Hoe
Totemic Ltd

Was a great and inspiring course. Really helpful to bring me up to speed on the latest developments in the search engine marketing arena. Would definitely recommend this course

Sonya Stephens
Manager, Credit Card Marketing, Virgin Atlantic

Excellent event, caters for various levels of knowledge. Excellent speaker.

Louise Fitzgerald,
British society for Haematology

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