This module is primarily concerned with providing the learner with the knowledge, competencies, and skills to understand and implement search marketing activity in an organisation. It will provide the learner with an extensive grounding in enabling technologies and tools and how they link with a search marketing strategy.
The module aims to reflect what is happening in the world of search marketing today and provide the learner with the most current knowledge and skills.
The learner will receive a rigorous and solid immersion in how to organise, plan, implement, and control a search marketing strategy within a broader digital marketing framework.
It explores how search marketing can increase traffic building for lead generation, customer acquisition, and conversion. Web analytics and campaign reporting are also explored.
- SEO Architecture
- SEO Content and Link Building Core Concepts
- PPC Concepts
- Bidding
- Keywords
- Ad Groups
- Ad Copy
- Geo Targeting
- Landing Pages
- Other Targeting Options
- Content Networks
- Demographic Targeting
- Search Re–targeting
- PPC
- ROI Tracking
- Video/Mobile PPC
- Google AdWords
- Google AdWords,
- Conversion Optimizer
- PPC Reporting
- Website Optimizer
- Conversion Tracking
- Google AdWords Tools (Opportunities)
- Google AdWords and Google Analytics
- SEO Key Performance Indicators
- Experiments and Testing
- Measuring SEO ROI
- Using Analytics for SEO
- Optimizing PPC Campaigns
- Success in Content Targeting
- Creative PPC Campaigns
A lab setting will provide the learner with the opportunity to gain a balanced mix of theoretical and practical ‘hands-on’ skills. The use of webinars will address up-to-the-minute SEO optimization and PPC advertising developments. The learner will work on a search Marketing brief from a company and run a live campaign which will provide data for analysis, planning, implementation, and control of the search activity.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |