Search Engine Marketing


Search Engine Marketing


Search Engine Marketing  becomes more competitive and expensive every year so the key is to plan a professional campaign and measure leads through to conversion.

This practical program will teach you to plan and manage the entire process from the foundations of keyword research, keyword matching options, budgeting, bidding strategies, ads, split tests, landing pages and quality scores search through to ad extensions, site analytics and reporting for great measurement and evaluation.

The result will be better search campaigns that have structure and objectives from the start, improved CTRs and great data and evaluation strategies so that you can engage in data led decision making.


Course Dates


Search advertising enables you to capture an audience at a time that is convenient for them AND when they are searching specifically for your product or service.

Program Outline

The full program includes the followings units:

  • What is Search Engine Marketing
  • Fundamentals of PPC
  • Keywords
  • Matching Options & Bid Mechanics
  • Quality Scores
  • Bid Strategy
  • Ad Groups
  • Ads & Ad Copy
  • Split Testing
  • Campaign Settings
  • Ad Extensions
  • Ratings & Reviews
  • Landing Pages
  • Search Analytics
  • Site Analytics
  • Remarketing
  • Performance Marketing
  • Online Tools

Our Approach

  • Experienced trainers – all of our trainers are subject matter experts with commercial experience
  • Online LMS – all subjects have online modules for self paced learning
  • Practical methods – classes aim to utilise activity based training to engage all students in the learning experience
  • Small class sizes – expect small classes, generally up to 15 students
  • Integrated approach – subjects consider integration into the full marketing function

You will learn to:

  • Plan keyword research and design a keyword matrix
  • Utilise keyword matching options
  • Understand rank algorithms
  • Design a landing page for success
  • Improve your quality scores with simple adjustments
  • Optimise your bid strategy
  • Plan spit testing for ongoing improvement
  • Integrate your campaigns with Site Analytics
  • Understand concepts of customer life value

Student Profile

Our students in this subject are both professionals working in digital media, marketing and other students whom are looking to build and improve upon their fundamental understanding of this topic. People with the following job titles commonly attend these courses:

  • Marketing Manager
  • Digital Media Manager
  • Interactive Media Manager
  • Digital Marketing Executive
  • Marketing Executive
  • Advertising Executive
  • PPC Team
  • CRM Specialist

Course Directors

All of our course directors are subject area experts with significant practical commercial experience.

We also aim to build our courses with practical activities so that you will be applying your skills straight away with the assistance of an experienced subject matter expert to guide you.

IT class400

Instructor Led Groups

Our instructor led groups generally consist of not more than 10-12 students. The class moves at a fast pace and all students leave with a comprehensive work manual for further learning.

Small Group400

Online Learning

I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

IT class400

Corporate Groups 

Bespoke corporate groups enable you to customise the course to your specific needs. We can even plan ahead and utilise purpose built material.



“We are on the way up the rankings, thanks”

David Richards, Director

I wish I had done this course a year ago. I feel confident my campaigns are planned properly now, thanks.

Jacinta Wilkinson -

This program gave me a great insight into search engine marketing. We got through the basics quickly and I feel more confident with my campaign planning.

Simone Simpson - Digital Executive

This day was definitely worth the effort. We will continue to build out our digital plan in search and be back again.

David Ward - Manager