Digital Marketing Optimisation

This course is for marketing professionals who are interested optimising their SEO and digital marketing effectiveness and strategies through an enhanced understanding of SEO, Web Analytics and Pay-Per-Click. You will have the technical know-how to build and maintain an effective search-engine optimisation (SEO) strategy in order to enhance a website’s search engine rankings.

Participants will learn about pay-per-click (PPC) search marketing. At the end of the course, you will be able to reach new audiences through sponsored ads on key search engines and websites, generating new sales and increasing the return on your marketing investment.

Exit Level Outcomes

Upon completing this course, you should be able to:

Use the range of specialist tools available to help common search engines find, view and rate websites, including on-page optimisation techniques, the process involved in effective keyword research and selection, content updates, using appropriate meta tags, rankings, and off-page optimisation activities such as link-building.

Analyse, strategise, conceptualise, manage and monitor SEO achievements against targets. Data protection and privacy issues will be examined. Critical success and failure factors will be explored.

Set up accounts, profiles and permissions to apply Google Analytics tracking across your website, enabling you to develop customer insights that help you fulfil your business KPIs.

Assess your website’s technical performance, including download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases, and registrations.

Create customised reports as well as benefiting from real-time intelligence reporting.

Be up to date about data protection and privacy issues associated with website analytics will be covered.

Recognise the features of strong ad copy and develop your skills in writing compelling ads and learn also learn to set and manage budgets for Adwords campaigns, analyse and measure their effectiveness, and achieve targets within allocated budgets.

Explore critical success and failure factors of Pay Per Click marketing.


Certificate of Participation


3 days

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Digital Marketing Optimisation

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