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We are all aware of SEO (Search Engine Optimisation) or SEM (Search Engine Marketing) as it is commonly referred to! However few of us understand how SEM actually works. In this workshop you will learn about terminology, Pay Per Click, how to set up an Adwords Campaign and so much more.

When: Wednesday 21 June 2017
9:15 AM
Where: The Marketing Institute
Presenter: Vanessa Vallejo
Contact: Ailish Hollingsworth
+353 1 295 2355 Ext 4

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Part 1. Paid Search (PPC) (9.15am - 12:45pm)

-  Overview of Search Engine Marketing

-  PPC Terminology

-  Keyword research and tools

-  Quality Score and Ad Rank

-  Adwords Campaign set up

-  Writing Effective Ad Copy

-  Conversion tracking and optimisation


Part 2. Search Engine Optimisation (SEO) (1:30 - 5pm)

- How Search Engines Work

- SEO Campaign Planning

- On-site: What Search Engines Consider

- Off-site: What Search Engines Consider

- Leveraging Social Media for SEO

Upon finishing this course, attendees should have an understanding of the following:

             Digital jargon and best practice SEO and PPC

             Search Marketing planning and strategies to suit different objectives and budgets

             Google Adwords campaign fundamentals

             Integrating basic SEO into your website

             How to integrate search with social media

             How to identify poor quality PPC and SEO work

             Using Google Analytics to benchmark/measure site traffic



Date: Wednesday 21 June 2017

Time: 9:15am - 5:00pm

Location: The Marketing Institute

Price: Member Rate: €250,

Non-Member Rate: €500 The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.


Please email Ailish on or call 01 295 2355.

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.


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