City Lit Pro: search engine marketing

Course Dates: 10/10/20 - 17/10/20
Time: 10:00 - 13:00
Location: Online

Search engine marketing (SEM) grow year on year, so it’s key to manage the planning, management and execution of such a successful channel.

This course will be delivered online. For more information please see our guide to online learning.


What is the course about?

This structured course will take you through planning and management of PPC and SEO campaigns. It includes the latest techniques for evaluating and enhancing your current SEO efforts. How to use current tools and innovative methods to increment effectively your reach using PPC.

This hand-on course will take you through setting goals, budgeting, keyword research, planning and measurement across PPC and SEO. It will lead to a better understanding and confidence in dealing with both internal teams and external agencies.

This is a live online course. For more information please see our guide to online learning.
We will contact you with joining instructions before your course starts.

What will we cover?

• How search engines work
• How to optimise your website design to be search engine friendly
• How to use the right keywords
• The basics of search engine copywriting
• Technical on-page SEO elements
• Link profiles and off-page factors
• Local SEO
• The Basics of Pay Per Click Advertising
• Best practices for AdWords account set up
• AdWords metrics explained
• Optimise a Google Ads account
• Relate your Pay Per Click to your marketing, sales and business goals
• Choose Keywords and set up the optimal budget
• The Bidding Strategy.

What will I achieve?
By the end of this course you should be able to...

• Recognise how Search Engines work and how customers can be guided to your website through optimisation
• Assess your current SEO PPC state and locate the keywords and phrases driving traffic
• Learn methods to run effective pay-per-click campaigns through keyword and competitor analysis
• Complete an SEO competitive analysis on your website and competitors
• Develop a solid approach for achieving high ROI and sales volume using SEO and PPC
• Create reports of your findings and recommendations for SEO and PPC to present to your management or clients
• Develop a strong and effective search marketing strategy that will have an immediate impact on your business and campaigns.

What level is the course and do I need any particular skills?

You should have basic computing skills and experience of using a web browser on a PC or a Mac.

How will I be taught, and will there be any work outside the class?

This course will be delivered online, and will involve tutor presentation and class discussion. Student preparation and homework outside class times is strongly encouraged. To fully participate in this online class you will need:
- An email address
- A reliable internet connection
- A computer/laptop/tablet with a fully updated browser (preferably google chrome). Your device will need a microphone, and preferably a camera.

Are there any other costs? Is there anything I need to bring?

There are no additional costs.

When I've finished, what course can I do next?

City Lit Pro: Introduction to Mobile Marketing Strategy, City Lit Pro: Introduction to marketing metrics and ROI, City Lit Pro: implementing a content strategy, City Lit Pro: introduction to conversion rate Optimisation, Google AdWords: introduction, Google Analytics: introduction.


Customer Reviews 1 item(s)

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Reviews below are by students who have attended this course, regardless of the course teacher. Please be aware you may not be booking onto a course with the same teacher.

The course is excellent, a huge eye opener and explained in a clear, straightforward way. You don't realise what you don't know about the whole internet advertising. I think I now know more than my web designer.
Course Rating
Review by Theresa / (Posted on 17/10/2019)
Tutor Biographies
Salvatore Maiorano

Sal has been working in digital marketing since its early days in 2000. He has an extensive background in digital marketing, managing complex projects from start-up to creation to international digital strategies for multinational companies. Sal is passionate about improving company ROI using digital channels. In 2014, he was part of the leadership team that executed a £55M exit strategy, the UK’s biggest digital sale that year. He has a track record of double-digit growth across diverse sectors including B2B, B2C, finance, retail, travel, and consulting. Salvatore received an MBA with distinction from the University of Plymouth, and he won multiple digital marketing awards for various marketing campaigns he has conducted. He has spoken at numerous marketing conferences across Europe where he presents on web measurement, digital marketing, content optimization, and how these can all interlink to create a successful online business strategy. Sal has previously taught for the CIM as well as lecturing at University of Plymouth and Cambridge University. He currently also teaches at University of Eastern Piedmont.

Please note: We reserve the right to change our tutors from those advertised. This happens rarely, but if it does, we are unable to refund fees due to this. Our tutors may have different teaching styles; however we guarantee a consistent quality of teaching in all our courses.

Book your place

Course Code: CSEM01

Sat, day, 10 Oct - 17 Oct '20

Duration: 2 sessions (over 2 weeks)

Full fee: £149.00
Senior fee: £149.00
Concession: £149.00

Or call to enrol: 020 7831 7831

Any questions?
or call 020 7492 2515

Please note: we offer a wide variety of financial support to make courses affordable. For more information visit our online Help Center. You can also visit the Information, Advice and Guidance drop-in service, open from 12 – 6.45, Monday to Friday.