Search Marketing help Internet users find the right website among millions.
In this module, students will learn about current trends and best practices in Search Marketing. We will explain the main considerations involved in planning, implementing and measuring a search marketing campaign, enabling students to understand how best to develop an innovative search strategy for their organization.
This module enables students to understand Search Engine Optimization (SEO) and to recognize the benefits and implications of SEO both for the website, in terms of its technical setup, but also in terms of how content is adopted, refreshed and maintained across the website. Participants will distinguish between SEO and Pay-Per-Click (PPC) advertising, and develop a keen awareness about how consumers engage with search engines.
In this workshop we’ll learn how to identify and choose the right keywords, how to prioritize them, tools that can help in process and more.
The Local SEO module introduces students to the Google My Business platform, how to set-up a local listing, how to optimize it to rank for local keywords, generating reports and tracking performance in search results and Google Maps.
Content Marketing for SEO module enables students to recognize the benefits of distributing relevant content marketing pieces in order to enhance search traffic, and develop broader engagement levels across the different digital marketing channels.
This SEO Workshop will cover a range of practical activities facilitated within the training session in order to help students evaluate the search engine optimization (SEO) characteristics for a website, and to consider how to address any issues which are discovered.
The Paid Search module introduces students to the fundamental concepts of PPC advertising. You’ll learn how to set up a Google Ads account, interact with the Google Ads interface and understand the Google Ads hierarchy.
The Display Advertising module introduces students to the key performance indicators in display campaigns, including Click-Through-Rate (CTR), Conversion Rate, Average Cost-Per-Click (CPC) and Quality Score.
The Video Advertising module enables the students to learn more about linking up YouTube to Google Ads platform, creating a video campaign, targeting, ad formats, analytics and more.
The Analytics Setup module enables students to understand how to measure, monitor and optimize your website performance as well as your digital marketing campaigns for success.
In this workshop we’ll talk shortly about Search Marketing goals & KPIs and then proceed to create a Google Analytics account, implement it on a live website, check the most important reports that this platform offers & explore Dashboards.
1. Course attendance – 80%
2. Homework/ Final Project - 20%
Egzona has a bachelor’s degree in Marketing and has been working in the SEO (Search Engine Optimization) field for more than 2 years now. Currently, she is working at the SEO-focused digital marketing agency – Manaferra – as an SEO Specialist. Alongside that, she has also been lecturing and mentoring internally within the company and externally in various digital local events (such as the UBT Summer Academy)
Roland has 5 years of experience in digital marketing and specializes in Google Ads. Throughout those 5 years, he has set up and optimized hundreds of Google ad accounts for companies in countries such as Germany, Switzerland, Austria, UK, USA, France, Albania and Kosovo.