Course Content

Search Marketing Professional is a hands-on, activity-rich course that provides insight into the formulation of executive-level business strategies and the creation of effective online marketing programs. This three-day instructor led course integrates executive overviews with practical experience using state of the art Internet Marketing tools and applications. In addition, the concepts and experience gained during this session will provide the student with the foundational skills and knowledge needed to achieve the SM Professional certification.

The course, developed and delivered by author and industry expert, Stephanie Cota, offers case studies representing various market segments and provides a vendor-neutral perspective on meeting common business goals in today's dynamic economic environment. Attendees will use the output from analytic tools and other market data to design and implement scenario-based marketing campaigns that address key business challenges and provide comprehensive solutions. Course graduates will also be able to use the industry leading knowledge presented in this training session to help their organizations reach new customers, increase sales, and use performance-based marketing to develop and maintain profitable campaigns.

The course curriculum is continuously updated to reflect cutting edge approaches that complement the tried and true marketing methodologies contained in the book Search Engine Marketing. The classroom presentations are conducted by top industry experts and each session includes a "guest lecture" delivered by a noted market specialist. Students are encouraged to bring their "real-world marketing challenge" to the classroom session to serve as the basis for group analysis and discussion.

Course Objectives

• Summarize the benefits of using analytics to evaluate a digitized, integrated marketing campaign
• Demonstrate how to calculate and use Key Performance Indicators to optimize leads and sales generation campaigns
• Demonstrate the use of Analytics, and measure its effectiveness in a marketing strategy
• Demonstrate how to access and evaluate Google Analytics, and leverage that information to optimize web marketing channels
• Implement Search Engine Optimization (SEO) techniques and strategies to improve the effectiveness and usability of a company's website
• Describe how to use paid search, ads, reports, and other tools to create and implement a multichannel marketing strategy
• How to use paid search, ads, reports, and other tools to find and attract highly targeted prospects, leads and customers
• Evaluate the overall effectiveness of a multichannel marketing strategy through a KPI and metrics-driven approach
• Evaluate the overall effectiveness of a multichannel marketing campaign to show dollar-for-dollar value

Who Should Attend

The course is intended for Individuals with Marketing Program responsibility and technical / implementation people including: SEM Managers, Marketing Operations, Marketing Analysts, Web Marketing Managers, etc.

Recommended Prerequisites

• Familiarity with marketing, sales, or advertising
• Basic Math
• Basic familiarity with browsers and spreadsheets
• General knowledge of HTML