Day 1 Program

September 10, 2013

During the first day the focus will be on basic techniques and introductions to tools to support you with your Search Engine Marketing (SEM) campaigns.

8:00 – 8:30 Arrival and Coffee

8:30 – 12:15 Basic SEA Strategy Workshop

  • Adwords Strategy

    • Definition of Goals
    • Choice Approach
    • Campaign Planning & Targeting
  • Adwords Set-Up

    • Use of Adwords Account
    • Campaign Structure
    • Choice of Keywords & Ads
  • Google Display Network

    • Campaign Targeting Options
    • Ad Formats
    • Efficiency of Display Ads

13:30 – 17:00 Basic Strategy Workshop

  • Key Optimization Methodology

    • Keyword Selection
    • Keyword Optimization
  • On-Page Content Optimization

    • HTML Tags
    • Content Writing for the Web
    • Landing Page Optimization
  • Off-Page Optimization

    • Link Building Strategies
    • Social Media Optimization (Social Signals)
    • PR 3.0 (Press Releases)
    • Google Penalties Explained
    • Disavow Requests

Day 2 Program

September 11, 2013

The second day will present advanced strategies for optimizing your campaigns to support you with your Search Engine Marketing (SEM) campaigns.

8:00 – 8:30 Arrival and Coffee

8:30 – 12:15 Advanced SEO Strategy Workshop

  • Website Architecture for SEO

    • Technical SEO Review
    • Website Performance Optimization
    • Finding / Correcting Indexing Issues
  • Local Search Optimization

    • Google Places
    • GEO-Targeting
    • Multi-Lingual Websites
  • SEO Business Cases

    • SEO Processes
    • Performance Metrics and Measurability of SEO
    • ROI for SEO

13:30 – 17:00 Advanced SEA Strategy Workshop

  • AdWords Reporting

    • Goals, KPIs and benchmarks
    • Tracking and monitoring
    • Sync with Google Analytics
  • AdWords Optimization

    • Branding campaigns
    • Traffic campaigns
    • onversion campaigns
  • AdWords Editor

    • Main functions
    • Set-up and modification of campaigns
    • Use in practice