SEM Essentials

Beyond setting up and managing of a paid search campaign, there are a number of factors that you need to consider to help you form your search strategy. Explore how to fold paid search into your wider digital strategy and leverage other channels to strengthen your SEM.



Category Search Marketing
Date Brisbane 11 May 2016 Melbourne 18 May 2016 Sydney 26 May 2016 Melbourne 22 September 2016 Sydney 19 October 2016 Online On demand
Level Essential
Type Short Course Online In Class
Cost Type ADMA members Non-members In-class $650 $895 Online $450 $595

About the course

Paid search can be a highly cost-effective channel. This course is ideal for marketing and advertising professionals on both the client and agency sides.

Who should attend?

  • Anyone involved in increasing the quantity and quality of visitors to a website 
  • Those responsible for online marketing
  • Ideal for both B2B and B2C marketers
  • Client or agency side.

Learning outcomes

  • How to improve your search strategies, both short and long term
  • What the jargon really means
  • How to incorporate this cost-effective channel into your communications mix
  • Valuable insights and lessons from case studies.



The search landscape

  • Overview of the role of search in today’s media landscape and some key figures
  • Introduction to the key players and an explanation of the main components, terminology and acronyms

Paid search

  • Setting up a  SEM campaign
  • How to monitor and optimise search performance
  • How to understand  and create a bidding strategy
  • Tools for Pay Per Click optimisation

Organic search

  • On-page SEO techniques
  • Off-site strategies
  • Tools for SEO optimisation
  • Universal search – video and images

Local search

  • Benefits of local search
  • Setting up local search
  • Leveraging local search for paid search and SEO

Bringing it all together

  • Integrating search engine marketing with other online and offline channels
  • Best practice guidelines for improving conversion – landing page design and tactics
  • Getting the right mix – balancing your search marketing tools for 360 degree coverage

Developing a plan for your business

  • Review examples of organisations using search effectively
  • Define a clear SEM strategy
  • Identify the correct course of action for search in your business


  • Brisbane

    Date: 11 May, 2016
    Venue: Karstens: L24, 215 Adelaide Street, Brisbane
    Time: 9am - 5pm

  • Melbourne

    Date: 18 May, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Sydney

    Date: 26 May, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Melbourne

    Date: 22 September, 2016
    Venue: Karstens: 123 Queen Street, Melbourne
    Time: 9am - 5pm

  • Sydney

    Date: 19 October, 2016
    Venue: Karstens: L1, 111 Harrington Street, Sydney
    Time: 9am - 5pm

  • Online

    Date: Start anytime

  • gary head shot2

    Gary Nissim
    Managing Director
    Indago Digital

    Gary is a digital marketing specialist with thirteen years’ experience in a diverse range of channels and services. He is passionate about search marketing and believes that all digital marketing techniques have a foundation in search. It is search that has driven all marketeers to the path of true measurement and big data is nothing new for the search marketeer. 

    His most recent venture is as Managing Director of indago digital. indago digital is a marketing agency that specialises in running acquisition campaigns and the channels that drive low cost conversions. ‘SEO and SEM are at the heart of what we do but we’re also experts in Display, Mobile and Social Media.

    Courses: SEM Essentials

  • JaneWoodleyphotobio

    Jane Woodly
    JaneWrites Digital

    Jane Woodley is the Director of JaneWrites Digital, a leading Brisbane digital copywriting and marketing consultancy, which consults to large and small clients in the travel, insurance, retailing, government, financial and business services sectors. Previously she was the Website Specialist in the eCommerce team at Virgin Blue, responsible for the day to day running of and improvements to all the websites of the Virgin Blue Airlines group. Jane has a thorough understanding of online business, encompassing areas of specialty from online consumer behaviour, writing for the web and usability to SEO and accessibility. She is also a 4-year qualified teacher, with 6 years teaching and curriculum writing experience.


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For more information
Phone: 02 9277 5406

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