Search Engine Marketing Essentials3

Drawing on the real-world search marketing lessons of powerful case studies, this course demystifies the jargon to provide a thorough understanding of how to improve your search strategies.



Category Technology
Level Essential
Type Short Course
Cost Type ADMA members Non-members Paid Search Essentials $665 $898

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


1 day
9:00am - 5:00pm


  • Perth

    Date: 19 August 2014

    Venue: Saxons: Level 1, 140 St George's Terrace, Perth

  • Sydney

    Date: 02 October 2014

    Venue: Karstens, Level 1, 111 Harrington Street, Sydney

  • Melbourne

    Date: 21 October 2014

    Venue: Karstens: 123 Queen Street, Melbourne

  • Brisbane

    Date: 28 October 2014

    Venue: Karstens: Level 24, 215 Adelaide Street, Brisbane


  • 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.

  • portraitSimonDbio

    Simon Dunwoody
    Head of Search
    Ikon Communications

    After completing his education and a brief stint working in the hospitality industry, Simon started work in the online marketing arena in 2003. He is experienced in all aspects of digital marketing but his area of speciality has always been Search. In his capacity as Search specialist for a number of digital agencies he’s worked across a wide variety of clients, including blue chip clients in: Finance, FMCG, Automotive, Travel, Technology and Entertainment. Simon’s particular area of expertise is the integration of search into all aspects of marketing, coupled with gaining insights from analytics data to deliver on business objectives.

  • warren

    Warren Duff
    Director Search Marketing
    The Brand Agency

    Warren is a search and digital business specialist, having worked in the digital space for the past 10 years.  He has formal qualifications from Curtin University of Technology, in Electrical Engineering (Computer Systems Engineering). Warren started his career working with major IT companies such as Microsoft Pty Ltd and CSC Australia in various technical sales roles, before making the move online with – a Perth based, globally focused Search Engine Marketing firm.  Over the next 7 and half years, he worked in various parts of the business before being promoted to CEO.

    Warren exited and joined The Brand Agency in March 2012, as Director of Search Marketing.  He is responsible for setting and alignment of client’s search strategies with their overall business and marketing objectives. 

    On the weekends, Warren can be found on the softball diamond, as one of only a handful of internationally accredited umpires in Australia.  Skills which translate well across to managing the expectations of clients.


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