Search Marketing: Measuring Search Marketing

Discover how to continually improve your search marketing activity

Both search engine optimisation (SEO) and pay per click (PPC) have a wide range of variables that can impact the performance of campaigns.

On this course, you’ll explore how to measure the different elements of your search activity and campaigns to maximise their performance.

Learn how to get the best from paid search and SEO tools

You’ll gain hands-on experience of how to analyse and measure your search marketing campaigns with Google Search Console and other third-party SEO tools, as well as within advert platforms, such as Google Ads.

You’ll look at a range of metrics that can help improve your rankings and increase traffic and goal completion on your website. You’ll discover how to measure your average position in search rankings and explore on-page optimisation scores and how to interpret them and improve performance.

Explore how to use attribution models to calculate return on investment

You’ll develop the skills to gather key information about click-through rates and campaign optimisation, which will be crucial to your ability to get the most from your paid search campaigns.

Finally, you’ll look at calculating your ROI, exploring how attribution modelling can be used to see how SEO and PPC work together, and ensuring ongoing improvement using the analytics analysis you’ve gained throughout the two week-course.

Designed by digital marketing experts Target Internet and The Open University

You’ll learn with Target Internet’s CEO Daniel Rowles. An award-winning author and voice of the Digital Marketing Podcast, he’s provided expertise to the likes of the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oréal and Warner Bros.

By the end of this course, you’ll have the skills and knowledge to make search marketing work for your organisation or take the next step in your career.

This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

• Calculating the ROI of search marketing
• Welcome to the course!
• Taking an iterative approach to search marketing
• Calculating ROI for search engine optimisation
• Calculating ROI for pay per click
• Week 1 review
• Using web analytics to measure PPC and SEO
• Welcome to the week
• Using web analytics for measuring and improving search marketing
• Using Search Console for measuring and improving SEO
• Attribution modelling
• Week 2 review