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Unlock the real power of PPC to reachnew audiences, build awareness anddeliver salesOverview This course shows how to grow your GoogleAdwords and Microsoft/Yahoo advertisingcampaigns beyond simple keyword ads into aprofitable investment of marketing budget. Delegates will learn how to gain quick wins fortheir business by applying test and learnmethodology to their paid search advertising,through to the growing opportunities of mobile,local and video search. This is an advanced course following on from ourintroductory Search Engine Marketing (1157).Benefits to you and your company Delegates will learn the important factors toconcentrate on in PPC, leaving them feeling moreconfident in this specialist area. It will enable afully researched PPC plan to be developed, withexpectations addressed, benefits identified and apractical campaign put into place. Organisations will be provided with an insight intothe ever-developing areas of PPC, ensuring thatvaluable opportunities are not missed, enablingthem to reach their target markets and ultimatelyincrease the value of their search advertising.Who this course is forMarketers or web managers who are required toplan and implement a PPC campaign in B2B orB2C markets. They will either have experience ofplanning and running sponsored link programs,or have attended the CIM one day introductorysearch engine marketing course.What you will learn ßResearch, plan, co-ordinate, and implementstructured PPC campaigns. ßMeasure the results of your PPC investment. ßMake the best use of your budget and workwith SEO. ßWin support for PPC and avoid the commonaccusations from stakeholders of 'it's tooexpensive'.ßLearn valuable hints and tips that can improvethe focus, process and techniques of PPC. ßGain a broader understanding of the role ofPPC within the overall marketing plan.Learning approachPractical exercises, involving live web accessand a best practice presentation. For mostbenefit, delegates should have access to theirGoogle Adwords and Bing advertising accountswhen they attend.Advanced SEM - Paid Search AdvertisingBook onlinewww.cim.co.uk 25Digital Marketing7 CPD hoursCoursecode0419Level AdvancedDuration1 dayVenues and datesLondon201112October201216February20June26SeptemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßAdvanced SEM - Organic Search EngineOptimisation (p25).Google Analytics (p15).Search Engine Marketing(p14)Moredatesandtobookonlinewww.cim.co.uk/0419Taking your SEO to the next level7 CPD hoursCoursecode0748Level AdvancedDuration1 dayVenues and datesLondon201113October201217February21June27SeptemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßAdvanced SEM - PaidSearch Advertising (p25)ßAdvanced Social MediaMarketing (p26)Moredatesandtobookonlinewww.cim.co.uk/0748Overview This practical course shows how to plan yoursearch engine optimisation (SEO), review themany techniques that can increase natural searchtraffic and measure the resulting customers. It will show delegates how to use SEO to win newcustomers, ensure existing customers are able tofind what they are looking for and to createprofitable and sustainable business. This workshop follows on from our introductorycourse Search Engine Marketing (1157).Benefits to you and your company This course will improve your knowledge of SEOso that you can plan for better results, sell yourcampaigns to higher management and hencedeliver better ROI. It is suitable for both agencyand client side organisations. This course willenable organisations to increase the value of freetraffic to their website. It will allow a fullyresearched SEO plan to be created withexpectations addressed, benefits identified and apractical change program put into place.Who this course is forMarketing or web managers who are required toplan and implement an SEO program in bothB2B and B2C markets. They will either haveexperience of planning and running SEOprograms, or have attended the CIM one dayintroduction 'Search Engine Marketing' course.What you will learn ßResearch, plan, co-ordinate, and implementstructured SEO programs across variousteams.ßMeasure the results of your SEO. ßMake the best use of your budget. ßWin support for SEO and avoid the smoke andmirrors accusations of stakeholders. ßImprove the focus, process and techniques ofSEO with valuable hints and tips.ßGain a broader understanding of the role ofSEO within the overall marketing plan.Learning approachThis course will encompass a best practicepresentation and practical exercises involving liveweb usage.Advanced SEM - Organic Search Engine Optimisation

Develop your social media strategy todeliver customer engagement andsustained business benefits7 CPD hoursCoursecode0745Level AdvancedDuration1 dayVenues and datesLondon201129September 22December 201222March 06June11DecemberReading201208AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßManaging DigitalMarketing (p27)ßDigital Marketing (p24)Moredatesandtobookonlinewww.cim.co.uk/0745Overview Social media offers frequent and unmediatedaccess to customers and brand influencers. Thiscourse will provide you with an approach todeveloping an integrated social media marketingstrategy and advanced tactics for reachinginfluencers and building customer engagement.You will learn how to optimise the use of socialmedia within a multichannel marketing plan andwill be introduced to techniques to developcustomer service, reputation management andgovernance best practice.Benefits to you and your company Delegates will benefit by understanding how toplace social media in a business context anddevelop the skills to plan, manage and measuresocial media activities.Organisations will benefit from a more strategicapproach to social media that will help guideresource allocation, management, brand andproduct development, customer service andcustomer relationships.Who this course is for This course is for marketers who already have a social media programme and are looking totake their social media success to the next level by integrating it into the wider organisation.This course will be useful for managers andsenior executives who are looking to formaliseoperational activities and develop a strategicapproach. What you will learn ßCreate and align your social media strategywith company objectives.ßIntroduce best practice social mediagovernance to your business.ßUse a multi-channel framework that will enableyou to build a social media enabled marketingcampaign.ßReach influencers and turn followers into fans,and fans into engaged customers.ßDevelop a social media metrics dashboard.ßSelect a social media agency to partner with.ßAssess the appropriateness and viability offree and paid-for social media tools.ßEncourage the use of social tools within yourorganisation.ßEnsure a reasonable rate of return on yoursocial media investment.ßManage a crisis.ßUse social media as a customer servicechannel.Learning approachAn interactive workshop that combines wholegroup discussion with pair and group work.Case studies are analysed, and exercises andactivities are used to apply the learning to yourown company.Advanced Social Media MarketingTaking email marketing to thenext level7 CPD hoursCoursecode0749Level AdvancedDuration1 dayVenues and datesLondon201107October 201221February 24July16OctoberManchester201224April Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßDigital Marketing (p24)Moredatesandtobookonlinewww.cim.co.uk/0749Overview Email marketing is a cost-effective and highlyengaging part of the digital marketing mix. It isalso one of the most challenging due to issues likespam, changes in how we use email and the fastchanging digital environment. This course offers an advanced and practicalguide to getting the most from email campaignsusing the latest techniques and tools.Benefits to you and your company You will leave with a knowledge of the latest tools,testing techniques and reporting methodolgies toimprove results in every aspect of yourcampaign, from data collection and sign up, toanalytics analysis and reporting. Organisations will benefit from acquiringknowledge of industry best practice, using thelatest email marketing tools and delivering highlyeffective reporting that increases open rates, clickthrough rates and essentially the bottom line.Who this course is forMarketers looking to improve the results of theiremail marketing by going beyond the basics.What you will learn ßPlan and execute effective email campaignsfrom initial concept to analysis.ßIdentify the most suitable email marketing toolsfor your campaign.ßIntegrate your email campaigns with your othermarketing activities.ßUse social media and email marketing forbetter results.ßInterpret your analytics to improve yourcampaigns.ßUse A/B and multivariance testing to improveyour emails.ßOptimise and improve your landing pages.ßSegment your data for better response rates.ßUnderstand the legal and best practiceframeworks for email marketing.Learning approachCovering best practice and using case studiesand exercises throughout, the course offers apractical guide to the core techniques in digitalmarketing. Online tools and reference materialsare highlighted throughout so that the materialcovered can be put into practice immediatelyupon return to the office.Advanced Email MarketingDigital Marketing26Training bookings and advice +44 (0)1628 427200