Contents
Search engine marketing: developing and implementing strategies
- Understand why search engine marketing plays an important role in marketing .
- Get to know the key objectives: increasing brand awareness, increasing traffic, generating customer contacts/leads, increasing attention, increasing sales, etc.
- When SEO and when SEA? Strengths and differentiation.
- Target definition and strategy development.
- Implementation steps, practical tips.
Keywords for SEO and SEA
- The role of keywords in search engine marketing.
- Search intent and types of keywords.
- Keyword research and selection.
- Keyword tools for various tasks.
Successful implementation of search engine optimization
- Basics of search engine optimization.
- Onpage/offpage optimization.
- From keywords to SEO texts: Content creation for SEO.
- Design, structure, user guidance.
- Technical SEO: programming, search engine instructions.
- International SEO.
- The role of backlinks and backlink strategy.
- Importance of user signals for SEO.
Tools for effective search engine marketing
- Presentation of various SEO tools and SEO routines.
Create professional Google Ads campaigns
- Basics of search engine advertising: structure and functionality of Google Ads.
- Planning and implementing text ad campaigns: Goals, strategy, framework conditions.
- Campaign settings, budget, bidding strategies.
- Successful development of campaigns: Definition of ad groups.
- Keyword options, booking of keywords.
- Formulation of ads and responsive ads.
- Use ad extensions correctly.
- Understanding and using the quality factor.
Success evaluation
- Important key figures: Clicks, conversions, ROAS etc.
- Evaluation of SEO & SEA performance.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
- You will learn what is important for your search engine strategy.
- You know how to achieve good rankings in order to increase customer acquisition, visitor numbers and sales.
- You will gain a thorough insight into the two disciplines of search engine marketing.
- You can assess the strengths and challenges of SEO and SEA and use both in a targeted manner.
- You find keywords that are really important to you.
- You can assess which SEO levers are central to your objective and how you need to use them.
- You can successfully implement professional Google Ads campaigns for your company.
- You know the relevant tools for your work.
- You will gain an insight into how you can evaluate the success of your SEO and SEA measures.
Please bring a WLAN-capable laptop!
Methods
Trainer input, best-practice examples, exercises, discussion, exchange of experience.
Trainer input, best-practice examples, exercises, discussion, exchange of experience.
Recommended for
Specialists/executives from (onlinemarketing, communication, advertising, PR, e-commerce, product management. Comprehensive introduction to search engine marketing for participants with little or no prior knowledge.
Further recommendations for "Search engine marketing with SEA & SEO"
5625
Start dates and details

Wednesday, 24.09.2025
09:00 am - 5:00 pm
Thursday, 25.09.2025
09:00 am - 5:00 pm
Monday, 20.10.2025
09:00 am - 5:00 pm
Tuesday, 21.10.2025
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

Tuesday, 04.11.2025
09:00 am - 5:00 pm
Wednesday, 05.11.2025
09:00 am - 5:00 pm

Thursday, 11.12.2025
09:00 am - 5:00 pm
Friday, 12.12.2025
09:00 am - 5:00 pm
Wednesday, 28.01.2026
09:00 am - 5:00 pm
Thursday, 29.01.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

Thursday, 05.03.2026
09:00 am - 5:00 pm
Friday, 06.03.2026
09:00 am - 5:00 pm
Thursday, 23.04.2026
09:00 am - 5:00 pm
Friday, 24.04.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

Wednesday, 10.06.2026
09:00 am - 5:00 pm
Thursday, 11.06.2026
09:00 am - 5:00 pm
Wednesday, 22.07.2026
09:00 am - 5:00 pm
Thursday, 23.07.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

Monday, 14.09.2026
09:00 am - 5:00 pm
Tuesday, 15.09.2026
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.