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 qualification measure after 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 for 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 your WLAN-enabled laptop with you!
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 (online) marketing, 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"
Attendees comments
"The different processes were explained very clearly. I now feel much smarter and am looking forward to applying the knowledge."

"I particularly liked the atmosphere in the group together with the trainer."

"We were fully supported during the training. The preparation and follow-up was very good."

"I particularly liked the fact that you were shown lots of different tools to work with."

Seminar evaluation for "Search engine marketing with SEA & SEO"







5625
Start dates and details

Thursday, 10.07.2025
09:00 am - 5:00 pm
Friday, 11.07.2025
09:00 am - 5:00 pm
Monday, 25.08.2025
09:00 am - 5:00 pm
Tuesday, 26.08.2025
09:00 am - 5:00 pm
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.

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.

Wednesday, 04.03.2026
09:00 am - 5:00 pm
Thursday, 05.03.2026
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.