SEO and SEA Strategy

Course overview

Search engine advertising combines strategic campaign planning with keyword analysis, target audience engagement, and continuous success monitoring. In this course, you will work with Google Ads, tracking, and web analytics, learning to structure, evaluate, and optimize campaigns. You will also engage with display and remarketing campaigns as well as AI-supported methods in SEA. Content: Learn the fundamentals of search engine marketing and categorize SEA and SEO within digital marketing, PR, and content processes Understand the interplay between SEA and SEO and develop joint strategies for search engine marketing Technically prepare, structure, and connect Google Ads campaigns with tracking and analysis tools Research suitable keywords for ads and apply relevant SEA metrics for campaign management Evaluate campaign statistics and reports, as well as analyze conversions, ROI, search funnels, and conversion paths Optimize landing pages and campaigns to improve conversion rates, and implement tests and automated rules Utilize Google Analytics and internal and external tools and software for web analysis and campaign optimization Employ display advertising networks and develop targeting options, audiences, and remarketing strategies Enhance ads with ad extensions, sitelinks, Google Merchant Center, as well as local and mobile ads Use AI for keyword research and optimization, ad texts, audience analyses, and the analysis and forecasting of campaign results Perspectives: Knowledge in SEA, Google Ads, web analytics, and conversion optimization is relevant for various tasks in digital marketing. You can apply your knowledge in areas such as search engine advertising and performance marketing, online and e-commerce marketing, as well as in agencies, marketing departments, and other fields with data-driven advertising campaigns. For questions regarding this and combination options, feel free to contact our consulting.

Upcoming dates

• 2026-11-03T23:00:00.000Z · 2026-11-16T23:00:00.000Z · Aachen · Blended Learning
• 2026-11-03T23:00:00.000Z · 2026-11-16T23:00:00.000Z · Amberg, Oberpfalz · Blended Learning
• 2026-11-03T23:00:00.000Z · 2026-11-16T23:00:00.000Z · Aschaffenburg · Blended Learning
• 2026-11-03T23:00:00.000Z · 2026-11-16T23:00:00.000Z · Ansbach, Mittelfranken · Blended Learning
• 2026-11-03T23:00:00.000Z · 2026-11-16T23:00:00.000Z · Aue, Sachsen · Blended Learning