• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

This course is part of the Search Marketing ExpertTrack

Search Marketing: Measuring Search Marketing

Explore analytics to improve the ROI of your search engine optimisation and pay per click campaigns.

Two young professionals working together doing search marketing as they sitting and smiling looking at a piece of paper front of a laptop.
  • Duration

    2 weeks
  • Weekly study

    4 hours
  • 100% online

    How it works
  • Included in an ExpertTrack

    Course 4 of 4
  • Get full ExpertTrack access

    $39/monthFind out more

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.

What topics will you cover?

  • Taking an iterative approach to search marketing
  • Calculating ROI for search engine optimisation
  • Calculating ROI for pay per click
  • Using web analytics (Google Analytics) for measuring and improving search marketing
  • Using Search Console for measuring and improving SEO
  • Attribution modelling for gaining a more in-depth understanding of the impact of search marketing

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

  • Learn the latest in your chosen industry or subject.
  • Complete each course and pass assessments.
  • Receive certificates validated by the educating organisation.
  • Impress employers with learning outcomes you can add to your CV.
  • Make your career dreams a reality.

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Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Discuss how to take an iterative approach to search marketing that leads to on-going campaign improvement
  • Describe the differences in measuring ROI for organic and paid search activity
  • Engage with tools like Google Analytics and Search Console to measure and improve search marketing
  • Explore how attribution modelling can be used to see how SEO and PPC work together

Who is the course for?

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.

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Unlock the skills to use Search Engine Optimisation and Pay Per Click effectively.

Start learning today - free 2-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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