Paid Search, Organic Search… it’s Just Search!

Ayima have been providing organic and paid search solutions to some of the world’s biggest brands for over 10 years. This half-day course taught in London’s Barbican Centre is designed to showcase how paid and organic search can work together to form a search engine marketing strategy that is greater than the sum of its parts.

Afternoon Course (2pm start) | Barbican Centre, London, UK | December 11, 2019


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Paid Search and Organic Search – That Two Channels, Right?

Wrong!

Every website in the world relies on search engines to provide a portion of their traffic. Some have amazing SEO, some have brilliant paid search strategies. Few have both. Because few have paid and organic search teams that speak to each other. Most organisations see paid and organic search as completely siloed channels – and this just isn’t the case!

Paid search and organic search can work together hand in hand. Without being territorial, without fighting over attribution models or budget – towards combined goals.

Both paid and organic sit on mountains of data that, when shared, empowers both areas. From bidding strategies to messaging testing to competitor monitoring, there are few aspects of either area that don’t benefit from access to the other’s data.

On a truly basic level; is paid search budget being spent in the right areas? Are there areas where paid can pull back and let organic deliver the traffic? Can that budget be redeployed in more competitive areas and drive an overall more positive outcome? And how can you measure this?

This training workshop takes you through the key concepts of how Ayima achieves success across the search landscape by integrating paid and organic campaigns, data and teams. You will leave this training course convinced that search is not two channels.

This Search Engine Marketing training course will cover:

  • Developing Combined Paid and Organic Search Strategies
  • How to Measure and Report Holistically
  • How to Optimise Across Paid and Organic in Tandem
  • Translating Success from Google to Other Engines
  • Focusing on Audience through Creative
  • What’s Next for Search

This course is packed with useful tips and advice to help you break down the silos in search engine marketing and deliver integrated strategies.

Who is this SEM training workshop for?

This training course will be for anyone working in search, though especially useful for those involved in paid search strategy.

The overlap between paid and organic search shouldn’t be a grey area that frustrates you – it should be an area of opportunity that is covered by a sound strategy that uses the strengths of both aspects of search engine marketing.

The course focuses on the interplay between paid and organic and how, through open data sharing, a combined strategy can push your organisation forwards.

Location Barbican Centre - London, UK

Date December 11, 2019

Course Overview

Part 1: Paid and Organic – One Channel, Two Specialities

  • Paid and Organic – Combines Search Strategies
  • Measurement, Reporting and Proving Incrementality
  • Optimisation Strategies for Paid and Organic

Part 2: Next-Level Search Engine Marketing

  • Beyond Google
  • Audience-Focused Creatives
  • The Future of Search

Part 3: Q&A – Addressing Your Unique Challenges

  • Your chance to ask our team of experts about SEM

Benefits

Following this training course, you will be able to:

  • See organic and paid search as one, shared channel
  • Learn how to use data effectively across paid and organic search
  • Understand the strengths of organic and paid and deploy them tactically to the benefit of both
  • Be able to plan and deliver or brief in holistic SEM campaigns
  • Create future-facing full-search strategies

About Your Trainer

Paul Risebury-Crisp

Paul Risebury-Crisp has been working in digital marketing since 2004 and focusing on performance media since 2007. On client-side, agency-side and working on leading tech platforms, Paul has worked across verticals from telecoms, finance and fashion to gaming, B2B and charity - the only thing that connects his clients being a strong performance focus.

Questions like “What font best represents our brand?” and “Which hue of blue speaks to our core audience?” are all well and good but what drives Paul, and his entire Paid Media team, is a drive to get to the data to give objective answers and spur campaigns onwards.

Location

Barbican Centre

Level 4, Barbican Centre, Silk Street, London, EC2Y 8DS

Why Learn Paid Search, Organic Search… it’s Just Search! with Ayima Insights Training

Enhance your search strategy: Strengthen your search engine marketing strategy by leveraging the combined strengths of paid and organic search

Learn from experts: Ayima’s team has over 100 years’ worth of shared search knowledge that they will share with you.

Make an impact: Our experts will give you actionable techniques and strategies that can help reshaping your search strategies and boost performance.

Location Barbican Centre - London, UK

Date December 11, 2019

Why Learn Paid Search, Organic Search… it’s Just Search! with Ayima Insights Training

Enhance your search strategy: Strengthen your search engine marketing strategy by leveraging the combined strengths of paid and organic search

Learn from experts: Ayima’s team has over 100 years’ worth of shared search knowledge that they will share with you.

Make an impact: Our experts will give you actionable techniques and strategies that can help reshaping your search strategies and boost performance.

Location Barbican Centre - London, UK

Date December 11, 2019

Any Questions?

Interested in a current or future course in your area but need more information before booking? We’re here to help! Send us your questions via the form below and we’ll be in touch shortly.

Any Questions?

Interested in a current or future course in your area but need more information before booking? We’re here to help! Send us your questions via the form below and we’ll be in touch shortly.