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Description

Search Marketing Strategy: Allocating, Steering and Monetising Your Channels

Splitting effort between organic search and paid search based on the results actually achieved

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Two budgets often run in parallel without ever meeting: the agency buys keywords while the in-house team produces content targeting the same queries. Nobody knows what share of the traffic would have come anyway, or at what point it becomes more profitable to invest in organic positions.

Two days devoted to steering search visibility as a whole: a single query strategy covering both organic and paid, budget construction and allocation, acquisition cost measurement and trade-off decisions. The dedicated SEO programme covers detailed on-page and technical optimisation.

Learning objectives

  • Build a single query strategy covering organic and paid search
  • Allocate a budget across channels according to their return
  • Manage a paid search campaign and its bidding
  • Calculate an acquisition cost and compare it across channels
  • Decide trade-offs on the basis of measured results

What makes this programme different

Budget allocation is built on a quantified case study worked through in session
Participants compare the acquisition cost of several channels against a single objective
A monthly performance dashboard is built and taken away

Programme

1One Single Query Strategy

Making organic and paid search work together

  • Classify queries by intent and by value
  • Decide which query belongs to organic
  • to paid
  • or to both
  • Identify brand queries and how to treat them
  • Set objectives by query family

2Managing Paid Search

Buying traffic without overpaying for it

  • Structure accounts
  • campaigns and ad groups
  • Choose match types and negative keywords
  • Set bids according to the objective pursued
  • Write and test ad copy

3Budget and Profitability

Knowing what every dirham returns

  • Calculate cost per click
  • cost per lead and cost per acquisition
  • Compare channel returns against a single objective
  • Estimate the share of traffic obtained without paid spend
  • Build a monthly budget with alert thresholds

4Monitoring and Trade-Offs

Deciding on figures rather than impressions

  • Set up conversion tracking
  • Build a monthly performance dashboard
  • Identify campaigns to stop
  • to scale back or to reinforce
  • Present trade-offs to executive management

Who is it for

Digital marketing managers · web project managers · acquisition managers and business leaders who are accountable for a search visibility budget.

Prerequisites

Working knowledge of organic search principles and paid search advertising.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.