Digital Marketing Bootcamp

0800 156 0777

Master all the skills to promote your business online!

The Digital Marketing Bootcamp is a 4 day course which brings together all the skills needed to succesfully drive your business online. You will learn how to use paid search advertising platforms such as Google Adwords and Bing Ads, as well as paid social platforms on Facebook, Twitter, YouTube and others. We will teach you how to use Google Analytics to monitor your website traffic, using the data to improve your performance and identify opportunities and problems. During the course you will learn how to optimise your website for the search engines, ensuring you drive traffic through free search as well as improving your paid search positions.

By the end of the course you will have all the skills to take control of your online marketing presence, as well as the ability to monitor the success of your efforts.

£995.00ex vat

Date shown is the start date of the course

The first stage of the Bootcamp covers search engine optimisation ensuring your site is well tuned for ranking in the various search engines.

SEO Getting Started - Course Topics

Unit 1 - What is Search Engine Optimisation

  • Why do it
  • What can it do for you
  • What can go wrong

Unit 2 - Site Structure

  • Accessibility and cross browser compatibility
  • Internal links and Sitemap
  • Structure of URLs
  • Files: Robots.txt, .htaccess
  • Redirects: 301 Redirects, non WWW traffic
  • Nofollow Attribute

Unit 3 - Content, Content, Content

  • An Introduction to Content Creation
  • Write for People
  • Avoid Duplicate Content
  • Keyword Density
  • Keep Content Current

Unit 4 - Links

  • Aim for quality
  • Community Participation
  • Link Directories
  • News Releases
  • Social Media

Unit 5 - Analytics

  • See what's working
  • Identify new keywords
  • Identify best content

Unit 6 - Social and Local

  • Social Signals that Count
  • Facebook, Twitter and LinkedIn
  • Don't forget Google+
  • Other Social Sites
  • What about Local Search

Unit 7 - Warning - What to Avoid

  • You can get Blacklisted
  • No Shadow Domains
  • Careful with redirects
  • Keyword Stuffing
  • Hidden Text and Links

Unit 8 - Useful SEO Tools

  • Search Engine Watch
  • Google Toolbar
  • SEO for Firefox Plugin
  • Redirect testing Tools
  • W3C Validators for HTML, CSS, Links

The second stage of the Bootcamp introduces you to paid online advertising and in particular Google Adwords.

Intro to Adwords

  • When should you use it
  • Understanding the search results
  • Setting up Adwords
  • Account level settings
  • Adding users & access levels
  • Setting goals & measuring


  • What are campaigns
  • Setting up campaigns
  • Campaign types
  • Setting Location
  • Bid Strategy
  • Setting Budget

Ad Groups

  • What are Ad Groups
  • Creating Ad Groups
  • Ad Group Type
  • Ad Group Bids
  • Ads & keywords overview

Working with Ads

  • Creating Ads
  • Editing Ads
  • Customising the display table
  • Ad Performance
  • CTR, Avg CPC, Avg Position and more
  • Pause and Enable Ads

Working with Keywords

  • Broad match, phrase match and exact match
  • Negative Match
  • Setting Max CPC
  • What is Quality Score
  • Avg Position


  • What is remarketing
  • How can it help you
  • Implementing remarketing
  • Google display network

Reporting and Analytics

  • Reporting in Adwords
  • Automating email reports
  • Create adwords reports
  • Filters in Adwords reports
  • What is Google Analytics


Stage 3 of the Bootcamp covers Google Analytics enabling you to monitor your website activity and the impact of your marketing efforts.

Google Analytics  - Course Topics


  • What is Google Analytics
  • How does it work
  • Setting up Google Analytics
  • Account Structure
  • What are you looking for?

Audience Overview

  • Customising dates
  • Comparing Dates
  • Adding Segments
  • Demographics
  • New v Repeat Visitors
  • Measuring User Engagement
  • Browser, OS & Device Type
  • User Flow

Acquisition Overview

  • Channels
  • Source / Medium
  • Referrals
  • Adwords Stats
  • Social Media Interaction
  • Measuring Keywords

Behaviour Overview

  • Looking at Site Content
  • Landing Pages and Exit Pages
  • Site Speed Stats

Monitoring Conversions

  • What are goals
  • Setting up goals
  • Ecommerce Integration

Administering your Account

  • User Management
  • Filtering our traffic
  • Linking to Adwords
  • Linking to Adsense
  • Audiences
  • Creating Alerts


Stage 4 of the Bootcamp covers social media training and how you can successfully manage social media using the latest tools and techniques

Social Media Training - Course Topics


  • How to research your competitors and your marketplace
  • How to test which content works best
  • How to choose the right social media services for your business

The Platforms

  • Facebook overview and tips
  • Twitter overview and tuition
  • Sharing images on Instagram & Pinterest

Content Planning

  • How to plan your content
  • Creating a rolling plan
  • Tactical content opportunities

Managing Your Content

  • How to create compelling posts
  • Anatomy of great posts
  • How to use links & images
  • Responding to comments & messages
  • Handling negative communication

Supporting Your Wider Marketing

  • Social Media & Search Engine Marketing
  • Creating a system of content
  • Promoting your social media accounts

Tips & Advice

  • Account security
  • Measuring & Reporting
  • Guide to mobile apps for social media

Question & Answer Session


The Online Marketing Bootcamp is a complete solution for those who are looking to drive traffic online and promote their organisation to the world.

You will learn to

  • Promote your business succesfully on social media
  • Use paid advertising to drive new traffic
  • Optimise your website for better presence on the search engines
  • Monitor your efforts and the effect of them on your business

Our scheduled courses are designed to ensure you have a professional and productive experience.  With 20 years practice we have had plenty of time to get it right, but we are always open to new suggestions as well.

Reasons to choose Highlander for your professional training

  • A proven track record - Highlander has been established for 20 years.
  • High quality instruction - Our instructors are certified by Adobe, Google and CompTIA.
  • We make sure you are happy - Our satisfaction guarantee ensures you leave with a smile.
  • Follow on support - We give you 12 months post course support.

What you get on a Highlander Course

Start and finish times

Our courses start at 9.30am and typically run until 4pm. The finish time is based primarily on how much information people can retain in a day without being overwhelmed, and can vary slightly depending on individual class size and ability.


For our classroom courses, each delegate is provided with use of a computer, setup with the latest version of the software they are learning. Our York centre has a mix of Mac and PC's, so if you have a preference please advise us when booking. If delegates prefer to work in their own environment and would rather bring their own laptop that is equally fine.

For Live Online courses we provide full setup instructions, but you will require a machine running a copy of the software being taught. Additionally a reliable internet connection is a neccessary requirement to complete the course online.


At our centre hot drinks and water is provided throughout the day together with a selection of biscuits and sweets.  

There is a scheduled 15 minute break mid morning and again mid afternoon.


There is a one hour break for lunch to allow delegates some time "off the screen".  For those attending face to face, we are located on the well known Bishy Road in York, with a wide range of popular cafe's just a few metres from the front door. The street regularly features in national newspapers and has been described by Wall Street Journal as "an enclave of gourmet delis and cafes" while The Times described it as "York's answer to Notting Hill".

Course Materials

You get 12 months access to our learning management system which contains a variety of content ranging from video tutorials and refresher exercises through to copies of course slides. Additionally post course instructor support is also available as required.

Certificate of Completion

All delegates receive a certificate of completion to show they have completed an Adobe Authorised Training Course.

Who should attend this course

The Online Marketing Bootcamp is suitable for anybody who wants to develop their business online, driving more traffic and achieving their organisational goals.

If you are unsure whether this course is suitable for you, call our advisors on 0800 156 0777