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Marketing Skills

Payment positioning workshop


Business competitiveness increases in the digital age. All companies can have a presence on the Internet in different formats. However, the attention of users is limited, so it is important that the brand appears at the precise moments in which users seek our services.

This is where the brand we represent appears in the top positions in search engines for keywords related to our services.

Undoubtedly, it is clear that it is very good to appear in these searches organically (SEO positioning), but SEM offers instant results.

Applying SEM actions allows companies to achieve:

  • Faster results.
  • Quality Leads.
  • Pay per click.
  • Audience segmentation
  • Continuous control of the investment.

Knowing how to use paid positioning tools is essential to avoid burning the budget allocated to this type of campaign, since not correctly defining the parameters and not optimizing the campaigns while they are active is a problem in obtaining ROI.


The general objective of the Paid Positioning Workshop is to provide students with general training on the ways in which a company can position itself in search engines directly through an investment.

Strengthening knowledge in Search ads and other search engine DSPs allows effective campaigns to be carried out and, with extensive knowledge, a high degree of knowledge can be achieved to achieve optimized campaigns.

The workshop will work to generate understanding of the fundamental concepts for the planning and execution of paid positioning campaigns. By having this knowledge, the possibilities of optimizing global marketing strategies are increased.

The job of designing and executing paid positioning campaigns is not easy and requires training to avoid wasting investment. In fact, today, it is very easy to identify companies that do not optimize positioning campaigns and do not obtain satisfactory results.

For all these reasons, the professional profile that is capable of designing paid positioning campaigns in search engines in detail is valued, given the little specialization that exists in this field.

The workshop serves as an approach to the sector for professionals who wish to know the environment surrounding paid positioning. This workshop promotes, in a particular way, the knowledge of key elements in a fundamental business branch, the optimizing spirit and the generation of ideas to achieve a proactive profile and with basic knowledge on the subject.

The design of the studies has supposed the definition of the general and specific competences that the student body must acquire with the workshop. The design has been governed by principles of integral conception of teaching and its teaching offer has been planned in a way that facilitates student learning. Likewise, its curricular organization meets interdisciplinary criteria, with the purpose that the student acquires the knowledge and skills of his specialization, as a manager in the professional field that corresponds within the specific sector that concerns us.



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Will be certified by TTS by Amadeus

Goals to achieve

  • Complete the professional profile of students and digital workers in different areas to contribute to their interdisciplinarity.
  • Promote knowledge of the basic concepts of the elements and concepts used in paid positioning campaigns.
  • Learn the approach and basic execution of positioning campaigns.
  • Training in this area for the beginning of a more complete specialization in specific terms or constituting a transversal profile according to the current labor demand.


The workshop will have a learning methodology based on “learning by doing” so that everything discussed in each training subject can be put into practice. Practical exercises guided by the faculty will be proposed so that the knowledge acquired responds to the real day-to-day needs in the subject matter covered by the workshop.

Teachers will be actively involved in learning to strengthen the bond with students and provide close support in order to resolve doubts and propose scenarios that help students learn to generate ideas “out of the box”.

The delivery of this workshop will be in face-to-face format, with a total of 10 teaching hours, and computers provided by TTS will be available to achieve complete learning and put into practice the examples and practical cases proposed by the faculty.

The dynamics of the digital marketing workshops escape master classes and seek to approach a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and the debates take center stage based on the theme of the workshop in question.

As a result of the workshop, a practical level test will be carried out to assess the knowledge acquired by the students.

Table of contents


The importance of payment positioning in the digital age. Workshop objectives.

Fundamentals of paid positioning

Differences between SEO and SEM positioning. Advantages of paid positioning.

Planning a paid positioning campaign

Definition of objectives and target audience. Selection of keywords and analysis of the competition. Creating ads and ad groups. Bid and budget settings.

Tools and techniques for paid positioning

Google Ads. Display networks. Remarketing. A/B Testing.

Optimization of a paid positioning campaign

Monitoring and analysis of results. Bid adjustment and campaign parameters. ROI improvement.


Summary of the key points of the workshop. Recommendations for carrying out successful paid positioning campaigns.

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