In the ever-evolving digital landscape, effective digital marketing strategies are essential for organisations to thrive. Search engine optimisation (SEO) and Google Ads stand out as two pivotal tools that can significantly boost an organisation's online presence.

 

On 23 April and 14 May 2024, the Marketing Management honours students at the University of Pretoria had the unique opportunity to learn from two of South Africa's top digital marketing specialists. With over a decade of experience in organic search and paid online advertising, Renier Truter and De Wet du Plessis presented two live sessions (almost six hours in total) to the Marketing students. These sessions provided invaluable insights into the intricate details of SEO and Google Ads. Both alumni of the University of Pretoria, Truter and Du Plessis are campaign directors at iLEAD et al, one of the country's leading digital advertising agencies. In March 2024, iLEAD et al was recognised by Google as being among the top 3% of companies participating in the Google Premier Partner programme in South Africa.

 

The first session, held on 23 April, was dedicated to SEO. These experts delved into the complexities of SEO, emphasising its role in enhancing online visibility and driving organic traffic. One of the key topics included keyword research and techniques for identifying high-impact keywords relevant to specific audiences. The session also provided insights into best practices for optimising meta tags, headers, content and images to improve search engine rankings. They further emphasised the importance of website speed and mobile friendliness, as consumers increasingly access various types of information and make purchases via their mobile devices.

The second session, held on 14 May, focused on Google Ads, a powerful platform for driving immediate, targeted traffic through pay-per-click (PPC) advertising. Various key aspects of creating and effectively managing Google Ad campaigns were discussed and demonstrated during the class sessions. Although impossible to cover all aspects relevant to Google Ads, an overview of the Google Ads ecosystem, including Search Network, Display Network and YouTube ads was presented, discussed and practically demonstrated. Strategies for setting and adjusting budgets, as well as bids to optimise ad spend, were also briefly considered. Students actively participated in the learning process throughout the sessions. Truter and Du Plessis's lively discussions inspired students to engage in exploring these complex digital marketing aspects, and provide clarification on a range of SEO and Google Ad-related topics.  

 

Truter and Due Wet are passionate about the industry and raised the importance of educating younger generations and aspiring marketers to become more familiar with the latest marketing trends and products. They explained that this will only benefit marketing agencies and the industry in future.

 

One of the students, Dhiyaan Veerasamy, provided feedback on the sessions, stating that “their useful advice, real-world examples, and strategic insights gave us a comprehensive grasp of how to use Google AdWords to help organisations achieve their goals. In order to boost website traffic, the SEO session taught us how to rank web pages so that they appear more frequently as frequently searched websites.” He further commented: “We can sincerely appreciate how much iLEAD et al and these two passionate individuals have contributed to our understanding of digital marketing. Our career paths have been greatly influenced by their commitment to educating and mentoring the upcoming generation of marketers.”

 

These sessions provided Marketing Management honours students with invaluable insights into the dynamic fields of SEO and Google Ads. By learning from industry experts, students gained a deeper understanding of how to leverage these digital marketing strategies to achieve competitive advantages. The practical knowledge and skills acquired during these sessions will undoubtedly serve as a strong foundation for their future careers in marketing.

 

Dr Bianca Frost, the lecturer responsible for digital marketing within the Marketing in Practice module and the honours students wish to extend their sincere gratitude to Truter, Du Plessis and iLEAD et al for their dedication to promoting innovation and knowledge exchange in the field of digital marketing. Thank you also to Zene Fulls from the iLEAD et al team (who is also a UP Marketing Management graduate), for sharing her experiences related to transitioning into the fast-paced and ever-changing world when pursuing a career in digital marketing.