Traffic Acquisition Training: PPC and SEO [Online Course]

Get traffic acquisition training

Learn to bring consistent, highly targeted traffic via SEO and PPC

Online training program on Optimized Traffic Acquisition

Most marketers struggle with getting enough relevant traffic to their sites. This 100% online coaching program will help you develop in-depth customer acquisition skills. It also happens to be one of the most marketable skills a marketer can have.

This master course will teach you how to...

  • Go from no plan to a robust 12-month customer acquisition strategy.
  • Build a search marketing acquisition machine that only gets better with time.
  • Achieve top rankings on Google in less time and with less effort.
  • Optimize paid search to acquire customers cheaper than competitors.
  • Convert more customers when they land on your site.

Peep Laja

"Do you have a low traffic website? It's an issue for a lot of SMBs and B2B companies.

If you get less than 1000 transactions per month, you should focus on customer acquisition instead of CRO. "

- Peep Laja, founder of ConversionXL


This course is made for you if...

  • You’re in charge of marketing and work to drive traffic to your key landing pages (including your homepage) - yet the results are not what you’re hoping for.
  • You’re a digital marketing professional looking to up your game and get a promotion, a raise, or simply elevate your performance and become a top performer.
  • You’re a company founder tenaciously seeking hockey-stick growth.
  • You’re a solopreneur or blogger looking to bring in more traffic, revenue, and happy customers.
  • You’ve tried copying tactics from blog posts, but the results are always disappointing (where’s my 287% increase in traffic?!)
  • You’ve never quite unlocked the secrets to building an effective, fully-tracked Adwords campaign with a profitable Cost to Acquire a Customer (CAC).
  • You want more traffic and revenue, but don’t know how to build a start-to-finish acquisition plan.

This course is probably NOT for someone who's been doing SEO and PPC full-time for 2+ years, or providing SEO/PPC as a service to others.

It's probably also not for someone wanting to do heavy duty acquisition work for giant enterprise size site (100,000's or more of pages).

The hardest part of customer acquisition is implementation - taking knowledge, putting it into action, and getting actual results.

Or how to create an acquisition strategy to works specifically for your business to get results sooner than later.

Customer acquisition is the most important skill for digital marketers. Or more accurately, the most important is being able to acquire customers faster and cheaper than your competition.

The fate of your company (and job) depends on it.

Despite this fact, many marketers just play it by ear. They follow best practices, take the 101 courses, and do an “okay” job. It’s tough to tell apart the good advice from the bad, when so much of the content out there is simply written for SEO value.

And competition is only getting thicker. Soon, doing “okay” will mean “losing.”

One big problem is the lack of a formal education in customer acquisition.

“You will not learn digital marketing and customer acquisition in college," according to Brian Balfour. “The realm of digital marketing is changing extremely fast, and the rate of change is accelerating. Universities/colleges are too slow to adapt.”

Another difficulty is that the industry is constantly in flux.

What works today may not work tomorrow. However, there are some constants. Being findable and clickable in search will always remain important. Being able to acquire customers cheaper and faster than competitors doesn’t go out of style.

This in-depth customer acquisition course will teach you specific, targeted, strategies that actually move your business in the direction that you need to go. It will teach you how to win more customers, both through paid and organic channels.

People who learn this process and apply it are always STUNNED at how much they didn't know about search engine marketing. Many of them previously rated themselves as “intermediate,” but they had no idea how much room there was to improve.

They didn’t realize how much there was to know beyond the basics and “best practices”...

Eight-week intensive
training course on SEO & PPC

ConversionXL Institute brings you an in-depth online training course led by SEO expert, Dan Shure, and PPC maven, Johnathan Dane.

Once you complete this course, you’ll be able to:

  • Take a customer acquisition strategy from "non-existent" to "fully-executed."
  • Create the type of content that Google wants to rank (and users will love).
  • Conduct technical checks (beyond automated audit tools) to keep your site healthy and well tuned for SEO performance.
  • Clearly measure SEO success and ROI.
  • Earn backlinks to improve domain authority and rankings.
  • Actually convert the traffic you bring to your site (turn traffic into money).
  • Create a start-to-finish strategy that works for improving search rankings, traffic, and ultimately, conversions and revenue.

All in all, this course is going to make you a lot of money.

This course is split into two segments:


SEO with Dan Shure

Or how to create an acquisition strategy that works specifically for your business to get results sooner than later.

You will learn the step-by-step elements of all the key aspects of SEO that will improve your traffic, prevent common “traffic-killers” and return long-term success.

We’ll bust common myths, answer your specific questions - and you get to look under the hood to show you exactly how a professional SEO works. This isn’t going to be one of those 'corporate consultant' academic approaches. No, you’ll get to witness and work through the specific strategies Dan uses to increase his clients’ traffic and revenue.


Dan has helped sites 3x, 4x, 5x (and beyond) their blog traffic in under 6 months, return a positive ROI with keyword targeted content, handled complex technical projects (maintaining and growing search traffic). He will reveal everything he knows to you in these 8 sessions!


PPC with Johnathan Dane

What the PPC part of the course will teach you...

You will walk away from this course with a step-by-step strategy for every PPC channel you’re curious about. We’ll cover search, social, display, and video so that you can create multiple predictable channels of revenue, reaching people that are looking for what you have to offer.

We’ll talk about successful blueprints, PPC funnels, and time-saving workflows that will have you get results faster than the average competitor.

Johnathan has helped hundreds of companies double their PPC performance in record time. From Fortune 500 brands to smaller SaaS, lead gen, and eCommerce companies, he has also grown two separate agencies from scratch to over $5 million in annual revenue in less than three years.

About your instructors:

Dan Shure

Dan Shure runs a boutique SEO and Digital Marketing agency, Evolving SEO and is also host and producer of the Marketing Podcast, Experts On The Wire.

He has been a Moz Associate since 2012, writes for the Moz blog and has spoken at dozens of marketing and business events such as SMX and Affiliate Summit.


Johnathan Dane

Johnathan is the founder of Klient Boost, and has helped hundreds of companies double their PPC performance in record time.

From Fortune 500 brands to smaller SaaS, lead gen, and eCommerce companies, he has also grown two separate agencies from scratch to over $5 million in annual revenue in less than three years.


I'm working on a new shave business and have already implemented both with Klayvio and Optimonk

Teiko Reindorf, Founder @ Fresh Shave Club

”Johnathan Dane continually comes up with new ideas to find pockets of profitability.”

Courtney Larned, VP of Marketing @ CareSync

"Johnathan helped me put a strategy in place and executed that strategy. No matter what stage you are in your company, he will be able to help you out!"

Mike Madrid, Founder @ Comfortable Club

Course curriculum


Section 1 (with Dan Shure): How to Consistently Rank for Targeted, Lucrative Keywords

Class 1

Ranking Factors in 2017 and Beyond

SEO is constantly changing, yet many principles remain the same. This class will give you a solid footing to tackle search engine optimization now, as well as set you up with bulletproof rankings well into the future.

Class 2

10 Keyword Research Steps to Content Arbitrage

Keyword research is at the core of SEO strategy. Many think they know how to do it, but not many have a strategic process to consistently discover and rank for the top keywords. Learn how to discover a set of keywords you can actually rank for in this lesson.

Class 3

How to Create Content That Ranks (and Keep it That Way)

You’ve put long, arduous hours into producing what you think is “great content,” but the traffic trickles in so slowly you wonder if it’s even worth it. Turns out, if you make some minor tweaks to your content strategy, you can drastically increase your SEO while expending the same amount of energy and time. Learn how to do that in this lesson.

Class 4

80/20 Link Building

There’s lots of content out there on link building, most of it crap (especially the articles that call link building “dead”). Directing authoritative links to your site will increase your domain authority and long term traffic growth. Learn how to do it the right way while focusing only on the highest impact activities.

Section 2 (with Dan Shure): Technical SEO and Measuring/ Optimizing Success

Class 5

The Pillars of Bulletproof Local SEO

Local SEO continues to be one of the best ways to stand out among competitors, mainly because not many companies have really figured out how local SEO works. This lesson will deliver an approach to local SEO that actually works.

Class 6

7 Steps to Becoming A Technical SEO Rockstar

Technical SEO is what most people fear. But it’s not that hard. It just requires an efficient process and some insider knowledge. Get the foolproof process here and never fear a technical SEO audit again.

Class 7

Pulling it All Together – Creating a Strategy

People struggle with strategy; that’s why they always look for tactics. But tactics aren’t always effective, and they are by nature short sighted. This lesson will teach you how to create and execute an end-to-end SEO strategy as any t-shaped marketer worth their salt should be able to.

Class 8

The Tools to Measure and Show Your Success

Measuring success is always one of the most difficult parts of a campaign. Especially in today’s omni-channel, multi-device environment, it’s hard to attribute ROI to specific campaigns. This course will teach you how to accurately measure and report on SEO campaigns, which will help you win more clients or create organizational buy-in for the future.

Section 3 (with Johnathan Dane): Research, Strategy, and Setting Up Your PPC Campaigns

Class 9

How Much Research Do You Really Need to Do? The Answer Is Counterintuitive

To kick off the first PPC class, Johnathan will teach you to set appropriate goals for your PPC campaigns. After this class, you’ll be able to set up your PPC campaign, do keyword research, know the difference between demand harvesting and demand generation, and use spy tools to get a feel for the competitive landscape.

Class 10

The PPC Blueprint Structure That Will Set You up for Success

In this class, you’ll learn how to set up a complete and effective PPC engine. This includes navigation and naming conventions, conversion tracking, and different types of campaigns and how to set them up (search, display, social, and video).

Class 11

A Foolproof Walkthrough on Building and Managing Campaigns

In this class, Johnathan will focus on laying the foundation and groundwork for your PPC campaign, so you eliminate as much wasted spend as possible while narrowing in on your targeting to get results.

Class 12

Why All Your PPC Campaigns Won’t Have an ROI

In this class, Johnathan teaches you a framework for optimizing your CTAs and campaigns based on intent and interest. He outlines a holistic approach to PPC that will push through common plateaus by matching your offer to the “PPC Channel Intent.”

Section 4 (with Johnathan Dane): Diving Deeper and Getting the Most from Your PPC Campaigns

Class 13

Exhausting Your Search & Display Options to Find Conversion Gold Mines

This class takes you on a deep dive into search and display PPC campaigns. By the end of it, you’ll have mastered multi intent keywords, sales tracking, ad copywriting, ads in apps, similar audiences, customer match and different types of display ads. You’ll be able to break business records with search and display advertising.

Class 14

Using Facebook, LinkedIn, Twitter, and Other Social to Your Advantage

This lesson will teach you the crucial differences and similarities between social and search advertising and how to best use search channels to your advantage. You’ll learn about ad fatigue and audience decay on social as well as how to set up custom audiences and lookalike audiences.

Class 15

Immediate & Longer Term Performance Optimizers

This class will teach you the tactical and granular ways to pull more money out of your PPC campaigns. It will extensively cover things like negative keywords, micro conversions, quality score/relevance score, bid rules, and audience insights. After this class, you’ll have the knowledge of a top 5% PPC expert.

Class 16

How To Scale a PPC Program for Continuous and Eternal ROI

You’re ROI positive - now let’s scale your PPC accounts. This class will go over things like keyword refinement and expansion, impression increases, and the value funnel setup. After this class, you’ll have a full understanding of how to take a PPC program from nothing to fully ROI positive and scaled.

You will also get 20 short video lessons

You’ll get immediate access to snack-size introductory video lessons on the fundamentals of traffic acquisition as soon as you enroll. Topics covered include:

SEO video lessons are as follows:

Before delving into the full SEO course, it’s important to settle into the right frame of mind. In this lesson Dan will consider understand which elements of SEO are stable and which are constantly evolving. You’ll take a look at a couple of real-world examples for finding opportunities for innovation on both ends.

Learn the core elements of how search engines operate as well as the primary four places you can optimize around.

There are four main factors which contribute to your website’s rank in search engine results. This lesson covers the basics of each one, considers how they interact holistically, and addresses misconceptions.

This lesson covers the metrics of PageRank, Domain Authority, and Page Authority. It’s important to understand these basics before branching off into more complex metrics.

One of the most important modern ranking signals is UX. This video serves as a refresher on some of the most basic UX metrics (click-through rate, relative bounce rate, “pogosticking”) which will be built upon in Dan’s live course.

Dan dismantles 3 pervasive myths about SEO which currently affect marketers of all industries.

Gain a fundamental understanding of these three common Google penalties, what they intend to judge, and to take them into account when optimizing your site.

It’s important to understand the core fundamentals of how crawling and indexation work and how it can be controlled through your markup on your web pages. In this lesson, you’ll learn the four technical pillars intrinsic to this process.

This lesson covers the core elements of strengthening your local SEO: citations, reviews, and which businesses can incorporate it into their strategy.

Now that you understand the fundamentals of SEO, you can see some of the innovative ways to use it as a tool to get more eyes on your website. Dan’s live course will explore the how-to’s of incorporating these strategies and contextualizing them within the larger landscape of SEO.

All of these videos will be available instantly after you enroll in the course.

PPC video lessons are as follows:

Learn the pillars of Pay Per Click advertising, the primary platforms on which to use it, and its purpose in the realm of digital marketing.

There are 4 types of PPC advertising: Search, Display, Social, and Video. In this video lesson, Dan will walk you through the capabilities, limitations, and for which type of marketing initiatives they are typically used.

Whether you’re targeting based on location, time of day, or there are plenty of opportunities to get creative with your campaigns. In this lesson, Johnathan will walk you through the targeting variables for the 4 main types covered in the previous video (search, display, social, video)

One of the most beneficial components you can add to your PPC campaign is conversion tracking. This allows you to allocate your budget more effectively to the keywords which are responsible for more conversions.

This lesson will introduce the 4 types of keyword match types on the Google Search Network. You’ll also learn ways to supplement your keyword specifications by saying which keywords you don’t want to pay for and where you don’t want your ad to be placed.

There’s no shortage of micro metrics when it comes to analyzing your PPC campaigns. While they’re not KPI’s, they can serve as guiding lights. This lesson will introduce a few of these metrics and when to pay attention to them.

Testing different combinations of text and images is the creative and fun part of PPC advertising. In this lesson, Johnathan will explain the importance of testing as well as some of its backbone metrics.

Now that you have data from your PPC campaigns, you can start to adjust bids and allocate money to the proper channels which will ultimately achieve a higher performance.  In this video, Johnathan will explain some helpful segments to look at when creating a strategy to improve your performance.

For companies who’s account is starting to fill out with impressions and clicks, this lesson lays out the next array of options. Whether you want to focus on keyword refinement, keyword expansion, migrating away from search, or expanding into display, video, or social.

Once you’ve become familiar with the pillars and processes of PPC, it’s time to explore all the tools at your disposal to increase your  performance and speed, as well as enable you to craft more informed campaigns backed with preliminary research.

All of these videos will be available instantly after you enroll in the course.


Show off your new skills: Get a certificate of completion

Once the course is over, you can take a test and get certified in planning, executing, and measuring a comprehensive customer acquisition strategy.

Add it to your resume, your LinkedIn profile, or just get that well-earned raise.


Join now

  • 16  in-depth customer acquisition classes
  • 20 snack-size videos
  • Supplemental worksheets to replicate the process

Need help communicating the value of this course?
Use this PDF

ENROLL NOW — $499.00

Teams of 2 and more get a 25% discount during checkout.

After completing the payment you can login and start watching all video lessons. 7-day money back guarantee.