Google Marketing Boot Camp

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1 Google Marketing Boot Camp MKTG01; 3 Days, Instructor-led Course Description This Google training course will give you the knowledge and experience necessary to transform into a highly qualified online marketer. The demand for individuals with knowledge and experience of Google online marketing has never been higher! This 3-day, hands-on, lab-intensive Google training course will give you real-world skills to successfully transform into a highly qualified online marketer. Learn specific Google marketing knowledge to successfully implement and analyze Google-based internet marketing campaigns. This Google training course will also give you the necessary knowledge to prepare you for the Google AdWords certification exam. Very few marketers who are not solely focused on AdWords have this qualification. At Course Completion Through your participation in this 3-day Google training course you will learn how to: Obtain the knowledge you need to achieve higher search engine rankings Increase web traffic Create a highly optimized paid search campaign Reach the right audience via effective targeting Obtain new customers Get the most of your online advertising dollars Optimize an existing paid search account Audience Marketers, Agency Executives, Directors, Communication Specialists and Individuals seeking to break into online marketing will benefit from Google Online Marketing Boot Camp, a Google course. No prior experience is needed to take and successfully complete this Google training course. Course Outline Module 1: Introduction to PPC What is PPC

2 Benefits of PPC Supported ad types Terms & definitions Basic requirements for advertisers Module 2: Psychology of Paid Search How people use search What their expectations are Search vs traditional advertising Module 3: The Online Buying Cycle Search buying cycle Ad copy writing Landing pages Module 4: Keyword Research Intro to keyword research Match types How to build your negative keyword list In-depth usage of the Google Keyword Planner Lab: Create initial keyword research plan and outline Module 5: How Google AdWords Works How ads show up in search Understanding the ad structure Account creation and billing options Learning the interface and dashboard Setting Up Your Campaign Organizing your campaign with ad groups Exploring the other campaign tabs Creating a campaign from default options Lab: Create a campaign from default and explore settings based on class examples Module 6: Ad Groups Structuring your Ad Groups Creating text ads Creating images ads Adding in your keywords Bidding at the Ad Group & Keyword Level

3 Module 7: Optimizing Your AdWords Ads Ad creation techniques Anatomy of an ad Things to remember Dynamic keyword insertion Module 8: Quality Score Understanding the basics of Quality Score Factors that affect Quality Score How to find & address issues with your Quality Score The auction process Module 9: Display Network Display network explained CPM bidding rules Performance evaluations Placement targeted campaigns Remarketing Module 10: AdWords Analytics Understanding conversion types AdWords reporting features Conversion tracking and reporting Module 11: Introduction to SEO Anatomy of a search engine result page (SERP) Benefits of SEO How SEO has changed and how to take advantage of it The search result page and why it matters 7 types of different organic search results Lab: Viewing customized layers in search results Module 12: Google Webmaster Tools Into to Google Webmaster Tool (GWT) Setting up GWT the right way How to health check your site Lab: How to set up your Google Webmaster Tool

4 Module 13: How marketers can best impact search results with onsite SEO The role of content & context Meta data Heading tags (H tags) URLs Backlinks Module 14: Content Marketing 101 Intro to content marketing Content marketing & SEO The content marketing engine Module 15: Technical Checklist Technical SEO Checklist for your developer Module 16: Overview of Digital Analytics What does analyzing data mean The importance of business goals Creating a web analytics measurement plan Lab: Determining what to measure Module 17: Intro to Google Analytics Dimensions & metrics Common metrics Averages and dashboard views Module 18: Setting up Google Analytics How to structure accounts on setup Determine the properties of each profile User profiles and what they mean Adding Lab: Logging in and looking around Lab: Connecting AdWords & Google Webmaster Tools Module 19: Inside Google Analytics

5 User management & operations Overview of reporting dashboards Reporting data ranges Annotations and how to use them Sharing and ing reports Advanced features Module 20: Reporting In Google Analytics Real time reporting Discovering your audience Where your traffic comes from (acquisition) How to determine if your web content is working for you How to determine conversions Module 21: Advanced Analytics Strategies Campaign tracking and tagging Goals & funnels Filtering Intelligence events Key performance indicators (KPIs) Lab: Tagging URLs Lab: Filtering Lab: Creating KPIs

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