Duration: 3 Days
The demand for individuals with knowledge and experience of Google online marketing has never been higher! In this hands-on, lab-intensive course, you will develop real-world skills that will successfully transform you into a highly qualified online marketer. You will learn specific Google marketing knowledge to effectively implement and analyze Google-based Internet marketing campaigns.
What You Will Learn
- Google-approved methods for online marketing
- Choose the right keywords for paid search
- Keyword analysis
- Conversion tracking and optimization
- Geo-targeting
- Implement display ad campaigns using Google AdWords
- Apply advanced bid management tactics
- Achieve higher search engine rankings
- Increase web traffic
- Create a highly optimized paid search campaign
- Reach the right audience via effective targeting and obtain new customers
- Optimize an existing paid search account
Audience
Marketers, agency executives, directors, communication specialists, and individuals looking to break into online marketing
Prerequistes
Course Outline
1. Introduction to SEO
- Benefits of SEO
- SEO terms every marketer should know
- Search engine basics
2. Keyword Research
- Basic keyword research strategies
- Advanced keyword research strategies
- Adding more keywords
- Researching keyword competition
- Finding the right mix of keywords
- Putting it all together
3. Site Architecture
- What is site architecture
- Affect of site architecture on SEO
- Creating themes for web sites using keywords
- Creating a keyword phrase map
- Building the URL structure for website for SEO
4. Onsite SEO
- SEO content writing
- Meta tags and using them
- Why anchor texts are still important
- Alt tag implementation
- Writing effective title tags for SEO
- Why you need meta descriptions
5. Offsite SEO
- Linking for SEO
- Link strategies
- Obtaining backlinks
- Content creation vs. link bait
- Real-world link development ideas
- SEO and social media
6. Webmaster Tools and Technical Elements
- Handling duplicate content
- 301 and 302 redirects and why they are important
- Canonicalization issues and how to address them
7. Measuring SEO
- Using Google Webmaster Tools
- Measuring conversions in SEO
- Looking at Google Analytics for SEO measurement
8. Advanced Topics and Strategies
- Top techniques for SEO success
- Additional tools and resources for better SEO
- CMS tools and SEO
- Future of SEO
9. Introduction to PPC
- What is PPC?
- Benefits of PPC
- Supported ad types
- Terms and definitions
-
Basic requirements for advertisers
10. Psychology of Paid Search
- How people use search
- How people think in concepts
- Expectations of results
- Search vs. traditional advertising
- Buying cycle
11. Keyword Research
- Keyword research for AdWords
- Match types defined in detail
- Using negative keywords to increase ROI
- Using the AdWords keyword tool
12. Google AdWords
- How Ads show up in search
- Ad structure
- Account creation and billing options
- Interface
13. Setting Up Your Campaign
- Organizing your campaign with Ad Groups
- Exploring the other campaign tabs
- Creating a campaign from default options
14. Ad Groups
- Structuring your Ad Groups
- Creating text ads
- Creating image ads
- Adding in your keywords
- Bidding at the Ad Group and keyword level
15. Quality Score
- Basics of Quality Score
- Action process
- Find and addressing issues with your quality score
16. Display Network
- Performance evaluations
- Placement targeted campaigns
- CPM bidding rules
- Remarketing
17. AdWords Analytics
- Conversion types
- Basic reporting features
- Google Analytics integration
18. Optimization Techniques
- Landing pages
- Ad optimization
- Conversion optimization
- Traffic optimization
19. Web Analytics
- Measuring Success
- Determining your scorecard
- History of web analytics
20. Introduction to Google Analytics
- Why Google Analytics?
- Looking at the dashboard and what it means
- Account panel and access
- Main login panel and its purpose
21. Setting Up Google Analytics
- Structuring the accounts on setup
- Using the right properties
- User profiles and what they mean to you
- Multiple domains vs. subdomains
22. Inside Google Analytics
- User management
- Reporting dashboard
- Reporting date ranges
- Annotations (and how vital they are to success)
- Sharing and e-mailing reports
23. Reporting In Google Analytics
- Discovering Audience
- AdWords and how to determine success
- Where is all the traffic is coming from?
- Determining if your web content is working for you
- Determining conversions
24. Advanced Strategies
- Campaign tracking and tagging
- Goals and funnels
- Filtering
- Intelligence events
- Key performance indicators (KPIs)
Course Labs
Lab 1: Use the Google keywords tool to combine a basic and advanced keyword strategy list from conception to implementation
Lab 2: Use a content management system to perform an SEO metadata update using all the fields from a Wordpress plug-in
Lab 3: Use the Rank Checker Tool to add keywords, run the ranking report, and save the report locally
Lab 4: Create a spreadsheet with 10 non-branded targeted keywords based on competition and trends data
Lab 5: Create a campaign from default and explore settings based on class given example
Lab 6: Create theme based Ad Groups for keywords that were researched previously
Lab 7: Why we need analytics
Lab 8: Create mock landing pages for campaign efforts
Lab 9: Log in and look around the dashboard
Lab 10: Connect AdWords and Webmaster Tools
Lab 11: Tag URLs, filter IP address, and create KPIs
