Google Online Marketing Boot Camp

Implement and analyze Google-based Internet marketing campaigns. Demand has never been higher for individuals with Google marketing knowledge and experience! In this 3-day course, you will become a highly qualified online marketer, proficient in Google-approved methods, practicing all of your new skills in hands-on labs. You will discover how to choose the right keywords for paid search, perform keyword analysis and learn conversion tracking and optimization—so you can rank higher in search engine results. You will also understand and use geo-targeting, implement display ad campaigns using Google AdWords and apply advanced bid management tactics. Upon completion of the course, you will be on your way to becoming a certified Google AdWords Qualified Individual.

Also Available as:

• Live Online
• Onsite

How You Will Benefit

• Understand the psychology of paid search
• Reach the right audience via effective targeting
• Create an optimized paid search campaign that increases web traffic utilizing an existing paid search account
• Squeeze the most from your online advertising dollars
• Obtain new customers for your organization

What You Will Cover

• Discovering the benefits of SEO and the relationship between site architecture and SEO
• Learning keyword research basics and strategies and practicing with the Google Keywords tool
• Exploring offsite and onsite SEO including content writing, meta tags, anchor text, alt tags, title tags, link strategies and more
• Understanding how pay-per-click works and the basics of quality score
• Setting up and analyzing Google Adwords campaigns
• Becoming familiar with the ins and outs of Google Analytics

Extended Seminar Outline

Print this page Extended Seminar Outline Seminar #76509 Google Training Course Outline

Day 1 – Search Engine Optimization (SEO) Training

I. Introduction to SEO

• Benefits of SEO
• SEO Terms every marketer should know
• Search Engine basics

II. Keyword Research

• Basic keyword research strategies
• Advanced keyword research strategies
• When to add more keywords
• How to research keyword competition
• Finding the right mix of keywords
• Putting it all together

Lab: Using the Google Keywords tool, students will combine a basic and advanced keyword strategy list from conception to implementation with the instructor.

III. Site Architecture

• What is site architecture
• How does site architecture affect SEO
• How to create themes for websites using keywords
• Create a keyword phrase map
• Building the URL structure for website for SEO

IV. Onsite SEO

• SEO content writing
• Meta tags and how to use them
• Why anchor texts are still important
• Alt tag implementation
• How to write effective title tags for SEO
• Why you need meta-descriptions

Lab: Using a content management system, the instructor will perform an SEO Meta data update using all the fields from a Wordpress plugin

V. Offsite SEO

• Linking for SEO
• Link strategies
• How to obtain backlinks
• Content creation vs. link bait
• Real world link development ideas
• SEO and Social Media

VI. Webmaster Tools & Technical Elements

• How to handle duplicate content
• 301 and 302 redirects and why they are important
• Canonicalization issues and how to address them

VII. Measuring SEO

• Using Google Webmaster Tools
• How to measure conversions in SEO
• How to look at Google Analytics for SEO measurement intro

Lab: Using the Rank Checker Tool, instructor will walk though adding keywords, running the ranking report and saving the report locally.

VIII. Advanced Topics & Strategies

• Top techniques for SEO success
• Additional tools and resources for better SEO
• CMS tools and SEO
• The future of SEO

Day 2 – Pay Per Click

I. Introduction to PPC

• What is PPC
• Benefits of PPC
• Supported Ad types
• Terms & definitions
• Basic requirements for advertisers

II. Psychology of Paid Search

• How people use search
• How people think in concepts
• Expectations of results
• Search vs. traditional advertising
• The buying cycle

III. Keyword Research

• Introduction to keyword research for Adwords
• Match types defined in detail
• How to use negative keywords to increase ROI
• How to use the Adwords keyword tool

Lab: Create a spreadsheet with 10 non-branded targeted keywords based on competition and trends data

IV. How Google Adwords Works

• How Ads show up in search
• Understanding the Ad structure
• Account creation and billing options
• Learning the interface

V. Setting Up Your Campaign

• Organizing your campaign with Adgroups
• Exploring the other campaign tabs
• Creating a campaign from default options

Lab: Create a campaign from default and explore settings based on class given example.

VI. Adgroups

• Structuring Your Ad Groups
• Creating text ads
• Creating image ads
• Adding in your keywords
• Bidding at the Ad Group & Keyword level

Lab: Create theme based adgroups for keywords that were researched previously.

VII. Quality Score

• Understanding the basics of Quality Score
• The action process
• How to find & address issues with your quality score

VIII. Display Network

• Display network explained
• Performance evaluations
• Placement targeted campaigns
• CPM bidding rules
• Remarketing

IX. Adwords Analytics

• Understanding conversion types
• Basic reporting features
• Google Analytics integration

X. Optimization Techniques

• Landing pages
• Ad optimization
• Conversion optimization
• Traffic optimization

Lab: Create mock landing pages for campaign efforts.

Day 3 – Google Analytics

I. Overview of Web Analytics

• Measuring Success
• How to determine your scorecard
• History of web analytics

Lab: Why we need analytics

II. Introduction to Google Analytics

• Why choose Google Analytics
• Looking at the dashboard and what it means
• The account panel and access
• Main login panel and its purpose
• Lab: Logging in and looking around the dashboard.

III. Setting Up Google Analytics

• How to structure the accounts on setup
• How to determine using the right properties
• User profiles and what they mean to you
• Multiple domains vs. subdomains

Lab: Connecting Adwords & Webmaster Tools

IV. Inside Google Analytics

• User management
• Overview of reporting dashboard
• Reporting date ranges
• Annotations (and how vital they are to success)
• Sharing and emailing reports

V. Reporting In Google Analytics

• Discovering Audience
• The Adwords section and how to determine success
• Where all the traffic is coming from
• How to determine if your web content is working for you
• How to determine conversions

VI. Advanced Strategies

• Campaign tracking & tagging
• Goals & funnels
• Filtering
• Intelligence events
• Key performance indicators

Lab: Tagging URLs, filtering IP address and creating KPI's

Who Should Attend

Marketers, advertising executives, communications specialists and anyone who wants to become adept at online marketing—no prior experience necessary.