Categories: Ecommerce and Internet Marketing ,  Marketing Skills Training

Paid Search and Analytics Training Bootcamp

The Paid Search and Analytics Bootcamp - combines 4 days of practical, hands-on learning aimed at online marketers, web executives, webmasters, agency account managers and campaign managers who need to set-up, manage and optimise Google Adwords paid search campaigns, understand how to install, configure & optimise Google Analytics, and interpret Google Analytics reports and act on the information they provide.

Pre-requisites
Administration access to active Google Adwords and Google Analytics accounts are required for the duration of the course.

Objectives
Upon successful completion of this course, students will be able to:

- Plan, set-up, manage and optimise, according to industry best practice, Google Adwords campaigns.
- Configure Google Analytics for all but the most complicated of websites.
- Understand how Google Analytics can be used to accurately analyse how visitors arrive at their website and how they behave and interact with their website content.

Course Outline

Day 1

Session 1
- Accessing Google Adwords
- The Google Adwords interface

Session 2
- Researching keywords
- Estimating keyword search traffic volume

Session 3
- Understanding Account, Campaign & Adgroup structure
- Planning your paid search campaign
- Building topical Adgroups & related keywords
- Setting & controlling paid search budgets

Session 4
- Creating compelling ad copy
- The Google Adwords Quality Score
- Understanding Google Adwords reports

Day 2
 
Session 1
- Accessing Google Adwords
- Enabling & disabling user access
- The My Client Centre

Session 2
- Understanding Account, Campaign & Adgroup structure
- Using Dynamic Keyword Insertion
- Using keyword based landing pages
- Using ad based landing pages
- Detailed keyword research techniques

Session 3
- Creating compelling ad copy
- A/B testing ad copy
- The Google Adwords Quality Score

Session 4
- Integrating Google Analytics into Google Adwords
- Understanding Auto-tagging
- The Adwords Editor

Day 3 

Session 1
- Accessing Google Analytics (GA)
- What’s possible with Web Analytics
- What’s possible with GA
- User administration
- Account & Profiles

Session 2
- Basic filter administration
- Google Analytics visitor measurement methodology
- Visitors, visits & Absolute Unique Visitors
- New visitors & returning visitors
- The Bounce rate
- Page Impressions & Unique Page Impressions
- Clicks & Visit discrepancies

Session 3
- Calendars, timelines & date range comparisons
- Using graphs to identify trends & problems
- Your website’s visitors
- Using custom segmentation with GA
- Your website’s domain & GA

Session 4
- Your traffic sources
- The nature of direct, organic, PPC and referral traffic
- Tracking & Integrating GA with Google Adwords
- Tracking other online marketing campaigns such as Yahoo!, MSN and e-mails with GA
- Tracking off-line marketing campaigns such magazine & billboard advertising

Session 5
- Your website’s content
- Your visitors’ paths through content
- Creating & analysing goals & funnels
- The site overlay as a usability tool

Session 6
- Your site & E-commerce
- Using E-commerce on non E-commerce sites
- Your site and on-site behaviour

Day 4

Session 1
- Accessing Google Analytics (GA)
- Best practice user administration
- Account & Profiles structure & deployment
- Duplicating profiles
- Creating new profiles
- Account settings
- Profile settings

Session 2
- Advanced filter administration
- New GA code versus old GA code
- Google Analytics & cookie behaviour
- Cookie sessions, referring sites & campaign tracking
- Overriding last campaign tracking conversion attribution
- Transferring cookie sessions over sub-domains & domains

Session 3
- Tagging with the PageTracker
- Tagging rich media, flash and Ajax
- Configuring the GA Event Tracker
- Configuring the custom segmentation with GA
- Your website’s domain & GA

Session 4
- Configuring goals & funnels
- Configuring e-commerce
- Configuring e-commerce for non e-commerce sites
- Configuring site search
- Configuring campaign tracking