Paid Search and Analytics Training Bootcamp — A 2-Day Course

 Open Public Course Closed In-House Course

Course Synopsis

The Paid Search and Analytics Bootcamp combines 2 days of practical, hands-on learning aimed at anybody wanting to make the most of the Google Adwords and Google Analytics combination to maximise the effectiveness of their online marketing efforts via Google's powerful search marketing network.

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
• 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

Pre-Requisites

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

Publicly scheduled dates, locations, and prices

Outline Course Contents

What is Google Analytics

• Why Use Analytics?
• Why is it Free?
• What does it do for me?

Setting up Google Analytics

• Getting Started
• The Settings Dashboard
• Filtering Your Data
• Using Analytics Goals
• AdWords Integration

Reporting

• Visitors Reports
• Traffic Reports
• Content Reports

Marketing Optimisation

• Unique–Visitor Tracking
• Visitor Segmenting
• Marketing Campaign Results
• Search–Engine Marketing

Content Optimisation

• Ad Version Testing
• Content Performance
• Navigational Analysis
• Goals & Funnel Process
• Web Design Parameters

E–Commerce Analysis

• Commerce Tracking
• Loyalty & Latency
• Revenue Sources
• Product Merchandising

Pay per Click background

• Market Statistics

Overview of Google Adwords

• What is AdWords
• Pay Per Click vs Organic Listings
• Search vs Content vs Site Targeting Listings

Account creation

• Google Account Structure
• Billing

Campaign creation

• Best practices
• Budgets
• Targeting
• Distribution
• DayParting

Adgroup creation

• Best Practices
• Adgroup Structure

Keyword creation

• Best Practices
• Sourcing new Keywords

Ad text creation

• Best Practices
• Writing Ad Text

Reports

• Creating Reports
• Scheduling Reports
• Understanding Reports

Adwords Editor

• What is Adwords Editor
• How can it help me work smarter