Google Marketing Boot Camp

Google Marketing Training Course Outline

Day 1

1. Introduction to PPC

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

2. Psychology of Paid Search

  • How people use search
  • What their expectations are
  • Search vs traditional advertising

3. The Online Buying Cycle

  • Search buying cycle
  • Ad copy writing
  • Landing pages

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

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

6. Ad Groups

  • Structuring your Ad Groups
  • Creating text ads
  • Creating images ads
  • Adding in your keywords
  • Bidding at the Ad Group & Keyword Level

7. Optimizing Your AdWords Ads

  • Ad creation techniques
  • Anatomy of an ad
  • Things to remember
  • Dynamic keyword insertion

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

9. Display Network

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

10. AdWords Analytics

  • Understanding conversion types
  • AdWords reporting features
  • Conversion tracking and reporting

Day 2

1. 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

2. 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

3. How marketers can best impact search results with onsite SEO

  • The role of content & context
  • Meta data
  • Heading tags (H tags)
  • URLs
  • Backlinks

4. Content Marketing 101

  • Intro to content marketing
  • Content marketing & SEO
  • The content marketing engine

5. Technical Checklist

  • Technical SEO
  • Checklist for your developer

Day 3

1. 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

2. Intro to Google Analytics

  • Dimensions & metrics
  • Common metrics
  • Averages and dashboard views

3. 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

4. Inside Google Analytics

  • User management & operations
  • Overview of reporting dashboards
  • Reporting data ranges
  • Annotations and how to use them
  • Sharing and emailing reports
  • Advanced features

5. 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

6. Advanced Analytics Strategies

  • Campaign tracking and tagging
  • Goals & funnels
  • Filtering
  • Intelligence events
  • Key performance indicators (KPIs)

Lab: Tagging URLs

Lab: Filtering

Lab: Creating KPIs