Corporate Training By Zack Academy - Google Marketing Boot Camp

Why Should You Attend This Google Marketing Boot Camp?

This Google Marketing Boot Camp will give you the knowledge and experience necessary to transform into a highly qualified online marketer. The demand for individuals with knowledge and experience of Google online marketing has never been higher! This 3-day, hands-on, lab-intensive Google training course will give you real-world skills to successfully transform into a highly qualified online marketer. Learn specific Google marketing knowledge to successfully implement and analyze Google-based internet marketing campaigns. This Google training course will also give you the necessary knowledge to prepare you for the Google AdWords certification exam. Very few marketers who are not solely focused on AdWords have this qualification.

This Google training course will teach you real-world skills including:

• Learn Google approved methods for online marketing
• Practice learned skills through a series of hands-on labs
• Learn how to choose the right keywords for paid search
• Keyword analysis
• Learn Conversion tracking and optimization
• Understand and use Geo-Targeting
• Implementing display ad campaigns using Google AdWords
• Learn to apply advanced bid management tactics
• Learn how to rank higher in search engine results
• Prepare for taking the Google AdWords certification exam

Who Should Take This Google Marketing Boot Camp?

• Marketers
• Agency Executives
• Directors
• Communication Specialists
• Individuals seeking to break into online marketing will benefit from Google Online Marketing Boot Camp, a Google course

No prior experience is needed to take and successfully complete this Google training course.

Syllabus

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