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