Paid Search and Analytics Bootcamp

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.

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.
• 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 Overview

Day 1 - Google Analytics

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.

Day 2 - Google Adwords

Unit 1 - Pay per Click background

• Market Statistics

Unit 2 - Overview of Google Adwords

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

Unit 3 - Account creation

• Google Account Structure
• Billing

Unit 4 - Campaign creation

• Best practices
• Budgets
• Targeting
• Distribution
• DayParting

Unit 5 - Adgroup creation

• Best Practices
• Adgroup Structure

Unit 6 - Keyword creation

• Best Practices
• Sourcing new Keywords

Unit 7 - Ad text creation

• Best Practices
• Writing Ad Text

Unit 8 - Reports

• Creating Reports
• Scheduling Reports
• Understanding Reports

Unit 9 - Adwords Editor

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