Curriculum and Agenda

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As one of the few Google AdWords Certified Partners (GACPs), and the first Seminars for Success Google AdWords Training Company in the region, it’s our goal to help you get the most out of the Google AdWords campaigns you run for your company or clients.

While Google AdWords is an extremely powerful marketing tool when implemented right, it’s also very complicated. With all the new feature launches and UI changes, most folks don’t even realize that traditional search campaigns with keywords barely scratch the surface of the potential of Google AdWords.

Training and explanation will help you optimize your AdWords campaign.In order to provide top notch training, we regularly coordinate with the Google Singapore team, and comply with global guidelines provided by Google in the US. And we ensure that we’re constantly updating ourselves with the weekly feature launches ad updates that the Google AdWords team puts out.

There are two modules of Google Analytics training – currently, we run both together as a 2-day event. We also run a sister event for Google Analytics, that’s 3 days long. There are discounts for attending both together.
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If you have responsibilities in Google AdWords setup, research, sales, support or optimization, you’ll benefit from attending this training. The training is lively, hands-on and designed to teach the features of Google AdWords to everyone in a dynamic manner.

We’ve already conducted AdWords & Analytics for several companies in the APAC region, and some of them have been impacted so immediately, that they’ve gladly volunteered to interviews explaining the impact these trainings have had.

Below are two interviews with two clients – DirectRooms (one of the world’s largest online room retailers) and Phuket.net (Phuket’s largest online portal for news, property etc). Both of them found incredible uses for their new Anlaytics knowledge, both companies are also heavy AdWords users. Watch the videos to learn more.

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[tab title=”Day 1 – AdWords 101″]

Introduction to online advertising & Google AdWords

  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
  • Features
  • Benefits
  • Basic terminology

Creating Your Account

  • Creating an account
  • Creating your Campaigns

Creating a campaign, step-by-step

  • Understanding Your Statistics

Beginning Optimization

  • Using the Report Center
  • Campaign Optimizer
  • Location targeting
  • Demographic bidding

Understanding campaign, ad group, and keyword statistics

  • Editing Campaign Settings
  • Editing CPCs
  • Tracking ad performance

Developing Quality Keyword Lists

  • How to Develop a List
  • Using the Keyword Tool
  • Using the Edit Campaign Negative Keywords Tool
  • Creating Compelling Ad Text
  • Developing ad variations
  • Ad writing workshop

Conversion Tracking

  • Google Analytics
  • Optimizing to:

Increase conversions

  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality
  • Using the Google Display Network

Ad types

  • Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
  • Placement targeted campaigns
  • CPM bidding

Billing & Reports

  • Understanding Billing
  • Billing Cycle

Open Q&A

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[tab title=”Day 2 – AdWords 201″]

Introduction
Definitions & terminology

Google Display Network

  • What is Display Network
  • Targeting by Site
  • Targeting by Keyword
  • Audiences – by Interest
  • Audiences – Remarketing
  • Audiences – Custom
  • Reporting Display Network

Intermediate Optimization Techniques

  • How to geotarget your campaign
  • How to use demographic bidding
  • How to create a placement-targeted campaign
  • How to use site and category exclusion
  • How to use IP Exclusion
  • How to use Position Preference
  • How to use Ad Scheduling
  • Keyword List Optimization

Understanding how people search

  • Refining your keyword list
  • Other keyword tools
  • Search-based keyword tool
  • Insights for Search
  • Dynamic keyword insertion

How to Self-Diagnose

  • Why can’t I see my ad?
  • Why is my Quality Score low?
  • How to use the disapproved ads tool
  • How to use the ads diagnostic tool

How to Use AdWords Editor

  • Features and benefits
  • Tips and tricks

Understanding ROI

  • What is ROI?
  • Determining the value of a keyword
  • Other bidding options

Budget Optimizer

  • CPM Bidding
  • Conversion Optimizer
  • Managing Accounts

My Client Center
AdWords API

Search Engine Optimization (SEO)

Take-Aways, To-Dos, and Resources

Open Q&A

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Curriculum & Details

Over the course of the two day, hands-on workshop, we’ll cover all the critical parts of Google AdWords including
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  • History of Search & PPC
  • AdWords’s place in Digital
  • UI and Feature Walkthrough
  • Signup, Payment & Admin Issues
  • Keyword Research & Selection
  • Campaign Setup & Organization
  • Ad Copywriting & Testing
  • Landing Pages & Quality Score
  • Display Network & Banner Ads
  • Audiences & Remarketing Ads
  • Analytics Integration & Optimization

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Google AdWords News

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