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Google Marketing Boot Camp

Course Details
Code: GM-BC
Tuition (USD): $1,495.00 • Classroom (3 days)

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.

  • NOTE: Live Virtual Classroom course length is 4 days.

Skills Gained

  • Obtain the knowledge you need to achieve higher search engine rankings
  • Increase web traffic
  • Create a highly optimized paid search campaign
  • Reach the right audience via effective targeting
  • Obtain new customers
  • Get the most of your online advertising dollars
  • Optimize an existing paid search account

Who Can Benefit

  • Marketers, Agency Executives, Directors, Communication Specialists and 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.

Course Details

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

Day 1

Introduction to PPC

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

Psychology of Paid Search

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

The Online Buying Cycle

  • Search buying cycle
  • Ad copy writing
  • Landing pages

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

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

Ad Groups

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

Optimizing Your AdWords Ads

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

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

Display Network

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

AdWords Analytics

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

Day 2

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

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

How marketers can best impact search results with onsite SEO

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

Content Marketing 101

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

Technical Checklist

  • Technical SEO
  • Checklist for your developer

Day 3

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

Intro to Google Analytics

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

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

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

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

Advanced Analytics Strategies

  • Campaign tracking and tagging
  • Goals & funnels
  • Filtering
  • Intelligence events
  • Key performance indicators (KPIs)
  • Lab: Tagging URLs
  • Lab: Filtering
  • Lab: Creating KPIs
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