Google Marketing Platform Boot Camp

Course Details
Code: GGL-M-BOOTC
Tuition (USD): $1,495.00 • Classroom (3 days)
$1,495.00 • Virtual (3 days)

The Google Marketing Platform combines the DoubleClick Digital Marketing and the Google Analytics 360 Suite together for an all-inclusive platform that includes: Google Ads, Google Analytics, Data Studio, Google Optimize, Google Tag Manager, and Surveys. Understanding the full suite of tools available will help you better understand your customers and help you collaborate and share insights. This course provides a very interactive experience. Attendees will get hands-on practice during class in order to learn all the tools. Real experience and practice is the main enabler to becoming proficient. Throughout the class, students have the opportunity work in their own accounts or example accounts in order to get the experience and feedback needed to fully grasp these concepts and skills. Google Ads and Analytics certification information will be provided and discussed. You will be able to take and pass those certifications after taking this course.

Skills Gained

  • Incorporate Google Analytics Into Your Current Marketing Efforts
  • Set Up an Analytics Account and Profile
  • Measure Conversions
  • Understand Audience Behavior
  • Calculate Revenue and ROI
  • Understand Data Points and Their Impact on Your Business
  • Learn the Value of Testing Variables
  • Interpret Visitor Behavior to Your Website
  • Identify Various Segments Visiting Your Website
  • Analyze Keyword Data

Who Can Benefit

Whether you are a career marketer or small business owner, if you are interested in learning more about Google’s tools, this course will teach you all there is to know about Google’s marketing tools:

  • Marketing professional from entry-level to management
  • Online marketer seeking credibility, authority and advantage
  • Agency professional
  • Business owner (small, medium and large)
  • Traditional marketer looking to get up-to-speed on today's resources and tools

Prerequisites

There are no prerequisites for this training, but you should have some familiarity with basic online marketing concepts (PPC, SEO, email) so you can apply them to your real-world situation in class. Familiarity with how Google advertising works or even experience with Google Ads is a plus.

Course Details

Course Outline

Part 1: Search Ads Google Ads Intro & Overview

  • Introduction to Paid Search
  • Foundation Elements/Understanding the structure
  • Features
  • Reporting
  • Auction Insights
  • Segmenting
  • Billing
  • Defining Business Goals
  • Identifying KPIs

Search Campaigns

  • Campaign Structure
  • Campaign Settings
  • Best Practices for Setting Up a Campaign
  • Ad Groups
  • Keywords/Ads
  • Keyword Research
  • Creating Ads
  • Bid Adjustments
  • Mobile advertising
  • Geo Targeting
  • Time Based
  • Lab - Set up a Campaign

Other Campaign Types

  • Shopping Campaigns
  • Google Merchant
  • Video Advertising
  • YouTube
  • Display / Remarketing
  • Targeting Options
  • Audience Lists

Google Ads - Google Analytics Integration Bing Integration Certification Information

  • Academy for Ads

Part 2: Google Analytics Customization/Settings

  • Property/View Set up
  • Permissions

Features and Best Practices

  • Annotations
  • Saved Reports
  • Segmenting
  • Data Import

Reporting overview

  • Audience
  • Demographic
  • Mobile
  • Acquisition
  • SEO
  • On-Page
  • Off-Page
  • Search Console
  • Behavior
  • A/B Testing
  • Event Tracking
  • Conversion
  • Goal Types
  • Filters

Certification Information

  • Academy for Ads

Part 3: Google Tag Manager (GTM) Overview Interface

  • Folders
  • Exporting/Importing Containers
  • User management
  • Mobile App tracking with GTM

Features

  • Preview, publish, and version management
  • Cross-domain Tracking

Lab - Create a Container Implementing GTM

  • Using WordPress

Introduction to tag and triggers Introduction to Variables Setup GTM for Google Analytics Setup external tracking as events Lab - Set up a tag/trigger for an event Setup button click tracking Tracking JavaScript errors Understand and using Data Layer

  • Pushing dynamic values and custom events in DataLayer

Implementing various tags

  • Third-Party
  • Facebook Pixel Tracking
  • Google Related
  • Remarketing
  • Optimize

Other tracking methods

  • Measuring page scroll depth
  • Tracking if users look at particular elements (image, banner, etc.)
  • Tracking engagement with (YouTube) videos embedded on pages
  • Time on page / bounce rate

Advanced Features

  • Custom dimensions & metrics
  • User-ID
  • Enhanced Ecommerce

Part 4: Data Studio Overview of the Interface Connecting to Data

  • Connecting to Google Analytics
  • Connecting to Google Sheets and other data sources

Lab - Set up a Container / Connect to a data source Building Reports & Dashboards in Google Data Studio

  • Creating charts and tables
  • Using various chart types

Lab - Create your own Google Data Studio report using Google Analytics data Sharing and Collaboration

Part 5: Google Optimize Overview Best Practices Testing Strategy Types of testing

  • A/B
  • Multi-Variant

Designing an Experiment

  • Hypothesis
  • Identifying Goals/KPIs

Lab - Identify and Set up a test Success Metrics and Reporting

Part 6: Surveys Overview / How it Works Choosing Topics/Questions Defining Audience Creating Forms Targeting Options Measuring Results