Google AdWords Training Syllabus
Our training courses don't simply teach you how to use Google AdWords™, they demonstrate how to build campaigns that are profitable, affordable and maintainable.
Our training syllabus is based on running AdWords™ campaigns for over 100 leading companies, with a combined advertising budget of more than £3.2 million in 2016. We believe it now represents the most comprehensive and up-to-date Google AdWords™ training available in the UK.
The main sections of our syllabus are outlined below, together with sample slides.
Google's networks and advertising programmes
We start with an overview of Google's business, its networks and advertising programmes. We review the Search, Display and growing Mobile networks, including Google's Cost Per Click (CPC), Cost Per Acquisition (CPA) and Cost Per Mille (CPM) advertising models.
We examine the strengths and weaknesses of each model, together with their application to your market, target audience and business.
Key concepts in Google AdWords
Understanding the concepts which lie behind AdWords™ is vital to developing profitable campaigns. We explain Google's results page (including features such as Instant and the integration of Google+ within their SERPs), Quality Score, the AdWords™ auction and Latent Semantic Indexing (LSI).
Knowing how Google's platform works enables you to avoid the expensive learning curve faced by new advertisers, and helps your business command Google's results page.
Google's Enhanced AdWords Campaigns
A major focus of Enhanced Campaigns is the way AdWords™ handles devices (PCs, tablets and Smartphones), the user's location and time-of-day (collectively referred to as "context").
Some of these changes represent a step forward in audience targeting. However, they also involve a loss of control for AdWords™ advertisers. We'll explain the impact of Enhanced Campaigns, and show you how to benefit from these changes.
AdWords Tiered Account Model (TAM)
What is Return On Investment (ROI)?
In e-commerce, Return on Investment (ROI) is typically expressed in terms of your Gross Profit Margin (GPM).
GPM is calculated by dividing your net profit (revenues minus costs) by your revenues.
For example, with revenues of £10,000 and costs of £6,000, you have a profit of £4,000 and a GPM of 40%.
Our Tiered Account Model (TAM) mirrors your website structure and AdWords™ Match types, thereby ensuring you intercept the cheapest searches in your market nationally, internationally or via custom geographic targeting.
Online business and advertising criteria
Profitable AdWords™ campaigns start with an understanding of your market, online competition and the price you can afford for each visit. We cover these topics and provide you with working conversion metrics for your business.
We explore the demographics (who) and psychographics (why) of your target audience, together with key assumptions - such as your site's conversion rate - that determine the profitability of your online campaigns.
Keyword discovery and mining
What is Search Engine Optimisation (SEO)?
Search Engine Optimisation (SEO) refers to the techniques employed to make your website visible to search engines such as Google, Yahoo and Bing.
Good SEO helps you achieve a higher ranking in natural search results for your chosen search terms (keywords).
On-page SEO ensures that all elements of a web page can be read and indexed by the major search engines, allowing them to display pages from your site in response to searches by their users.
SEO is an important aspect in the development of any new website, as it helps attract prospects at no direct cost (approximately 40% of our customers find us this way).
We cover AdWords™ keyword match types in depth, together with the techniques required to find the most profitable keywords in your market. These disciplines are supported by hands-on keyword research for relevant niches.
Building profitable AdWords campaigns
We show you how to develop a profitable bidding strategy for your campaigns, and the effective use of AdWords™ settings to control ad delivery and audience targeting.
Identifying and understanding visitor trends in your market will be vital to the success of your campaigns, and we show you how to tailor your campaigns to exploit these trends, and how to ensure your ads are always at the top of Google's results page.
Effective ads and landing pages
Treating your keywords, ads and landing pages as a unit is the key to maximising conversion rates. We show you how to develop and test your ads, explaining the impact of each element and its effect on an ad's Click-Through-Rate (CTR).
Understanding how visitors' scan web pages, how the human eye and brain process information on-screen will help you design more effective landing pages. We accompany these aspects with a review of your website.
AdWords campaign optimisation cycle
Optimising your AdWords™ campaigns without a methodology is the main reason most company's advertising fails to deliver the expected ROI. We provide you with a template schedule and clear rules to apply to your own campaigns.
Incorporating Google's networks into your optimisation schedule will ensure you're making the most of your advertising spend. We combine this with demonstrations of the most useful AdWords™ tools and resources.
Associated tools and resources
Google now offers a growing range of other services that every company should employ as part of their online marketing activities. We cover the most important of these, including Google Analytics, Webmaster and Alerts.
Each of these tools are reviewed in turn and we explain their use and application for your business. A number of key tools from other vendors are also covered, together with useful industry resources, blogs and ezines.