Google Marketing Boot Camp

3-Day Public Session  |  4-Day Live Online Session

Google Marketing Training Course Outline


Day 1


1. Introduction to Paid Search & Google AdWords

  • What is Paid Search?
  • AdWords Overview
  • Benefits of Paid Search & AdWords
  • Types of Ads in AdWords
  • Terms & Definitions
  • Understanding AdWords Structure
  • Intro to Quality Score & Auction System

2. Foundational Elements

  • Before You Get Started
  • Identifying Customers (Personas)
  • Psychology of Search
  • Defining Business Goals
  • Average Outcomes and Realistic Expectations

LAB: Persona Exercise


3. Google AdWords Basics

  • Setup & Account Essentials
  • Intro to AdWords Interface
  • Billing & Other AdWords Items

4. Keyword Research

  • Intro to Keyword Research
  • Using Keyword Planner
  • Applying Match Types to Keywords

LAB: Create initial keyword research plan and outline


5. Settings & Campaign Structure

  • Defining Types of Campaigns (Search vs. Display Networks)
  • Bids and Budgeting Techniques & Best Practices
  • Account creation and billing options
  • Introduction to Ad Extensions
  • Enhanced Campaign Settings

6. Creating Ads

  • Creating Your First Ad & Best Practices
  • Creating Ad Groups in AdWords
  • Adding Keywords to Your Ads
  • Putting on the Final Touches

LAB: Ad Creation Exercise


7. A Look at AdWords Reporting

  • Search-Term Report
  • Negative Keywords
  • How to Create Filters
  • Creating & Exporting Other Reports
  • AdWords ROI & How to Calculate It

8. Advanced Topics

  • Quality Score
  • Display Network
  • AdWords Optimization Strategies
  • Using Ad Extensions
  • Intro to Remarketing
  • Intro to A/B Testing

9. AdWords & Analytics

  • Understanding Conversion Types
  • AdWords Reporting Features
  • Conversion Tracking and Reporting

Day 2


1. Introduction to SEO

  • SEO Basics
  • Benefits of SEO
  • How to Take Advantage of Recent Changes to SEO
  • How to Interpret SEO Results Pages
  • 7 Types of Organic Search Results
  • Setting Appropriate SEO Expectations for Your Organization

2. Foundational SEO Elements

  • Content Marketing
  • Content Planning for the Long-Term
  • Keyword Research
  • Where SEO Was & Where It's Going

3. Onsite Optimization

  • Optimizing Text Page Elements
  • Benefits of User Generated Content
  • Google Search Console (formerly Google Webmaster Tools)

4. Offsite Optimization

  • Areas of Offsite SEO
  • Link Building
  • Future of Link Building
  • Guest Blogging
  • Do Press Releases Matter Anymore?

5. Technical SEO

  • Code Interpretation Behind the Site
  • How Search Engines Index Content
  • Canonicalization
  • The .htaccess Configuration File
  • Robots & Spiders
  • Sitemaps
  • Site Architecture

6. SEO Tool Sets

  • Google Search Console
  • Which are the Best SEO Tools to Use?
  • Exploring Free vs. Paid SEO Tools
  • How to Spy on Competitors in SEO

7. SEO for E-commerce

  • SEO & E-commerce
  • Semantic HTML for E-commerce
  • Technical Elements of SEO for E-commerce
  • Information Architecture
  • E-commerce Content
  • Link Building and Social Media for E-commerce

8. Measuring SEO

  • Key Metrics Used to Measure SEO
  • Measuring Keyword Performance
  • Measuring Link Performance
  • Measuring Social Performance
  • How to Hire the Right SEO Person or Agency

Day 3


1. Intro to Google Analytics

  • Reviewing Your Accounts
  • Installing and Verifying Tracking Tag
  • Account Properties Overview
  • Why Averages Can be Misleading

2. Features of Google Analytics

  • Reporting Functions
  • Understanding Sources
  • Introduction to Custom Reports
  • Metrics vs. Dimensions
  • Setting Up Filters & Data Searches

3. Configurations

  • Interface Options
  • Date Ranges
  • Annotations
  • Graphs & Table Views

4. Types of Reports

  • Segmentation & Drilldown
  • Audience Reporting
  • Acquisition Reporting
  • Behavior Reporting
  • Conversion Reporting

5. Audience Reporting

  • Audience Reporting Business Rules
  • How to View the Overview Dashboard
  • Demographics Explained
  • Engagements & Questions Answered

6. Acquisition Reporting

  • Acquisition Overview Report
  • Channels Breakdown
  • Tying in Business Goals and Answers
  • What Different Types of Traffic Mean

7. Behavior Reporting

  • Using Behavior Reporting in Your Business
  • Which Behavior Reports are Used Most

8. Conversion Reporting

  • Setting up Goals
  • Different Types of Goals for Different Businesses
  • Other Important Reports in Conversion Reporting

9. Advanced Analytics Strategies

  • Campaign Tracking and Tagging
  • Funnels
  • Filtering
  • Intelligence Events
  • Key Performance Indicators