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Further Details

Course Outline Day 1 - Session 1 Accessing Google Adwords The Google Adwords interface Session 2 Researching keywords Estimating keyword search traffic volume Session 3 Understanding Account, Campaign & Adgroup structure Planning your paid search campaign Building topical Adgroups & related keywords Setting & controlling paid search budgets Session 4 Creating compelling ad copy The Google Adwords Quality Score Understanding Google Adwords reports Day 2 - Session 1 Accessing Google Adwords Enabling & disabling user access The My Client Centre Session 2 Understanding Account, Campaign & Adgroup structure Using Dynamic Keyword Insertion Using keyword based landing pages Using ad based landing pages Detailed keyword research techniques Session 3 Creating compelling ad copy A/B testing ad copy The Google Adwords Quality Score Session 4 Integrating Google Analytics into Google Adwords Understanding Auto-tagging The Adwords Editor Day 3 - Session 1 Accessing Google Analytics (GA) What’s possible with Web Analytics What’s possible with GA User administration Account & Profiles Session 2 Basic filter administration Google Analytics visitor measurement methodology Visitors, visits & Absolute Unique Visitors New visitors & returning visitors The Bounce rate Page Impressions & Unique Page Impressions Clicks & Visit discrepancies Session 3 Calendars, timelines & date range comparisons Using graphs to identify trends & problems Your website’s visitors Using custom segmentation with GA Your website’s domain & GA Session 4 Your traffic sources The nature of direct, organic, PPC and referral traffic Tracking & Integrating GA with Google Adwords Tracking other online marketing campaigns such as Yahoo!, MSN and e-mails with GA Tracking off-line marketing campaigns such magazine & billboard advertising Session 5 Your website’s content Your visitors’ paths through content Creating & analysing goals & funnels The site overlay as a usability tool Session 6 Your site & E-commerce Using E-commerce on non E-commerce sites Your site and on-site behaviour Day 4 - Session 1 Accessing Google Analytics (GA) Best practice user administration Account & Profiles structure & deployment Duplicating profiles Creating new profiles Account settings Profile settings Session 2 Advanced filter administration New GA code versus old GA code Google Analytics & cookie behaviour Cookie sessions, referring sites & campaign tracking Overriding last campaign tracking conversion attribution Transferring cookie sessions over sub-domains & domains Session 3 Tagging with the PageTracker Tagging rich media, flash and Ajax Configuring the GA Event Tracker Configuring the custom segmentation with GA Your website’s domain & GA Session 4 Configuring goals & funnels Configuring e-commerce Configuring e-commerce for non e-commerce sites Configuring site search Configuring campaign tracking

Guide price

£1250