Google Adwords training course
Best practice techniques for pay per click success
PPC course details
• 1 day interactive workshop
• Venue – at client’s office
• Start 09.30 – End 17.00 (inc breaks)
• Max delegates – 10
• Delegates will need computer access
• Course materials supplied on PDF
Course overview
Why paid search is worth doing
• What is Pay Per Click Advertising?
• How are ads ranked?
• What can PPC be used for?
• Critical success factors
Setting up an Adwords campaign
• Get the right campaign structure
• Adwords structure – accounts, campaigns and groups
Campaign settings that improve targeting and ROI
• Budget / bidding considerations
• Advert rotations - split testing
• Advert scheduling options
• What is the Search Network?
• What is the Content Network?
• Geographic targeting options
Ad Groups and Keyword Considerations
• Advert group labelling
• Ad groups – granular is best
• Keyword variations
• Keyword choices – thinking laterally
• The Google Adwords Keywords Tool
• Other keyword generation tools
Quality Score – and its importance
• The quality score – quality based bidding
• Quality score – how’s it calculated?
• Quality score and landing pages
Keyword match types
• Broad
• Phrase
• Exact
• Negative
• ‘See search terms’ analysis
• Google Keyword Tool and negative words
Advert copywriting
• Ad copy – it’s about the customers’ needs
• Ad copy and search terms
• What’s the purpose of the ad?
• Ad text – every character counts!
• Set ting the right language tone
• URL text
• The importance of headlines
• Testing ad variations
• Where should you send people when they click?
Landing pages – for high ROI
• Landing pages and rapid conversion pages
• Landing pages – best practice
• Landing pages – common mistakes
Budget and bidding considerations
• Setting your default bids
• Use ‘Power-Posting’ for better bid control on important words
• Budget and bidding considerations
• ‘Bid discounter’ in Google AdWords
• Billing on Adwords accounts
How to track success – analytics
• Conversion tracking
• Types of conversion
• How do you set-up conversion tracking?
• Generating conversion code
• Conversion code placement
• Tracking AdWords performance the easy way
• Linking Google Analytics to Google Adwords
Which metrics are worth analysing?
• Return on Investment
• Clicks and conversions
• Bounce rate metric
• Cost per click
• Time spent on site (how engaged they are)
• Pages viewed (what they are interested in)
• Geographic location (local language opportunities)
• Compare like for like
Fine tuning your campaigns
• Keeping on track
• Keyword review
• Campaign optimiser tool
• 80/20 rule
Contact us
Contact us today to discuss your PPC training needs.
Or, explore our managed pay per click services.
