GOOGLE ANALYTICS

• Get started with Google analytics
• Generate detailed statistics for your website
• Measure conversion and sales
• Track search engines and social networks
• Analyze display advertising, pay-per-click networks and email marketing
• Integrating adwords and analytical account
• Link tagging: Basic of set-up procedure
• Viewing customized reports
• Implementing corrective actions

Introduction to PPC

• What do inorganic search results mean and why are they important
• Understanding PPC advertising: Tips and Tricks
• Analysis of Microsoft Adcenter with Yahoo and Bing
• How to set up Google Adwords account and grasping its essence
• Adwords account structure: Campaign, Ad groups, Ads, Keywords
• Different types of advertisement campaigns
• Adwords Algorithm – what is adword rank & how it ranks
• Basics of Quality Score
• Click-through rate (CTR): Importance for online advertising
• Tips for bidding: building competency

Creation of Search Campaign

• How to place online advertisements
• Target Search engine queries
• Matching the right keywords
• Basics of Campaign Level Setting
• How to implement location targeting
• CPC- the core of bidding strategy for right target audience
• Bidding strategies: Manual and Auto
• CPA: Optimal Way for Online Advertising
• How to keep your bid strategy flexible
• Ad Extensions: Location, Call and Sitelink Extensions
• Creating Ads: How to advertise Online with a compelling ad copy
• Single ad group model (SKAG)
• Creating your first search campaign live
• Understanding the ad matrics
• How to play with display & destination URLs
• How to write a compelling ad copy

Optimizing Search Campaign

• How to optimize your first campaign
• Importance to CTR in optimization
• How to increase the quality score
• How to optimize CPC
• Searching for keywords that convert to sales
• How to increase bids for best performing keywords
• Search query report
• Excluding user locations
• Use of review extensions
• Call-to-action Ad copies
• Results for mobile devices with full browsers vs. computers and tablets
• Evaluation of Ad Campaign Statistics
• Analyzing competitor’s performance
• Investigation Fraud clicks
• Segmentation of Report

Tracking ROI

• Importance of conversion tracking
• How to set up a conversion tracking
• Evaluating the statistics
• Adding tracking code

Display Campaign Creation

• Different types of display campaigning and their target audience
• Engagement and re-marketing
• Creation of different Ad Groups
• Ad-scheduling and delivery
• Use of display planner tool
• Organising text ads
• Uploading banner ads

Remarketing Campaigns

• What is remarketing
• Setting up an account of remarketing
• Tailored ads and bring back indecisive customers adding custom parameters, creating a feed and delivering customized, higher-performance ads.
• Advance list creation
• Overview of my client centre