About This Course


  • 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


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