05-24-2016 - Google Marketing Boot Camp - Houston, TX

Day 1

1. Introduction to PPC

• What is PPC
• Benefits of PPC
• Supported ad types
• Terms & definitions
• Basic requirements for advertisers

2. Psychology of Paid Search

• How people use search
• What their expectations are
• Search vs traditional advertising

3. The Online Buying Cycle

• Search buying cycle
• Ad copy writing
• Landing pages

4. Keyword Research

• Intro to keyword research
• Match types
• How to build your negative keyword list
• In-depth usage of the Google Keyword Planner

Lab: Create initial keyword research plan and outline

5. How Google AdWords Works

• How ads show up in search
• Understanding the ad structure
• Account creation and billing options
• Learning the interface and dashboard
• Setting Up Your Campaign
• Organizing your campaign with ad groups
• Exploring the other campaign tabs
• Creating a campaign from default options

Lab: Create a campaign from default and explore settings based on class examples

6. Ad Groups

• Structuring your Ad Groups
• Creating text ads
• Creating images ads
• Adding in your keywords
• Bidding at the Ad Group & Keyword Level

7. Optimizing Your AdWords Ads

• Ad creation techniques
• Anatomy of an ad
• Things to remember
• Dynamic keyword insertion

8. Quality Score

• Understanding the basics of Quality Score
• Factors that affect Quality Score
• How to find & address issues with your Quality Score
• The auction process

9. Display Network

• Display network explained
• CPM bidding rules
• Performance evaluations
• Placement targeted campaigns
• Remarketing

10. AdWords Analytics

• Understanding conversion types
• AdWords reporting features
• Conversion tracking and reporting

Day 2

1. Introduction to SEO

• Anatomy of a search engine result page (SERP)
• Benefits of SEO
• How SEO has changed and how to take advantage of it
• The search result page and why it matters
• 7 types of different organic search results

Lab: Viewing customized layers in search results

2. Google Webmaster Tools

• Into to Google Webmaster Tool (GWT)
• Setting up GWT the right way
• How to health check your site

Lab: How to set up your Google Webmaster Tool

3. How marketers can best impact search results with onsite SEO

• The role of content & context
• Meta data
• Heading tags (H tags)
• URLs
• Backlinks

4. Content Marketing 101

• Intro to content marketing
• Content marketing & SEO
• The content marketing engine

5. Technical Checklist

• Technical SEO
• Checklist for your developer

Day 3

1. Overview of Digital Analytics

• What does analyzing data mean
• The importance of business goals
• Creating a web analytics measurement plan

Lab: Determining what to measure

2. Intro to Google Analytics

• Dimensions & metrics
• Common metrics
• Averages and dashboard views

3. Setting up Google Analytics

• How to structure accounts on setup
• Determine the properties of each profile
• User profiles and what they mean
• Adding

Lab: Logging in and looking around

Lab: Connecting AdWords & Google Webmaster Tools

4. Inside Google Analytics

• User management & operations
• Overview of reporting dashboards
• Reporting data ranges
• Annotations and how to use them
• Sharing and emailing reports
• Advanced features

5. Reporting In Google Analytics

• Real time reporting
• Discovering your audience
• Where your traffic comes from (acquisition)
• How to determine if your web content is working for you
• How to determine conversions

6. Advanced Analytics Strategies

• Campaign tracking and tagging
• Goals & funnels
• Filtering
• Intelligence events
• Key performance indicators (KPIs)

Lab: Tagging URLs

Lab: Filtering

Lab: Creating KPIs