Diploma in Google AdWords (Dip. Google AdWords) with Google AdSense, Online Marketing & Online Public Relations Modules
Diploma in Google AdWords and AdSense
Google AdWords, Pay Per Click Technologies and Google Analytics have emerged as Powerful Instruments in the battle to achieve Top Results in optimisation of the Web.
Search Engine Optimisation using Goole tools and analytics are the Mechanisms employed to Promote, Publicise and Profile Websites of all kinds from personal endeavours to Big Business and Corporate sites.
The landscape of Marketing, Advertising and Public Relations has changed dramatically in the face of this exciting Development medium and now the Top Ranked Sites get the business in the global as well as local online marketplace.
This Practical Course will enable participants to develop the skills to Manage their Marketing Challenges Online using Google Adwords, Adsense, Google Analytics and Pay Per Click. The Institute of Commercial Management accredits the course.
Google AdWords
Google AdWords and Online Advertising: The Basics
Where did it all begin? Google Adwords essentials: Why use Google AdWords?,
Google AdWords Basic terminology, Getting started with Google AdWords,
The Google world and AdWords, The difference between Sponsored Listings and Organic Listings, The Pay-Per-Click revolution, Google AdWords and Direct Marketing.
Tour of Google AdWords Environment
Benefits of AdWords: Relevance, Return on investment (ROI) and Reach, Targeting the right audiences, Keywords and placements, The power of positioning with Ad Rank, Paying for results only, Discount features, Avoiding speculation.
Features of AdWords: Variety and advert formats, Accessibility via Search and Content Networks, Ad performance and monitoring, Quality Score and Click-Through Rate (CTR), Report Centre, Conversion tracking.
Google AdWords Statistics explained: The Snapshot Screen, The All Online Campaigns view.
Creating and Managing a Google AdWords Account
Different editions: Starter versus Standard, Opening a new Google AdWords account, Google AdWords: Organizing and Managing the Account, The Google AdWords Campaign Management Tab.
Building an Google AdWords Campaign
The Online Marketplace, Online Profitability Predictions, Online Marketing Trends, Positioning an Online Business Strategically, Building a Google AdWords Campaign from scratch, Setting up Your Google AdWords Campaign for Success,
Common Mistakes to avoid when Setting up Google AdWords Campaigns.
Keyword research and tools
Understanding Keywords, Match types: The three Google Adwords Positive Keyword Formats: Broad, Exact and Phrase Match Keywords. The Google Adwords tools at your disposal: The Google Keyword Tool, Other tools. Organizing Google Adwords Keywords: How to create Excellent Google Adwords Keyword Lists, Identifying Keyword Phrases, Adding and Editing Keywords, Google Adwords Negative Keywords. Creating Google Adwords Ad Groups for Products and Services, Selecting Keywords and Placing them in the Relevant Group.
Creating compelling Google Adwords adverts
What difference does it make?, The Power of Advert Positioning, Google’s Text-Ad Guidelines, Language matters, Copyright and Competition, Links and Offers, Developing Google Adwords Variations, Google Adwords Ad Workshop, Split Testing Adverts against each other, Google Adwords Secrets to make ads work, Google Adwords Click Through Rates (CTR), Writing ads to increase CTRs
Managing a Google Adwords Campaign
Optimising business performance, Settings and placements, Advertising on the Google Content Network, Advertising on YouTube, Competitive research: researching bid prices, Setting bid prices: Ongoing Management, Setting Bidding Strategies, Optimum Return On Investment (ROI). Budget overview, AdWords billing and payments, Planning and structuring campaigns, Choosing the advert style and communicating value, The importance of Setting up and Implementing Campaigns and Ad Groups correctly: strategy, Keyword management , Using the right tools, Optimiser Tools, Ad Performance Tools, Website Optimiser, Refining using the AdWords Editor.
Tracking Google Adwords advert performance
Overview of performance monitoring and conversion tracking: How to set up conversion tracking, Advanced conversion tracking, Creating and customizing reports.
Google Analytics
Overview of Google Analytics, Creating and configuring an Analytics account:
Getting started, Tracking code, Configuring Analytics, E-commerce essentials,
Goals, Funnels and Filters explained. Making sense of the data: Viewing your data, Data integrity. Google Analytics Reporting: Report types. Google Analytics tools and services: Benchmarking Service, Website Optimiser. Optimising revenue potential with Google Analytics: Traffic, conversions and ROI, Revenue-driving keywords and your campaigns, Optimising landing page effectiveness and site interest, Referral sites, Getting the most out of advertising your product, Optimising marketing initiatives, Regional marketing, Evaluating changes to your website, Navigation summary and Funnel visualization.
Split Testing
The essentials of conducting Split Testing, Split Testing strategies, Split Testing tools.
Website performance optimisation
Understanding optimisation, Deciding what to test, Campaigns and Ad Groups optimizing, Optimising for greater conversions, Improving landing page quality, Measuring and improving performance using Google AdWords reporting.
Managing Multiple Accounts
How to manage hundreds of AdWords accounts from a single location, My Client Centre (MCC), The AdWords Application Programming Interface (API)
Google AdSense
Introduction to Google AdSense
AdSense essentials, Basic terminology, Getting started, The potential of AdSense, Money matters.
Setting up an account
Google Policy Guidelines, Getting started, Creating the first adverts, AdSense payments, How to set it up, Adding sites to an account, Understanding revenues.
Building a content-rich website
Understanding content, The audience, Building blocks, Design and creative essentials, Optimising content, Google’s Webmaster Guidelines, Automating content management , Copyright and permissions.
Designing a content advert
Copy and colour: what to focus on, URLs, Multiple adverts, The pros and cons: Knowing when enough is enough, Variations and techniques.
AdSense for Search
Revenue searches, Customizing your search, The search box.
AdSense options
Video: The different products available: Click-to-Play Capabilities, video units and AdSense for Video, Google Gadgets, Mobile, AdSense for Mobile: the basics: Content for mobile requirements, Earning potential, RSS: RSS explained, How to set up AdSense for Feeds, Earning potential. Referral Program: Understanding the Referral Units, How to choose and add referrals to a site, Promoting adverts, Earning potential. AdSense a Blog: The Blog world, How to add AdSense to a Blog.
Tracking AdSense performance
Server Logs and AWStats, Google Analytics, Understanding AdSense Channels.
AdSense Reports
Report types: Templates, Quick Reports, Custom Reports, Advanced Reports, Automatic Reports, The Report Manager, Organizing your account.
Marketing
Introduction: Introduction to Marketing and the Marketing Concept; Barriers to Marketing Implementation; The Marketing Environment - Political, Economic, Social and Technical Factors; The Market Information System; The Market Research Process - Collecting and Analysing Data; Reporting the Findings.
Online Marketing
Search Engine Optimisation (SEO): The Online Content Factor, Search Engine Algorithms, Impart, Spamming, Online Advertising, Web Keyword Strategy, Link Relevancy, Ranking by Ethical Means
Keyword Management: Key - Genetic Modifiers, Location, Price, Types, Industry Specific, Keyword Tools. Keyword Phrase Research, Keyword Buying Phrases, Focused Product Related Pages, The Tier System and Keyword Evolution, Choosing Keyword Density, Effective Keywords, Regionalisation of Keywords.
Factors Influencing Web Optimisation: Domain Name Selection, Inbound Linking and the Anchor Text Factor, Landing Page Optimisation, Spiders, Crawlers and Robots, Principals of Attracting Robots, Maximising your Websites Title Tag, Head and Meta Tag Content, Opening Paragraphs, Use of Formatting Tags to Attract Robots, Posting your Site to Search Engines, Reposting After Changes.
Writing For the Web: Creative Writing for the Web, Writing for your Client, Relevant Marketing Content - Importance of, Simple versus Complex Marketing Messages, Keeping a Natural Flow to your Marketing Content, Optimising Online Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
Online Public Relations
Online Influences on present PR practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice.
Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Presentation Skills
Preparation and Research; Speech Content; Subject Matter and Objectives; Speech Delivery and Variety; Body Language, Eye Contact, etc.; Presentation Aids e.g. Visuals, etc.; Management of Locations and Audiences; Presentation Structure.
Methods of Learning
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Subject Experts
Fitzwilliam Institute Group Australia maintains a panel of qualified subject experts.
Who Should Apply
Anyone working in Online Marketing in a senior or support position or those who wish to make a career change to Online Marketing specialising in Google AdWords campaigns. The course will also benefit anyone who has marketing as part of their job specification.
Qualifications
Successful candidates qualify for the Diploma in Google Adwords (Dip. Google Adwords). The Diploma is awarded at Distinction, Credit or Pass level. The diploma is accredited by the Institute of Commercial Management (ICM).
Start Date
This course will start on 4th June 2012
Application for this course is available immediately online through our Course Payments Page.
Course Duration
14 weeks to 1 calendar year depending on individual progress.
Fees
AUD$1695
Fees may be paid online through our Course Payments Page alternatively payments can be made by cheque, bank draft, credit card, debit card or bank transfer.
All fees must be paid before the course begins.
Brochure
Request a Brochure for this Course.
Disclaimer
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