Overview
This interactive course provides hands-on experience to the participants for working with the complete suite of tools under the Google Marketing Platform. During the course, participants can work in their own accounts or example accounts to gain the essential skills and experience that would help them understand their customers better, and collaborate as well as share insights.
What You'll Learn
- Incorporate Google Analytics into current marketing efforts
- Set up an analytics account and profile
- Measure conversions
- Understand audience behavior
- Calculate revenue and ROI
- Understand data points and their impact on business
- Learn the value of testing variables
- Interpret visitor behavior to the website
- Identify various segments visiting the website
- Analyze keyword data
Curriculum
- Google ads intro and overview
- Introduction to paid search
- Foundation elements/understanding the structure
- Features
- Reporting
- Auction insights
- Segmenting
- Billing
- Defining business goals
- Identifying KPIs
- Search campaigns
- Campaign structure
- Campaign settings
- Best practices for setting up a campaign
- Ad groups
- Keywords/ads
- Keyword research
- Creating ads
- Bid adjustments
- Mobile advertising
- Geo targeting
- Time based
- Lab – Set up a campaign
- Campaign structure
- Other campaign types
- Shopping campaigns
- Google Merchant
- Video advertising
- YouTube
- Display/Remarketing
- Targeting options
- Audience lists
- Google Ads – Google Analytics integration
- Bing interaction
- Certification information
- Shopping campaigns
- Academy for Ads
- Customization/settings
- Property/view setup
- Permissions
- Features and best practices
- Annotations
- Saved reports
- Segmenting
- Data import
- Reporting overview
- Audience
- Demographic
- Mobile
- Acquisition
- SEO
- On page
- Off page
- Search console
- SEO
- Behavior
- A/B testing
- Event tracking
- Conversion
- Goal types
- Filters
- Audience
- Certification information
- Academy for Ads
- Overview
- Interface
- Folders
- Exporting/importing containers
- User management
- Mobile app tracking with GTM
- Features
- Preview, publish and version management
- Cross domain tracking
- Lab – create a container
- Implementing a GTM
- Using WordPress
- Introduction to tags and triggers
- Introduction to variables
- Setup GTM for Google Analytics
- Setup external tracking as events
- Lab – setup a tag/trigger for an event
- Setup button click tracking
- Tracking JavaScript errors
- Understand and using Data Layer
- Pushing dynamic values and custom events in DataLayer
- Implementing various tags
- Third party
- Facebook Pixel tracking
- Google related
- Remarketing
- Optimize
- Other tracking methods
- Measuring page scroll depth
- Tracking if users look at particular elements (image, banner, etc.)
- Tracking engagement with (YouTube) videos embedded on pages
- Time on page/bounce rate
- Advanced features
- Custom dimensions and metrics
- User ID
- Enhanced eCommerce
- Third party
- Overview of the interface
- Connecting to data
- Connecting to data analytics
- Connecting to Google sheets and other data sources
- Lab – setup a container/connect to a data source
- Building reports and dashboards in Google Data Studio
- Creating charts and tables
- Using various chart types
- Lab – Create your own Google Data Studio report using Google Analytics data
- Sharing and collaboration
- Overview
- Best practices
- Testing strategy
- Types of testing
- A/B
- Multi-variant
- Designing an experiment
- Hypothesis
- Identifying goals/KPIs
- Lab – Identify and setup a test
- Success metrics and reporting
- Overview/how it works
- Choosing topics/questions
- Defining audiences
- Creating forms
- Targeting options
- Measuring results
Who should attend
Whether you are a career marketer or small business owner, if you are interested in learning more about Google’s tools, this course will teach you all there is to know about Google’s marketing tools:
- Marketing professional from entry-level to management
- Online marketer seeking credibility, authority and advantage
- Agency professional
- Business owner (small, medium and large)
- Traditional marketer looking to get up-to-speed on today’s resources and tools
Prerequisites
Participants need to have some familiarity with basic online marketing concepts, such as, PPC, SEO, email, etc. It would be beneficial to be familiar with how Google advertising works or have some experience with Google Ads.
Interested in this Course?
Certification
The course helps participants prepare for the examinations for two certifications –
- Google Adwords Individual Qualification
- Google Analytics Individual Qualification
