1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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
7. 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.
8. 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.
9. 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.
10. Split Testing
The essentials of conducting Split Testing, Split Testing strategies, Split Testing tools.
11. 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.
12. Managing Multiple Accounts
How to manage hundreds of AdWords accounts from a single location, My Client Centre (MCC), The AdWords Application Programming Interface (API)
13. Google AdSense
AdSense essentials, Basic terminology, Getting started, The potential of AdSense, Money matters.
14. 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.
15. 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.
16. 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.
17. AdSense for Search
Revenue searches, Customizing your search, The search box.
18. 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.
19. Tracking AdSense performance
Server Logs and AWStats, Google Analytics, Understanding AdSense Channels.
20. AdSense Reports
Report types: Templates, Quick Reports, Custom Reports, Advanced Reports, Automatic Reports, The Report Manager, Organizing your account.
21. Doing Business on the Internet
Doing Business on the Internet, The Benefits of Digital Marketing, Online Marketing Planning, Key Concepts, Business models on the Internet, Online Market Research
22. Analysing the Web
Analysing the Web, An Overview of Google Analysitcs.
23. Promoting your Website
Website Promotion, Online Promotion Techniques, Web 2.0, Services and Applications, Email Marketing, Online Advertising.
24. Introduction to SEO
How People Search the Internet, How Search Engines Work.
What is SEO? What are Keywords? On Page SEO, Off Page SEO, Link Building Methods, SEO Analysis, Using Google Efficiently, Website SEO Strategy Analysis.
26. Factors Affecting SEO
Factors Affecting Search Engine Optimisation, Content Management Systems, Building an SEO Friendly Site, Webmaster Tools.
27. Keyword Management
Managing Keywords, Managing Keywords using Google AdSense.
28. Factors Affecting Web Optimisation
Optimising your site for Search Engines.
29. Writing for the Web
Writing for the Web, How to Write for the Web, Page Titles, Email Subjects, Inverted Pyramid Structure, Blogging.
30. Ecommerce Theory
What is HTML?; Why HTML is important.
31. Ecommerce Practical
What is CSS?; How does CSS work?; The three types of Cascading Style Sheets – In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links.
32. Online Public Relations
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. 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.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. 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.
33. Setting up and Marketing your own Consultancy
The Business Plan, Legalities, Setting up Your own Consultancy, Marketing Strategy, Knowing your competitors, Promotional Mathods, Marketing your own Consultancy.
34. 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.
The Institute maintains a panel of qualified subject experts.
Who Should Apply
Anyone interested in developing skills or a career in this area. Early application is advisable as places are booking up fast.
Successful candidates qualify for the Diploma in Google Adwords (Dip. Google Adwords). The Diploma is awarded at Distinction, Credit or Pass level.