Training 5: Search Engine Advertising: powerful strategies for setting up and optimizing your pay-per-click campaign
As your website is becoming more and more business critical, the certified professionals of Emakina and The Reference invite you to a series of 6 trainings, all focusing on improving the performance of your website.
Some of the topics addressed in this training:
- Learn how to set up a successful campaign with targeted ads and keywords yourself
- Essential keyword and bidding strategies giving you a vast advantage over the competition
- Integrate your SEA campaign in your other media for maximum success
Agenda for training 5: Powerful strategies for setting up and optimizing your pay-per-click campaign
- 1.Introduction to Google Adwords
- When is Google Adwords a good/bad idea?
- Google Adwords in the World markets
- Google Adwords terminology
- Google Account Walkthrough
- Google Adwords and your competition
- 2. Distribution & Localisation strategy
- Distribution: the search and content network
- Different Ad formats in Google Adwords
- Language and location targeting
- Placement targeting vs Keyword targeting
- Pricing and ranking in Google Adwords
- 3. Campaign architecture strategy
- Campaign architecture
- Campaign settings
- Keyword matching
- Ad copy guidelines
- Landing pages optimization
- Respecting Google Adwords policies ®
- 4. Keyword strategy: generic vs niche keyword phrases
- How do I set up a long-tail strategy?
- Is SEO better than SEA?
- How can i get the most out of the buying process cycle?
- How can I use my web analytics tool in SEA?
- How to hunt for new successful keywords (by using the reports Search Query report)
- What can I learn from my competition?
- What strategy should I use for the content (blogs, news, ...) vs the search network (Google)?
- 5. Bidding Strategy: controlling and managing your bid & budget
- What is a good starting bid?
- How do I know my maximum cost per click?
- How can I decrease the cost of my campaign?
- Fighting or fleeing a Bidding war?
- 6. Marketing campaign integration strategy: integrating paid searching with other media
- When do I launch my SEA campaign?
- Should I change my current SEA campaign?
Date
Friday March 26th 2010, from 9.30h to 16.30h
Price
625€ per training (excl 21% VAT)
- 10% discount for customers of The Reference, Design is Dead and Emakina
- 10% discount if you register for all sessions
- 5% discount if you register for two sessions
Training location
Zebrastraat
Zebrastraat 32/001
9000 Gent
Parking availabe in surrounding streets
The Reference reserves the right to change date, agenda and location
