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Gain A Killer Advantage Over Your Competitors:
In this no-fluff, no-BS classroom training, learn from a Search Engine Marketing expert who has been managing hundreds of campaigns worth millions of dollars since 2005.
Past attendees include representatives from Canon, GUESS, Petronas, BP Castrol, Exabytes, JobsCentral and Banyan Tree Hotels & Resorts.
1. Understanding AdWords
- The powerful benefits of Search Marketing versus other online marketing methods.
- What is Google AdWords?
- Why is AdWords so popular that advertisers spent US$44b with Google in 2012.
- The advantages of AdWords versus traditional print, tv, radio and outdoor ads.
- AdWords or SEO – which is better?
- How much does AdWords costs? Is it expensive?
- What do I need to get started.
2. Creating an AdWords campaign
- Using the Keyword Tool and introduction to the new Keyword Planner.
- Understanding Keyword Match Types - Broad, Phrase, Exact and Negative.
- Planning and Creating optimized campaigns.
- Writing captivating ad copies that will attract customers to click.
- How much to budget for your campaign.
- Estimating Customer Lifetime Value.
- Quality Score and how it impacts your campaign.
- More ways to spend less money.
- Tracking conversions to justify every ad dollar spent, including phone calls.
- Making ads “follow” customers to remind them to increase conversions.
- Understanding how your campaigns are performing using Analytics.
- The new Enhanced Campaigns and how it affects you.
3. AdWords Case Study
- Achieved a 10/10 Quality Score and CPCs 40% lower than Keyword Tool estimates.
- Produced a jaw-dropping 34% conversion rate.
- Tracked phone calls using an ultra-cheap solution.
- Identified the peak periods to help the client plan his resources.
- Reduced the cost-per-conversion by 60% in 3 months.
- Achieved enquiries and bookings worth over S$70,000/mth with S$2,000 ad spend.
4. Nine Google AdWords Tips
5. Outsourcing Your Campaigns
- Why outsource your AdWords campaigns.
- How to select an agency to outsource to.
- What are Google Qualified Individuals and Certified Partners.
- How much does it cost to outsource.
- What are the typical services provided.
- Case Study: comparison between self-managed and agency-managed campaign.
6. Question & Answer Session
Who Should Attend:
Business owners, marketers and decision makers who want to:
a) Understand the opportunity that Google AdWords offers.
b) Manage their own AdWords campaigns.
c) Know if their agencies are managing their campaigns correctly.
and everyone else who wants to pay less, rank higher and convert better!
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