Brief overview of internet marketing and its capabilities
Exploring the behavior of internet users (how, when and what they are searching for)
What is Google AdWords and how to create an account
Advertising on internet portals and YouTube
Determine the location where the ad is visible
How to set up the right campaign structure
How to write a good ad by Google policy rules
What are ad extensions and how to set them up
Which keyword matches exist
How to set up display or text ad on portal or in a Gmail
Fundamentals of campaign optimization by KPIs
How to fix your Quality Score or reduce your click price
How to check if you have duplicate keywords
How to identify and eliminate ineffective words
How to identify and eliminate potential "thieves" (false clicks)
How to find out what the users are really interested in
How to find out who is still advertising for "our words"
How to achieve better results with your AdWords campaign
Introducing Google Analytics - Why digital analytics, how Analytics works, Analytics structure, navigating Google Analytics
Basic reporting - understanding the basic metrics and reports, creating and sharing dashboards
Campaign and Conversion Tracking - Measuring Custom campaigns, using Goals to measure success