Google Analytics - Your digital marketing is only as effective as the analytical insights derived from online activities. This Google Analytics course guides you through web analytics and other data sources to better understand site visitor characteristics and behaviour. You will understand the most important and appropriate metrics and how to use them improve your digital activities. This is a very interactive, practical module which will help you to understand how to get the most from you website analytics. We explain how to get actionable insights from the traffic to your site, which you can then use to improve design and optimise your traffic. You will then be in a position to identify areas that require improvement and you’ll be able to measure the impact of changes implemented.

Pay Per Click Marketing (Google AdWords) - At the end of this course, you will understand how Pay per Click advertising works and how you can take advantage of this advertising option. You will be in a position to plan and implement a Google AdWords advertising campaign.  You should also be able to articulate your requirements regarding your AdWords account with your advertising/marketing agency.

Search Engine Optimisation - is the term used to describe the marketing technique of preparing a web site to enhance its chances of being ranked in the top results of a search engine. This course provides you with a comprehensive understanding of the principles of SEO and demonstrates how to implement these techniques and start to get your site to #1 on Google.

Maximum Completion Time: 18 Weeks

1) Google Analytics

• Understand the benefits of using website analytics
• Recognise and use the data provided by web analytics packages
• Google Analytics interface
• Analytics terminology
• Implement, configure and use Google Analytics
• Use web analytics to improve your website 
• Key Performance Indicators (KPIs)
• Top 5 Areas to focus on for your business
• Key tools and diagnostics based on different web site objectives
• Reporting

2) Pay Per Click Marketing (Google AdWords)

• Overview of Search Engine Marketing - Paid Advertising or Pay per Click (PPC) Advertising
• Introduction to Paid Advertising Services
• How Google AdWords works
• How to set up an effective Google Adwords Campaign
• Using professional tools to pick the right keywords for success
• Analysing your market online
• How to write effective Adword Ad copy
• How to set budgets
• How to set up a locally targeted campaign
• Improving your Click Through Rate (CTR)
• Landing pages for success
• Managing Your Campaigns on an ongoing basis
• Advanced Keyword Research
• How to see what the competition is bidding on
• Writing even more compelling ads
• Advanced Campaign Optimisation
• Creating Reports
• Automating Report Generation
• Why CTR is Important
• Improving CTR
• Regional Targeting
• Keyword Bracketing
• Using the Google Keyword Tool

3) Search Engine Optimisation

• Establishing your goals for social media marketing success
• Writing for the social web
• Listening and researching online conversations
• Tips for building visibility of your social networking profiles
• Attract leads, boost sales and retain customers through social networks
• Customising your Facebook Page to ensure that it is integrated into your overall marketing and sales plan
• Running promotions that comply with Facebook guidelines
• Promoting your events on Facebook
• Exploring new opportunities to promote your business through Facebook Places
• Increasing awareness and visibility of your brand on Twitter
• Building a strategic network of influencers on Twitter
• Best practice for promoting your offers and increasing sales of your products and services
• The etiquette of building your network on LinkedIn
• Building your online visibility with strategic contacts through participating in LinkedIn groups
• Developing your company profile on LinkedIn