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 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 campaignSearch Engine Advertising, become a Google Adwords expert

• 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 (blog, 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
  • 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