a division of Fortis College Marketing Boot Camp

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1 Sign up for our ROI newsletter for issues, trends, marketing tips, legal cases and more a division of Fortis College Real Training. Real world, real skills, real results. ASPE-ROI s 3-day How-To Training GoogleTM Marketing This course will give you the knowledge and experience with SEO, AdWords and Google Analytics TM necessary to transform into a highly qualified online marketer. In this course, you will: Utilize Google tools to increase your website s traffic Learn how to rank higher in search engine results Learn how to choose the right keywords for paid search Understand and use Geo-Targeting Implement display ad campaigns using Google AdWords Learn conversion tracking and optimization Learn to apply advanced bid management tactics Much more complete course outline & learning objectives inside After an intensive Google Marketing Course, take our free Google AdWords Skills & Competency Assessment to determine your readiness for the Google Advertising Fundamentals Exam. Learn More: ASPE, aspe-roi.com/blog

2 a division of Fortis College Google Marketing Rapid How-To Learning on Paid Search, Search Engine Optimization and Google Analytics Develop Critical Online Marketing Skills The demand for individuals with knowledge and experience using Google online marketing tools has never been higher. This three-day, hands-on, lab-intensive Google training course gives you a real-world skill set to successfully transform into a highly qualified online marketer. Learn specific marketing techniques to successfully implement and analyze Google-based internet marketing campaigns. This course will also give you the basic knowledge to prepare for the next step: becoming a certified Google AdWords individual. Very few marketers, not solely focused on AdWords, have this qualification. This is a how-to workshop. An expert instructor will lead you through case studies, live search engine strategies, pay-perclick campaigns and more. Bring a laptop to enhance your experience by following demos and immediately updating your company's Google account. Who Should Attend Anyone interested in increasing their online impact using Google tools and methods should attend this course, specifically if you are a(n): This lab-intensive, 3-day training teaches you the how-to of Google Analytics, Google AdWords and Google SEO. Leave class with the skills to optimize your organic and paid ad strategies. Marketing Specialist or Manager Online Marketing Specialist or Manager Marketing Director Communication Specialist or Manager Agency Professional Product Manager Website Developer or Manager Analyst Small Business Owner No prior experience is needed to take and successfully complete this Google training course. Saint Louis University Need more skills? Earn an Executive Certificate in Internet Marketing from the John Cook School of Business at Saint Louis University. You can earn this credential online or by attending our live classes. From SLU's John Cook School of Business, this is the only university-recognized professional certificate available of its kind. For the details of the program, visit: The information presented in this course along with the Entrepreneur s Ultimate Guide to Google AdWords will help you begin to prepare for the Google AdWords Certification. 2 Call to register

3 Experience the ASPE Real Training Difference Real-World Practice All courses incorporate labs and exercises that use common real-world problems and situations so you are prepared for them as soon as you return to work. Have a team that needs marketing training? Our experts can teach at your location Key skills you ll learn and immediately use: Learn which keywords your competitors are using Incorporate keywords into your web copy to rank higher and drive more traffic Save AdWords campaign money by learning about negative keywords Optimize for SEO when using a content management system (CMS) such as WordPress Integrate social media and SEO to drive more traffic Use the Google Webmaster Tools Set up and use Google Analytics Real-World Instructors All ASPE instructors are experienced professionals first, instructors second. They have years of experience to draw from in class, answering your questions and teaching new skills. Real Hands-On All courses are built to give you real hands-on experience. Unlike most other training companies, in ASPE courses you learn by doing, not just by listening or watching. Real Skills You get your hands dirty in a safe classroom environment, so you leave the course with real skills, tools and techniques you can use immediately when you return to the office. Use the Rank Checker Tool Get experience with recommended SEO tools to streamline your process Use paid search to find buyers not just leads Build a Google AdWords campaign from start to finish Get more clicks on your ads using bidding strategies and the Quality Score Use the Google AdWords display network Use remarketing in a way that works for your organization Optimize your landing pages to get more conversions and more sales Harness the power of Google Analytics Find actionable data by sifting through your web analytics Our Real Training Clients We ve trained some of the largest organizations in the world. In fact, we ve trained: 25 of the Fortune of the Fortune of the Fortune 100 All 15 U.S. Cabinet agencies A few of our clients include: Set up goals in Google Analytics to track conversions I really liked how the instructor made himself available to help with my personal issues I was having with Google tools. Not only were we told about the material, but we actually got to put it to use on the spot. The course was definitely worth the money - I learned a lot of really great tools that I can put to use. Eric, Marketing Coordinator Learn more 3

4 a division of Fortis College Google Marketing Course Outline Day 1 Pay Per Click 1. Introduction to Pay Per Click (PPC) - What is PPC? - Benefits of PPC - Supported ad types - Terms & definitions - Basic requirements for advertisers 2. Psychology of Paid Search - How people use search - What their expectations are - Search vs. traditional advertising 3. The Online Buying Cycle - Search buying cycle - Ad copy writing - Landing pages 4. Keyword Research - Intro to keyword research - Match types - How to build your negative keyword list - In-depth usage of the Google Keyword Planner 5. How Google AdWords Works - How ads show up in search - Understanding the ad structure - Account creation and billing options - Learning the interface and dashboard 6. Setting Up Your Campaign - Organizing your campaign with ad groups - Exploring the other campaign tabs - Creating a campaign from default options 7. Ad Groups - Structuring your ad groups - Creating text ads - Creating images ads - Adding in your keywords - Bidding at the ad group and keyword level 8. Optimizing Your AdWords Ads - Ad creation techniques - Anatomy of an ad - Things to remember - Dynamic keyword insertion 9. Quality Score - Understanding the basics of quality score - Factors that affect quality score - How to find and address issues with your quality score - The auction process 10. Display Network - Display network explained - CPM bidding rules - Performance evaluations - Placement targeted campaigns - Remarketing 11. AdWords Analytics - Understanding conversion types - AdWords reporting features - Conversion tracking and reporting Day 2 Search Engine Optimization 1. Introduction to Search Engine Optimization (SEO) - Anatomy of a search engine result page (SERP) - Benefits of SEO - How SEO has changed and how to take advantage of it - The search result page and why it matters - 7 types of different organic search results 2. Google Webmaster Tools - Into to Google Webmaster Tool (GWT) - Setting up GWT the right way - How to health check your site 3. How marketers can best impact search results with onsite SEO - The role of content & context - Meta data - Heading tags (H tags) - URLs - Backlinks 4. Content Marketing Intro to content marketing - Content marketing & SEO - The content marketing engine 4 Call to register

5 Real Training means real-world practice. 5. Technical Checklist - Technical SEO - Checklist for your developer Day 3 Digital Analytics 1. Overview of Digital Analytics - What does analyzing data mean - The importance of business goals - Creating a web analytics measurement plan 2. Intro to Google Analytics - Dimensions & metrics - Common metrics - Averages and dashboard views 3. Setting up Google Analytics - How to structure accounts on setup - Determine the properties of each profile - User profiles and what they mean - Adding 4. Inside Google Analytics - User management & operations - Overview of reporting dashboards - Reporting data ranges - Annotations and how to use them - Sharing and ing reports - Advanced features 5. Reporting In Google Analytics - Real time reporting - Discovering your audience - Where your traffic comes from (acquisition) - How to determine if your web content is working for you - How to determine conversions 6. Advanced Analytics Strategies - Campaign tracking and tagging - Goals & funnels - Filtering - Intelligence events - Key performance indicators (KPIs) Hands-On Exercises You ll experience the entire Google marketing space with in-the-trenches practice built around actual implementations. You ll learn to avoid pitfalls and do it right the first time. Your instructor will help you map the tools and techniques you learn in this class to your own business, so they can be applied in your own organization immediately after the class. Exercise 1: Keyword Research - Create initial keyword research plan and outline Exercise 1: Setting Up Your Campaign - Create a campaign from default and explore settings based on class examples Exercise 1: Introduction to SEO - Viewing customized layers in search results Exercise 1: Google Webmaster Tools - How to set up your Google Webmaster Tool Exercise 1: Overview of Digital Analytics - Determining what to measure Exercise 1: Setting up Google Analytics - Logging in and looking around - Connecting AdWords & Google Webmaster Tools Exercise 1: Advanced Analytics Strategies - Tagging URLs - Filtering - Creating KPIs Learn more 5

6 a division of Fortis College Training Options for Marketing Professionals Whether you take one of the public classes advertised in this brochure, attend an online course or get training delivered in your own workplace (onsite), you ll get the same live instruction and hands-on experience learning the most up-to-date and functional marketing skills. In Public Classrooms We teach locally in more than 90 cities across North America. Public classroom training offers the ASPE-ROI learning experience at a location near you. Register on the next page, online, or call a training advisor. Privately Onsite At Your Location Courses are available for private onsite delivery. We send an expert instructor to your location and customize the course according to your specific needs at no additional cost. Attend our Courses Online We offer live, instructor-led virtual courses in partnership with Cisco WebEx. Online training offers the same experience and benefits as a classroom setting. our aspe-roi CUrrICULUM GOOGLE TRAINING MARKETING TRAINING SOCIAL MEDIA TRAINING Google Marketing Mastering Google AdWords Mastering Google Analytics Advanced AdWords: Search Advertising Advanced AdWords: Display Advertising ADOBE TRAINING Adobe Creative Suite Adobe Dreamweaver Web Development Adobe Illustrator Adobe InDesign Adobe Photoshop High-Impact Marketing Marketing Strategy: Playbook for a Successful Business Building Your Brand: Marketing for Entrepreneurs and Small Businesses Online Lead Generation Content Marketing Search Engine Optimization (SEO) Mobile Marketing Agile Marketing Agile Product Management Customer Retention Data Driven Marketing Social Media Sales Success Utilizing Social Media YouTube Marketing Workshop Facebook for Marketing Professionals Workshop Twitter for Marketing Professionals Workshop LinkedIn for Marketing Professionals Google Plus for Business: Getting Started Social Media Workshop Internet Marketing Implementation 6 Call to register

7 Course Registration Form a division of Fortis College Register via: Or fill out this form and send in by mail: Web Phone info@aspeinc.com ASPE, attn: Registrar P.O. Box 5488 Cary, NC Student Information (please duplicate for multiple registrants) Name Title Company Address City State Zip Phone Payment Details Standard Course Fee Regular price for a single student $1495 Early Registration Discount Register prior to date on back cover Save $300 Per Student $1195 May not be combined with any other discounts Group Discount Register two or more students Save $100 Per Student $1395 x (total) (students) GSA fee per student: $ per student for local, state, and federal government employees. FID# PRIORITY CODE (fill in last two digits from back cover next to mailing address) M Credit Card Information Please make checks payable to ASPE Check Enclosed PO Enclosed Company PO# Visa AMEX Card# Mastercard Discover Signature CVV Signature Exp. Date Registration Info Onsite Training We can deliver any course at your location. Onsite fees are all-inclusive with contractual privacy and customized learning options. Onsite training is an economical option for training groups of students and can save your organization up to 50%. A Google Marketing onsite starts at $9,500 for 10 students Find out more about onsite training by visiting or contact our Onsite Specialist at onsites@aspeinc.com Course Hours: 8:30 AM to 4:30 PM. Please arrive at 8:00 AM on the first morning of class to sign in and meet fellow attendees. Substitution & Cancellation Policy If a change needs to be made to your public course registration (cancel, transfer, or substitution) ASPE must receive written notice via at customerservice@aspeinc.com or fax at A cancel or transfer made less than 15 business days prior to the class start date will result in a $200 change fee, and tuition will be valid toward another course of equal or lesser value for one year. Only one re-enroll ment opportunity is allowed. Failure to attend the course without written notification will result in forfeiture of the full course price. Student substitutions may be made at any time prior to the start of class free of charge. If ASPE is forced to cancel a course for any reason, liability is limited to the registration fee only. In the event of inclement weather, ASPE will hold the class if the instructor is present. No refunds will be issued. However, a credit valid for one year will be issued should you not be able to attend the class. All courses carry a 100% quality & satisfaction guarantee. If you are not fully satisfied with your experience, you will receive a refund. Some terms & conditions apply Visit for full details. If you wish to be removed from our mailing list please fill out the form online at Learn Call more to register

8 Real Training. Real world, real skills, real results. a division of Fortis College TM Google Marketing This course will give you the knowledge and experience with SEO, AdWords and Google Analytics necessary to transform into a highly qualified online marketer. Take the public class, attend a virtual class or bring our training to you. a division of Fortis College 114 Edinburgh South Dr., Ste. 200 PO Box 5488 Cary, NC Increase Your AdWords Success The information presented in this course along with the Entrepreneur s Ultimate Guide to Google AdWords will help you begin to prepare for the Google AdWords Certification. Register online! M2021 Learn more ASPE, aspe-roi.com/blog