Google Partner Academy, Singapore

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1 The Google Partner Academy is Singapore s premier training that condenses all the essential knowledge you need about Google AdWords, Analytics and into 6 dense days. This training is ideal for agency professionals, marketing managers and webmasters who need to use AdWords and Analytics on a weekly (or more frequent) basis. It consists of 4 days of Google AdWords -training (Search Advertising + Display Advertising) and 2 days of Google Analytics ( ). AdWords Search Advertising Course (S$1000) AdWords Display Advertising Course (S$1000) Analytics (S$1000) Bundle (S$2500): All above courses For Google Partner Members AdWords Search Advertising Course (S$100): AdWords Display Advertising Course (S$100): Analytics (S$100): Agency Pitching & Management Skills ($50) [Only for Google Partner Members] Bundle (S$350) Trainers: Rachit Dayal, David Liem, Ivan Wong Where: See website for details Includes: Full Course material, Coffee, Snacks For Google Partner Agencies, are local Small to Medium sized digital agencies. To apply for this programme go to https://www.google.com/partners. For members, Google subsidizes the cost, bringing the cost down by 90%. For Singapore Companies, IRAS allows a tax deduction of up to 400% of your training fees. Ask your accountant for more details.

2 Course Dates 2014 Google Classroom 2014 Q1 Adwords Search : February Adwords Display : February Google Analytics : February Agency Pitching and Management Skills : 5 March Google Classroom 2014 Q2 Adwords Search : 8-9 May Adwords Display : May Google Analytics : May Agency Pitching and Management Skills : 30 May Google Classroom 2014 Q3 Adwords Search : 5-6 August Adwords Display : August Google Analytics : August Agency Pitching and Management Skills : 27 August Google Classroom 2014 Q4 Adwords Search : 3-4 December Adwords Display : December Google Analytics : December Agency Pitching and Management Skills : 27 December Why Train With Happy Marketer The Google Partner Academy is Singapore s first event based on the Seminars for Success program, that condenses all the essential knowledge you need about Google AdWords, and Google Analytics. This training is ideal for agency professionals, marketing managers and webmasters who need to use AdWords and Analytics on a weekly (or more frequent) basis. It consists of 4 days of Google AdWords training (Search Advertising and Display Advertising) and 2 days of Google Analytics ( ). While Google AdWords & Analytics are extremely powerful tools when implemented right, they re also very complicated. Plus, they re constantly changing (retargeting, remarketing, multi-channel funnels, new in-page analytics, social impact) are just some of the features launched in the last few weeks! Training and explanation will help your team make sense of all the data collected by GA, use the insights for actionable steps in strategy, and maximize the impact of this free Enterprise-strength tool. As one of the 3 Google Analytics Certified Partners (GACPs), one of the earliest Google AdWords Certified Consultants, and the first Seminars for Success Google Analytics Training Company in the region, it s our goal to help you get the most out of your Google Analytics installations and AdWords Campaigns.

3 In order to provide top notch training, we regularly coordinate with the Google Singapore team, and aim to exceed global guidelines provided by Google in the US. And we ensure that we re constantly updating ourselves with the weekly feature launches ad updates that the Google Analytics and AdWords teams put out. Who s Attended Our Past Trainings?

4 Who Are The Trainers? Rachit Dayal Managing Partner, Happy Marketer Rachit was Singapore s first Marketing Professional to be certified by Google as a Qualified Advertising Professional in January 2006 and a Qualified Analytics Consultant in Rachit has been making websites since 1998 and performing SEO for clients since He is an honours graduate from the National University of Singapore with a major in Computer Science and a minor in Technopreneurship. David Liem David s expertise lies in reporting analytics, creating search marketing campaigns, and video related social media marketing. David also oversees all Operations & Finance at Happy Marketer Singapore & India. He is certified by Google as a Qualified Advertising Professional, and an Analytics Consultant. For over 5 years, David has trained for all types of audiences, from children to teens, to working adults. Ivan Wong Associate Trainer, and Magnus Management Consultants. Ivan has over 12 years of experience in Business Consulting, Search Engine Marketing, Conversion Management and Digital Analytics with deep experience across multiple verticals. He is a Qualified Google Adwords and Google Analytics individual and also trains for econsultancy and Google s Engage Agency Program. He was most recently Director of e-commerce at Far East Hospitality, Singapore s largest operator of hotels & serviced residences. Prior to that he was Head of Search & Operations at DGM Asia based in Singapore and has also held management positions in Web Analytics Asia, Hewlett-Packard Asia

5 Google AdWords Search Advertising This workshop is based on the Seminars for Success program and covers two important Google AdWords modules in 2 days. This Google-approved curriculum is designed for media managers and hands-on practitioners who deal with campaigns on a daily basis. Where: See Website for details, Singapore Usual Price: S$1200 Early Bird Price: S$1000 for 2 days Google Partner Price: $100 Includes: Course material, Lunch, Coffee, Hand-outs, PDF notes Topics Covered Day 1 Morning Introduction to online advertising & Google AdWords Types of online advertising Basics of pay-per-click advertising Introduction to AdWords Features Benefits Basic terminology Creating Your Account Creating an account Creating your Campaigns Creating a campaign, step-by-step Understanding Your Statistics Beginning Optimization Using the Report Center Campaign Optimizer Location targeting Demographic bidding Understanding campaign, ad group, and keyword statistics Editing Campaign Settings Editing CPCs Tracking ad performance Day 1 Afternoon Developing Quality Keyword Lists How to Develop a List Using the Keyword Tool Using the Edit Campaign Negative Keywords Tool Creating Compelling Ad Text Developing ad variations Ad writing workshop Conversion Tracking Google Analytics Setting up conversions in AdWords Increase conversions Increase traffic Increase Quality Score Improve landing page quality Using the Google Display Network Ad Tech Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads) Placement targeted campaigns CPM bidding Billing & Reports Understanding Billing Billing Cycle Open Q&A

6 Day 2 Morning Introduction Definitions & terminology Enhanced Campaigns Overview of Enhanced Campaigns Why shift to Enhanced Campaigns? What s new in enhanced campaigns? New ad extensions and improvements New targeting and bidding improvements Intermediate Optimization Techniques How to geotarget your campaign How to use demographic bidding How to create a placement-targeted campaign How to use site and category exclusion How to use IP Exclusion How to use Position Preference How to use Ad Scheduling Keyword List Optimization Understanding how people search Refining your keyword list Other keyword tools Search-based keyword tool Insights for Search Dynamic keyword insertion Day 2 Afternoon How to Self-Diagnose Why can t I see my ad? Why is my Quality Score low? How to use the disapproved ads tool How to use the ads diagnostic tool How to Use AdWords Editor Features and benefits Tips and tricks Understanding ROI What is ROI? Determining the value of a keyword Other bidding options Budget Optimizer CPM Bidding Conversion Optimizer Managing Accounts My Client Center Adwords Exam Preparation Format & Timings Sample Questions Dos & Donts AdWords Exam (Basic Search)

7 Google AdWords Display Advertising This workshop is based on the Seminars for Success program and covers two important Google AdWords modules in 2 days. This Google-approved curriculum is designed for media managers and hands-on practitioners who deal with campaigns on a daily basis. Where: See website for details, Singapore Usual Price: S$1200 Early Bird Price: S$1000 for 2 days Google Partner Price: $100 Includes: Course material, Lunch, Coffee, Hand-outs, PDF notes Topics Covered Day 1 Morning Google Display Network What is Display Network Targeting by Site Targeting by Keyword Audiences by Interest Audiences Remarketing Audiences Custom Reporting Display Network Google Ad Planner History & Role of Ad Planner Checking on Specific Sites Checking by Demography Checking by Geography Checking by Audience Checking by Interest Selection & Searching Adding to Existing Campaigns Exporting for Excel Analysis The Placement Tool Day 1 Afternoon Creating A Placement Targeted Campaign Getting started Importing and adding placements Observing results and optimizing Customizing Columns in Reports Understanding Negetive Placement Adding campaign specific negative placements Adding Shared Resources Understanding how to use negative placements Ad Guidelines for the Network Display How does it differ from search ads Expected approval deadlines What to do when your ad gets banned? How to make your ads stand out Developing Image Ads & Using Display Ad Builder Youtube Advertising Options Running Video Ads on YouTube Running Banner Ads on YouTube

8 Functionalities of Placement Tool How does it differ from Ad Planner? Searching by related sites Searching by Keyword Searching by Audience Searching by Geography Searching by Available Inventory Measuring ROI on YouTube Day 2 Morning Day 2 Afternoon Contextual Targeting How do search keywords differ from contextual keywords? Selecting and dividing into ad groups When to use Contextual Ads? Audience Targeting What do Audiences represent? Who will your ads show to? Combining with contextual or placement Reporting on Audience Targeting Interest Targeting What do Interests represent? Which sites will your ads show on? Combining with contextual or placement Reporting on Interest Targeting Remarketing What does Remarketing represent? Which existing visitors will your ad show to? Combining with contextual or placement Reporting on Remarketing Optimizing Display Ad Campaigns Why can t I see my ad? Why is my Quality Score low? How to use the disapproved ads tool How to use the ads diagnostic tool Reporting on Display Ad campaigns Reporting Features Available Tips and tricks Managing Display Ad Campaigns Through AdWords Editor AdWords Exam Preparation Format & Timings Sample Questions Dos & Donts AdWords Exam (Advanced Search or Display)

9 Google Analytics As one of the 3 Google Analytics Certified Partners (GACPs), and the first Seminars for Success Google Analytics Training Company in the region, we re organizing the first official Google Analytics modules in collaboration with Google. While Google Analytics is an extremely powerful tool when implemented right, it s also very complicated. Plus, it s constantly changing. If you use Analytics more frequently than each month, then you need to come spend 2 days at this workshop, and get mastery quickly on this topic. Where: Happy Marketer Training Centre, Maxwell House (Tanjong Pagar), Singapore Usual Price: S$1200 Early Bird Price: S$1000 for 2 days Google Engage Price: S$100 for 2 days Includes: Course material, Lunch, Coffee, Hand-outs, PDF notes Topics Covered Day 1 Morning Topics Introduction What is web analytics? The need for web analytics Upcoming changes in Google Analytics v5 (new!) Getting Started With Google Analytics How Google Analytics works Accounts, profiles, and users Navigating Google Analytics Basic metrics The main sections of Google Analytics reports Google Analytics tracking Code How the code works Customization methods Alternate tracking code (async, mobile) Traffic Sources Day 2 Evening Topics Content Pages and Landing Pages Event Tracking and AdSense Site Search Visitors Unique visitors Geographic and language information Technical reports Benchmarking Goals & Ecommerce Setting up goals Goal reports Ecommerce tracking Actionable Insights and the Big Picture Recap of Google Analytics reports and tools

10 Direct, referring, and search traffic Campaigns AdWords Finding actionable insights Getting the organization involved Creating a data-driven culture Resources Day 2 Morning Topics Day 2 Evening Topics Introduction What does a great analyst need to know? Best Practices: Clean Data Profiles and filters Filtering internal traffic Sampling Cookies and cookie deletion Multiple domains and subdomains Analytics Intelligence Automatic Intelligence Alerts Advanced Segments Using advanced segments Creating custom advanced segments Best Practices: Advertising and Marketing Search engine optimization AdWords advertising Campaign attribution Campaign tagging Best Practices: Engagement Landing pages and bounce rate Site Search Event Tracking Best Practices: Conversion Goal setup Goal examples Goal reports Ecommerce Best Practices: Sharing With the Organization Export and Custom reports Custom alerts Sharing customizations API tools Creating a data-driven culture Resources

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