Google Marketing Platform
Virtual Training

Part 1: Google Ads

1. Google Ads/PPC Overview
   • Overview of Paid Search
   • PPC Benefits
   • Types of Google Ads campaigns
   • Google Ads vs. Bing Ads
2. Google Ads Search Campaigns
   • Account structure
   • Setting up billing
   • Manager accounts
   • Quality Score
   • Ad Rank
3. Pre-Campaign Build Activities
   • Determining the focus of your advertising campaigns
   • Documenting the buyer’s journey
   • Landing pages
4. Building Search Campaigns
   • Exploring features of the Campaign Builder Interface
   • Understanding the role of each type of advertising network
   • Creating a Search Network Campaign
   • Applying core settings
   • Determining budget and bidding options
   • Setting a campaign schedule
   • Set up of conversion tracking
   • Lab: Building your own Google Ads search campaign
5. Keyword Research
   • Keyword match types
   • Using the Keyword Planner for keyword research
   • Competitor research
   • Building Ad Groups
   • Lab: Conducting keyword research
6. Creating Search Ads
   • Anatomy of a paid search ad
   • Ad extensions
   • Creating search ads
   • Best practices
   • Lab: Creating powerful ads using Google Ads best practices
7. Advanced Features
   • Applying audience segmentation to your campaigns
   • Remarketing
   • Managing Google Ads campaigns
   • Using the reporting interface and understanding the key metrics used in monitoring a campaign
   • Lab: Managing Google Ads
8. Google Display Network
   • Overview of Google Display Network (GDN)
   • Types of ads used in GDN
   • Determining which placement options to use
   • YouTube campaigns
   • App promotion campaigns
9. Working with Agencies
   • Benefits of working with agencies
   • How to connect your account to an agency’s account
   • Managing the relationship with an agency

Part 2: Google Analytics

1. Introduction to Digital Analytics
   • What digital analytics can measure
   • Determining what you should measure
   • Preparing your website and marketing campaigns for digital analytics measurement
2. Introduction to Google Analytics
   • Overview of the user interface
   • Dimensions and metrics
   • Common metrics used in campaign measurement
   • Lab: Determining what to measure in your digital marketing campaigns
3. Setting Up Google Analytics
   • Creating your account
   • Inserting your tracking code
   • Accessing the Google Analytics Demo Account
   • Lab: Looking inside Google Analytics
   • Connecting to Google Ads
   • Connecting to Google Search Console
   • Lab: Connecting Google Ads and Google Search Console to Google Analytics
4. Inside Google Analytics
   • Reporting orientation
   • Adjusting reporting date ranges
   • Creating annotations
   • Exporting reports
5. Exploring the 5 Main Reporting Areas
   • Real-time reporting
   • Audience Dashboard
     • Demographics
     • Behavior
     • Technical details
     • Mobile data
     • Visitor flow
   • Acquisition Dashboard
     • Channel reporting
     • Creating unique tracking parameters
     • Google Ads reporting
   • Behavior Dashboard
     • Page data reporting
     • Event tracking
     • On-site search reporting
   • Conversions Dashboard
     • Creating goals within views
     • Monitoring goals
6. Advanced Topics
   • Creating and applying filters
   • Lab: Filtering in Google Analytics
   • Creating and applying segments
   • Lab: Applying segments in Google Analytics
   • Determining KPIs & Creating KPI Dashboards
   • Lab: Creating KPIs
   • Setting up Enhanced eCommerce

Part 3: Google Tag Manager

1. Overview of Google Tag Manager
   • Uses of GTM
   • Creating a GTM account
   • Basic components of GTM containers
2. Creating a GTM Container
   • Building a container
   • Creating tags
   • Creating triggers
   • Creating custom variables
   • Deploying your GTM container
3. Google Tag Manager Data
   • Types of tags you can deploy in GTM
   • Data generated by GTM containers
   • Where to access data within Google Analytics generated by a GTM container

Part 4: Google Search Console

1. Overview of Google Search Console
   • Understanding SEO
   • Determining how your site is performing in organic search
2. Creating a Google Search Console Account
   • Creating an account
   • Adding a property to GSC
   • Validating your property within GSC
3. Reporting Data Available in Google Search Console
   • 9 Primary Reporting Tools:
     • Performance
     • URL inspection
     • Index coverage
     • Sitemaps report
     • Speed report
     • Mobile usability report
     • Sitelinks search box
     • Manual actions report
     • Security issues report
4. Using Google Search Console
   • Interpreting data from GSC reports
   • Determining how often to review data
   • Actions you can take based on GSC data

Part 5: Google Optimize

1. Overview
   • Understanding the methodology behind testing
   • Reviewing the user interface
   • Introducing all of the available features
2. Best Practices
   • Choosing pages for potential tests
3. Testing Strategy
4. Types of Testing
   • A/B
   • Multi-Variant
   • Redirect
5. Designing an Experiment
   • Hypothesis
   • Identifying Goals/KPIs
   • Lab: Setting up an experiment
6. Success Metrics and Reporting

Part 6: Google Data Studio

1. Overview
   • The challenge of marketing data reporting
   • Variety of data sets available to marketers
   • Understanding what Google Data Studio is and what it can do for marketers
2. Creating a Google Data Studio Report
   • Elements of a GDS report
     • Dashboard
     • Data sources
   • Using existing templates vs. create your own dashboard
   • Creating a data source for your dashboard
   • Customizing the layout and appearance of a GDS report
   • Sharing access to your GDS report dashboard
   • Lab: Creating your own dashboard and data source in GDS

• Marketing professionals from entry-level to management
• Online marketers seeking credibility, authority and advantage
• Agency professionals
• Business owners (small, medium and large)
• Traditional marketers looking to get up-to-speed on today’s resources and tools