Google Partner Academy, Singapore

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Google Partner Academy, Singapore

Who: Mr Rachit Dayal

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 (101 + 201).

• 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.

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Google Partner Academy, Singapore

Course Dates 2014

Google Classroom 2014 Q1

• Adwords Search : 12-13 February • Adwords Display : 19-20 February • Google Analytics : 26-27 February

• Agency Pitching and Management Skills : 5 March

• Adwords Search : 8-9 May • Adwords Display : 15-16 May • Google Analytics : 22-23 May

• Agency Pitching and Management Skills : 30 May

• Adwords Search : 5-6 August • Adwords Display : 12-13 August • Google Analytics : 19-20 August

• Agency Pitching and Management Skills : 27 August

• Adwords Search : 3-4 December • Adwords Display : 10-11 December • Google Analytics : 17-18 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 (101 + 201).

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.

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Google Partner Academy, Singapore

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.

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Google Partner Academy, Singapore

Who Are The Trainers?

Rachit Dayal

Managing Partner, Happy Marketer

David Liem

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 2009. Rachit has been making websites since 1998 and

performing SEO for clients since 2004. He is an honours graduate from the National University of Singapore with a major in Computer Science and a minor in

Technopreneurship.

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,

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 and Magnus Management Consultants.

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Google Partner Academy, Singapore

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

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Google Partner Academy, Singapore

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

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Google Partner Academy, Singapore

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

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

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Google Partner Academy, Singapore

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

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

Day 2 Afternoon

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

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Google Partner Academy, Singapore

Google Analytics 101 + 201

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

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

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Google Partner Academy, Singapore

Direct, referring, and search traffic Campaigns

AdWords

Finding actionable insights Getting the organization involved Creating a data-driven culture Resources

Day 2 Morning 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

Day 2 Evening Topics

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 email

Custom reports Custom alerts

Sharing customizations API tools

Creating a data-driven culture Resources

Best Practices: Conversion Goal setup

Goal examples Goal reports Ecommerce

Best Practices: Sharing with the Organization

Export and email Custom reports Custom alerts

Sharing customizations API tools

Creating a data-driven culture Resources