Drive more traffic to your website using SEO and paid search

A hands-on workshop for business professionals, where you’ll learn how to set up paid search campaigns on Google AdWords and boost your page rankings

Google is an increasingly powerful tool in today’s societies - so much so it has even become a verb. This hands-on course will teach you how to make the most of the Google AdWords platform, enabling you to set up paid search campaigns, increase traffic to your website and boost your page rankings.

The class is ideal for professionals working for small businesses or large corporations, who want to spend part of their budget on paid search. Led by digital consultant Kate Hamer, the class includes a comprehensive overview of paid search, as well as practical exercises on your laptop, where you’ll learn how set up campaigns for your business or employer’s website and measure their impact.

Content

• What is paid search and PPC (Pay-Per-Click) advertising?
• The difference between paid search and natural search
• An overview of creating paid search campaigns on Google AdWords
• How to select the most relevant keywords for your campaigns
• The importance of ad copy
• Knowing when and how much to bid - and when to let natural search take over
• Metrics and performance - evaluating your campaigns
• Practical sessions on your laptop computer, with opportunity for feedback on work carried out on your website during the class

What to bring

• - Please bring along your own laptop computer (and charger) with Google AdWords installed. Please note that signing up to AdWords is free - you only pay when someone clicks your ad to visit your website, or calls you, i.e. when your advertising is working
• - No experience is necessary to take part in this class, however you - or your company - should have a website that you want to drive traffic to through paid search campaigns

Tutor profile

Kate Hamer is a marketing and digital consultant who has worked for global brands including Orange, Unilever, Disney and L’Oréal. For a decade, she’s been working in digital to manage the online presence of brands through their websites and social platforms. She regularly blogs about at www.katehamer.com and is an online tutor for the Google Squared programme.

Full course and returns information on the Masterclasses website