GOMC 2012 TrainingKahlil Corazo, Nov 2011 - May 2012

Overall learning objectiveLearn the skills of pay-per-click advertising and conversion-driven web-design, and more importantly, learn how and when to use these tools within the context of online marketing for different businesses.

General and specific learning activitiesGeneral learning activities (activity #) Specific learning activities

1. Understand a business and how the internet could play a role in that business

5. Client overview draft

2. Craft an online strategy and translate it into a traffic conversion strategy expressed by a website design and its implementation

6-14. Website design strategy (4 personality types, unique value proposition, design for different stages in the buying process, look and feel, calls to action, persuasive copywriting, forms)

Learn to use Weebly while implementing all these

3. Craft an online strategy and translate it into a traffic acquisition strategy expressed by a Google Adwords account structure design and its implementation

19. The online targeting table20. Make a dummy Adwords account based on your

targeting table (practice)20. Make ads using different tactics24. Learn to use Adwords Editor (practice)25. Make an Adwords campaign for ACES (practice)30. Adwords strategy (using the guide)32. Use Remarketing

Use Dynamic Keyword Insertion (DKI) adsUse the Keyword Tool and the Contextual Targeting Tool

4. Through PPC and web analytics, verify assumptions and optimize strategy

21. Test ad copy, do reporting, practice comparative optimization and learn statistical significance through a Multiply.com campaign

22. Compute profitable maximum CPC bid23. Link Google Adwords with Google Analytics and

Setup Adwords Conversion Tracking24. Plug your CTR leaks

Mentoring on optimization and analysis using Adwords and Analytics data: Quality Score, Impression Share, See Search Terms, Placement Report, Relative CTR, etc.