| Date: 13 March 2012 Trainer: John Ring Location: CIIM Building, Nicosia
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Overview
The aim of this non-technical module is to provide a comprehensive overview to business, marketing and technical people of how Google and other search engines work and more importantly, what actions that you can take to generate sales and leads by achieving maximum visibility on Google and other engines.
This highly practical course is based on over 10 years of search marketing experience by the trainer for a wide range of small and large companies. The commercial aspects of achieving dominance on Google locally and internationally will be dealt with and we will discuss what Google strategy is best for your specific business, brand or product.
If you have specific online challenges or objectives, we will - as a group - look at how you might deal with these issues.
Objectives
Many business people are forced to trust the judgement of their IT staff or web developers when it comes to search marketing. After this module, you will know more than most web developers about how Google works, meaning your business and marketing objectives will be easier and cheaper to achieve without having to spend money making the most common mistakes.
You will learn about the simplicity with which Google ranks websites and you will also learn about the difficulty companies have in giving Google what it wants. The various cost implications of achieving sales through Google will also be examined closely.
We will examine the advantages and disadvantages of natural search engine rankings versus paid search activity (e.g. Adwords)
You will hear - possibly for the first time - what objective people think about your website and why it is performing the way it is at generating sales leads, calls or ecommerce transactions for your business.
Audience
The course is designed for those with responsibility for developing or implementing an organisation’s online marketing strategy, as well as managers with direct responsibility for the company’s marketing functions, including, marketing managers, marketing executives, small business owners, and IT managers and executives.
Content
Google & Yahoo Explained Including:
- Search Engine Overview
- What Phrases do Users search for?
- Web Ranking Guidelines
- What Not to Do
Website Changes Required (if any) Including:
- The Basics: Sitemaps, Titles, etc
- Why MetaTags are Useless
- Content Management Systems
- Ignoring your Web Designer
- Avoiding Search Engine Carnage
- Business Reality ‐ Can you afford it?
- The future of Web Marketing
Competitor Analysis & Links Including:
- Why your Competitor ranks Highly
- Tracking news on ANY company
- Why & Where to Get Links
Website User Behaviour Including:
- Get expert consultancy for free
- Where do people go on your site?
- Why "hits" are useless
- Could your site be working harder?
- Tweaks to get more sales
- Phone Nos& Emails ‐ Useful things you don't know
Pay Per Click (PPC) Explained Including:
- PPC Overview
- Setting Clear Objectives
- Pros & Cons of Google Vs Yahoo
- Paid Advertising Misconceptions
- Click Fraud ‐ Explained & Avoiding
- Copy Writing Tips for:
- Calls to Action
- Headlines
- Descriptions
- Display URLs
Google Ads Setup Including:
- Structuring your Ad Account
- Being Live in Minutes Globally
- Bidding every day
- Tracking Return on Investment
- What Not to Do
Google Analytics:
- Basic understanding of measurement of campaigns
Faculty: John Ring
John Ring qualified as an Electronic Engineer from Trinity College Dublin in 1997 before working in London with Enterprise Ireland for two years helping Irish companies export abroad. After three years working as Internet manager of a UK financial services firm, John founded RingJohn as an Internet Marketing agency in 2002. RingJohn is an accredited Google and Yahoo partner and currently manages over €2.5M annually in online advertising budgets for UK, Irish and international clients RingJohn was the 1st Google Adwords-Qualified Internet Marketing Agency in Ireland in 2005. John now works with International clients in numerous competitive industries including finance, insurance, travel, dating, office space, automotive, retail, recruitment, property and legal services among others.
An accomplished presenter, John has extensive experience in helping a huge variety of small companies from both a technical and marketing perspective to maximise their online activities. John has trained and mentored almost 3,000 UK and Irish SME owner‐managers, business and marketing staff on search engine and general online marketing.Clients include: Ebay, Intel, LexisNexis, MSC Cruises and many others.
Fees and General Information
This seminar is approved and subsidized for the amount of 133€ by the Human Resource Development Authority (HRDA). HRDA sponsors companies that satisfy their criteria.
The fees are €237 per participant for companies eligible to HRDA subsidy and €400 per participant without HRDA subsidy.
This individual session is part of the Digital Marketing Programme (DMP).
It is possible to attend this individual seminar should places be available.
Fees include tuition, educational materials, coffee breaks and meals.
Due to CIIMs non-profit status NO VAT is charged
