Use of Google tools in marketing: Google Ads, Google Analytics and SEO

When looking at the results of a marketing campaign, have you realized that it is actually impossible to say why something worked or not? Would you like to know which channels bring the most results and which ones just eat money? Create content in such a way that it moves your website forward in search engines?

From the Google tools training, you can get a very good overview of how to use Google Analytics to measure marketing activities, how to set up Google Adwords in such a way that you pay less, but get more, and how to do SEO to appear better in Google.

Training duration: 18 academic hours (3 days).

Target audience: Training for those whose task is to evaluate the results of marketing activities, review the functioning of the website and analyze the effectiveness of various campaigns and channels. The training is suitable for those who do the marketing of the organization as well as for those who would like to wisely order marketing activities in-house or from agencies. Entrepreneurs, marketers, content creators – everyone who wants to do effective advertising on the Google search engine and who comes across marketing on social media platforms.

Prerequisites (preferably): The presence of a Google Analytics account on the website and access to it, preferably with edit rights, in order to change the settings immediately during the training. Availability and access to a Google Ads account and interest in SEO.

Contents of this training:

• Google Ads
• Google Analytics
• SEO

Trainer Katrin Vilimaa-Otsing is a marketer with an IT degree, so she can answer even your most technical questions. As a certified partner of Google, she is always up to date with the latest information (of course, we also talk about setting up Google Analytics 4 during the training), and if Google has come up with some surprises by the time the training takes place, Katrin will definitely be able to talk about it. Participants receive all materials digitally so that everyone can learn in their own way. In addition to the slides, the participants are also given the tools/bases used in the training, such as the base of the post-analysis of the campaign, the link building Excel table, etc.

Learning outcomes

Upon successful completion of the training, the participant:

• finds keywords to address the target group of the company’s products and services;
• can analyze the performance of different keywords and can apply different types of keywords;
• can handle the creation of advertising texts;
• understands the logic of Google pricing and plans his campaign budget based on the goals;
• sets up a Google Search advertising campaign;
• knows various terms such as Bounce rate, CPC, Conversion rate, etc.;
• can set up the measurement of key activities on your website;
• can create different target groups and send them to the Google advertising platform;
• knows for what to use different settings in the Google Analytics account and knows how to choose the most suitable ones for your website;
• can read and prepare campaign reports and evaluate the success of the campaign;
• can find places on the website that need improvement by looking at various reports;
• knows which factors play a role in search engine visibility;
• analyzes the state of your website and finds deficiencies;
• knows how to build his page so that he is in the best possible position in search engines;
• optimizes website media;
• knows how to identify the mobile friendliness of a website and what needs to be done to develop it;
• analyzes keywords and knows the necessary tools;
• creates a persona for your target group;
• knows how to build links;
• knows how to create and plan content that is SEO and reader friendly;
• can avoid the most common beginner mistakes that throw money away.

Conditions for completion of training: At the end of the training, the training center issues a certificate or certificate to those who have completed the training. At the end of the training, a certificate will be issued if at least 80% of each subject of the curriculum and other requirements arising from the training program (e.g. exam, accounting, practical work, etc.) have been completed. A certificate of participation in or completion of in-service training is issued to a person if during the training the achievement of the learning outcomes was not assessed or if the person did not achieve all the learning outcomes required to complete the curriculum.

Price includes:

• a prepared workplace with the necessary hardware and software in the classroom. If necessary, we provide the participant in the online environment with remote access to the software required to participate in the training;
• study materials;
• certificate;
• consultation of the trainer on the topics learned by e-mail after the training.

In addition:

• free retraining, if necessary, if you feel that some skill needs improvement or you had to interrupt the training for reasons beyond your control;
• free parking;
• hot drinks with cookies;
• lunch on each training day.

Continuing Education Curriculum Group: Information and Communication Interdisciplinary Curriculum Group