Who should attend

This programme is aimed at those who know the basics of online marketing, including:

• Individuals in the field of marketing (e.g. marketing managers)
• Advertising and marketing services professionals from agencies
• Small business owners/entrepreneurs who wish to promote their business

Admission requirements

1. It is assumed that participants comply with the following requirements: English language competence at NQF level 4, sufficient ability to read and comprehend learning material and to write assignments and follow/participate in discussions on management issues, and a basic understanding of online business trends and marketing.
2. Participants must have an existing Google AdWords account or alternatively have a business to promote (it will be necessary to spend money on Google AdWords campaigns).
3. Participants must either have completed the Google AdWords Introduction programme, or have a sound understanding of and experience in the areas covered by the Google AdWords Introduction programme.

Faculty profile

• Mr. Peter Brooke-Sumner

Participating companies

• MWeb
• Louis Group
• Ramsay Media

Contact person (Enquiries)

Laura Kirsten
Tel: +27 (0)21 918 4467
Fax: +27 (0)21 918 4478
laura.kirsten@usb-ed.com

Zenobia Petersen (Johannesburg enquiries)
Tel: +27 (0)21 918 4475
Fax: +27 (0)21 918 4478
zenobia.petersen@usb-ed.com

How you will benefit

After completing this programme, participants will be equipped to:

• create useful reports
• use different ad formats
• use various keyword matching types
• understand and implement conversion tracking and ROI metrics
• improve keyword level CTRs (Click-through Rates)
• improve and manage cost and conversion
• use My Client Center and the Google toolbox
• gain an introduction to analytics and understand why it is important
• use scaling and grow accounts and ad groups
• use advanced campaign settings and targeting
• make use of the benefits of AdSense
• optimise content network 
• bid and position management
• use the new AdWords UI (user interface) and the AdWords editor

Certification

Participants will complete the Google Advanced exam and, upon successful completion, receive a certificate of competence from the University of Stellenbosch. Completion of the Introductory and Advanced programmes will equip you to meet certain criteria for GAP certification.

Content overview

• How to use and understand why various matching types will be used for keywords and how they can improve the quality score
• Using various other formats like banners, mobile and local business ads
• How to install and track conversion and managing account to ROI
• Optimising content targeted accounts
• In-depth optimising skills to increase CTRs, lower cost, improve ad rank
• Create and use advanced reporting skills
• Understanding quality score and its importance
• Using the MCC and its reports
• Advanced account targeting settings and being able to scale accounts
• Introduction to Analytics, creating an Analytics account and linking it to AdWords
• The new AdWords user interface
• The importance of AdSense to online advertising
• Working with the AdWords editor

NQF complexity level

This programme is presented on the complexity level of an NQF level 7.

Date and Venue

Cape Town (Bellville)
The programme will consist of six sessions of two hours each.

• Thursday, 10 May 2012
• Thursday, 17 May 2012
• Thursday, 24 May 2012
• Thursday, 31 May 2012
• Thursday, 7 June 2012
• Thursday 14 June 2012

Class times: 18:00 – 20:00

Fees

Fees include a R500 AdWords voucher, a voucher to take the online GAP examination, programme fees, programme material, internet connectivity during the contact session, and refreshments. Fees are payable before the commencement of the programme.

Introduction: R4 050
Advanced: R5 900

Both programmes (Introduction and Advanced): R7 950

Cancellation Policy

It is of utmost importance that USB-ED be formally notified of cancellation 14 days prior to the commencement date of the programme.

A cancellation fee of 10% will be payable for cancelling less than 14 days prior to the commencement of the programme.