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 online business or blog.

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 the 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

Peter Brooke-Sumner (Click through to CV)

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 (Gauteng)
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 6.

Date and Venue

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: R3 990
Advanced: R5 500

Both programmes (Introduction and Advanced): R7 500

Payment 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.

Payment options