Turning Search Traffic into Customers: Advertising on Google with Adwords (Online / Remote)
1Summary
Google's advertising revenue reached roughly $28 billion in 2010 alone - proof of just how much businesses are willing to pay to appear in front of the right searcher at the right moment. This training course from the Arab British Fellowship Training Academy teaches participants how to run that kind of advertising themselves through Google Adwords, one of Google's principal advertising products and its main source of revenue.
Adwords offers pay-per-click and cost-per-acquisition advertising for local, regional and international campaigns, built around short text ads - a 25-character headline plus two 35-character lines. Its US sales and support operation is based in Michigan, New York and California, alongside a dedicated social-support office. Because online advertising is not bound by place or time the way traditional advertising is, participants will also see how Adwords compares with other channels, most notably Facebook advertising, which remains especially active in the Arab world.
2Objectives and target group
After attending this course, participants will be able to:
- Gain practical experience working with online advertising platforms.
- Use search engines effectively for advertising campaigns.
- Apply applications and tools that support the advertising process.
This course is designed for:
- Directors, business owners and factory managers who want to promote products online.
- Employees in promotion and advertising departments within institutions.
- Commercial-organisation directors and employees in technical and media departments.
- Managers and owners of economic and commercial facilities.
- Technology-development and network-security specialists.
- Company owners, managers and department directors overseeing software-based operations.
- Academics specialising in advertising and technology.
3Course Content
Module 1: Why Google Advertising Works
- What Google is and how it helps businesses advertise.
- The importance of Google Adwords specifically within that advertising ecosystem.
Module 2: Information Systems Foundations
- Defining information systems and explaining why they matter.
- Methods used to engineer and assess information systems.
- The scientific and methodological basis of information systems.
Module 3: Protecting Confidential Data
- Strategies for managing the security of confidential information.
- Maintaining confidentiality and protecting stored data.
- Information Security Management (ISM): definition and importance.
- Access-protection system management, including the role of smart cards.
Module 4: Applying Systems Thinking to Company Data
- Mastering the most established methods for managing information systems.
- Studying how leading companies use advanced information-system features.
Module 5: Turning Ads into Profit
- Why advertising on the internet is one of the fastest ways to increase profits.