Google AdWords Course

2009 Holiday Season AdWords for Retail Jewelry Stores

Overview and Format

JewelerWebsites.com runs a unique course on Google AdWords. This course is specific to the recession stricken jewelry industry, and teaches how the retail jeweler should be utilizing AdWords during the 2009 Holiday Season. This is not a theoretical course. Techniques presented were discovered through statistical analysis and actual usage of Google AdWords with retail jewelry stores.

JewelerWebsites.com is offering this on site 3 day intensive hands-on course for retail jewelers.

Our Google Adwords training courses are not seminars; they are hands-on "lab" classes where attendees use their own Google Adwords account and their own data. Training is specific for the retail jeweler and all directions and exercises are provided with the intent to create a fully operational Google AdWords Campaign. The instructor, Matthew Perosi, has more than 6 years experience developing websites for the jewelry industry. Furthermore, he can provide a year's worth of statistics regarding what works and what doesn't work in this recession.

The most up to date statistical data will be presented at each course and will be demonstrated in a live Google AdWords campaign. Additional 3rd party tools will also be presented so attendees can continue to research their individual needs long after the course is completed.

Our experience is that hands-on format is the most effective for adult learning and knowledge retention. Our instructor presents material using PowerPoint and a live AdWords account, engaging students with exact instruction of what works, rather than just theory. Course exercises are designed to teach as well as build a viable Google AdWords campaign.

This is not a theoretical seminar. The days when you had to "hope" what you're doing was working are over. Matthew teaches what has statistically worked in this recession, and also reveals where a lot of money was wasted on expensive AdWords campaign attempts.

Audience - Who Should Attend

AdWords for Retail Jewelry Stores is a three day course aimed at online marketers and webmasters of the retail jewelry store. Managing an AdWords account correctly takes more than 14 man hours a month and for this reason we recommend employees, and not store owners to attend this course. Attendees will learn how to set-up, manage and optimize Google AdWords paid search campaign, following our statistical data gathered from several AdWords campaigns and more than 200 retail jewelry websites over the last 12 months.

Attendees should have some technical experience and must bring their own notebook computer with a wireless network card, and a Google Account. At minimum the attendee is required to have a solid understanding of email and web browsing. Attendees must be able to edit their website through FTP, CMS or at least be in direct contact with the webmaster.

The retail jewelry store does NOT need an eCommerce website to attend this course, but IS REQUIRED to have a live website.

Since this course is presented with real data, rather than theoretical, the student will benefit greatly if Google Analytics are already installed on the retail jewelry website.

This is a must attend course for retail jewelers who cannot afford the monthly expense of professional AdWords consultants.

You must have a Google Account and your own notebook computer to attend this course. If you do not have a Google Account we will help you set one up.

Objectives - The Benefits of Attending

After completing this three day hands-on lab course, it is expected that the attendee will leave with a fully operational Google AdWords campaign for their retail jewelry store. The campaign can be used immediately, or saved for the 2009 Holiday Season.

AdWords campaigns will focus on attracting customers and sales from your local market; rather than national or global markets.

Students will learn how to set-up, manage, optimize, and more importantly how to continually gather their own statistical data using Google Analytics and other 3rd party systems.

The course does not teach everything there is to know about Google AdWords; rather only what is needed to create a real, reproducible return on investment without having to hire a professional AdWords consultant to do it for them.

Course Content

Each day is split into a morning session and an afternoon session, separated by a one hour lunch break.

Day 1

• * Google AdWords account setup
• * Billing details and account preferences
• * Orientation of the AdWords interface
• * Initial Account Setup, including time of day and geography
• * Learn the differences between Campaign, Ad Group, Ads and Keywords
• * Keyword discovery for the retail jeweler's own website
• * Explanation of a Landing Page
• * Lab Exercise - finding your existing landing pages and the specific keywords for each
• * Identifying a Conversion as a sale, or an action.
• * Lab Exercise - determining the unique conversion for each attendee.
• * Long-Tail vs. Short-Tail keywords and how to research viability of each
• * Learning to understand estimated search traffic volumes
• * Using other Google tools to research the popularity of a keyword phrase

DAY 2

• * Explanation of the 3 keyword match types: Broad, Phrase, Exact
• * Research Revealed - Keywords that are tough to bid on, keywords that will make you money, negative keyword list.
• * Lab Exercise - creating keyword combinations for Ad Groups
• * Setting up Ad Groups
• * Understanding the Google Ad structure
• * Google editorial policy
• * Learning techniques for attention grabbing ads
• * Writing dynamic ad headlines for Broad Match ads
• * Research Revealed - Ads that worked for a variety of keywords, ads that didn't work
• * Lab Exercise - writing ads for your campaign
• * Setting daily ad pay per click spending budgets
• * Setting pay per click bids for Search Ads and Content Network Ads
• * Position Preference Ad Bidding
• * Understanding Content Network advertising
• * Research Revealed - Content Networks that will produce clicks without conversions, negative Content Networks.
• * Setting preferences for Content Networks
• * SEO basics for your site: Title Tag, Meta Tags, Header Tags
• * Research Revealed - Best methods to write a title tag, meta description, meta robots and h1

DAY 3

• * Lab Exercise - Rewriting Title and Meta Tags for existing landing pages
• * Creating Keyword based landing pages that convert.
• * Creating call to action conversion landing pages
• * Basic explanation and setting up of A/B testing ads
• * Basics of what to test
• * Lab Exercise - Writing an additional ad for each Ad Group
• * Brief introduction of the other ad types
• * Google AdWords Quality score and how it lowers your bids.
• * Research Revealed - High quality ads that achieved top 10 positioning for much less than the Google estimated first page bid
• * Setting up automatic and on demand AdWords reports
• * Learning to read AdWords Reports
• * Integrating AdWords with Google Analytics
• * Useful monthly Google Analytics reports

Course Instructor

Our Google AdWords lab course is delivered by Matthew A. Perosi, Senior Web Developer and SEO Analyst for JewelerWebsites.com. Matt has 15 years practical experience developing more than 500 websites. Included in those 500 sites are 220 jewelry websites that he has been managing and tracking since 2003. You can read Matthew's biography on our Executives page.

Choose a public course,
or schedule a private on-site course

Our public courses are limited to 15 or 20 attendees, depending on the venue with no more than 2 attendees from a single jewelry store. Public venues are selected in hotel meeting rooms with classroom style setups and plenty of space for each attendee. The course is designed for a sharing of information between research provided and ideas formulated during the class. The course book is standardized. The research material, which changes monthly, is provided as course supplements.

Because this course is focused on a single industry, specific help and advice about individual websites will be given.

Private onsite training courses represent better value with an audience of three or more students and allow the instructor to focus more on the client's specific website, local area and advertising challenges. Courses work best in a quiet training room with each student having their own notebook computer.

Booking a private course

Private hands-on Google AdWords, Google Analytics and SEO courses are available any week where we have not already planned a public course. Please contact us directly to discuss your requirements.

Course Prerequisites

Students are required to bring their own notebook computer, and have a Google Account already established. This course will work through the procedure of setting up a new Google AdWords account. In the event an AdWords Account is already set up, the student must have Administration-level access to the account for the duration of the class.

It is recommended that students have the ability to edit their website through a Content Management System (CMS) or through FTP. If unavailable, the student should be the contact person to the current webmaster in order to convey the principals learned in the course.

For on-site courses, it is recommended that each student be equipped with their own notebook computer with internet access. The instructor also requires an internet connection for the duration of the course and a screen for displaying course materials.

After registering for the course, the retail store will be contacted with a pre-course survey to help evaluate the specific goals. If you register more than 30 days in advance we can provide you with additional market research specific to your needs.

Ways to Pay

All our public training courses can be paid for by credit card through PayPal or Google Checkout. Payment for private training can be invoiced or paid by credit card, and must be paid in advance of booking travel arrangements to your location.