You will:

• Learn what online advertising can do for your business
• Learn how to advertise on Google, used by 19 million people in the UK
• Set up your own Google AdWords account - we will guide you step by step
• Create your first Google AdWords campaign, including a keyword list and ad copy
• Get tips on how to move your ad to the top of Google

Skills you will acquire

You will learn how to:

• Choose the right keywords for your product or service
• Create ad copy that is concise, compelling and reflects your product
• Ensure your webpage content is relevant to your ad
• Maximise your click-through rates while at the same time managing your customers' expectations and therefore avoiding unnecessary clicks
• Test multiple adverts to see which is the most effective
• Use other features like geographic targeting, which allows you to focus your ads on a smaller area

See the agenda and read more about the topics covered »

Benefits for your organisation

By advertising on Google you can reach 19 million people in the UK. 75% of all searches are done on Google. You can target those people that are interested in your product or service. Unlike traditional advertising you don't pay just to appear on Google. You only pay when someone clicks on your ad, i.e. only when the ad has done its job and attracted a potential customer.

Many people who use Google search do not go beyond the first page of the search results. This means you need your ad on the first page of results. We will show you how to move your ad up the page by choosing the right keywords, making your ads relevant and setting the right cost per click.

Both of these benefits can have a significant impact on your business as you attract new customers.

It is vital that you learn how to make sure potential customers firstly see your advert and secondly choose to click on it. Zootrain will teach you all these things plus give you advice on how to achieve higher click-through rates.

When you set-up a Google AdWords account there is no minimum spend or time commitment required. Not only that, you only pay when someone clicks on your ad.

Online advertising is different to traditional advertising. It's not just a question of buying some media space and putting an ad in it. Any business needs to understand how their potential customers use the internet, so they can ensure that these customers can find them easily and that when they do find them, they're looking at an appropriate piece of content.

Benefits for you as an individual

While the account you create will be specific to your current business, the learning you take away from the seminar is an entirely transferable business skill. There are now very few businesses and organisations that do not have an online presence, so whether you work in the business or charity sector you will always know how to optimise your online presence and use Google advertising to its full potential.

Who is the seminar for

Business owners, marketing managers and anybody else who wants to ensure they appear on the first page of Google with a compelling and informative ad. You do not need any experience of online advertising or of advertising on Google. The course is relevant for any organisation, large or small, business or non-profit.