Firebrand Training course for Google Cloud Conversion Professional

You'll cover the following on the Google Conversion Professional course:

Google Insights For Search

• Overview
• Working with Insights for Search:
• Understanding Features
• Analysing Data
• Exporting/Importing Data
• Troubleshooting:
• Error Messages
• Other Issues

Google Adwords

• Introduction to AdWords
• AdWords policies
• Pricing and ranking

• Getting Started with AdWords
• Account types, setup, and structure
• Account navigation
• Organisation, keywords, placements and ad text
• Using different ad formats

• Targeting
• Search and contextual targeting
• Placement targeting
• Language & location targeting
• Keyword targeting
• Combining keywords and placements

• Tracking Ad Performance
• Quality and performance basics
• Ad visibility and troubleshooting
• Reports
• Basic ROI and conversion tracking
• Advanced conversion tracking

• Costs & Billing
• Cost control
• Billing cycle
• Payments outside the U.S.
• Invoicing

• Optimising Ad Performance
• Overview
• Your website
• Your account
• Specific strategies

• The AdWords Toolbox
• Account performance tools
• Analytics tools
• Troubleshooting tools
• AdWords editor

• Managing Client Accounts
• My client centre
• Selling AdWords
• The AdWords API

• Conversion Tracking
• Get started - tracking sales and leads
• Setting Conversion Tracking
• AdWords Conversion Optimiser
• Conversion based bid management tool
• Setting CPA bids clients

Google Analytics

• First Steps
• Introduction to Google Analytics
• Interface navigation
• Installing the Google Analytics Tracking Code:

• Interpreting Reports
• Pageviews, visits, and visitors:
• Time metrics
• Traffic sources
• Content reports

• Fundamentals
• Profiles in Google Analytics
• Campaign tracking and AdWords integration
• Analysis focus - AdWords
• Analysis focus - funnel visualization
• Filters in Google Analytics
• Regex and Google Analytics
• Cookies and Google Analytics
• E-commerce tracking
• Analysis focus - revenue metrics
• Domains and subdomains

• In-Depth Analysis
• Custom reporting
• Advanced segmentation
• Motion charts:
• Internal site search:
• Event tracking and virtual pageviews:
• The Custom visitor segment variable:
• Additional customisations:

Google Website Optimizer

• Overview
• What you can test
• Website Optimizer and AdWords
• Website Optimizer and Analytics

• Planning an Experiment
• Choosing and creating test content
• Testing strategies

• Using the Tool - A/B Tests
• Setting up
• Adding tags
• Variations
• Running an experiment
• Troubleshooting

• Using the Tool - Multivariate Tests
• Setting up
• Adding tags
• Variations
• Running an experiment
• Troubleshooting

• Data and Reports
• Glossary
• Understanding reports
• Troubleshooting reports

• Next Steps After Your Experiment
• Follow-up experiments – why, how, combinations
• Restoring pages post-experiments

The Tools – Pulling Them Together

• Marketing effectiveness – fulfill your promise
• Adwords adverts
• CTR
• Keywords
• Capping budgets
• Website landing pages
• FUD’s - Fears, Uncertainties + Doubts
• Bounce rates

• Understanding your users - their journey
• The decision process
• AIDA – Awareness, Interest, Desire, Action
• Product demand and distribution – Analytics and Insights
• Analytics visitor behavior – control sets and segmentation
• Funnel analysis
• Top landing and exit pages

• Website usability
• Website accessibility
• Optimizer - Headlines, images, site structure, key pages, checkout pages, load times
• Website usability – find, choose, buy
• Optimizer - POA – Point of action assurances

• Commercial aspects
• Conversion rate, margin + profit
• Reinvesting

• Maximizing conversions and ROI
• Post click conversion rate

• Commercial levers
• Promotional text
• Price structure

You will be prepared for, and sit the following exams:

• Google Advertising Professional (GAP) Exam
• Google Analytics Individual Qualification (IQ) test

There are no specific pre-requisites for the Insights, Analytics and Website Optimizer parts of the program. However to become a Qualified Individual in the Google Advertising Professionals program, you'll need to:

1. Sign up for the program successfully and be in good standing. This means that you've accepted the Rules of Use and aren't in violation of them.
2. Manage at least one AdWords account (yours or someone else's) in My Client Center for 90 days.
3. Build and maintain at least US$1,000 (or local equivalent) spend in the My Client Center account you manage, over a 90-day period.
4. Pass the Google Advertising Professional Exam (taken on the course).

Your accelerated course includes:

• Accommodation *
• Meals, unlimited snacks, beverages, tea and coffee *
• On-site exams **
• Exam vouchers **
• Practice tests **
• Certification Guarantee ***
• Courseware
• Up-to 12 hours of instructor-led training each day
• 24-hour lab access
• Digital courseware **

* For residential training only. Accommodation is included from the night before the course starts. This doesn't apply for online courses.
** Some exceptions apply. Please refer to the Exam Track or speak with our experts.
*** Pass first time or train again free as many times as it takes, unlimited for 1 year. Just pay for accommodation, exams, and incidental costs.

Seven reasons why you should sit your course with Firebrand Training

• Two options of training. Choose between residential classroom-based, or online courses
• You'll be certified fast. With us, you’ll be trained in record time
• Our course is all-inclusive. A one-off fee covers all course materials, exams**, accommodation* and meals*. No hidden extras.
• Pass the first time or train again for free. This is our guarantee. We’re confident you’ll pass your course the first time. But if not, come back within a year and only pay for accommodation, exams and incidental costs
• You’ll learn more. A day with a traditional training provider generally runs from 9 am – 5 pm, with a nice long break for lunch. With Firebrand Training you’ll get at least 12 hours/day of quality learning time, with your instructor
• You’ll learn faster. Chances are, you’ll have a different learning style to those around you. We combine visual, auditory and tactile styles to deliver the material in a way that ensures you will learn faster and more easily
• You’ll be studying with the best. We’ve been named in the Training Industry’s “Top 20 IT Training Companies of the Year” every year since 2010. As well as winning many more awards, we’ve trained and certified over 135,000 professionals

*For residential training only. Doesn't apply for online courses
**Some exceptions apply. Please refer to the Exam Track or speak with our experts

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