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Google Marketing Platform Boot Camp

3 Days Classroom Session   |  
3 Days Live Online
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Group Rate:
(per registrant, 2 or more)
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Live Online:
Private Onsite Package

This course can be tailored to your needs for private, onsite delivery at your location.

Request a Private Onsite Price Quote

Professional Credits


ASPE is an IIBA Endorsed Education Provider of business analysis training. Select Project Delivery courses offer IIBA continuing development units (CDU) in accordance with IIBA standards.


Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.


The Google Marketing Platform combines the DoubleClick Digital Marketing and the Google Analytics 360 Suite together for an all-inclusive platform that includes:

  • Google Ads
  • Google Analytics
  • Data Studio
  • Google Optimize
  • Google Tag Manager
  • Surveys

Understanding the full suite of tools available will help you better understand your customers and help you collaborate and share insights. This course provides a very interactive experience. Attendees will get hands-on practice during class in order to learn all the tools. Real experience and practice is the main enabler to becoming proficient. Throughout the class, students have the opportunity work in their own accounts or example accounts in order to get the experience and feedback needed to fully grasp these concepts and skills. Google Ads and Analytics certification information will be provided and discussed. You will be able to take and pass those certifications after taking this course.

Customer Testimonials:

Excellent pace and content coverage was thorough. Would highly recommend the course and this instructor! - B. Ooten

Great in-depth content that is relevant to today's business world, very well put together. - J. Adams

So much was covered in such a short time - but everything flowed into each other seamlessly. Thank you for sharing your vast knowledge in a way that was understandable. [The instructor] answered every question we had without making us feel silly for asking them. No question or comment from an attendee was dismissed. He kept the flow of the course moving along with appropriate times set aside for practicing what was taught. - L. vonAllmen

It was a lot of content to cover, but it was presented well. I was impressed with [the instructor's] ability to manage both the virtual and real classroom without leaving anyone out. He obviously has experience as an instructor. He was able to speak to both the newbie and the experienced students. - C. Chlebove

[The instructor] is highly intelligent with the subject matter and did an excellent job of detailing all aspects of the Google segments covered. He provided great examples of real-world knowledge and applications for this information. Great job! - J. Stone

Incorporate Google Analytics Into Your Current Marketing Efforts
Set Up an Analytics Account and Profile
Measure Conversions
Understand Audience Behavior
Calculate Revenue and ROI
Understand Data Points and Their Impact on Your Business
Learn the Value of Testing Variables
Interpret Visitor Behavior to Your Website
Identify Various Segments Visiting Your Website
Analyze Keyword Data
Upcoming Dates and Locations
All Live Online times are listed in Eastern Time Guaranteed To Run
Request a quote for private onsite training Request
Sep 10, 2019 – Sep 12, 2019    8:30am – 4:30pm Charlotte, North Carolina

Central Piedmont Community College - Central Campus
1141 Elizabeth Ave
Hall Bldg. Room 319
Charlotte, NC 28235
United States

Sep 16, 2019 – Sep 18, 2019    8:30am – 4:30pm Chicago, Illinois

Microtek Chicago
230 W. Monroe
Suite 900
Chicago, IL 60606
United States

Sep 16, 2019 – Sep 18, 2019    9:30am – 5:30pm Live Online Register
Oct 15, 2019 – Oct 17, 2019    8:30am – 4:30pm Live Online Register
Oct 15, 2019 – Oct 17, 2019    8:30am – 4:30pm Tampa, Florida

Embassy Suites Tampa Airport Westshore
555 North Westshore Blvd
Tampa, FL 33609
United States

Nov 4, 2019 – Nov 6, 2019    8:30am – 4:30pm Dallas, Texas

Microtek Dallas
5430 Lyndon B Johnson Fwy
Three Lincoln Centre, Suite 300
Dallas, TX 75240
United States

Nov 4, 2019 – Nov 6, 2019    9:30am – 5:30pm Live Online Register
Dec 2, 2019 – Dec 4, 2019    8:30am – 4:30pm Live Online Register
Dec 2, 2019 – Dec 4, 2019    8:30am – 4:30pm Columbus, Ohio

The Fawcett Center
2400 Olentangy River Rd
Columbus, OH 43210
United States

Course Outline

Part 1: Search Ads

  1. Google Ads Intro & Overview
  • Introduction to Paid Search
  • Foundation Elements/Understanding the structure
  • Features
    • Reporting
    • Auction Insights
    • Segmenting
  • Billing
  • Defining Business Goals
    • Identifying KPIs
  1. Search Campaigns
  • Campaign Structure
    • Campaign Settings
    • Best Practices for Setting Up a Campaign
    • Ad Groups
    • Keywords/Ads
    • Keyword Research
    • Creating Ads
  • Bid Adjustments
    • Mobile advertising
    • Geo Targeting
    • Time Based
  • Lab - Set up a Campaign
  1. Other Campaign Types
  • Shopping Campaigns
    • Google Merchant
  • Video Advertising
    • YouTube
  • Display / Remarketing
    • Targeting Options
    • Audience Lists
  1. Google Ads - Google Analytics Integration
  2. Bing Integration
  3. Certification Information
  • Academy for Ads

Part 2: Google Analytics

  1. Customization/Settings
  • Property/View Set up
  • Permissions
  1. Features and Best Practices
  • Annotations
  • Saved Reports
  • Segmenting
  • Data Import
  1. Reporting overview
  • Audience
    • Demographic
    • Mobile
  • Acquisition
    • SEO
      • On-Page
      • Off-Page
    • Search Console
  • Behavior
    • A/B Testing
    • Event Tracking
  • Conversion
    • Goal Types
  • Filters
  1. Certification Information
  • Academy for Ads

Part 3: Google Tag Manager (GTM)

  1. Overview
  2. Interface
  • Folders
  • Exporting/Importing Containers
  • User management
  • Mobile App tracking with GTM
  1. Features
  • Preview, publish, and version management
  • Cross-domain Tracking
  1. Lab - Create a Container
  2. Implementing GTM
  • Using WordPress
  1. Introduction to tag and triggers
  2. Introduction to Variables
  3. Setup GTM for Google Analytics
  4. Setup external tracking as events
  5. Lab - Set up a tag/trigger for an event
  6. Setup button click tracking
  7. Tracking JavaScript errors
  8. Understand and using Data Layer
  • Pushing dynamic values and custom events in DataLayer
  1. Implementing various tags
  • Third-Party
    • Facebook Pixel Tracking
  • Google Related
    • Remarketing
    • Optimize
  1. Other tracking methods
  • Measuring page scroll depth
  • Tracking if users look at particular elements (image, banner, etc.)
  • Tracking engagement with (YouTube) videos embedded on pages
  • Time on page / bounce rate
  1. Advanced Features
  • Custom dimensions & metrics
  • User-ID
  • Enhanced Ecommerce

Part 4: Data Studio

  1. Overview of the Interface
  2. Connecting to Data
  • Connecting to Google Analytics
  • Connecting to Google Sheets and other data sources
  1. Lab - Set up a Container / Connect to a data source
  2. Building Reports & Dashboards in Google Data Studio
  • Creating charts and tables
  • Using various chart types
  1. Lab - Create your own Google Data Studio report using Google Analytics data
  2. Sharing and Collaboration

Part 5: Google Optimize

  1. Overview
  2. Best Practices
  3. Testing Strategy
  4. Types of testing
  • A/B
  • Multi-Variant
  1. Designing an Experiment
  • Hypothesis
  • Identifying Goals/KPIs
  1. Lab - Identify and Set up a test
  2. Success Metrics and Reporting

Part 6: Surveys

  1. Overview / How it Works
  2. Choosing Topics/Questions
  3. Defining Audience
  4. Creating Forms
  5. Targeting Options
  6. Measuring Results
Who should attend

Whether you are a career marketer or small business owner, if you are interested in learning more about Google’s tools, this course will teach you all there is to know about Google’s marketing tools:

  • Marketing professional from entry-level to management
  • Online marketer seeking credibility, authority and advantage
  • Agency professional
  • Business owner (small, medium and large)
  • Traditional marketer looking to get up-to-speed on today's resources and tools

There are no prerequisites for this training, but you should have some familiarity with basic online marketing concepts (PPC, SEO, email) so you can apply them to your real-world situation in class. Familiarity with how Google advertising works or even experience with Google Ads is a plus.


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