There are many options for learning Google AdWords, but none provide you with the hands-on approach like the Floodlight Google AdWords One-on-One Training Program. Not only will you learn everything you need to know to launch and manage your own Pay-Per-Click (PPC) program, you’ll get a chance to create campaigns for your own business from start-to-finish* under the guidance of someone with experience managing PPC for both large and small clients that managed over a quarter of a million dollars in ad budget for clients just in 2017.
*While you will likely create several campaigns over the course of this training program, most attendees will not create their entire PPC program during the training portion of this program.
What You’ll Learn in Your One-on-One Training
You and up to 2 other members of your company will learn the principles and hands-on application of the following topics:
There are different ways to structure campaigns depending on your business, budget and the time you have to spend managing your PPC program. You’ll learn the principles of these methods and get help deciding which is most appropriate for your small business.
I’ve worked with small businesses with very limited budgets and will help you understand how to approach your PPC program with the available budget to maximize your ROI and scale your program over time.
One of the first things we’ll do in your PPC program is implement conversion tracking so we have clarity on how many visitors are completing your desired actions on the website, whether that’s generating leads or sales.
Keywords are the very core of Google AdWords and arguably the most critical part of your PPC program. You’ll learn the techniques for conducting keyword research including using the Google Keyword Planner and deciding which keywords are appropriate for your program. I’ll also showcase other tools I use, including competitive intelligence platforms.
KEYWORD MATCH TYPES
One of the biggest mistakes novices make in PPC is misusing match types in their program. They either target too broadly and waste money or too narrowly, leaving money on the table. You’ll learn about the different match types and how to incorporate them into your PPC strategy.
KEYWORD BID STRATEGY
You’ll learn about the Google AdWords auction and the impact of bids on the overall performance of your PPC program and how to adjust bids over time to maximize the return you generate for your PPC program.
There is definitely an art to PPC ad copy. You’ll learn best practices, tips for using ad copy to reduce your cost while enticing the right audience to click on your ads and how to test your ads (the right way).
LANDING PAGE SELECTION
Once your prospect clicks on an ad, it’s important to send them to the most relevant page of your website and ensure the page is designed to turn them into a customer. We’ll review your website for the most appropriate landing pages and spend some time ensuring the pages are set up for success.
Ad extensions are the “extra features” for a PPC ad. You’ll learn which ad extensions are most appropriate for your business and how to implement them properly so you can claim more of the “digital shelf”.
GEOGRAPHIC & DEMOGRAPHIC TARGETING
While large brands may be fine with targeting everyone everywhere, as a small business, it’s important to make sure you’re targeting the right areas and the right people with your advertising. You’ll learn to target geographically and demographically to enhance your PPC program.
OVERALL BUSINESS IMPACT
Whether you’re the business owner or another member of the team, it’s important to show the impact the PPC program is having on the overall business. I’ll teach you which metrics are important in understanding business impact and even share examples of the reports I provide for my own clients. We’ll work together to develop a reporting strategy appropriate for your small business.
One-on-One Google AdWords Training Pricing
One-on-One Google AdWords TrainingFor up to 3 members of the same company
- Customized Training Program via Videochat
- Prelaunch Audit (must be within 30 days of conclusion)
- One month of weekly coaching (1 hour/week)
- One additional month of email access for questions and follow-up
- Bonus: Competitive Intelligence Report for 1 competitor’s Google AdWords program
Happy Floodlight Clients
"Kim is AMAZING! I’ve worked with many vendors over the years and Kim is in a different league altogether. He’s become much more than a service provider, but rather a valued member of our team - I feel like he really cares about the growth of our company and helping us achieve our goals."
Founder & CEO of Westside Nannies
"From our first conversation, Kim's enthusiasm around marketing small businesses and helping them succeed was clear. Kim took the time to explain everything we needed to know to fully understand our online marketing efforts and provided strategic guidance that we found essential to grow our business. He is an online marketing rock star and I highly recommend any growing business seek him out to get to the next level."
President, RESTORE Hair
"He is truly an expert in his field, yet was able to deliver information to my team of non-techies in a way we could understand. He is incredibly organized, dependable and friendly."
Founder & President, Stanford Park Nannies
"Kim McCumber is one of the best Google AdWords lead generation experts that I have ever met! Not only is he meticulous in every detail of managing a campaign, thorough in ensuring goals are met, but he is also a true champion of his customer!"
Alphonse F. Provinziano
Experienced Divorce Attorney & Certified Family Law Specialist, Provinziano & Associates
"With Kim’s guidance, assurance, and unparalleled abilities we were able to achieve our desired results: more clicks, more clients, more candidates and more business! I can’t tell you how much I appreciate Kim’s understanding of our niche industry, his ability to explain complicated issues in a way even an AdWords novice can understand, and the fact that he has been able to help me fine-tune our campaign to ensure we are getting the most bang for our buck!"
Owner & President, ABC Nannies