Keyword Research Training: Tracking & Analysis

Keyword Research Training: Tracking & Analysis 数据挖掘实验室

Workshop 数据挖掘研究院

Wednesday, October 24, 2007

数据挖掘实验室

Spaces limited 数据挖掘研究院

1:00pm-5:00pm 数据挖掘研究院

Targeting the right keywords is the foundation stone of your search marketing strategy. Finding and targeting searchers to convert into potential customers depends on effective keyword research. In this 4-hour class, SEO expert Mike Grehan will walk you through the process of researching and developing effective keyword lists for SEO and pay-per-click campaigns. Analytics plays a key role in determining what works and what doesn't. Find out how to track and analyze the success of your campaigns.

数据挖掘研究院

This training is intended for marketers both in-house and at agencies that are moving into search.

After attending this workshop, you will be able to: 数据挖掘实验室

• Perform a detailed analysis to identify and target the most popular keywords for your business and understand the challenges of achieving top rankings.
• Obtain the most accurate information available about the popularity of your keywords and which are most likely to convert.
• Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

• Background to paid advertising (PPC)
• How big is the market?
• PPC Basics
• Keyword brainstorming
• Keyword research tools and tips
• Keyword research and selection
• Approaches to bidding and position
• Writing winning ads
• Targeting and testing
• Expanding ad distribution
• Tracking users after they click
• Increasing conversion rates

Mike Grehan is Vice President, International Business Development, Bruce Clay, Inc. He's recognized as one of the foremost SEM experts and is the author of multiple books and white papers on the topic. His best-selling second edition of Search Engine Marketing: The essential best practice guide, received more plaudits than any other on the subject from the industry's leading players. In 2004, Mike was voted one of the UK's top 100 influential people in Internet marketing of the previous decade, in a poll of online marketer e-Consultancy's 22,000 UK members. Mike is a sought-after search engine marketing speaker, and his own newsletter has attracted over 17,000 subscribers. He played a key role as founding member and promoter of the global Search Marketing Association (SMA) movement and is currently VP SMA-UK. Mike also writes as an expert columnist for the ClickZ network. 数据挖掘研究院