This document outlines the learning objectives and activities for a training program on pay-per-click advertising and conversion-driven web design from November 2011 to May 2012. The overall goal is to learn how to use these online marketing tools in different business contexts. General learning activities include understanding a business and how the internet could help, and crafting online strategies translated into website designs and Google Adwords accounts. Specific activities involve client overviews, website strategy, Adwords structure design, analytics and optimization.

1. GOMC 2012 Training
Kahlil Corazo, Nov 2011 - May 2012
Overall learning objective
Learn the skills of pay-per-click advertising and conversion-driven web-design, and more
importantly, learn how and when to use these tools within the context of online marketing
for different businesses.
General and specific learning activities
General learning activities (activity #) Specific learning activities
1. Understand a business
and how the internet
could play a role in that
business
5. Client overview draft
2. Craft an online strategy
and translate it into a
traffic conversion strategy
expressed by a website
design and its
implementation
6-14. Website design strategy (4 personality types, unique
value proposition, design for different stages in the buying
process, look and feel, calls to action, persuasive
copywriting, forms)
Learn to use Weebly while implementing all these
3. Craft an online strategy
and translate it into a
traffic acquisition strategy
expressed by a Google
Adwords account
structure design and its
implementation
19. The online targeting table
20. Make a dummy Adwords account based on your
targeting table (practice)
20. Make ads using different tactics
24. Learn to use Adwords Editor (practice)
25. Make an Adwords campaign for ACES (practice)
30. Adwords strategy (using the guide)
32. Use Remarketing
Use Dynamic Keyword Insertion (DKI) ads
Use the Keyword Tool and the Contextual Targeting Tool
4. Through PPC and web
analytics, verify
assumptions and
optimize strategy
21. Test ad copy, do reporting, practice comparative
optimization and learn statistical significance through
a Multiply.com campaign
22. Compute profitable maximum CPC bid
23. Link Google Adwords with Google Analytics and
Setup Adwords Conversion Tracking
24. Plug your CTR leaks
Mentoring on optimization and analysis using Adwords
and Analytics data: Quality Score, Impression Share, See
Search Terms, Placement Report, Relative CTR, etc.