Google Adwords/Adsense

Courses Tailored for Your Needs and Budget

Digital marketers who attend our courses tend to either opt for our accredited CIM courses or go for one of our one-day courses. The CIM route means that students do either two or three modules of the level 3, level 4 or level 6 the Qualifications; these are either assessment or exam-based. These obviously involved some time commitment and can be more expensive. Traditionally, students have wanted to do the full certificates or diploma.

However, we are increasingly seeing that students are requesting bite- sized qualifications which, in turn lead to awards. Why? It could be due to budget or time commitment or just that students want to focus on specific awards like digital marketing. The beauty of doing a bite-sized award is that you still end up with a recognised, relevant qualification - from CIM.

To this end we have come up with a set of packages focused on different people's skills sets and needs, which include a mixture of CIM qualifications and hands-on practical courses.

So, what are the options?


Mary Meeker’s Internet Trends 2018

Every year Mary Meeker delivers one of the most anticipated presentations on Internet trends. This year it was delivered at the Code Conference in Rancho Palos Verdes, California. The slides below cover all aspects of Internet trends relating to smartphones, time spent on the Internet, mobile payments, voice-controled applications, e-commerce sales, and offer insights into both companies (like Amazon and Google) and countries (such as China). It runs out to 294 slides and here are some interesting points:

  • 3.6 billion people or half the world is on the Internet
  • eCommerce revenue was up 16% in 2017 in the U.S. versus 14% the previous year
  • Often when people start out in eCommerce they go to companies like Shopify and take payments through companies like Square
  • People's product searches begin either with Amazon (49%) or with search engines like Google (36%)
  • But discovery is emerging as a way to find products, especially on platforms like Facebook and Instagram
  • Social media is enabling more efficient product discovery in commerce
  • eCommerce referrals from social media, are at 6% versus 2% in 2015
  • 45% of Spotify's monthly active users are subscribers versus 0% when they launched the subscription product 10 years ago
  • 79% of US consumers are willing to share 'Personal data' for 'Clear Personal Benefit'

There is a lot of very useful data here which can give you an insight into where the Internet is heading and, possibly, where your focus as an organisation should be. China and AI are worth particular attention on this slide deck.

Here's the video presentation of the Internet Trends:

And here is the slide deck:

A Keyword Research Tool for Digital Marketers

Quite a few students will be carrying out keyword research for their CIM/CAM assignments and others will be doing research on behalf of their companies for SEO/PPC/Social Media reasons. Whatever the reason, I'm sure that you might well find an use for the Answer the Public keyword tool. What it does is take your keyword combinations and adds questions and prepositions to them. Also, in a similar way to Google Suggest it comes up with alphabetical combinations which can be added to the end of your keyword query. Why not give it a whirl and test out the various visual and data table options?


Sign Up For Our 2-Day Google AdWords Masterclass Today!

liberty-adwordsWould you like to learn how to use Google AdWords successfully? Our two-day workshop aims to take AdWords users from beginner/intermediate-level to intermediate/advanced-level knowledge and experience of using this most powerful of mediums. The course is delivered on two consecutive months to give people  people time to explore and understand the foundations of AdWords and then to apply them to their own organisations.


Marketing Tom Media has collaborated with Liberty Marketing, a Google Partner and one of the top 10 AdWords agencies in the UK, to create an interactive two-day course that will teach you how to take your AdWords to another level. You will also learn the secrets of some of the best PPC campaigns in the UK. Check our Google AdWords Training page to find out more.

Upcoming Digital Marketing Courses At Marketing Tom

Here is a full list of Marketing Tom Media's upcoming Digital Marketing Courses for the next two months in both Cardiff and London. If you would like more information, please click on the link to the right.For more information on our in-house courses, please get in touch.

CIM Foundation Certificate in Marketing
Marketing Principles + Digital EssentialsNov 1-2, 2018 & Dec 6-7, 2018CardiffMore Dates & Info
CIM Certificate in Professional Marketing
Integrated CommunicationsNov 8-9, 2018CardiffMore Dates & Info
MarketingDec 6-7, 2018CardiffMore Dates & Info
Digital MarketingJan 24-25, 2018CardiffMore Dates & Info
CIM Digital Diploma in Professional Marketing
Digital StrategyNov 1, Nov 2 and Dec 14, 2018CardiffMore Dates & Info
Driving Digital Experience Jan 17, Jan 18 and Feb 22, 2019CardiffMore Dates & Info
Mastering Digital Channels Apr 11, Apr 12 and May 17, 2019CardiffMore Dates & Info
One & Two-Day Courses
Google Ads 101Nov 12, 2018LondonMore Dates & Info
Google Ads 101Nov 16, 2018CardiffMore Dates & Info
Google AnalyticsOct 23, 2018LondonMore Dates & Info
Google AnalyticsOct 26, 2018CardiffMore Dates & Info
Mobile Video for Social MediaOct 17, 2018CardiffMore Dates & Info
Mobile Video for Social MediaNov 14, 2018LondonMore Dates & Info
Social Media MarketingOct 22, 2018LondonMore Dates & Info
Social Media MarketingOct 25, 2018CardiffMore Dates & Info
TwitterNov 5, 2018LondonMore Dates & Info
Twitter Oct 19, 2018CardiffMore Dates & Info
WordPressNov 6, 2018LondonMore Dates & Info
WordPressOct 12, 2018CardiffMore Dates & Info

New Digital Marketing Dates for Your Diary

Here are some of the upcoming dates that we have for Digital Marketing courses.

The CAM Diploma

This is one of the most important digital marketing qualifications in the UK and we will be running all 3 modules in the coming months

Marketing and Consumer Behaviour  - It is the core module of the CAM Diploma in Marketing Communications and 'aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations.

Next Date: Cardiff - December 16th & 17th, 2013 | London - October 7th & 8th, 2013
Cost: £500 (+VAT)
More InformationMarketing and Consumer Behaviour

Digital Marketing Planning - This module aims to provide students with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns.

Next Date: Cardiff - October 24th & 25th, 2013 | London - November 7th & 8th, 2013
Cost: £500 (+VAT)
More InformationDigital Marketing Planning

Digital Marketing Essentials - The Digital Marketing Essentials module aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The module covers Search Engine Optimisation (SEO), Pay-per-click (PPC), new and emerging advertising media, Email marketing, Viral marketing, Online PR, Affiliate Marketing and Social Media, Digital Metrics A/B Tests and Usability studies and legislation.

Next Date: Cardiff - November 21st & 22nd, 2013 | London - December 9th & 10th, 2013
Cost: £500 (+VAT)
More Information: Digital Marketing Essentials

Reduced cost for all modules: £1400

Social Media Marketing is our most popular 1-day workshop, which focuses on applications such as Facebook, Blogging, YouTube, Twitter, Online PR, Social Bookmarking will run from our offices in Cardiff Gate Business Park and also in Central London.

Dates: Cardiff - September 25th, 2013  | London - October 21st, 2013 
Cost: Cardiff - £199 (+VAT) | London - £295 (+VAT)
Web InformationSocial Media Marketing

Google AdWords Masterlcass
Our next Google AdWords Masterclass will start in October and conclude in November. I will be delivering the workshop with Gareth Morgan of Liberty Marketing – a Google AdWords Professional with many years of experience behind him. The course is split into two days – day 1 covers: introduction to AdWords, campaign set up, keyword analysis, ad group and ad copy creation, along with calls to action. Day 2 covers the display network, a more in-depth look at campaign management, advanced ad copy, bidding techniques, reporting, advanced keyword use, AdWords Editor and troubleshooting and much, much more! There have been huge changes to AdWords over the past year and these are reflected in the content of the course - such as Enhanced Campaigns. Both days will be interactive and each delegate will be using a desktop machine to explore Google AdWords. The number of places has been strictly limited to 16 to ensure that everyone gets maximum benefit from each day.

Next Date: Cardiff - October 16th & November 13th  | London - October 22nd and November 19th, 2013
Cost: Cardiff - £399 for 2 days or £229 for 1 day | London - £549 2 days and £349 for 1 day
Website InformationGoogle AdWords Masterclass

9 Things An SME Should Do BEFORE Using Social Media

I run Social Media workshops and have done for the past 6 years and in this time I have trained hundreds of people. Yet it never cesases to amaze me how many people want to start using Social Media applications when plainly they need haven't put the digital marketing building blocks in place. B2C companies want to create a Facebook page but haven't sorted out their primary web presence, B2B's want to set up a Twitter account when they have no idea who is looking on their website or where they came from. I decided to come up with a checklist of 9 Things an SME Should Do Before Using Social Media and encourage you to read them and, if you can, add some more ideas in the comments section.

Build a Decent Website - it goes without saying that you should employ a designer/developer who knows how to build websites - that are attractive, easily navigable and can be picked up by the search engines. On the Digital Marketing Planning module we teach, we discuss the idea of customer acquisition and conversion objectives and look at how you should be focused on targeting the RIGHT audience (through Search Engines, Social Media, Directories, Online PR, etc) and sending them to the RIGHT website.

Your website should tell people who you are and what you do. Navigation to products, services and company profile should be clearly visible and easily reached. Don't forget the mantra of Steve Krug, website usability expert: Don't Make Me Think. To a certain degree you should design your website like others as quite possibly customers may be searching sites of the same genre. Don't forget that powerful solutions can be built yourselves by using tools like WordPress, which are designed to be spidered easily by the search engines.

Consider Calls To Action (CTA's) - let's assume that you have managed to get the right customers to your web page, what next? What do you want these Highly Valuable Visitors to do? As a business you should know what you want customers to do on your site and you may also consider where people may be in the buying process - viewing, researching, evaluating, buying or post-buying. CTA's may include contact forms, phone numbers, email sign-up forms, downloadable pdf''s, buy buttons, reserve buttons, call-back facilities, product evaluators or even calculators. They may include Social Media share buttons and widgets, product videos, press packs, images and much more. Their inclusion should signify that you have carefully considered your target audience and thought about their needs and expectations on arriving to your site.

Do your on-site SEO - have you thought about the content that you will display on your website? Do you actually know what keywords people are using to find your site?  Have you used online tools like Google Suggestion Tool or Google Trends to discover words? You will need to think about creating high quality page titles, using keywords that your target audience may type in to Google, headlines which match and content which follow the theme. You will need to pay attention to the use of keywords in anchor text (though not for the page you're on), image alt attributes, meta description and the URL. And make sure to keep away from keyword stuffing!

Do your off-site SEO - this is primarily achieved by people linking to you. Through company websites, blogs, news sites, directories, associations, even Wikipedia. You also have to add in to the mix social media and online PR. Ideally, people will want to link to you for the quality content and relevance of your site. They will, hopefully, link to you using anchor text, which looks like this: Social Media Course London. You may want to use tools like MOZ's Open Site Explorer to discover what your competitors are searching for and start speaking to those who rank highly for your targeted keywords. Here are some top tips from MOZ on the subject:

Get your customers to link to you.
Build a company blog. Make it a valuable informative and entertaining resource
Create content that inspires viral sharing and natural linking
Be newsworthy.
Find directories or listings of relevant resources.

Add your site to Google Webmaster Tools - tell Google that you're the owner of your site. All you do is add a html page to your site, a html tag or connect your analytics and your site will be verified by Google Webmaster Tools. This resource allows you to upload sitemaps to Google, view 404 errors, find out who links to you and a whole lot more. It also allows you to control which sitelinks you DON'T want to appear in Google searches for your website. Webmaster Tools also allows you to add sitemaps of your website.

Google Places for Business - if people use a Keyword + Local Search word, e.g. "Cardiff Hotels", they will probably be served up with a SERPS page that has a few organic listings at the top (under the Google AdWords) followed by around 60 7 Google Places listings and then more organic listings underneath. People are increasingly clicking on these listings to get to website content. Make sure that you have claimed your Google Places listing and added descriptions and content. You may also want to encourage your clients to leave reviews on Google reviews, too - these will display when you type in your local searches.

Google AdWords - OK, we've completed all of the above and we still want more traffic. Well, Google AdWords could be the tool which will help you get to those customers who your SEO and Google Places can't reach. It can also help you target people in different countries and help you entice customers away from your competitors. But beware! You have to carefully plan and structure a Google AdWord campaign and think carefully about what you want to achieve. AdWords are triggered by keyword searches, in much the same way that organic listings are, and work on the principle that the advertiser only pays when their ads are clicked - the cost of each click can range from a few pence to upwards of £20 or more for high value words.

Set up Google Analytics - if you're driving traffic to your site, you will want to know that it is the right traffic and to find out what people are doing on your site. Google Analytics is an application that allows you to see where people are coming from, what keywords they used, what countries they're from, and what they're doing on the website. It lets you know which keywords resulted in which sales, where people came out of your website and which online activity works best for you (Google Organic, PPC, Email or Social Media). Every digital marketer needs to have as much information as possible to tell them how their online presence is working and Google Analytics does this - for FREE!

Email Marketing - we mentioned customer acquisition and conversion before, well Email marketing is one of the key tools for customer retention and extension. With your website presence you should be able to develop a quality database of contacts - from people purchasing, downloading documents, trialling your products, enquiring or just adding their name to your email list. These are people who ave taken the time to learn/buy/understand your business and its offerings and they are also people who will listen to you. Email marketing is one of the great tools of digital marketing and, when used correctly, can deliver huge rewards to your business.

Google AdWords Improvements

It seems that every time I go into my AdWords account there is always some notification of an improvement to the AdWords interface. For those AdWords clients, students and agencies I thought I'd point out a few of the latest ones.

Google Campaign Optimizer now lets you optimise your Google Display Network campaigns down to keyword level. Display Campaign Optimizer was launched in beta in 201o but is now open to everyone. Here is an overview:

Google has also introduced an improvement to its advanced location targeting. This is what your advanced targeting screen used to look like

and this is what it now looks like:

And in the words of Google, this is what it means to you:

Let’s say you are an airline using physical location targeting to reach customers in Atlanta, GA looking to fly to Hawaii. You have the keyword “flights to hawaii” in your ad group. Previously, your ad wouldn’t appear for any prospective customers in Atlanta that were searching for “flights to hawaii” because the search term indicated that they were interested in Hawaii. With the new setting “People in my targeted location,” the airline can now reach the customers in Atlanta searching for “flights to hawaii.”

We have also seen a change in the way that phrase and exact match works. Consider the following two rows of search terms:

1. waterproof sunblock         buy bollard cover          single serving coffee maker
2. waterpoof sunblock          buy bollard covers        single serve coffee maker

Previously, a search for words in the second row would have been possible for the keywords that you input into Google (indicated in row 1). From now on, that won't be possible. Again, according to Google:

Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations.

Here's a change to ad rotation. For those who have set upp their ads to rotate evenly (and infinitely), this will change in mid-May. Any ads that have ad rotation set up will automatically move over to optimize for clicks after 30 days.

And finally, Google has announced changes to the keyword tool and traffic estimator. The keyword tool has been improved to group keyword ideas by themes. In terms of the traffic estimator, Google has done the following:

Graph your performance estimates: We’ve introduced a graph to the Traffic Estimator to make it easier to gauge traffic and bid estimates and develop an effective bidding strategy.
Structure your keywords into ad groups: You can now create draft ad groups within the Traffic Estimator and easily view traffic and bid estimates for each of your draft ad groups.
Add campaigns to your account: When you’re satisfied with your campaign structure, you can add the draft campaign directly to your account.

Related Articles
Display Campaign Optimizer Available to All
More clarity and control with location targeting improvements
New matching behavior for phrase and exact match keywords
New Changes to Ad Rotation
Making campaign planning and build-out faster and more accurate

Google AdWords Workshops For March and April

Following on from the successful Google AdWords Masterclass that we delivered last year Marketing Tom Media, in conjunction with Liberty Marketing, will be delivering two, revised and updated Google AdWords workshops in March and April. The first one, which is focused on Beginner to Intermediate level students will run on March 19th, while the second, aimed at Intermediate to Advanced level students runs on April 18th. These workshops are very much hands-on and interactive and allow the tutors, who have over 15 years' AdWords experience between them, to give delegates a thorough foundation in AdWords and to share top tips on how to create effective strategies.

More Information

March 21st - Google AdWords Workshop for Beginner/Intermediate Level

April 18th - Google AdWords Workshop for Intermediate/Advanced Level