We start with an overview of Google's business; its networks and advertising programmes. We review the Search, Display and growing Mobile networks, including Google's Pay Per Click (PPC), Pay Per Acquisition (PPA) and Cost Per Mille (CPM) advertising models.

We examine the strengths and weaknesses of each model, together with their application to your market, target audience and business.

Understanding the concepts which lie behind AdWords™ is vital to developing profitable campaigns. We explain Google's results page (including new features such as Instant and the integration of Google+ within their SERPs), Quality Score, the AdWords™ auction and Latent Semantic Indexing (LSI).

Knowing how Google's platform works enables you to avoid the expensive learning curve faced by all new advertisers, and helps your business command Google's results page.

Over the past seven years, we've developed an account model for Google AdWords™ that delivers a solid Return on Investment (ROI) via a methodology that is affordable, maintainable and scalable.

Our Tiered Account Model (TAM) mirrors your website structure and AdWords™ Match types, and ensures you intercept the cheapest searches in your market, internationally, nationally or via custom geographic targeting.

Profitable AdWords™ starts with an understanding of your market, online competition and the price you can afford to pay for each visitor. We cover these topics in detail and provide you with working conversion metrics for your business.

We explore the demographics (who) and psychographics (why) of your target audience, together with key assumptions - such as your site's conversion rate - that determine the profitability of your online campaigns.

The cornerstone of a successful AdWords™ campaign is quality keyword research. This should drive both your PPC and Search Engine Optimisation (SEO) strategies. Our course shows you how to undertake effective keyword discovery and mining.

We cover AdWords™ keyword match types in depth, together with the techniques required to find the most profitable keywords in your market. These disciplines are supported by hands-on keyword research for relevant niches.

We show you how to develop a profitable bidding strategy for your campaigns, and the effective use of AdWords™' settings to control ad delivery and target an international, national or local audience.

Identifying and understanding visitor trends in your market will be vital to the success of your campaigns, and we show you how to tailor your campaigns to exploit these trends, and how to ensure your ads are always at the top of Google's results.

Treating your keywords, ads and landing pages as a unit is the key to maximising conversion rates. We show you how to develop and test your ads, explaining the impact of each element and its effect on an ad's Click-Through-Rate (CTR).

Understanding how visitors' scan web pages, how the human eye and brain process information on-screen will help you design more effective landing pages. We accompany these aspects with a review of your website.

Optimising your AdWords™ campaigns without a methodology and schedule is the main reason companys' advertising fails to deliver the expected ROI. We provide you with a template schedule and clear rules to apply to your own campaigns.

Incorporating Google's networks into your optimisation schedule will ensure you're making the most of your advertising spend. We combine this with practical demonstrations of the most useful AdWords™ tools and resources.

We don't simply rely on Google AdWords™ to gain exposure online. Re-using your keyword research, and applying modern SEO techniques in conjunction with your AdWords™ campaigns, can significantly reduce visitor acquisition costs.

SEO is probably the most misunderstood aspect of online promotion. We demystify the process and provide you with the most up-to-date information, tools and resources for this vital discipline.

In addition to applying modern SEO techniques, we show you how to make your website accessible to the new generation of social media tools, allowing you to build a community of interest in your company's product or service.

Facebook, Twitter and other SMO channels can consume vast amounts of an organisation's time and resources. We'll help you navigate this growing space and decide which channels are the most appropriate for your business.

Google now offers a growing range of other services that every company should employ as part of their online marketing activities. We cover the most important of these, including Google Analytics, Places, Alerts and Webmaster.

Each of these tools are reviewed in turn and we explain their use and application for your business. A number of key tools from other vendors are also covered, together with useful industry resources, blogs and ezines.