All you need to know about Google, delivered in two hours by an insider.

We’re Convertd, a digital marketing school that comes to you.

We’ve been tooling up senior executives, marketing teams, law firms and university graduates since 2010.

Building on our experience of working at Google, we’ve developed the one-day Understand Google (UG) course, based on our interactions with hundreds of businesses.






Digital ignorance is not bliss.

Google has changed business. To not understand how it works or what it can do, is to not fully understand modern business.

Our Understand Google (UG) Course will equip you with the knowledge to fully exploit Google’s products.

You will learn the differences between online and traditional advertising, Search Engine Optimisation, Google AdWords, Display Networks, Mobile and YouTube as well as Data Analytics. And you’ll have an understanding of digital marketing’s key concepts.

The UG course has been written by a former Googler and is based on his interactions with hundreds of businesses of all shapes and sizes. It is highly interactive and has gained plaudits from CEOs to Small Business Owners, from Law Firms to university graduates who are in search of relevant skills for the workplace.


Our Understand Google course gives you answers.

And after one day with us, you’ll be asking all the right questions.

Why digital?
First we set the scene by reviewing why digital advertising is so powerful compared with traditional offline forms.
What is Google?
We explore the founding of Google. Understanding their mission enables you to get the most out of their products.
How do I get on page one?
We review what the Google Search engine loves when it indexes websites, covering site architecture and content.
How to master Adwords?
We explore Search Engine Marketing and dispel common myths like the fact that it isn’t just money that gets you to the top.
What’s Display, Mobile and YouTube?
We cover other forms of digital advertising like Display, Mobile and YouTube and the key factors for success.
What do I get when I graduate?
Each participant will receive brilliant end of course materials with cheat sheets for all the topics covered and an UG Course Certificate.


We teach our Understand Google Course to four types of clients: Executive Management Teams; Marketing Departments; Law Firms and University Students.

Senior Business Executives

We deliver our course to Senior Business Executives so they understand how Google is and could impact their businesses. Our training often takes place at team offsites.

Our experience coaching clients at Google, demonstrated a gap between Executive Management and their marketing operations. If the CEO doesn’t understand Google, how can she ask the right questions to her team?

Agencies and Marketing Teams

We also train marketing teams in how to fully exploit Google’s products, especially more traditional marketers who need to better understand digital marketing.

The course can also cover checklists that marketing teams can use to manage their digital agencies to ensure they deliver. Each participant also receives end of course materials to ensure learnings are applied in the business.

Law Firms

We also teach Law Firms who advise clients on aspects of digital media. Online advertising has significantly impacted data privacy, copyright and trade mark law.

The landmark Interflora v Marks & Spencer case, for instance, dealt with trademark infringements on Google AdWords. Convertd have delivered the UG Course to law firms including Swan Turton, of AdLaw International.

University Students

We also teach students via career services or university societies. Learning about Google helps those seeking careers in advertising, journalism, consultancy or law.

We’ve already developed workshops for Google at Oxford University. Attendees left armed with relevant knowledge and creative ideas that impressed potential employers from advertising agencies to newspapers to law firms.


The Understand Google course is run by Frederic Kalinke, a former Googler who has trained hundreds of businesses in digital marketing. He is now Managing Director of Amigo.

At Google, he won accolades for his teaching methods to both businesses and new Google hires and also obtained awards and patents for innovations in advertising products and processes.



Google trainer

Frederic Kalinke’s experience:

  • Joined Google's graduate program
  • Advised hundreds of businesses
  • Coached new hires on Google products
  • Built Oxford Uni marketing workshops
  • Won awards for marketing innovation
  • Obtained a patent for YouTube


Over 500 people trained.

We are proud of our track record of teaching over five hundred people.

Frederic has been absolutely key to our business in coaching our Executive Management, Advocacy Analysts, and Engineering team on what Google does and how it impacts modern business. His simple explanation and enthusiasm is infectious. Get him in - you won't regret it!

Mike Adam AHL
Mike Adam, Technology Entrepreneur

Convertd training has changed the way my business markets itself, especially how it uses YouTube. We have filmed a set of video testimonials which are now top of Google Search for key terms in our sector. The UG course has proved invaluable to understanding business in the digital age.

David Hilliard, Chief Executive

Frederic came into our London law firm and gave his course to a group of our media lawyers. His mastery of Google's technology and how it impacts online advertising added to our expertise in helping clients navigate the ever-changing world of digital advertising and media.

Charles Swan, Swan Turton

I enrolled on the UG course to help sell our advertising technology to brands. Frederic was brought in to teach us about Google and digital marketing. The course was eye opening - I had no idea of the power of Google and it has really helped me articulate the product to the market.

Paulo Riber, Business Development

Frederic came to me at Google with an idea to teach university students about Google. His belief was that many students were unaware of what Google does and why digital advertising empowers brands and consumers. He designed an innovative curriculum and delivered it to Oxford University. We are now looking to roll it out across Europe.

Monika M, Google Europe

Frederic has the most comprehensive analytical knowledge of any marketeer I've ever met. His Understand Google course that covered SEO, Google AdWords, Display, YouTube and Google Analytics in depth but with a simple exposition has given me a skill set I simply could not have acquired without his assistance.

Dan Williams, Marketing Manager

Frederic delivered the Understand Google course to our partnership team. It was a real benefit to understand how Google works and how businesses can best benefit from their products. Most businesses we invest in will be affected by Google and his teaching will make us better investors. I'd highly advise it to any investment house.

Nick Burn, Investment Manager

We are a consultancy and software company specialising in shift pattern design. Good visibility on the internet is an essential to our business. We engaged Frederic to advise us on how to get the best out of Google. Frederic has that rare skill of being technically very knowledgeable but also a good communicator. I would strongly recommend him.

Chris Priest, Managing Director


Want to Understand Digital Marketing?

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