Google Ad Marketing

Programme Overview

This course is designed for marketing professionals with basic end-user computing skills who will create and manage search ads, run pay-per-click search campaigns, optimize, and report on those campaigns with Google AdWords.

In this course, you will implement Google AdWords and create ad campaigns to target specific audiences with advanced AdWords features. You will then analyze and optimize campaign performance. In this course we take a deeper dive into understanding and optimizing search engine marketing campaigns. The course covers optimization of keywords, campaigns and ads, and other advanced features of Google Ads. You will also learn about conversion tracking in Google Ads and how to integrate Google Analytics with your Ads account to gain insights into the effectiveness of your marketing campaign.

Programme Objective:

  • To create a Google AdWords account.
  • To create ad campaigns.
  • Discover ways to optimize keywords.
  • Write ads in Google AdWords.
  • Analyze and report campaign performance.
  • Manage bidding and budgets.
  • Configure language and location targeting.
  • Enhance campaigns with ad extensions

Programme Outcome:

  • Plan and Create a Display Network Campaign
  • Target by Audience, Topic, and Demographics
  • Target Campaigns by Device Type
  • Create a Responsive Ad

Course Outline

Module 1: Creating A Google Adwords Account

  • Create and navigate the Google AdWords Account Structure
  • Configure and Manage Account Alerts, Announcements, and Notifications

Module 2: Optimizing Keywords For Ads

  • Keywords Optimization Strategy
  • Long-Tail vs Short-Tail Keywords
  • Using Broad Match Modifiers
  • Select Keywords in AdWords
  • Research Keywords with the Google Keyword Planner
  • Research Keywords Online
  • Configure Ad Groups and Keywords
  • Keywords Diagnosis in Ads
  • Optimizing Your Keywords Research
  • Leveraging the Google Keyword Planner Tool
  • Demo for the Google Keyword Planner
  • Learning from Organic Keywords
  • Implementing Dynamic Keyword Insertion
  • How Dynamic Keyword Insertion Works
  • Managing Case Sensitivity for Dynamically Inserted Keywords

Module 3: Creating Ads Campaigns

  • Plan an AdWords Campaign
  • Create Campaigns and Configure Campaign Settings
  • Create and Configure Ad Groups, Ads, and Keywords
  • Geographic Targeting in Google Ads
  • What Is Geographic Targeting?
  • How Google Offers Geo Targeting
  • Implementing Geographic Targeting in Ads
  • Application of Geo Targeting
  • Inserting Your Address into Your Ad Copy
  • Leveraging Ads Campaign Experiments
  • Writing Ads in Google AdWords
  • Introduction to Experiments and Its Advantages
  • Step 1: Setting Up an Experiment
  • Step 2: Defining Parameters
  • Step 3: Viewing and Changing Experiment Parameters
  • Step 4: Starting and Stopping Your Experiments
  • Step 5: Interpreting Experiment Data
  • Optimize Landing Pages for Quality Score
  • Automate AdWords Campaign Using Rules

Module 4: Optimizing Ads Campaigns

  • Using Image Ads in Ads
  • Getting Started
  • Controlling Your Ad Delivery in Google Ads
  • Ad Scheduling and Ad Delivery
  • Application of Ad Scheduling
  • Controlling Who Sees Your Ad
  • IP Exclusion Tool
  • Application IP Exclusion Tool
  • Viewing Your Change History
  • Ads and YouTube
  • Showing Your Ads on YouTube
  • Linking Your Ads on YouTube
  • Ad Preview and Diagnosis Tool
  • Leveraging the Ad Sitelinks in Ads Ads

Module 5: Managing Bidding And Budgets

  • Optimize Bidding Performance
  • Optimize Budgets

Module 6: Creating A Display Network Campaign

  • Plan and Create a Display Network Campaign
  • Target by Audience, Topic, and Demographics
  • Target Campaigns by Device Type
  • Create a Responsive Ad

Module 7: Measuring Campaign Performance

  • Measure AdWords Campaign Success
  • Analyze Campaign Performance in AdWords
  • Track Conversions and How Conversion Tracking Work
  • Implementing Conversion Tracking in Google Ads
  • Setting up a New Conversion in Ads
  • Validating Conversion in Ads
  • Enabling the Conversions Report in Ads

Module 8: Understsanding Ads Report In Google Analytics

  • Link AdWords to Google Analytics
  • Tracking Online Marketing Campaigns through Google Analytics
  • Overview of Ads Metrics
  • Application of Ads Metrics
  • Measuring Campaign Performance in Google Analytics
  • Day Parts Report
  • Application of the Day Parts Report in Google Analytics
  • Destination URLs Report
  • Keyword Positions Report

Application of the Keyword Positions Report in Google Analytics

Duration

3 Days

Delivery:

Online

Methodology

  • Theory
  • Practical
  • Live sessions