Course duration
- 2 days
Course Benefits
- Learn fundamentals of search engine marketing.
- Learn step-by-step process for running online marketing campaigns in Google Ads.
- Learn the key features and capabilities of Google Ads.
- Learn to navigate through Google Ads user interface.
- Learn how to set up accounts, Ad campaigns, and Ad groups in Google Ads.
- Learn key strategies and tools to build targeted keyword lists.
- Learn how to write Ads within Google Ads.
- Learn how to track Ad performance within Google Ads.
- Learn how to integrate Google Analytics with your Google Ads account.
- Learn how to leverage Google Analytics features for optimizing your marketing initiative.
- Learn how to optimize your keywords list.
- Learn how to leverage dynamic keyword insertion in Google Ads.
- Learn how to optimize your Ad campaigns by using geo-targeting.
- Learn how to advertise on Google's Content Network.
- Learn how to optimize your Ads using advanced settings in Google Ads.
- Learn how to set up conversion tracking in Google Ads.
- Learn how to integrate and leverage Google Analytics with Google Ads.
Course Outline
- Overview of Search Engine Marketing
- Understanding Search Engine Marketing (SEM)
- Snapshot of SEM Industry
- Advantages of SEM over Other Marketing Methods
- Introduction to SEM Terminologies
- Definitions and Significance of Important Parameters
- Organic vs Paid Traffic
- Marketing Plan 101
- Differentiate Your Services
- 4Ps of Marketing
- Target and Segment Your Audiences
- Understand your Customers Pain Points
- Understanding Search Engine Marketing (SEM)
- Introduction to Google Ads
- Getting Started with Google Ads
- Step 1: Signing up for Google Ads
- Step 2: Set Time Zone and Currency
- Step 3: Verify your account
- Step 4: Activating Your Account
- Navigating through Google Ads
- User Interface Elements
- Home Tab
- Campaigns Tab
- Opportunities Tab
- Reporting Tab
- Billing Tab
- My Account Tab
- Understanding Google Ads Account Structure
- Ads Account
- Campaign Level
- AdGroups Level
- Access Management
- Getting Started with Google Ads
- Working with Keywords
- Building Keyword Strategy
- Keyword Discovery and Keyword Research
- Keyword Discovery
- Keyword Research
- Leveraging the Google Keywords Tool
- Demo for the Google Keyword Tool
- Focusing and Targeting Keywords
- Broad Match
- Phrase Match
- Exact Match
- Setting up Negative Keywords
- Writing Ads in Google Ads
- Writing Effective Ads in Google Ads
- Review of Google's Guidelines
- Understanding Google's Text-Ad Structure
- Creating and Managing Your Ad Campaigns
- Creating Ad Campaigns
- Creating AdGroups
- Managing Campaign Settings
- How to edit, pause, delete, or resume a campaign?
- Ads Reporting and Account Performance
- Reports
- Generating Reports in Google Ads
- Step 1: Select Campaign
- Step 2: Settings
- Step 3: Choosing Report Details
- Step 4: Activating Your Report
- Step 5: Template, Scheduling, and Email
- Integrating Google Analytics with Google Ads
- Tracking Online Marketing Campaigns through Google Analytics
- Introduction to Ads Reports in Google Analytics
- Overview of Report Structure
- Ads Campaigns Report
- Filtering Ads Related Data in Google Analytics
- Introduction to Custom Filters in Google Analytics
- Advertising on Google's Display Network
- Understanding Google's Display Network
- How Does Advertising on the Display Network Work?
- A Few Things You Should Know About the Display Ads
- How to Leverage Content Network in Google Ads
- Automatic Placement
- Targeted Placement
- Introduction to Google+ Local
- Overview of Location-based Ad Services
- How to Leverage Google+ Local
- Obtaining Insights from Google+ Local Dashboard
- Optimizing Your Keywords Strategy for Ads
- Keywords Optimization Strategy
- Long-Tail vs Short-Tail Keywords
- Using Broad Match Modifiers
- Application Broad Match Identifier in Google Ads
- Keywords Diagnosis in Ads
- Optimizing Your Keywords Research
- Leveraging the Google Keyword Planner Tool
- Demo for the Google Keyword Planner
- Learning from Organic Keywords
- Introduction
- Implementing Dynamic Keyword Insertion
- How Dynamic Keyword Insertion Works
- Managing Case Sensitivity for Dynamically Inserted Keywords
- Application Dynamic Keyword Insertion in Google Ads
- Optimizing Ads Campaigns
- 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
- 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
- Application of Experiments
- Optimizing Ads
- 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
- Conversion Tracking in Google Ads
- Why to Track Conversions and How Conversion Tracking Works
- Implementing Conversion Tracking in Google Ads
- Setting up a New Conversion in Ads
- Validating Conversion in Ads
- Enabling the Conversions Report in Ads
- Leveraging the Ads Report in 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
Class Materials
Each student will receive a comprehensive set of materials, including course notes and all the class examples.
Instructor-led courses are offered via a live Web connection, at client sites throughout Europe, and at our Geneva Training Center.