Course Contextual Advertising (Google Ads)
The Google Ads course will allow you to learn all the peculiarities of working with this service for launching contextual advertising. The training is built on the principle of “from simple to complex”: you will start with setting up an account from scratch and gradually reach the launch and administration of advertising projects.
The course will become a starting point for a career in digital for those who are starting their way in Internet marketing. It will allow you to acquire fundamental for beginners skills of effective advertising budget management, targeted targeting, in-depth analytics and further optimization of existing advertising campaigns.
After the course you will be able to:
- Plan a promotion strategy in the contextual network Googlе
- Reduce the cost per click through proper selection of keywords
- Properly analyze the effectiveness of advertising campaigns
- Optimize budgets and plan KPIs
Course Program:
- Introduction
- What is contextual advertising?
- How does this tool work?
- Overview of the features and benefits of contextual advertising
- Types of contextual advertising
- Studying the advertised product
- Creating a portrait of the target audience
- Analyzing competitors and demand
- Working with the site before launching advertising campaigns
- Creating an account in Google Ads
- studying the interface. Selecting keywords
- Interface study
- Account structure
- Navigation panel and account setup
- Types of keywords, types of queries
- Effective work with the “Keyword Planner” tool
- Rules for compiling a complete semantic kernel
- Keyword clustering
- The concept of minus words and working with match modifiers
- Promotion strategy
- Advertising budget forecast
- Creating and setting up advertising campaigns in the search network
- The subtleties of settings at the level of an advertising campaign in the search network. Groups of ads. Criteria for dividing into groups
- Bid assignment strategy
- Rules for creating effective ads
- Working with extensions
- Dynamic search ads
- Secrets of pricing. How to lower the cost per click and place higher?
- using Google Ads Editor
- Working with a table to upload thousands of ad groups
- Creating UTM for channel and resource tracking
- Uploading ad campaigns to Google Ads via Google Ads Editor
- Google Analytics and Google Tag Manager
- Basic Google Analytics metrics for the marketer
- Connecting Google Analytics and Google Tag Manager to your site
- Integrating Google Ads and Google Analytics data: audiences, remarketing lists, etc.
- Setting up basic goals in Google Analytics with Google Tag Manager
- Creating ad campaigns in the Google Media Network. Shopping and smart advertising
Campaigns. Video, local, app ads
- Features of work in the media network. Features
- Formats and types of ads
- Rules for creating effective ads
- Smart Display
- Discovery in media network
- Merchant Center
- Shopping Ad Campaigns. Smart Shopping Campaigns
- App advertising
- Youtube advertising campaigns
- Performance max
- Types and types of targeting. Ways to select audiences
- Minus-targeting, exclusion of placements
- Remarketing in Google Ads. Analyzing advertising campaigns. The main ways to optimize advertising campaigns
- How to re-engage with your website visitors? Basic concepts
- Properly setting up remarketing
- Remarketing strategies. Individual approach to your visitors
- Setting up remarketing on the Google Media Network
- Setting up remarketing on the Google Search Network
- Dynamic remarketing
- Principles of campaign analytics
- Important reports for analyzing campaign results
- Customizing columns in Google Ads, creating your own columns
- How to read numbers and what to look at when analyzing?
- Optimizing search advertising campaigns
- Optimizing campaigns in contextual media network
- Advertising automation
- Tracking effectiveness. KPIs. Reporting. Conclusions, what to do after completing the course
- Compiling business and advertising KPIs
- Calculating projected website traffic, conversions and sales
- Calculating projected ROI in a niche
- Planning the spending of funds
- Allocating tools and funds during the media planning process
- Checklist before launching advertising campaigns
- Generating reports, automating reports
- Preparing for Google Ads certification
- How to get a job?
- What should be the resume, cover letter?
- How to choose a job and a company?
- Tips for professionals and businesses