Course Outline

1. Introduction to Google Ads - characteristics, account structure, types of
campaigns
2. Google Search Network (GSN)
- Basic campaigns and its structure (campaign/ad group/ad+keyword).
- Keyword research.
- Configuration of example GSN campaign.
- Discussing Quality Score.
- Dynamic search engine campaigns.
- Good optimization practices.
3. Google Display Network (GDN)
- Configuration of an example GDN campaign.
- Discussion of capping and content exclusions.
- Behavioral (including remarketing) and contextual targeting at GDN - detailed
description / characteristics.
- Creating responsive ads.
- Good optimization practices.
4. YouTube Ads (YT)
- Types of video campaigns - detailed description and characteristics.
- Video campaign setup.
- Similarities and differences vs GDN.
5. Google Shopping
- Discussing the structure of shopping campaigns and the Google Merchant
Center tool.
- Configuration of Shopping campaign.
- Optimization guidelines.
6. Analysis of Google Ads campaign results - what to look for next?
7. Q&A - Consultation with the trainer

Requirements

Basic knowledge of Internet marketing.

  7 Hours
 

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