Google Ads: Plan, Build and Optimize Your Advertising Campaigns
Google Ads: Plan, Build and Optimize Your Advertising Campaigns
Objectives
- Understanding and mastering the possibilities offered by Google Ads
- Planning a digital media campaign optimally
- Maximizing the return on investment of your campaigns
Program
I. Introduction to Paid Referencing
- Understanding the role of paid referencing
- Understanding the difference between paid listing and organic listing
- Be familiar with the different purchasing platforms and the auction system
- Structure a Google Ads account and know the main parameters
II. Choosing the Right Keywords
- Choosing the right keywords and queries
- Be familiar with the different categories of keywords
- Master the different types of correspondence and how they work
- Successful contextual and thematic targeting
- Estimate a budget and establish performance indicators
III. Structure and Prioritization of Keyword Lists
- Prioritize and select based on estimates
- Organize campaigns and ad groups
- Workshop: Creating a campaign tree and an ad group tree
IV. Optimal Use of Ad Formats
- Know the different types of ads and their characteristics
- Customize ads and dynamic features
- Discover best practices for ad writing
- Understand the roles and types of ad extensions
- Workshop: Creating lists of keywords, ads and extensions
V. Creation and Online Launch of Campaigns
- Create and set up a Google Ads account
- Create and set up conversions and site statistics
- Create and set up campaigns, ad groups, keywords, ads, extensions
- Demonstration: Setting up and running a campaign online
VI. Maximizing Your Campaigns
- Organize and prepare your account for optimization
- Nomenclature
- Labels and filters
- Display of essential metrics
- Establish winning optimization strategies
- Keywords and auctions
- Announcements and extensions
- Settings
- Organize your optimization process, steps and priorities
VII. IP Debrief
- Questions and discussion period
- Conclusion of the training: 10 point summary
Formula
- A full day from 9am to 5pm
- Duration : 7 hours (1 day)
Includes
- Everything is included: the teaching material and a certificate of attestation.
- Required equipment: your laptop