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