Overview
Participants, for 7 hours of training, learn about the Google advertising ecosystem,
where to display their ads, and the benefits of specific ad formats.
The training is practical – the participants spend most of their time on the Google
Ads advertising account, where they have the opportunity to manually configure the
campaign discussed by the campaign leader.
In addition to setting up the campaign itself, participants will learn how to optimize
them later to achieve satisfactory results.
The training is conducted by a practitioner, a person who regularly conducts
advertising campaigns on Google. The last 30 minutes of the course are dedicated
to the Q&A section, during which participants will have the opportunity to get
answers to questions about advertising in Google Ads.
Target Group:
The Google Ads Basic Course is intended for people who already have a basic
knowledge of internet marketing and want to deepen it with knowledge of the
largest Google advertising tool.
Requirements
Basic knowledge of Internet marketing.
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