- Instructor: Gavin Choo
- Lectures: 63
- Duration: 2 days
1. COURSE TITLE
Google Search & Display Advertising
2. COURSE DESCRIPTION
Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that runs advertisements, paid for by businesses. These ads appear in the search results on google.com, or other websites through Google’s Search Partners or Display Network. In this 2-day comprehensive step-by-step Google Ads course, you will learn how to create Google Search and Display Advertising campaigns from scratch, understand how Google Ads works, and how to measure and fine-tune Google Ads campaign parameters for optimal results.
3. COURSE HIGHLIGHTS
In this course, you will learn:
- Comprehensive step by step walkthrough on how to set up a Google Ads Search and Display advertising campaign from scratch;
- How to manage campaigns in-house or outsource to an external vendor;
- Hacks that Google don’t want you to know for the maximum ROIs;
- Industry best practices may not always be the right way to go;
- Digital advertising strategies that work and help achieve KPIs;
- Techniques to Measure, Analyze and Optimize campaigns based on insights from an industry expert;
- And much more.
4. TARGET AUDIENCE
This course is intended for marketing executives or managers, solopreneurs, entrepreneurs, and individuals who manage or execute Google Ads campaigns.
5. PRE-REQUISITES
Basic computer knowledge. Prior knowledge in Google Ads will not be required. Participants are required to bring their own laptops for the practical hands-on portions of the workshop, though.
6. COURSE OUTLINE
DAY 1
Module 1 – Introduction to Google Ads
- Google Ads Account Structure
- How The Google Ads Auction Works
- Set Up Google Ads Account
- Set Up Billing & Payment
- Account Access Levels
- Set Up Conversion Action
Module 2 – Navigate Google Ads
- Google Ads Dashboard Overview
Module 3 – Keyword Research
- Search Intent
- Match Types
- Google Keyword Planner
Module 4 – Search Network
- Create Search Campaign
- Search Ad Components
- Keyword Insertion
- Final URL
- Responsive Search Ads
Module 5 – Ad Extensions
- Sitelink Extensions
- Callout Extensions
- Structured Snippets Extensions
- Call Extensions
- Location Extensions
- Affiliate Location Extensions
- Price Extensions
- App Extensions
- Promotion Extensions
- Lead Form Extensions
Module 6 – Dynamic Search Ads
- Create Dynamic Search Ads Campaign
- Create Dynamic Search Ad Group
- Create Dynamic Search Ad
- Create Targets
- Upload Page Feed
Module 7 – Display Network
- Create Display Campaign
- Create Display Ad Group
- Display Ad Types
DAY 2
Module 8 – Google Ads Remarketing
- Set Up Remarketing in Google Ads
- Set Up Google Ads Remarketing Tag
- Create Remarketing Audience List
- Set Up Remarketing in Google Analytics
- Add Audience Targeting to Campaign or Ad Group
Module 9 – Dynamic Remarketing
- Dynamic Remarketing Prerequisites
- Standard vs. Custom Remarketing Implementation
- Create Dynamic Display Ads Feed
- Create Dynamic Display Ads
Module 10 – Competitive Analysis
- Impression Share/Click Share/Top & Absolute Top Metrics
- Auction Insights
Module 11 – Campaign Optimization
- Ad Scheduling
- Location Bid Adjustments
- Device Bid Adjustments
- Interaction Bid Adjustments
- Quality Score
- Negative Keywords
- Placement Exclusions
Module 12 – Automated/Smart Bidding
- Maximize Clicks
- Target Impression Share
- Target CPA
- Enhanced cost-per-click (ECPC)
- Target ROAS
- Maximize Conversions
- Maximize Conversion Value
- Seasonality Adjustments
- Learning Period
Module 13 – Shared Budget
- Create and Apply Shared Budget to Campaigns
Module 14 – Tracking in Google Ads
- Set Up Tracking Template & Custom Parameter
Module 15 – Google Ads Editor
- About Google Ads Editor
7. COURSE DURATION
2 Days (10 am – 5 pm)
8. COURSE RECOGNITION
FutureSkills Institute short courses are non-award courses that offer participants the opportunity to quickly enhance professional skills, increase general knowledge in a chosen area, or nurture a new talent or hobby.
Participants that attend non-award short courses will be awarded a KARUNA certificate of attendance on completion of the course.
9. TRAINER’S PROFILE
Gavin Choo
Gavin Choo is the Co-Founder and Principal Trainer of FutureSkills Institute.
He is a seasoned digital marketing entrepreneur and consultant, as well as a Singapore WSQ ACTA certified trainer. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns.
Gavin has earned certifications across Google and HubSpot topics, namely Google Ads Search Certification, Google Ads – Measurement Certification, Google Analytics Individual Qualification, HubSpot Inbound Marketing Certification, HubSpot Email Marketing Certification, and HubSpot Content Marketing Certification.
He has worked in the Marketing & Advertising industry for more than 10 years in various roles such as sales, marketing, and business development.
He also co-founded Disruptive Digital, a full-service digital agency based in Singapore that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage.
Additionally, Gavin delivers training/workshops for/on behalf of the likes of Lithan Academy, Aventis Learning Group, Tertiary Infotech (and a couple of others) in Singapore.
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1: Introduction to Google Ads
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Lecture 2.1Google Ads Account Structure
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Lecture 2.2How The Google Ads Auction Works
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Lecture 2.3Set Up Google Ads Account
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Lecture 2.4Set Up Billing & Payment
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Lecture 2.5Account Access Levels
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Lecture 2.6Set Up Conversion Action
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3: Keyword Research
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Lecture 4.1Search Intent
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Lecture 4.2Match Types
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Lecture 4.3Google Keyword Planner
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4: Search Network
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Lecture 5.1Create Search Campaign
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Lecture 5.2Search Ad Components
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Lecture 5.3Keyword Insertion
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Lecture 5.4Final URL
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Lecture 5.5Responsive Search Ads
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5: Ad Extensions
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Lecture 6.1Sitelink Extensions
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Lecture 6.2Callout Extensions
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Lecture 6.3Structured Snippets Extensions
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Lecture 6.4Call Extensions
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Lecture 6.5Location Extensions
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Lecture 6.6Affiliate Location Extensions
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Lecture 6.7Price Extensions
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Lecture 6.8App Extensions
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Lecture 6.9Promotion Extensions
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Lecture 6.10Lead Form Extensions
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6: Dynamic Search Ads
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Lecture 7.1Create Dynamic Search Ads Campaign
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Lecture 7.2Create Dynamic Search Ad Group
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Lecture 7.3Create Dynamic Search Ad
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Lecture 7.4Create Targets
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Lecture 7.5Upload Page Feed
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7: Display Network
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Lecture 8.1Create Display Campaign
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Lecture 8.2Create Display Ad Group
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Lecture 8.3Display Ad Types
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8: Google Ads Remarketing
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Lecture 9.1Set Up Remarketing in Google Ads
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Lecture 9.2Set Up Google Ads Remarketing Tag
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Lecture 9.3Create Remarketing Audience List
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Lecture 9.4Set Up Remarketing in Google Analytics
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Lecture 9.5Add Audience Targeting to Campaign or Ad Group
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9: Dynamic Remarketing
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Lecture 10.1Dynamic Remarketing Prerequisites
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Lecture 10.2Standard vs. Custom Remarketing Implementation
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Lecture 10.3Create Dynamic Display Ads Feed
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Lecture 10.4Create Dynamic Display Ads
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10: Competitive Analysis
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Lecture 11.1Impression Share/Click Share/Top & Absolute Top Metrics
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Lecture 11.2Auction Insights
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11: Campaign Optimization
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Lecture 12.1Ad Scheduling
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Lecture 12.2Location Bid Adjustments
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Lecture 12.3Device Bid Adjustments
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Lecture 12.4Interaction Bid Adjustments
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Lecture 12.5Quality Score
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Lecture 12.6Negative Keywords
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Lecture 12.7Placement Exclusions
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12: Automated/Smart Bidding
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Lecture 13.1Maximize Clicks
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Lecture 13.2Target Impression Share
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Lecture 13.3Target CPA
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Lecture 13.4Enhanced cost-per-click (ECPC)
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Lecture 13.5Target ROAS
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Lecture 13.6Maximize Conversions
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Lecture 13.7Maximize Conversion Value
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Lecture 13.8Seasonality Adjustments
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Lecture 13.9Learning Period
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14: Tracking in Google Ads
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Lecture 15.1Set Up Tracking Template & Custom Parameter
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15: Google Ads Editor
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Lecture 16.1About Google Ads Editor
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