This workshop offers a complete introduction to Google Ads and the fundamentals of paid advertising. Learn how to design, implement, and manage effective campaigns while gaining insight into the strategies that drive clicks, conversions, and brand visibility. Taught by an NYC-based industry expert, this class is ideal for marketers and business owners looking to expand their reach through proven advertising techniques.
For a detailed breakdown of topics, please refer to the syllabus below. Please note: Google Shopping is not covered in this course.
What You Will Learn
- How to set up and manage a Google Ads account
- Keyword strategy, match types, and bidding tactics
- How the Google Ads auction works
- Creating high-converting ads and landing pages
- Call and conversion tracking setup
- Navigating and optimizing campaigns in Google Ads
- Remarketing for Search and Display
- Campaign automation and Display advertising
Course Outline
Section I
Introduction to Google Ads
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What is Google Ads?
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Google Ads Terminology
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The Role of Google Ads
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Understanding the Google Network
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How Paid Search Works
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The Pillars of Google Ad Success
Keyword Research
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What is a Keyword?
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Different Types of Keywords
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What is Keyword Research
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Keyword Research Methodology
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How to Choose the Right Keywords to Target
Creating a Google Ads Account
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What is a Campaign?
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Campaign Types
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Campaign Goals
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Naming Your Campaign
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Choosing Campaign Types
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Location Targeting
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Languages
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Budget
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Delivery Method
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Bid Strategies: Manual vs Automated
Keyword Match Types
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What are match types?
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How to use match types
Ad Creation
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What is an Ad Group?
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The Goal of Your Ads
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Anatomy of a Text Ad
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How to Write Compelling Descriptions
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Introduction to Calls to Action
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How to Test Your Ads
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Ad Policies to Comply With
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Ad Extensions
Ad Rank & Quality Score
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What is Quality Score?
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How Quality Score Affects Your Campaigns
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Quality Score Factors
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Understanding the Ads Auction
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What is Ad Rank?
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How Ad Rank Works
Landing Pages
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What is a Landing Page
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Landing Page Use Cases
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Types of Landing Pages
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Steps to Building High Converting Landing Pages
Conversion Tracking
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What is a Conversion?
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What is Conversion Tracking?
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Different Types of Conversions to Track
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Steps to Setting Up Conversion Tracking
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Linking Google Accounts
Overview of Google Ads Dashboard
Section II
Campaign Optimization
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Understanding Reports in Google Ads
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Analyzing Reports in Google Ads
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Analyzing & Optimizing Campaign Performance
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Data Segmentation
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Bid Management
Account Automation
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What is Automation?
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When to Automate Your Account?
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Steps to Automating Your Account
Audience Targeting
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Understand what audience targeting is
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A look at the different types of audience targeting
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How to set up audience targeting
Remarketing with Google Ads
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Introduction to Remarketing
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Types of Remarketing
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Why you need Remarketing
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Developing your Remarketing Strategy
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Installing your Remarketing Code
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Launching a Remarketing Campaign
Display Advertising with Google Ads
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Introduction to Display Advertising
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Understanding the Display Network
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Bidding Strategies for Display
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Targeting via the Display Network
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Ad Formats
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Display Campaign Management
This course is available for 30 days. You can choose when to start your access period. Once you activate, you will have 30 days to complete it (access the course materials, quizzes, projects and videos). You may request one extension of seven (7) days. Other extension requests will be evaluated on a case-by-case basis. Videos are not downloadable.
