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Paid Search Mastery with Google Ads

Overview
Programme Outline
Course Fees and Funding
Instructor
Policies and Financing Options

Programme Outline

Learning Objectives and Structure
  1. Understanding the fundamentals of Search Advertising
  2. Learn how to build a Search Strategy
  3. Understanding key campaign metrics
  4. Campaign Setup
  5. Optimisation techniques
  6. Advanced Search Strategies

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

 

Day 1
  • Introduction to Google Search Ads
  • How does Google Ads Work?
  • Benefits of Search Ads
  • Myth buster – debunk all myths surrounding search ads
  • Types of pricing models (CPM, CPC, CPV)
  • Types of Google Ads
  • Anatomy of text ad
  • Terminology

 

Day 2
  • Search Strategy Planning
  • Campaign Anatomy
  • Keyword Research
  • Keyword Match Types
  • Account Structure
  • Ad Extension
  • Google Ads Pollicy

 

Day 3
  • Google Ads Interface
  • Hands-on practice
  • Conversion tracking
  • Conversion attribution
  • Google Ads Editor

 

Day 4
  • Campaign performance evaluation
  • Analysing Key Metrics
  • Negative Keywords
  • Optimisation techniques: bid adjustments, A/B testing, ROI bidding
  • Google Ads Dashboard

 

Day 5
  • Project Presentation

 

Subject Credits

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.
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