20
Feb 2020

Google Display & Search Advertising 2020

Course Information

Start Date20 Feb 2020, Thursday
End Date21 Feb 2020, Friday
Time9am - 5pm
Venue100 Orchard Road, Concorde Hotel Singapore 238840
Fee$990 (excluding GST) Inclusive of refreshments, lunch, and course materials
ContactRoshini | 6720 3333 | training.aventis@gmail.com
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Course Schedule

20 & 21 Feb 2020

12 & 13 May 2020

12 & 13 Aug 2020

(click on the dates above to register)

Introduction

Even with all the new marketing channels that have changed the digital marketing landscape this past decade, Google Ads is still considered one of the essential marketing tools for numerous interactive and successful campaigns. Google Ads is a powerful online advertising platform utilised by many SMEs and MNCs worldwide. It has the potential to increase traffic, leads, conversions, and your return on investment (ROI). Paid traffic converts 50% better than free organic traffic and businesses see a 200% ROI when purchasing Google Ads. This makes Google Ads one of the most efficient means of advertising at your disposal.

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.

 

Course Highlights
  • 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 actually work and help achieve KPIs
  • Techniques to measure, analyse and optimise campaigns based on insights from an industry expert
Target Audience
  • Business owners, leaders, and entrepreneurs
  • Mid to senior level executives from marketing, media, communications, advertising, and web development
  • Individuals with an interest to create Google Display & Search ads
Prerequisite

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.

Course Outline
  • Introduction to Google Ads
    • Google Ads account structure
    • How the Google Ads auction workd
    • Set up Google Ads account
    • Set up billing & payment
    • Account access levels
    • Set up conversion action
  • Navigate Google Ads
    • Google Ads dashboard experience
  • Keyword Research
    • Search intent
    • Match types
    • Google Keyword Planner
  • Search Network
    • Create a search campaign
    • Search ad components
    • Keyword insertion
    • Final URL
    • Responsive search ads
  • Ad Extensions
    • Sitelink extensions
    • Callout extensions
    • Structured snippets extensions
    • Call extensions
    • Message extensions
    • Location extensions
    • Affiliate location extensions
    • Price extensions
    • Review extensions
    • App extensions
    • Promotion extensions
    • Lead form extensions
  • Dynamic Search Ads
    • Create dynamic search ads campaign
    • Create dynamic search ad group
    • Create dynamic search ad
    • Create targets
    • Upload page feed
  • Display Network
    • Create display campaign
    • Create display ad group
    • Display ad types
  • 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
  • Dynamic Remarketing
    • Dynamic remarketing prerequisites
    • Standard vs. custom remarketing implementation
    • Create dynamic display ads feed
    • Create dynamic display ads
  • Competitive Analysis
    • Impression share/click-share/top & absolute top metrics
    • Auction insights
  • Campaign Optimisation
    • Ad scheduling
    • Location bid adjustments
    • Device bid adjustments
    • Interaction bid adjustments
    • Quality score
    • Negative keywords
    • Placement exclusions
  • Automated/Smart Bidding
    • Maximise clicks
    • Target impression share
    • Target CPA
    • Enhanced cost-per-click (ECPC)
    • Maximise conversions
    • Maximise conversion value
    • Seasonality adjustments
    • Learning period
  • Shared Budgets
    • Create & apply shared budget to campaigns
  • Tracking in Google Ads
    • Set up tracking template & custom parameter
  • Google Ads Editor
    • About Google Ads editor
Google Ads Specialist: Gavin Choo

Gavin Choo is a seasoned digital marketing entrepreneur, ACTA certified trainer, and consultant. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns. He 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.

Gavin has founded several digital agencies and has worked in the industry for more than 10 years in various roles such as sales, marketing, and business development. He is highly motivated, warm, and genuinely wants to see his clients realize their growth opportunities online. Disruptive Digital, a full-service digital agency he co-founded, utilizes a unique blend of strategy, creative, and technology, and data to help clients drive growth and competitive advantage.

Testimonials

“Gavin is a smart, objective oriented digital marketing trainer who can help companies and people achieve their full potential with his knowledge and insights”
Toh Xuhua, Athel Corporate Advisory

“A very helpful course to start running AdWords campaigns on your own as the practical aspects are covered. Very Straightforward!”
Angie Soo, Camford International College