Program

1) Introduction

• Overview of the search landscape : understand the current search environment and its impact on digital marketing
• Introduction to the mechanics of search engine advertising (SEA)
• SEA Lexicon: Learn to speak like a paid search expert

2) Structuring Google Ads campaigns

• Best practices for building high-performing search campaigns
• How to structure your Google Ads account for optimal management
• How to configure and organise campaigns and ad groups for better results

3) Mastering keywords

• Understanding the importance of search intent in keyword selection
• Explanation of the keyword match types and when to use them
• Conducting keyword research using the best techniques and tools

4) Leveraging audiences in Google Ads

• Why audiences matter and how they influence campaign performance
• Exploring the different audience types available for targeting
• How to effectively incorporate audiences into your campaigns

5) Crafting ads & assets

• Overview of the various ad formats and assets you can use
• Tips and techniques for creating compelling ad copy and assets

6) Bidding & budget management

• Overview of available bidding strategies in Google Ads
• How smart bidding works and when to use it
• Optimising for conversion goals : setting up conversions and aligning bidding strategies with campaign goals

7) Optimising Google Ads campaigns

• Understand how and when using the optiscore to improve campaign performance
• Techniques for refining bidding strategies, budget allocation, and keyword performance
• Strategies for optimising audience targeting and improving ad performance