Restructuring Google Marketing Program

> What to watch/read/test before attending:

- TBD

> What will I learn after the course:

> Syllabus

0/Framework digital marketing strategy

1/Set up Google My Business, Introduction to all Google facility for knowledge, sharing and traffic ideas

2/ Set up a Google AdWords campaign

- SEM vs GDN vs YT Video

- bidding strategy (how to get a high quality score)

- campaign structuring (campaign > ad group > keywords > ads)

- a/b testing techniques

- targeting strategy (demography, geography, scheduling, device)

- keyword research (brand, generic related)

3/ Create SEM text based ad

- how to create an SEM ad (headline > offer > CTA)

- ad policy (do’s and don’ts)

- best practice (5–10 examples)

- [Workshop] participants create their 1st SEM ad

4/ Create GDN image + text ad

- how to create a GDN ad (headline > offer > CTA)

- GDN ad formats

- ad policy (do’s and don’ts)

- best practice (5–10 examples)

- [Workshop] participants create their 1st GDN ad

5/ Create YouTube video ad

- ad guidelines (storytelling, duration)

- ad policy (do’s and don’ts)

- best practice and tips (5–10 examples)

- [Workshop] participants create their 1st YT ad

6/ How to track and optimize performance

- conversion tracking (setting up pixels)

- how to determine KPIs (industry standards)

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