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Get More Leads and Sales Using Google Ads

Create a Profitable Google Ads Campaign from Scratch

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that runs advertisements, paid for by businesses. These ads appear in the search results on Google, or other websites through Google’s Search Partners or Display Network. In this 2-day comprehensive step-by-step Google Ads course, participants will learn how to create Google Search and Display campaigns from scratch, understand how Google Ads works, and how to measure and fine-tune Google Ads campaign parameters for optimal results.

Pre-requisites
Basic computer knowledge. Prior knowledge in Google Ads will not be required. Participants are required to bring their laptops for the practical hands-on portions of the course.

Objective

Course Highlights

In this course, you will learn:

• Comprehensive step by step walkthrough on how to set up a Google Ads Search and Display 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 work and help achieve KPIs;
• Techniques to Measure, Analyze and Optimize campaigns based on insights from an industry expert;
• And much more

Outline

Day 1

1. Introduction to Google Ads

• Google Ads Account Structure
• How The Google Ads Auction Works
• Set Up Google Ads Account
• Add a New Payment Method
• Account Access Levels
• Set Up Conversion Action

2. Navigate Google Ads

• Google Ads Dashboard Overview

3. Keyword Research

• Search Intent
• Match Types
• Google Keyword Planner

4. Search Network

• Create Search Campaign
• Responsive Search Ads
• Keyword Insertion
• Final URL

5. Ad Extensions

• Sitelink Extensions
• Callout Extensions
• Structured Snippets Extensions
• Call Extensions
• Location Extensions
• Affiliate Location Extensions
• Price Extensions
• App Extensions
• Promotion Extensions
• Lead Form Extensions
• Image Extensions

6. Dynamic Search Ads

• Create Dynamic Search Ads Campaign
• Create Dynamic Search Ad Group
• Create Dynamic Search Ad

7. Display Network

• Create Display Campaign
• Create Display Ad Group
• Display Ad Types

Day 2

1. Google Ads Remarketing

• Set Up Google Ads Remarketing Tag
• Create a Website Remarketing List
• Use Google Analytics Tags
• Add Audience Targeting to Campaign or Ad Group

2. Dynamic Remarketing

• Dynamic Remarketing Prerequisites
• Standard vs. Custom Remarketing Implementation
• Supported Business Types
• Create a Feed
• Create Responsive Display Ads

3. Competitive Analysis

• Impression Share/Top & Absolute Top Metrics/Click Share
• Auction Insights

4. Campaign Optimization

• Location Bid Adjustments
• Device Bid Adjustments
• Ad Scheduling (Dayparting)
• Interaction Bid Adjustments
• Demographic Bid Adjustments
• Quality Score
• Negative Keywords
• Placement Exclusions

5. Automated/Smart Bidding

• Maximize Clicks
• Target Impression Share
• Target CPA
• Enhanced cost-per-click (ECPC)
• Target ROAS
• Maximize Conversions
• Maximize Conversion Value
• Seasonality Adjustments
• Learning Period
• Time Lag for Conversions

6. Shared Budget

• Create and Apply Shared Budget to Campaigns

7. Using Google Analytics to Optimize Google Ads

• Linking Google Analytics & Google Ads
• Auditing
• Driving Sales

Who should attend

This course is intended for marketing executives or managers, solopreneurs, entrepreneurs, and individuals who manage or execute Google Ads campaigns.

Profile of Gavin Choo

Gavin Choo is an experienced Digital Marketing practitioner, with 13+ years of experience working in the Marketing & Advertising industry in various roles such as Sales, Marketing, and Business Development, plus 5+ years of experience in Professional Training and Coaching. He is also a Singapore WSQ ACTA certified trainer. 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 Video Certification, Google Ads – Measurement Certification, Google Analytics Individual Qualification, HubSpot Digital Marketing Certification, HubSpot Social Media Marketing Certification, and HubSpot Content Marketing Certification. 

As a Digital Marketing authority, he uses his expertise to train and upskill professionals to become experts in Social Media Marketing, PPC, and SEO among many others, whilst giving back. At present, he delivers training/workshops for/on behalf of some training providers in Singapore.

He is also the co-founder and Managing Partner of a full-service digital agency that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage. Over the years, he has had the pleasure of working with some truly outstanding brands, companies, and organizations such as Wachsman, ST Synthesis, Ministry of Education, NetLink Trust, Amore Fitness, Agency for Integrated Care, Association of Small and Medium Enterprises, among many others.