Extending search campaigns with feeds, dynamic remarketing and shopping
Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.
How will you benefit?
You will end the day having understood the ways in which you can extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by feeds and page tagging and how to build, optimise and manage shopping campaigns using product listing ads and the Google merchant centre.
What is the syllabus?
The day is split into four sessions, separated by a fifteen-minute break in the morning and afternoon, with a one-hour break for lunch. Registration opens at 9:00am and training starts promptly at 9:30am with the day finishing around 5:00pm.
Session 1 – Planning, targeting, and optimising dynamic remarketing campaigns
- Introductions, your objectives and building your action plan
- The business case for remarketing
- Understanding dynamic remarketing
- Creating AdWords dynamic remarketing tags with AdWords
- Exploring and selecting business feed types: flights, hotels and rentals, local deals, property, retail, travel or custom format
- Exploring and understanding custom campaign parameters for business types
- Exploring and understanding code customisations to populate dynamic parameters
- Exploring, understanding and using Google Tag Manager to populate dynamic parameters
- Creating a display network campaign for dynamic remarketing
- Exploring and understanding display campaign settings
- Targeting ads with location targeting
- Targeting ads with location options
- Targeting ads with ad scheduling
- Targeting ads to devices, networks and operating systems
- Selecting initial bid strategy
- Selecting initial budget
- Selecting preferred delivery method
- Selecting dynamic ad settings
Session 2 – Creating dynamic ads, bidding, bid adjustments and analysing performance
- Creating dynamic display text ads
- Creating dynamic display image ads
- Creating dynamic responsive ads
- Exploring, understanding and setting manual bidding strategies for dynamic remarketing
- Exploring, understanding and setting automated (RTB - Real Time Bidding) bidding strategies for dynamic remarketing
- Exploring, understanding and making dynamic remarketing bid adjustments for time, location and device
- Introducing and understanding similar remarking audiences
- Introducing and understanding conservative or aggressive (display campaign optimiser) targeting
- Exploring, understanding and analysing remarketing metrics
Session 3 –Product listing ads, merchant centre and feed optimisation
- Introducing and exploring Google Shopping
- Introducing and exploring product listing ads
- Introducing and exploring the merchant centre
- Creating a merchant centre account
- Linking AdWords to the merchant centre
- Exploring and understanding feed attributes and specification
- Building and uploading a feed
- Troubleshooting the feed
- Optimising and enhancing the feed
- Titles, Images, Variants and Colours
- Differentiating the feed with merchant promotions
- Understanding and creating custom labels
Session 4 – Planning, targeting, and optimising shopping campaigns
- Creating a shopping campaign
- Linking your Adwords account to merchant center
- Exploring and understanding display campaign settings
- Targeting your ads with location targeting
- Targeting your ads with location options
- Targeting your ads with ad scheduling
- Targeting your ads to devices, networks and operating systems
- Selecting your initial bid strategy
- Selecting your initial budget
- Selecting your preferred delivery method
- Understanding and using campaign priority
- Understanding and using negative keywords in shopping campaigns
- Exploring, understanding and making bid adjustments for shopping>/li>
- Exploring, understanding and analysing shopping campaign metrics
- Exploring, understanding, analysing and using shopping impression share metrics
- Exploring, understanding and setting automated bidding strategies for shopping
- Exploring, understanding and making shopping bid adjustments for time, location and device
- Optimising shopping with multiple campaigns for core products, high priority products and seasonal promotions
- Wrap up, conclusions, your action plan and feedback
How do I prepare for the on-site, private training?
The ideal training environment
In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!
If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.
A whiteboard or flip chart is always a good idea too.
Connecting the Instructor's Laptop
- It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
For video conferencing attendees
In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.
Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!
A mutual NDA can be provided for your and our protection.
Prerequisites for Google AdWords Training
- For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. A test account can be created on the day if required.
- If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to firstname.lastname@example.org and Matt will then initiate the process for access to the account.
What did past attendees think?
All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.
"Sharron has excellent in-depth knowledge and separates the myt..."
On-site, private training
Google AdWords 302
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"I enjoyed freshing and learning new areas of adwords, especially the Google Analytics part."
Company: Just Eat
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