Google AdWords 301 - Extending search campaigns with display advertising and remarketing
Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.
How will you benefit?
You will end the day having understood the ways in which you can extend your AdWords campaigns into display, display remarketing and search remarketing, the powerful targeting options available and the creative formats you could build yourself or commission.
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 – The Google Display Network, initial targeting and set-up
- Introductions, your objectives and building your action plan
- Introducing the Google Display Network (GDN)
- Understanding and exploring display keywords targeting - content targeting
- Creating a display network campaign
- 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
- Creating a display ad through copying
Session 2 – Planning your display campaign, targeting options, optimisation and analysis
- Introducing and using the AdWords display planner
- Understanding and exploring affinity audiences targeting
- Understanding and exploring in-market audiences targeting
- Understanding and exploring topics targeting
- Understanding and exploring placements targeting
- Understanding and exploring demographics targeting
- Understanding and exploring combination targeting
- Introducing and understanding target and bid versus bid only
- Introducing and understanding the display campaign optimiser
- Exploring, understanding and analysing display metrics
Session 3 – Creating simple display ads, creative options, video and Google Sponsored Promotions
- Understanding dynamic display ads
- Understanding and creating responsive ads
- Understanding and creating expanded text ads
- Understanding and creating image ads
- Understanding and using the ad gallery
- Understanding lightbox ads
- Introducing the rich media gallery
- Understanding video ads
- Creating general purpose ads
- Targeting gmail ads and Google Sponsored Promotions
- Creating gmail ads and Google Sponsored Promotions
- Advanced targeting of gmail ads and Google Sponsored Promotions
- Exploring, understanding and analysing gmail metrics
Session 4 – Simple and advanced remarketing to website users, customer e-mails, apps and Youtube users
- Introducing and understanding website remarketing
- Introducing and understanding remarketing with AdWords tagging
- Introducing and understanding remarketing with Google Analytics tagging
- Introducing and understanding membership duration
- Introducing and understanding frequency capping
- Creating remarketing audiences/lists
- Creating advanced behavioural remarketing audiences/lists
- Introducing and understanding similar remarking audiences
- Introducing and understanding remarking list for search ads (RSLA)
- Creating search campaigns for RSLA audiences
- Optimising search campaigns for RSLA audiences
- Introducing and understanding customer email remarketing
- Introducing and understanding similar customer emails audiences
- Introducing and understanding Youtube channel remarketing
- Introducing and understanding Mobile App remarketing
- Exploring, understanding and analysing remarketing metrics
- Wrap up, conclusions, your action plan and feedback
What are the prerequisites for attending?
For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training.
A prerequisite of attending the AdWords 201 course is having completed the AdWords 101 course or possessing equivalent knowledge. A prerequisite of attending the Adwords 301 or 302 courses is having completed the AdWords 101 and 201 courses or possessing equivalent knowledge.
How much does the training cost?