Overview
Google Ads Updates, Optimisations & New Features
- Google Ads outlook
– Performance benchmarks
– Marketing investment
– Competition: Facebook, Amazon, Retail media - Search engine marketing (SEM) trends
– Targeting
– Creative
– Automation - Maximising YouTube
– Brand campaigns
– Direct response - Google Display Network
– Gmail, Maps, Shopping and more
Google Search Engine Marketing (SEM)
- Google Search Ads overview
- Campaign goals
– Establishing conversions
– Ad optimisation features - Ad rank and quality score
- Keyword research
– Keyword intent - Match types
- Copywriting
– Ad extensions - Landing page performance
- Planning
Maximising The Google Display Network (GDN)
YouTube & Online Video Ad Campaigns
- Why YouTube ads?
- YouTube campaign types
- Video ad overview
- Direct response versus brand campaigns
- YouTube ad strategy
- Ad targeting
- Content targeting
- Reporting
- Brand safety