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 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