Updated September 2024

Overview

• Exploring Platform Updates: Learn about the latest updates and features in Google Ads for 2024, and how they can enhance your campaigns.
• Understanding Ad Types: Dive into the various ad formats available, including search, display, and video, and their unique benefits.
• Setting Campaign Objectives: Establish clear and measurable goals for your Google Ads campaigns to ensure they align with your overall business objectives.

• Understanding the Search auction process:
• Keyword Research and Selection: Discover advanced techniques for identifying and selecting high-performing keywords to improve the relevance and effectiveness of your search ads.
• Crafting Effective Ad Copy: Learn to write compelling ad copy that attracts clicks and conversions, tailored to your target audience’s needs.

• Creating Visually Compelling Ads: Explore best practices for designing impactful display ads that capture attention and drive engagement with your brand.
• Targeting and Retargeting: Learn advanced targeting and retargeting techniques to reach your ideal audience and re-engage past visitors effectively.
• Measuring Display Ad Performance: Utilise key metrics to track and improve the performance of your display ads, ensuring they meet your campaign goals.

MODULE FOUR: Maximising Video Ads

• Developing Engaging Video Content: Master the art of creating engaging video ads that capture attention and effectively convey your brand message.
• YouTube Advertising: Understand the nuances of advertising on YouTube and other video platforms to maximise your reach and impact.
• Analysing Video Ad Metrics: Learn to measure the success of your video campaigns using advanced analytics tools, improving future video ad performance.

• Introduction to Performance Max: Understand the concept and benefits of Performance Max campaigns in Google Ads, and how they can drive comprehensive results.
• Setting Up Performance Max Campaigns: Learn the step-by-step process to set up Performance Max campaigns, integrating various ad formats and channels.
• Optimising and Measuring Performance: Discover advanced techniques for optimising Performance Max campaigns and utilising AI-driven insights to maximise ROI across all touchpoints.

MODULE SIX: Data-Driven Decision-Making

• Utilising Google Analytics: Integrate Google Analytics with your ad campaigns for deeper insights, enabling more informed decision-making.
• Custom Reporting: Learn to create custom reports that highlight key performance indicators, providing actionable insights for your campaigns.
• Predictive Analytics: Explore the use of predictive analytics to forecast campaign outcomes and make data-driven decisions that enhance your ad performance.

• A/B Testing and Experimentation: Discover how to use A/B testing to optimise ad performance, improving the effectiveness of your campaigns.
• Quality Score Improvement: Learn strategies to improve your ad quality score and overall ad effectiveness, resulting in better placement and lower costs.
• Optimising Landing Pages: Learn best practices for designing and optimising landing pages to maximise conversions, ensuring a seamless user experience from ad click to conversion.