Overview

Search, Display & Video

• Understanding Google
• Google Ads Outlook
• Life Beyond SEM
• Google Ads Product Updates 2023

Google Search Engine Marketing (SEM)

• Understanding Google Ads
  – Account structure and hierarchy
  – Understanding the Google Ads auction
  – Ad Rank and Quality Score
• Campaign creation
  – Ads objectives
  – Campaign types
  – Establishing conversions
  – Bidding
• Choosing your keywords
  – Keyword research
  – Mapping intent
  – Match types
• Copywriting best practices
  – Automation and ad assets
• Landing page performance

YouTube and Video Advertising

•  Google video ad campaigns
  – Campaign Objectives
  – Campaign Type
  – Campaign Subtypes
  – Video ad formats
• Video action campaigns
• Video reach campaigns
• Ad targeting
• Ad creative
  – Data and creative insights
  – Design best practices
  – Useful production and ad copywriting tools

Google Display Network (GDN)

• Understanding the Google Display Network
  – Full-funnel campaigns
  – Attribution, reporting and evaluation
  – Ad targeting and creative
• Shopping campaigns
• App campaigns
• Performance Max (Pmax)
• Local campaigns
• Discovery campaigns
• Brand safety and cutting wasted budget
  – Advertiser Transparency
  – User Ad Center