Master the fundamentals of effective Google Ads campaigns
Google Ads: Search, Display & Video
- Learn Online (Live & On-Demand)
- 15th August - 6th September
- 8 hours (8 x 1hr Weekly Modules)
- $ AUD1,295.00 (this course only) OR Included in SMK Membership
This comprehensive course includes eight modules designed to equip you with the skills and knowledge to create, manage, and optimise effective Google Ads campaigns. From mastering the fundamentals to implementing advanced techniques, this course provides practical insights and strategies to help you achieve your advertising goals.
Sign up for SMK Digital Excellence on a Standard Plan (or above) and access the full suite of Online Digital Strategy courses annually.
*Prices exclude GST, charged in Australia only.
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What will you learn?
Explore The Latest Google Ads Updates
Gain comprehensive knowledge of the latest updates and features in Google Ads for 2024-25, ensuring your campaigns leverage the best-performing products and new features.
Utilise Advanced Automation Tools
Discover how to implement Google’s latest automation tools to streamline campaign management, from automated bidding strategies to AI-driven ad creation.
Leverage AI In Search For Optimised Campaigns
Understand how to use artificial intelligence to enhance ad targeting, personalise ad experiences, and improve overall campaign performance with data-driven insights.
Maximise YouTube Ad Impact
Develop engaging video content, understand YouTube-specific advertising techniques, and measure video ad performance to reach and engage your audience effectively.
Develop A Fully Integrated Strategy
Discover how to seamlessly integrate Google Ads with other marketing channels such as SEO, social media, email marketing, and more to create a unified strategy that amplifies your brand message across channels.
ACCESS THIS COURSE ONLY OR BECOME AN SMK MEMBER TO ACCESS ALL SMK TRAINING COURSES + MORE
Course Overview
Welcome to the 2024 Google Ads course, focusing on Search, Display, and Video advertising. This comprehensive course includes eight modules designed to equip you with the skills and knowledge to create, manage, and optimise effective Google Ads campaigns. From mastering the fundamentals to implementing advanced techniques, this course provides practical insights and strategies to help you achieve your advertising goals.
In the first half of the course, you’ll dive into the essentials of Google Ads, starting with setting up and managing search campaigns. You’ll learn to conduct keyword research, write compelling ad copy, and optimise bids to improve performance. Next, you’ll explore Display and Performance Max campaigns, discovering how to design visually appealing ads, target the right audiences, and maximise reach throughout the Google ad ecosystem.
The latter modules focus on advanced strategies and performance optimisation. You’ll gain expertise in creating engaging video ads, targeting YouTube audiences, and measuring video ad performance. Learn to leverage advanced targeting techniques, utilise remarketing strategies, and implement A/B testing to refine your campaigns. Finally, master the use of analytics tools to track, analyse, and report on your Google Ads performance, ensuring you can continuously improve and achieve your advertising objectives.
Detailed Course Breakdown
MODULE ONE:
Introduction to Google Ads in 2024
- 15th August
- 11am - 12pm AEST
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.
MODULE TWO:
Mastering Search Ads
- 16th August
- 11am - 12pm AEST
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.
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.
MODULE THREE:
Building Brand With Display Ads
- 22nd August
- 11am - 12pm AEST
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
- 23rd August
- 11am - 12pm AEST
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.
MODULE FIVE:
Leveraging Performance Max Campaigns
- 29th August
- 11am - 12pm AEST
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:
Advanced Campaign Optimisation
- 30th August
- 11am - 12pm AEST
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.
Budget Allocation and Management: Master techniques for efficient budget allocation and management across different ad types to maximise your ROI.
MODULE SEVEN:
Data-Driven Decision Making
- 5th September
- 11am - 12pm AEST
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.
MODULE EIGHT:
Integrating with Other Marketing Channels
- 6th September
- 11am - 12pm AEST
Cross-Channel Marketing Strategies: Discover how to integrate Google Ads with other marketing channels for a cohesive and effective marketing strategy.
Synergising SEO and SEM: Learn how to align your SEO efforts with your Google Ads strategy to maximise impact and efficiency.
Multi-Platform Campaign Management: Master the management of campaigns across multiple platforms, ensuring consistency and efficiency in your marketing efforts.
Why become a SMK Digital Excellence Member?
ACCESS THIS COURSE ONLY OR BECOME AN SMK MEMBER TO ACCESS ALL SMK TRAINING COURSES + MORE
Your SMK Instructor
James Fitzgerald
Executive Director of Programming, SMK
James Fitzgerald is the Executive Director of Programming at SMK. SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively. As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs.
James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.