PPC – Digital Marketing

Digital Marketing

• The power of digital marketing (Digital Vs Offline, Online advertising basics, pull, push, web, mobile etc.)

• Google's essence, users, funnels, audiences, Business Types, content marketing

• Audience Targeting - Who are you talking to?

• Stay flexible & get updated fast

• Mobile/Apps Strategy

• The importance of data

Brand eco-system

• How to brand?

• Understanding the consumer

• The importance of online footprint and how to build it (website, platforms)

• KPI's and goals

Introduction to the course + Key terms in PPC Advertising

• Get acquainted with the course

• Learn and identify key terms and concepts of PPC advertising

Account basics + the Quality Score system & its implications

• Structure of an AdWords account

• AdWords account terminologies

• Basic PPC platforms structures and terminologies

• The difference between “open” and “closed” bidding platforms

• How is Quality Score calculated

• What affects Quality Score

• Implications of quality score

Keyword research- the basis for every good search campaign

• The difference between various keyword match types

• Methodology of keyword research

• keyword research tools

• keyword taxonomy

• keywords & search queries

Developing AdGroups

• how to group keywords, logic, knowhow

• when to split AdGroups

• assigning match types and preparing everything to the creative phase

• criteria for developing a new adgroup

• practical considerations and examples

Ad creative basics and how to craft a successful ad?

• Identify different AdWords ad formats

• Basic ads creative editorial policies

• The use of USPs in ads

• How to write high-CTR text ads

• Best practices for ads split test

• Image ads best practices

• Ads localization

• Practical workshop - Search - understanding AdWords layout, creating an account, groups, ads, keywords, settings

Landing pages: guidelines, best practices and editorial policies

• Landing pages’ fundamentals

• Best practices in landing pages’ design

• Optimize landing pages for paid search campaigns vs. social advertising campaigns

• AdWords basic landing pages’ editorial policies

• A/B experiments

• Multivariate experiments

• Experiment planning

Bidding and budgeting strategies

• How to use budget as a tool for optimization

• Different bidding types

• The econometrics behind a click

• Different bidding strategies

Google AdWords: strategic considerations when designing an account

• Methodology of designing an AdWords account

• Mapping of all relevant advertising dimensions

• Tailoring account structure to goals & targets

• Setting milestones for account development

Google AdWords: reports and analysis + conversion codes in google (+Practice)

• Understand technological background of conversion tracking

• Conversion tracking, types and deployment

• Understand all report types and when to use them

• Cover all the reports dimensions & attributes

• Learn how to generate & schedule reports

• Creating Conversion tracking

• Practice workshop - Search - working on live campaigns, optimizing, adjusting, expanding the design

Google Display Network: overview, placements & how to perform a media buy research

• Display advertising overview

• Brand awareness and direct response in display advertising Planning a display campaign GDN targeting options

• Creative approach

• Display campaign settings

Google Display Network: targeting options

• Different targeting options

• Understand audiences’ concept and how to use it

• The difference between contextual-based advertising and interest-based advertising

• Understand the concept of Remarketing

• Practice workshop - how to use AdWords editor , create and upload GDN campaigns

YouTube advertising

• Types of YouTube campaigns & creatives

• YouTube media research

• YouTube campaign metrics

• YouTube campaign optimization

• YouTube Remarketing

Google Analytics - basics

• Google Analytics tracking basics

• Filters configuration and best practices

• Profiles and buckets

• Google Analytics key-metrics

• Facebook ads basics

• the power of Facebook

• the difference and convergence between paid search and social media advertising

• social media advertising characteristics

• different types of Facebook advertising

Practice workshop FB

• Facebook advertising guidelines

• Facebook advertising metrics

• Ad creation & Targeting

• Practical tips

• Facebook page

• Advertising a Facebook page

• Managing a Facebook Page

• Page Insights

• Facebook Page Best Practices

• Key Points for Facebook Marketing

• Final Project