Making the most of Google Ads
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What is Google Ads?
Why use Google Ads?
What does this course cover?
2 lessons
Search Ads
Uses of Search Ads
What makes up a Search Ad?
How much space do I have?
How do Search Ads work?
Keyword match types
How does the auction process work?
Ad rank and Quality Score
7 lessons
Keywords
Identifying your keywords
Using Keyword Planner
Keyword Psychology
Finding the best match types
Using negative keywords
5 lessons
Ad Extensions
Types of Ad Extension
How to best use Callouts and Sitelinks
Structured Snippets
Promotion Extensions
Other Extensions
5 lessons
Display Ads
Uses of Display Ads
What makes up a Display ad?
CPC vs CPM
Display Network targeting
Available image sizes
5 lessons
Shopping Ads
Uses of Shopping Ads
What makes up a Shopping Ad?
Google Merchant Centre
Organising your products
4 lessons
YouTube Ads
Uses of YouTube ads
What makes up a YouTube ad?
Types of YouTube Ad
Best practices for videos
Budgeting for CPV
5 lessons
Campaign planning
Campaigns and ad groups
Working out budgets
Ad scheduling
Locations and languages
Bid adjustments
Calculating spend and spreading your budget
6 lessons
Optimisation and reporting
Defining success from Google Ads
CPA and ROAS
Optimising Search campaigns
Optimising Display campaigns
Optimising shopping campaigns
5 lessons
Remarketing
What is remarketing?
Defining your audience
Display remarketing
Search remarketing
YouTube remarketing
Making use of frequency capping
6 lessons
Split testing and experiments
What is a split test?
The process for testing
Best practices for testing
3 lessons
Performance Max
Uses of Performance Max
What makes up a PMax ad?
How to set up Pmax for success
How to refresh Pmax assets
4 lessons
Best practices
Focus on quality score
Use your website structure to guide you
Cater to your audience
Plan, plan and plan
Allowing budget for brand building
Conversion rates for mobile and desktop
6 lessons
Search Ads
Ad rank and Quality Score
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