Search Engine Marketing –Introduction
- Understanding Paid Campaigns in Search Engines
- How Paid Marketing Works
- Understanding Push and Pull marketing
- Introduction to Google Ads
- Setting up Google Ads Account
- Understanding the Google Ads Dashboard
- Understanding Structure of Campaigns, Ad groups, Ads & Keywords
- Introduction to Campaigns in Google Ads
- Search Campaign
- Display Campaign
- Video Campaign
- Universal App Campaign
- Shopping Campaign
- Smart Campaigns
- Difference Between Campaigns
- Understanding Google Auction for Ads
- Introduction to Bidding methods
- Introduction to Automatic Bidding, its types &
- How it works
- Introduction to Manual Bidding & How it Works
SEM -search Ads / Search Network
- Introduction to Search Network
- Creating Campaigns based different business goals
- A/B Testing of Ads
- Understanding Keyword Planner
- Understanding Different Keyword match types
- Understanding Different Search Ad formats (Text ad, Call only ads, responsive ads)
- Understanding Different Bidding Strategies for Search Ads
- Creation of Ads & Extension
- Different Targeting option
- Bid adjustments (Device Bid adjustments, location Bid adjustments, demographics adjustment)
- Remarketing Campaigns
- Understanding Auction Insights for Search
- Strategizing & Monitoring Search Ads
- Report Creation by Tools
SEM -display Ads / Display Network
- Introduction to Display Ads
- Creating Campaigns based on different business goals
- Different Targeting option of Display Campaign
- Creation of Images based on the requirement of the Campaign
- How to target specific websites, video channels for Ad Placements
- How to target a specific audience based on their interest and devices
- Understanding different Bid strategies for Display Ads
- Understanding Different Ad Formats
- Bid Adjustments
- Remarketing Campaigns
- Strategizing & Monitoring Search Ads
- Report Creation by Tools
SEM-Shopping Ads / PLA
- Understanding Shopping Ads
- Introduction to Merchant Account
- Creation of Google Merchant Center
- Understanding Merchant Account Dashboard
- Linking of Merchant Center AC with Google Ads & Website
- Understanding Product Feeds
- Introduction to Product Feeds
- Types of Feeds
- How to Create them, their rules & preferred Formats
- Analyzing & verifying the feeds in Merchant Account
- Creating Ads based on different objectives/goals
- Creating Product Groups
- Different Bidding strategies for Shopping ads
- Bid Adjustments in Shopping Ads
- How to get promotions in shopping ads
- Remarketing Campaigns
- Strategizing & Monitoring Search Ads
- Report Creation by Tools
Universal Campaign
- Introduction to Mobile App campaigns
- Understanding the objectives of the campaign
- Linking of App from App store to Google Ads
- Creation Of Ads
- Intro to Mobile App optimization
- Strategizing & Monitoring Search Ads
- Report Creation by Tools
Video Ads Campaigns
- Introduction to YouTube Ads
- How video Ads works
- Different Targeting option based on objective / Goals
- Linking YouTube with Google Ads
- Understanding different ad formats (Instream Ads, Bumper Ads, Out stream)
- How bidding works for Video Ads
- How to target specific websites, video channels for Ad Placements
- How to target specific Audience Based on their Interest and Devices
SEM -Advanced Topics
- How to track conversions (Conversion tracking implementation)
- How to customize the dashboard
- Understanding tools -
- Performance Planner Tool
- Ad Preview & Diagnosis Tools
- Understanding Shared library
- Understanding how to use scripts to customize your Ad accounts
- Creation of Automated Rules
- Connecting Google Ads to Analytics
- Report creation (diff report formats)
- Creating Automated Reports
- Understanding Billing & Payments
- Budget Forecasting