1 Day Online Course Outline, Course Objectives, and Scheme of Work: Google Ads Search: Fundamentals
Course Title:
Google Ads Search: Fundamentals
Course Duration:
1 Day (6-8 hours, delivered online)
Target Audience:
Individuals looking to understand the basics of Google Ads for search marketing, including small business owners, marketers, and those new to PPC (Pay-Per-Click) advertising.
Course Objectives:
By the end of this course, participants will be able to:
- Understand the fundamentals of Google Ads and how it works.
- Set up a Google Ads account and create effective search campaigns.
- Learn how to choose the right keywords and structure ad groups.
- Write compelling ad copy that drives clicks.
- Understand how to set budgets, bid strategies, and measure the performance of search ads.
- Learn the basics of optimizing campaigns for better results.
Course Outline and Scheme of Work
Session 1: Introduction to Google Ads (1 hour 30 minutes)
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Objectives:
- Understand the role of Google Ads in digital marketing.
- Learn the key concepts behind search advertising.
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Topics Covered:
- Overview of Google Ads: How it works and why it’s effective.
- The importance of search marketing.
- Key components of Google Ads: Campaigns, ad groups, keywords, and ads.
- Introduction to the Google Ads dashboard and navigation.
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Activities:
- Group discussion: How search ads have impacted participants' online experiences.
- Practical task: Set up a Google Ads account and navigate the dashboard.
Break (15 minutes)
Session 2: Setting Up a Google Search Campaign (1 hour 30 minutes)
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Objectives:
- Learn the steps involved in setting up a Google Search campaign.
- Understand campaign structure, budget settings, and bid strategies.
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Topics Covered:
- Types of Google Ads campaigns (search, display, video, etc.) – focus on search.
- Structuring campaigns and ad groups for search.
- Keyword research: Tools and strategies for finding the right keywords.
- Setting a daily budget and choosing the appropriate bidding strategy.
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Activities:
- Practical task: Create a sample search campaign for a hypothetical business.
- Group discussion: How to align campaign structure with business objectives.
Break (30 minutes)
Session 3: Writing Effective Search Ads (1 hour 30 minutes)
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Objectives:
- Learn how to craft compelling search ads that attract clicks.
- Understand ad formats and the importance of ad relevance.
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Topics Covered:
- Writing engaging ad copy: Headlines, descriptions, and calls to action.
- Ad extensions: Site link, call, and location extensions to boost ad performance.
- Best practices for creating ads that align with keywords and landing pages.
- The importance of ad relevance and quality score.
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Activities:
- Practical task: Write ad copy for a Google Ads search campaign.
- Peer review: Participants share their ad copy and give feedback.
Break (15 minutes)
Session 4: Measuring Performance and Optimization (1 hour 30 minutes)
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Objectives:
- Understand how to measure the success of Google Ads campaigns.
- Learn basic optimization techniques to improve ad performance.
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Topics Covered:
- Key performance metrics: Click-through rate (CTR), quality score, conversions, and cost-per-click (CPC).
- Using Google Ads reports to monitor and track campaign performance.
- Basic optimization techniques: A/B testing ad copy, adjusting bids, and refining keywords.
- Introduction to conversion tracking and ROI measurement.
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Activities:
- Practical task: Review campaign performance in the Google Ads dashboard.
- Group discussion: Strategies for improving campaign performance based on real-time data.
Assessment:
- Continuous assessment through practical tasks and group discussions.
- Final task: Create and present a full search campaign, including keyword selection, ad copy, budget allocation, and performance measurement strategies.
Resources:
- Digital handouts on Google Ads best practices and keyword research tools.
- Suggested reading: Articles and videos on Google Ads campaign optimization and trends.
This 1-day online course provides a thorough introduction to Google Ads search campaigns. Participants will learn how to create, manage, and optimize campaigns to achieve effective and measurable results. The course is designed for those who are new to PPC advertising and want to gain practical, hands-on experience with Google Ads.