With Google Ads, it is possible to build campaigns whose return on investment is measurable and whose terms are adaptable in real time. What's new in AdWords? How to build your strategy? What are the necessary means?
- Know how to evaluate the opportunities presented by Google Ads
- Understand how Google Ads work
- Discover concrete examples of successful projects in SEA
- Learn how to spread an Adwords budget
Beware (almost) 100 Slides of content!!!
An indepth Adwords introduction class I delivered for General Assembly Sydney.
Content of the presentation
Key advantages of Search Engine Marketing (SEM)
AdWords terminology
How Adwords actually works
Which keywords should you pick
Methods to create effective ad copy
Landing page fundamentals
Walkthrough setup
Advanced bidding and ad options
Tools & tips
Freebies
If you decide to open this deck, say goodbye to your loved ones,cause you are following us down the rabbit hole.
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
Fundamentals of Google Ads, Conversion Tracking AdWords, Google Ads Search, Google Ads Principles, Campaign Types, Optimize Ads for Mobile, Expanded Text Ads Overview, Ad Extentions.
Google Ads | Google Ads Tutorial 2019 | Google AdWords Tutorial 2019 | PPC Ad...Simplilearn
This Google Ads tutorial (formerly Google AdWords) talks about what Google Ads actually is, the various formats it provides, where Google shows your ads, how you can create an advertisement through Google Ads, the important metrics you need to track and how you can optimize your ads to ensure they accomplish your marketing goals. This Google Ads tutorial is designed for beginners who want to get started with advertising through Google Ads which is a PPC (Pay-Per-Click) platform. It goes into the details of the many ways Google offers to show your ads, the ease with which you can set up an advertisement and the various ways you can optimize your advertisements so that you can give yourself an upper hand over your competition and so much more. Now, let’s get started with understanding how you can make proper use of Google Ads.
The below topics are explained in this Google Ads tutorial:
1) What are Google Ads?
2) What are the various formats in Google Ads?
3) Where is Google showing your ads?
4) How can you create a Google ad?
5) Important metrics to track
6) Optimizing your advertisements
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Beware (almost) 100 Slides of content!!!
An indepth Adwords introduction class I delivered for General Assembly Sydney.
Content of the presentation
Key advantages of Search Engine Marketing (SEM)
AdWords terminology
How Adwords actually works
Which keywords should you pick
Methods to create effective ad copy
Landing page fundamentals
Walkthrough setup
Advanced bidding and ad options
Tools & tips
Freebies
If you decide to open this deck, say goodbye to your loved ones,cause you are following us down the rabbit hole.
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
Fundamentals of Google Ads, Conversion Tracking AdWords, Google Ads Search, Google Ads Principles, Campaign Types, Optimize Ads for Mobile, Expanded Text Ads Overview, Ad Extentions.
Google Ads | Google Ads Tutorial 2019 | Google AdWords Tutorial 2019 | PPC Ad...Simplilearn
This Google Ads tutorial (formerly Google AdWords) talks about what Google Ads actually is, the various formats it provides, where Google shows your ads, how you can create an advertisement through Google Ads, the important metrics you need to track and how you can optimize your ads to ensure they accomplish your marketing goals. This Google Ads tutorial is designed for beginners who want to get started with advertising through Google Ads which is a PPC (Pay-Per-Click) platform. It goes into the details of the many ways Google offers to show your ads, the ease with which you can set up an advertisement and the various ways you can optimize your advertisements so that you can give yourself an upper hand over your competition and so much more. Now, let’s get started with understanding how you can make proper use of Google Ads.
The below topics are explained in this Google Ads tutorial:
1) What are Google Ads?
2) What are the various formats in Google Ads?
3) Where is Google showing your ads?
4) How can you create a Google ad?
5) Important metrics to track
6) Optimizing your advertisements
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Google Ads Tutorial for Beginners video by Simplilearn aims to educate one on How to Use Google Ads 2023 to boost your marketing campaigns and brand traffic. We will go in-depth about what google ads are. This Video on Google Ads Explains the different types of google ads google offers, like image ads, text ads, video ads, Product shopping ads, shop showcase ads, responsive display ads, app promotion ads, and call-only ads. Then we will wrap up this tutorial with how to create a google ads campaign on google ads.
During this Video, we will Cover the Following:
👉 00:00 Introduction to Google ads tutorial for Beginners
This segment of the Google ads tutorial for Beginners will brief us on the fundamentals of Google Ads.
👉 01:40 What is Google Adwords?
This segment of the Google ads tutorial for Beginners will give us a brief origin and technical definition of google ads.
👉 07:26 Why are Google Ads important?
This segment of the Google ads tutorial for Beginners will give us an idea about the importance of google ads.
👉 15:36 Google Ads Formats
This segment of the Google ads tutorial for Beginners will briefly explain the different formats of google ads campaigns.
👉 24:14 How to create a Google Ad?
This segment of the Google ads tutorial for Beginners will give us a practical demonstration of how to create a google ads campaign.
👉 42:56 Important metric to track Google ads
This segment of the Google ads tutorial for Beginners will give us a brief idea of how to track our google ads performance.
👉 49:32 Google Ads Optimization
This segment of the Google ads tutorial for Beginners will give us tips to increase the quality score of your Google ads.
❓ What is Google Ads?
Google's online advertising platform, through which advertisers can pay to display advertisements, service offerings, video content, and generate mobile app installs. Google ads were launched on October 23rd, 2000, and have grown rapidly and become one of Google's main sources of revenue. Google Ads provides services that fall under PPC (Pay-Per-Click).
❓ Why are Google Ads important?
Google Ads promotes your product or service to the appropriate audience, ensuring users complete the required action. Google Ads is an efficient way to spread the word about your company. According to Google research, there is an increase in top-of-mind awareness. You can target website visitors rather than people who have already converted by using display network ads and RLSA. You can use Google Ads to see who clicked on your ads, how much traffic came to your website, how many leads were generated, and much more.
🔥Enroll for Free Digital Marketing Course & Get Your Completion Certificate: https://www.simplilearn.com/learn-dig...
✅Subscribe to our Channel to learn more about the top Technologies: https://bit.ly/2VT4WtH
⏩ Check out the Digital Marketing training videos: https://bit.ly/36d97Fs
#GoogleAdsTutorial #HowToUseGoogleAds #GoogleAds #AdsCampaign #GoogleAdsCampaign
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.
Discover the basics and how to start with Google AdWords. How Google AdWords works? How to build your Google AdWords strategy? What are the evolutions?
Expert: Gerald Claessens, Knewledge
Level: All levels
Objectives
Know how to evaluate the opportunities of Google AdWords
Discover concrete examples of successful projects in SEA
Learn how to manage an Adwords budget
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising.
Also known as Adwords, Display Network Marketing, and CPC.
What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?
Keyword Research | Keyword Research For SEO 2019 | SEO Tutorial For Beginners...Simplilearn
This presentation about SEO will explain some of the important ways of finding the right primary and secondary keywords for your website. First, you'll understand why keyword research is important. Second, you'll learn types of keyword research in SEO and a few important ways to do keyword research. Then, you'll come across the Keyword clustering process and finally, you'll learn some of the easiest ways of keyword research using different keyword research tools. Now, let us get started and understand how to do keyword research for SEO.
Below topics are explained in this presentation:
1. Why keyword research?
2. Types of keyword research
3. How to do keyword research
4. Alternative suggestions to keyword research
5. Keyword clustering
6. Tools for keyword research
About Simplilearn Digital Marketing course:
The Digital Marketing Certified Associate (DMCA) course is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), social media, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email and mobile marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Google Display Network Tutorial | Google Display Ads | Google Ads | Digital M...Simplilearn
This presentation about Google Display Network talks about what the Google Display Network is, how the Google Display Network and the Google Search Network are different from each other, the ad formats provided by the Google Display Network, how you can set up an advertisement and the advantages of using the Google Display Network. This presentation is designed to emphasize on Google's Display Network and how it can be of assistance to achieve specific marketing goals like remarketing and increasing brand awareness. We also show a practical example that can help understand these concepts better. Now, let's get started with understanding the Google Display Network.
The below topics are explained in this Google Display Network presentation:
1) What is the Google Display Network?
2) Google Display Network vs. Google Search Network
3) Google Display Network ad formats
4) How to set up an ad on Google Display Network
5) Advantages of GDN
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications.
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
A free and easy-to-use tool for businesses to manage their online presence across Google, including Search and Maps.
By verifying and editing your business information, you can help customers find you and tell them the story of your business.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
Google Ads Tutorial for Beginners video by Simplilearn aims to educate one on How to Use Google Ads 2023 to boost your marketing campaigns and brand traffic. We will go in-depth about what google ads are. This Video on Google Ads Explains the different types of google ads google offers, like image ads, text ads, video ads, Product shopping ads, shop showcase ads, responsive display ads, app promotion ads, and call-only ads. Then we will wrap up this tutorial with how to create a google ads campaign on google ads.
During this Video, we will Cover the Following:
👉 00:00 Introduction to Google ads tutorial for Beginners
This segment of the Google ads tutorial for Beginners will brief us on the fundamentals of Google Ads.
👉 01:40 What is Google Adwords?
This segment of the Google ads tutorial for Beginners will give us a brief origin and technical definition of google ads.
👉 07:26 Why are Google Ads important?
This segment of the Google ads tutorial for Beginners will give us an idea about the importance of google ads.
👉 15:36 Google Ads Formats
This segment of the Google ads tutorial for Beginners will briefly explain the different formats of google ads campaigns.
👉 24:14 How to create a Google Ad?
This segment of the Google ads tutorial for Beginners will give us a practical demonstration of how to create a google ads campaign.
👉 42:56 Important metric to track Google ads
This segment of the Google ads tutorial for Beginners will give us a brief idea of how to track our google ads performance.
👉 49:32 Google Ads Optimization
This segment of the Google ads tutorial for Beginners will give us tips to increase the quality score of your Google ads.
❓ What is Google Ads?
Google's online advertising platform, through which advertisers can pay to display advertisements, service offerings, video content, and generate mobile app installs. Google ads were launched on October 23rd, 2000, and have grown rapidly and become one of Google's main sources of revenue. Google Ads provides services that fall under PPC (Pay-Per-Click).
❓ Why are Google Ads important?
Google Ads promotes your product or service to the appropriate audience, ensuring users complete the required action. Google Ads is an efficient way to spread the word about your company. According to Google research, there is an increase in top-of-mind awareness. You can target website visitors rather than people who have already converted by using display network ads and RLSA. You can use Google Ads to see who clicked on your ads, how much traffic came to your website, how many leads were generated, and much more.
🔥Enroll for Free Digital Marketing Course & Get Your Completion Certificate: https://www.simplilearn.com/learn-dig...
✅Subscribe to our Channel to learn more about the top Technologies: https://bit.ly/2VT4WtH
⏩ Check out the Digital Marketing training videos: https://bit.ly/36d97Fs
#GoogleAdsTutorial #HowToUseGoogleAds #GoogleAds #AdsCampaign #GoogleAdsCampaign
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.
Discover the basics and how to start with Google AdWords. How Google AdWords works? How to build your Google AdWords strategy? What are the evolutions?
Expert: Gerald Claessens, Knewledge
Level: All levels
Objectives
Know how to evaluate the opportunities of Google AdWords
Discover concrete examples of successful projects in SEA
Learn how to manage an Adwords budget
Google AdWords/PayPerClick Training PresentationDushyant Verma
Know about Google AdWords and Pay Per Click advertising program. Learn how to run success ad-word campaign. Tips and trick to increase your conversion rate.
Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising.
Also known as Adwords, Display Network Marketing, and CPC.
What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?
Keyword Research | Keyword Research For SEO 2019 | SEO Tutorial For Beginners...Simplilearn
This presentation about SEO will explain some of the important ways of finding the right primary and secondary keywords for your website. First, you'll understand why keyword research is important. Second, you'll learn types of keyword research in SEO and a few important ways to do keyword research. Then, you'll come across the Keyword clustering process and finally, you'll learn some of the easiest ways of keyword research using different keyword research tools. Now, let us get started and understand how to do keyword research for SEO.
Below topics are explained in this presentation:
1. Why keyword research?
2. Types of keyword research
3. How to do keyword research
4. Alternative suggestions to keyword research
5. Keyword clustering
6. Tools for keyword research
About Simplilearn Digital Marketing course:
The Digital Marketing Certified Associate (DMCA) course is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), social media, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email and mobile marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Google Display Network Tutorial | Google Display Ads | Google Ads | Digital M...Simplilearn
This presentation about Google Display Network talks about what the Google Display Network is, how the Google Display Network and the Google Search Network are different from each other, the ad formats provided by the Google Display Network, how you can set up an advertisement and the advantages of using the Google Display Network. This presentation is designed to emphasize on Google's Display Network and how it can be of assistance to achieve specific marketing goals like remarketing and increasing brand awareness. We also show a practical example that can help understand these concepts better. Now, let's get started with understanding the Google Display Network.
The below topics are explained in this Google Display Network presentation:
1) What is the Google Display Network?
2) Google Display Network vs. Google Search Network
3) Google Display Network ad formats
4) How to set up an ad on Google Display Network
5) Advantages of GDN
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications.
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
This a a broad presentation that covers the main aspects of digital marketing the 2015
As the digital marketing landscape continues to grow at a rapid pace, businesses are faced with new challenges and opportunities within this digital age. Now more than ever, consumers are looking online for goods and services.
Discover how creating a power digital marketing strategy for your business can attract new customers and encourage revenue growth.
Learn the fundamentals of Digital Marketing:
Brand Awareness
Lead Generation
Customer Retention
Sample Topics Covered
Build your Online Marketing Plan
Lead generation
SEO (Search Engine Optimisation)
Adwords and paid advertising
Build Brand Awareness
Landing Pages
Email Marketing and Campaigns
Social Media Marketing
How to create your website and make it look good
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
A free and easy-to-use tool for businesses to manage their online presence across Google, including Search and Maps.
By verifying and editing your business information, you can help customers find you and tell them the story of your business.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
How To Reduce Ad Waste in Google® Analytics and Google Ads With Dynamic Retar...Angela Hawker
Ad waste is a problem that’s been plaguing the digital marketing world since the beginning of time. Every day B2B marketers spend thousands of dollars to show ads to the wrong companies, only to see lackluster ad campaigns with high costs and low conversion rates.
This presentation will show you how to optimize your Google retargeting ads with the right keywords so you can stop paying for low intent keyword campaigns. In addition, we’ll show you how to make your retargeting ads dynamic to win more ad placements for the accounts that really matter and stop bidding on ad placements of out-of-market buyers.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/kickfire-for-google?pmc=LI-SS
Check out our other AdWords Training videos:
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https://bit.ly/2ZN0UpX
https://bit.ly/3eQUNVT
https://bit.ly/30vi0I1
https://bit.ly/30krqFS
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Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
What Digital Marketing is Best For Your Business?Laura McDonald
A quick introduction to the different digital marketing channels, the pros and cons of each and how to start putting together a digital marketing strategy for your business.
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Guide to optimizing Adwords and Bing Ads pay per click ad campaigns for a lower average cost per click and more qualified leads and sales conversions. To learn more about how to generate more qualified leads from search advertising and content marketing, check out http://www.marketdoc.com
Astuces pour améliorer votre visibilité en ligneGerald Claessens
De la planification à la diffusion, quelles sont les bonnes pratiques pour assurer le succès d'un projet digital?
Pensez mobile d’abord, Fixez des objectifs (SMART), Installez des outils de mesure, Utilisez les différents canaux digitaux en fonction des résultats : SEO, SEA, Réseaux Sociaux, Display, Google AdWords, Google Analytics
Predictions about the future of Search Marketing
- UX will play a larger role
- AMP will be a ranking factor
- Voice will replace typing
- AI will run Search
Qu’est-ce que le Web Analytics
Indicateurs clés de performance (KPI’s)
Fixer des objectifs
Demander des données dans Google Analytics
La création d’un tableau de bord
Mésurer et analyser les campagnes
API et outils externes
Qu’est-ce que le Web Analytics
Indicateurs clés de performance (KPI’s)
Fixer des objectifs
utiliser les données dans Google Analytics
La création d’un tableau de bord
Mesurer et analyser les campagnes
API et outils externes
Audiences et canaux digitaux, présentation de Google AdWords, avanatges de Google AdWords, SEO ou SEA, types de campagnes, structure d'un compte, suivi des conversions, liaison Google Analytics.
Révolution Digitale: Risques ou Opportunités pour les Entreprises?Gerald Claessens
La Révolution Digitale, risques ou opportunités pour les Entreprises? L'utilisation accrue des technologies numériques pourrait faire progresser le PIB belge de 10 milliards € en 2020. Comment améliorer la densité numérique en Belgique ? Renforcer l’utilisation du commerce électronique et encourager la publicité en ligne.
What is Performance Marketing ? This course aims to show that performance marketing is more than just buying media on a performance based model. It includes the Search Marketing and ends with wome thoughts on attribution modeling.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Generative AI - Unleash Creative Opportunity - Peter Weltman
Google Ads Training
1.
2. Gérald Claessens
- Founder & Director of KNEWLEDGE
- Serial entrepreneur
- Digital Marketing Expert
- 20 years of experience in Digital Marketing
- Author of a book about SEO in 2000
Who am I ?
3. Knewledge : A team of proven experts
Vision From Performance to Branding, we help you GROW your business
Marketing decisions are based on data analysis.
Strategies are based on actual campaign performance.
Mission We are your partner
To develop all your digital campaigns.
Offices Brussels & Luxembourg
A local service with the ability to manage campaigns at the international level.
Certifications Google Partner, YouTube, Bing Ads
5. Agenda
Background Google Ads What is next ?
• Online – Offline
• See-Think-Do
• SEO VS SEA
• How it works ? Basic principles,
auction competition
• Campaigns
• Audiences & Remarketing
• Conversions
• Search & Display
• Tools
• Attribution
• Smart Bidding
• Site Speed
• Mobile
7. In the right place at the right time:
The investment on each product depends on real-time search volumes (needs, news,
seasonality), but also on the "push" of offline campaigns
Off-line vs On-line
The bridge
9. 18
12
10
07
Number of searches for the
purchase of a product
90% are looking for information
online before buying
Importance of search engines
The first impression is not always the best!
10. SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
The funnel : See - Think - Do
volume volume
Conversions
volume
Unique message
and KPIs
Unique message
and KPIs
Unique message
and KPIs
11. All holders of a driving
license; employers
People who want to purchase a
car insurance now
SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
Where is your audience?
People who will soon buy a
car, who will need insurance
Example: Car Insurance
12. SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
The online consumer's path
Generic Search
Click
Referral
Brand Search
Click
Newsletter Signup
Display
Impression
Last interaction
Assist
interactions
Remarketing Click
Conversion
Purchase
Microconversion
13. RECOMMENDATIONSFIDE
LITE
SEE THINK DO
I N T E R E S T & D E S I R EA T T E N T I O N A C T I O N
Channels & Audience
S O C I A L
S E O S E O S E O
D I S P L A Y D I S P L A Y D I S P L A Y
Y O U T U B E Y O U T U B E
S E A S E AS E A
A F F I L I A T E S
R E M A R K E T I N G
14. What is Google Ads ?
Google Ads is an platform to manage digital advertising :
• On Google search pages
• On Google's search engines partners (AOL, Free, Ecosia ...)
• On the Google Display Network
• On Gmail
• On YouTube
• On apps for smartphones
15. SEO vs SEA
SEO
"Free"
Continuous visibility
Long term
No guarantee of result
Slow
Unclear
Complicated geolinguistic targeting
Control of the complicated message
Long and complicated adjustments
SEA
Paid
Visibility depends on budgets
Faster to set up
"Guaranteed" results
Immediate results
Extremely precise
Flexible geolinguistic targeting
Almost total control of the message
Faster, easier adjustments
VS
Search Engine Optimization Search Engine Advertising
16. SEAAdvantages
• "Total" control of the budget
• "Fast" to implement
• Measurable Campaigns (ROI)
• Almost instantaneous results, reactive optimization!
• CPC Billing
• Precise targeting (keywords / language / geographical
area)
Disadvantages:
• Requires technology tracking: every month new features appear
• Simple in appearance, but complex in practice:
• the results depend on more than 120 different parameters, all interdependent
• the results depend on dozens of uncontrollable parameters: competitors' budgets, Google
algorithms, seasonality, structural evolution of the markets, news, ...
• Requires significant budgets to perform well in a competitive industry
19. Basics
• A user enters a Keyword on Google:
• Google is looking at which companies are buying this keyword.
• If more than one company is competing, an auction is triggered
and ads are ranked according to the following criteria:
1. Bid amount: The maximum amount that each advertiser is
willing to pay for a click through this keyword.
2. Quality Score: The relevance of the ad text and the page
to the keyword.
3. Format of the ad: Prominence of the ad thanks to
extensions (sitelinks, phone numbers, etc.).
20. The auction system
Quality Score
Relevance Bid Ranking
Depends on more than 120
different parameters
Decided by
advertiser or agency
This calculation is done in milliseconds for each request!
X CPC
Maximum
= Ad Rank
21. The Quality Score
The quality level is calculated mainly according to the following elements:
• Historical clickthrough rate (CTR)
• Relevance of the triangle Keyword - Advertisement - Landing Page
• Review of the landing page (speed, usability, ...)
• Average quality level of direct competitors
• Quality of ad extensions
• Structure & Segmentation of campaigns / ad groups
... dozens of other secondary parameters.
10/10
The quality level varies from 1 to 10:
• From 0 to 4: very bad quality, negative impact on the whole account
• From 5 to 6: average quality, possibility of improvement
• From 7 to 10: high quality, positive impact on the entire account!
22. Positions
Auction system: it is not necessarily the one who bets the most that appears the highest!
Note: the more competitors, the more expensive the clicks (inflationary model)!
Position
1
2
3
4
Bid Quality Score Prominence Ranking Position
23. Impact on the real CPC
Ranking of the competitor's ad
Own Quality Score
It is important to pay a lot of attention to the quality levels of the keywords!
If my real CPC is greater than my Max CPC, the ad will not show.
So you have to increase the bids!
What I will pay:
9 (competitor rank
below me)
DIVIDED BY
6 (my Quality Score)
EGAL 1,5 €
+ € 0.01
1.51 € FINAL CPC
CPC = + 1 cent
Quality
Score
Ad
Rank
24. Summary: a two-step calculation
For each query on Google:
1. Google calculates the Ranking and therefore the Potential Position of the eligible
competitors.
Depends on : Max CPC, Quality Levels, Prominence
2. Google Calculates the actual CPC to pay for each position, and displays or not the
ad based on Max CPC.
Depends on: Direct Lower Competitor Rank, Quality Score, Max CPC
If the Max CPC is insufficient to ensure
A click, the ad gets a lower position or
is not shown at all!
25. Case study : C.I.V.B. (vins de bordeaux)
A B C
• Phase A: the customer has not optimized anything on his account the auction has gone wild, the CTR has dropped, the traffic has
decreased.
• Phase B: we start working on the account. Deleting keywords with low quality, deleting keywords with low CTR, raising maximum CPCs
CTR has skyrocketed, bids have fallen sharply, traffic has increased first, then dropped to again because we lowered the bids a bit too
low (impression rate too low).
• Phase C: New cleaning after a few weeks of high quality campaign. Up-lift momentary auctions. The CTR is now stable (9%), the
auctions continue to fall with time, the traffic remains in sharp increase!
27. Extensions
AdWords account structure
• Account: Billing, time zone
• Campaigns: split by country, language,
campaign type (Search / Display), brand /
generic, categories (thematic products /
services).
• Ad groups: split by thematic keywords (eg
tenant insurance, homeowners insurance, fire
insurance, ...)
• Ads: minimum 3 per ad group.
• Keywords: maximum 30/40 per ad group
• Ad extensions
28. Before building your campaigns
• Set Goals
• Do you know your audience?
• In which geographical area will you advertise?
• What products will you promote?
• What are your USP's (Unique Selling Points)
• What budget can you allocate?
29. Always keep in mind :
Be there for the
customer from the birth
of his need!
Type: Keyword,
location, audience,
application, Youtube
channel
Bring him on a page
that makes him a
customer.
Type: Home page,
product page,
descriptive page,
comparative page, ...
Landing
page
Display the ad that best
answers its problem.
Type: text, extension,
banner, video, ...
AdTargeting
31. Campaign settings
• Network Types: Search Network / Display / Shopping / Video
• Devices: Computers / Mobiles / Tablets.
• Geographical areas: targeting by Countries / Regions / Provinces / Cities or
Targeting by radius.
• Language (s)
• Bid strategy: CPC, CPM, CPA, ROAS, ...
• Budget: set a maximum daily budget.
• Delivery method: standard / accelerated
• Planning: possibility of defining a date of beginning / end + calendar of
diffusion (hours of the day).
• Ad rotation: automatic optimization for clicks / conversions.
32. Campaign types
• Search Network: Google search results pages & search engines partners
• Display Network: all partners websites (+2 million) & applications
• Shopping: search results to promote a product inventory
• Dynamic Search: uses a database to generate the best possible landing pages for
a keyword / ad couple
• Video: video / text / display ads on YouTube
• App promotion campaign: promoting an application on the Search Network, the
Display Network, YouTube and in applications
33. Geographical Targeting
Targeting by country, region or city
◦ Reach customers in the geographical area of your choice
Custom targeting
◦ Reach customers in a specific area that you define
Advanced Targeting:
◦ Target only people in the targeted area
◦ Target or exclude people who show an interest in the targeted area
◦ Ex: a person located in Belgium is looking for "house for sale in Strasbourg"
Country/Region City Radius Custom
34. Linguistic Targeting
The choice of language(s):
◦ Which language(s) do your customers speak?
◦ In which language(s) is your site available?
◦ Which Google domain do you want to show your ads on?
35. Geo-Linguistic Targeting
How does Google decide on your location and your language?
◦ The Google domain you are searching on (.fr, .be, .co.uk, .us, ...)
◦ The language of the search term you perform (insurance, assurance,
verzekering...)
◦ Your I.P. address (which determines the geographical position)
Rarely the actual place of the user, because it is the server of the internet provider
which serves as a reference.
◦ Language preferences set on the search engine
◦ Language of the sites you previously visited
36. Time Targeting
• Choice of days and time slots
• Choice of bid amount for each placement (Bid Modifier)
37. Device Targeting
Depending on what you want to do, you can choose the
operating system, the device model, the network provider.
3 types of devices:
• Computers (desktop and laptops)
• Smartphones (bid modifier available)
• Tablets
38. Tips for starting a campaign
1. One campaign = One single geolinguistic target
2. Set up a naming convention for your campaigns.
Ex.: Generics-Luxembourg-FR-Search
3. Use the default search partners, and optionally delete them later
4. Choose "all features" for Search.
5. Target all devices by default, delete them if needed
6. Choose optimized ad rotation (for clicks or conversions)
7. Do not set up time targeting (people do searches at any time) unless service is unavailable at certain times.
8. Have at least one campaign that runs continuously (Always On) to maintain activity on the account, and ensure
consistently high levels of quality (Brand for example)
40. What is remarketing ?
It is useful to know as much as possible the behavior of your visitors, but especially
of some visitors. Through a remarketing tag, you can segment your visitors based on
what they do on your site, and get to know them better.
The remarketing tag is a script (javascript) to place on all pages of your site. It will
collect the behavior of each visitor, and allow you two main things:
1. Identify interesting groups of visitors, who behave particularly differently from
others.
2. Specifically target certain groups of visitors in dedicated campaigns to offer them a
differentiated message.
41. Create your audiences
1
2
Choose "Website Visitors" and then describe the
audience to collect!
You have two ways to create audiences: either
on the basis of elements of the url (url contains),
or on the basis of a conversion tag.
You can also combine them!
42. Some ideas of audiences
• By default: "all visitors to your site": to distinguish if people who come regularly to your site have a
behavior very different from others
• People who viewed the service pages
• People who sent a contact form
• People who have spent more than X minutes on your site
Note: You can exclude audiences or combine multiple audiences. For example, you could create an
audience with all the people who visited pages, but not others, who have not yet sent a form.
You can therefore bid higher on this type of audience during a campaign, or offer them a personalized
message!
The only limit to remarketing lists and audiences is your imagination! If you can imagine a behavioral
scenario, you can create it in Adwords.
Warning:
• The more accurate your audience is, the smaller it will be, and the harder it will be to get results!
• It also requires 1,000 cookies for an audience to become usable!
43. Bids and audiences
Be careful to put high bids on good audiences:
The closer your audience is to buying, the higher your bid must be because of impression rates
45. Conversion Tracking
• Conversion tracking allows you to observe a customer's behavior after clicking on your ads
(examples: purchase, registration, contact form, etc.).
• Objective: lets you know which campaigns, ad groups, keywords, ads work best!
• Types of conversions:
• Actions taken on the website: purchases, registrations and other actions performed by
customers on your website.
• Phone calls: via call extensions, Google forwarding number, or clicks on a phone number
displayed on your mobile website.
• App downloads and actions within apps: downloads of your Android or iOS mobile
apps, and purchases or other activities within those apps.
46. Create a conversion
Give a clear name: "newsletter subscription"
What is your conversion worth (in €)
For a same user
Depends on each product / type of activity
Choose in anticipation of reporting
Depends on the utility: for optimization or remarketing?
Attribution: depends on your strategic choices
47. Conversions indicators
The main indicators are Conversion Rate (CR) and Cost Per Acquisition (CPA).
1. Conversion rate:
• Ratio between the number of clicks and the number of contracts completed.
• The higher the conversion rate, the fewer clicks you will need to convert:
2% CR: 100 clicks = 2 conversions
CR of 0.5%: it takes 200 clicks to get a conversion
• The conversion rate depends directly on the relevance link between the typed keyword and the
displayed ad: the more relevant, the greater the chance to convert!
• But also - and especially - parameters that we do not control: offers competitors, quality of the offer of
the customer, quality of the site, navigation and ordering process of our client's site.
48. Conversions indicators
2. CPA
• The cost to get a conversion. CPA 40 € = each conversion cost an average of 40 € of advertising.
• It depends on the conversion rate: the higher the CR, the fewer clicks it will take to get a conversion,
have to pay to get a conversion
• It also depends on the CPC: the more expensive the clicks, the higher the CPA!
We therefore have advantage to keep the bids as low as possible (quality level).
49. Tips for conversion optimization
• If you optimize for conversions, CPC, traffic or high positions do not really
matter. (they are just part of the equation)
• The job is to minimize unqualified traffic (which does not produce or few
conversions), as well as CPCs, while giving maximum opportunity to qualified
traffic.
• Therefore it is sometimes better to work at lower positions, paying less per click,
because lower positions sometimes have the same conversion rates!
50. Case study : Ethias
• Basic problem: over time, the conversion volume (quotes & online contracts) tends to decrease, with
a stable budget The cost of customer acquisition increases more and more.
• Account recovery, problem identification:
• The account was driven until then on the basis of the traffic (volume of clicks)
• The auctions are pushed unnecessarily to reach high positions, which requires a budget!
• No optimization based on conversion performance of keywords and ads
• No audience strategy and differentiated bidding
• Change in campaign management:
• We push bids for keywords that convert well, in combination with differentiated audiences
• We eliminate all unnecessary traffic (high positions, high bids, but few conversions)
54. Ad Groups
The Ad Group is used to tell AdWords which ads to show for which keywords.
• Contains the Ads that will be served for the keywords contained in the ad group.
• Max CPC Max: The maximum amount you are willing to pay for a click on your ad (applies to all
keywords in the ad group ... except keywords that already have a defined CPC).
• Audiences: Remarketing lists apply at the ad group level (and recently to campaigns too).
55. Ad Group Segmentation
An ad group = a single semantic entity
• An ad group must contain a maximum of 30 to 40 keywords. If there are more, it is certainly
possible to further subdivide into other ad groups
• Why ? Because of the Quality Keyword Keyword - Announcement - Landing Page:
• In the ad, the keyword typed in google by the person is put in bold Visibility!
• AdWords will award a better QoS if there is a strong link between the keyword, ad, and landing
page, especially if it's an exact match!
Example: for a management assistant position, you could have several adgroups: "Assistant
manager job", "Assistant manager job", "Assistant executive position", ...
• This makes it easy to quickly determine which semantic groups work best and easily assign a
suitable bid.
Example: we use more the term "payment" in France, and more the term "payment" in Belgium.
Separating the two terms makes it possible to favor in each country the most effective expression,
without suppressing the use of the other.
56. Tips for the Ad Groups
1. Bid higher at launch for several days / weeks
Your positions will be immediately better, so your CTR also, and your level of quality will
climb faster. Then lower your bids: thanks to the high level of quality, you can pay less
for equivalent positions.
2. Apply all your remarketing audiences to all Ad Groups. Be careful to set your
adgroups to "auction only“
You collect traffic, quality and conversions data on all your specific audiences, and learn
what they are worth and whether they can be interesting for dedicated actions.
3. Give specific and recognizable names to your Ad Groups
This will save you from wondering what the adgroups contain.
58. Keywords
• Keywords tell Google AdWords which queries you'd like to compete for.
• The more, the more likely you are to match the query (QoS & relevancy), and the
more likely you are to be displayed often and cheaper.
59. Keywords matching options
Broad match
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related
searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad.
• Example keyword: women's hats
• Example search: buy ladies hats
Broad match modifier
Add a plus sign (for example, +keyword) to modify a broad match keyword. Ads may show on searches that include modified broad match keywords (or
close variations, but not synonyms), in any order.
• Symbol: Plus sign, for example +keyword
• Example keyword: +women's +hats
• Example search: hats for women
Phrase match
Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a
word is added to the middle of the phrase, or if words in the phrase are reordered in any way.
• Symbol: "keyword“
• Example keyword: "women's hats“
• Example search: buy women's hats
60. Keywords martching options
Exact match
Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words
if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the
intent of a search).
• Symbol: [keyword]
• Example keyword: [women's hats]
• Example search: hats for women
Negative match
Ads may show on searches without the term. So, if you’re a hat company but you don’t sell baseball hats, you could add “-baseball hats” as a negative
keyword so that your ads don’t show for people searching for baseball hats.
• Symbol: -keyword
• Example keyword: -baseball hats
• Example search: women’s hats
◦ NOTE: In this example, ads will show on searches for “women’s hats” but not on searches for “baseball hats.”
61. Choose and find keywords
1. Refer to the purchase cycle and campaign goals!
"Buy a car" <> "auto accessories" <> "most reliable auto brands": what is the intention behind a
keyword? Visibility goal: very generic keywords
Goal of ROI or purchase: precise keywords of long tail, few broad keywords
2. Several tools available:
• Use your head: what are the key words? The unwanted keywords?
• Google KeyWord Tool: https://adwords.google.com/ko/KeywordPlanner/ Also useful for getting an
idea of the bids to be placed and the cost it can generate.
• If campaigns are already running, take a look at the search queries
• If available, use the search console or Google Analytics: what keywords are already performing well
in organic traffic?
• Take a look at your competitors: what requests do they appear on? Which queries are missing?
• Are your keywords really used or do they have a particular seasonality? Use Google Trends:
https://trends.google.be/trends/
63. Text Ads
• ETA (Extended Text Ad) new format since July 2016
• Titre : 2 x 30 characters
URL : domain (35 characters) + 2 x 15
Description : 80 characters
Real URL : up to 1024 characters + tracking
note: the number of characters is punctuation and spaces included!
Editorial rules :
• Never click here or assimilated
• One exclamation point on the entire ad, but never in the titles
• Question mark allowed sparingly
• No words in uppercase
• Special characters: sparingly also, no precise rule
64. What is a good ad ?
• An ad that contains a clear, precise and strong Call-to-Action (CTA)
• An ad that exactly matches the person's intention
• An ad that stands out from the competition
• An ad that has all the relevant extensions to occupy maximum space (prominence)
• An honest announcement: useless, even dangerous, to lie to click: it is an
irretrievable loss of a potential customer
65. Ads : Best Practices
• In the results, the words in the ad that match what was searched by the user
appear in BOLD
• Important to find elements of the query in the ad: precise segmentation of ad
groups + use of {KeyWord:} in some lines.
• Sometimes all of the competitors' ads use this system, so it's worth not using {KI}.
• Start the most important words with a capital letter, even in the middle of the
sentence, it attracts a lot more the eye!
Ex: «Quickly discover our Promo! "
66. AdWords approximations
Extended Match feature for broad matched keywords:
• AdWords can arbitrarily decide to display ads for keywords that are not in the
keyword lists, but are part of the same lexical field.
• Example: keyword in the campaign = internal audit
• AdWords may display an ad for the following queries:
• Internal analysis
• Accounting audit
• Internal doctor position
That’s why it is important to keep a close eye on the actual requests
that triggered the ads and to manage the correspondences and the
negative keywords!
68. Ad Extensions
• Ad extensions can display additional items under the main ad: product crosses,
additional details, product price, ...
• They are very important for the prominence of ads, which is involved in the ranking
calculation The more, the better!
• There are 9 types of ad extensions, but not all of them are suitable for all business
• AdWords will show only 3 extensions at the same time, maximum. The selection is
made by AdWords based on combinations that work best.
• Extensions can only be displayed on Premium placements (positions 1 to 3, at the
top of the page).
69. Ad Extensions
• Sitelinks: Links to other pages to guide visitors in their search.
• Call out extension : descriptive text to give more information to users about your products and
services.
. Maximum 4 callouts per ad
. Format: 25 characters
70. • Extracts from sites: highlight some aspects of your products or services.
. Format: 25 characters/extract
Ad Extensions
71. Ad Extensions
• Opinion extensions: positive reviews from reputable third party sites.
. Requires validation by Google, very random
. Format: Text + Source: 67 characters
• Location extensions: View your business address.
•
Note : requires Google My Business !
72. Ad Extensions
• Call extensions: add a phone number (on mobile: "Call" button)
• Application Extensions: Download link for your App (via Google Play or App Store)
73. Ad Extensions
• Merchant Reviews: Automatic Expansion Based on Third Party Reviews (Customer
Reviews Platforms) -> e-commerce only.
•
Examples : TrustPilot, eKomi, Poulpeo, …
• Price Extension: Displays the price of the product / service or a price range.
76. Ad Groups
Unlike Search, Display Ad Groups do not need to be structured in separate themes,
but by Banner Sets and Targeting Types.
• Contains a set of display ads (Banner Set) with identical visuals
• Max CPC or Max CPM by Default: The maximum amount you are willing to pay for a click on your
ad or for 1,000 impressions?
• Audiences: Remarketing lists apply at the ad group level (and recently to campaigns too).
• Targeting type: Use only one type of ad group targeting
78. Display Ads
Like Search, you can publish Text ads on the Display Network. It is still more
interesting to use Display Banners.
• Publish ads by SET of at least 8
banners. The most common:
• 336x280
• 300x250
• 120x600
• 160x600
• 468x60
• 728x90
• 320x100
• 320x50
• Why multiple formats? Not all sites accept
all formats. Multiplying formats maximizes
the chances of appearing on as many sites
as possible!
79. Responsive Ads
Saves time (and money), while
offering banners that fit
everywhere, on all sites, all
locations!
80. Display Ads specifications
Advertising rules are stricter than text ads, so approval may take longer!
• We recommend using animated banners, which attract more the eye of the visitors of a page
• Start the banner with a strong image that attracts attention, end the animation with a strong call-to-action
• The ideal is that the banner fits well in the page
• Main editorial rules:
• No "click here" and assimilated
• No reference to Google
• No image of more or less naked people
• No image likely to shock any type of audience
• Main technical specifications:
• 150ko max, jpeg, gif or html5
• No infinite animated loop
• Max 3 repetitions for a loop (so max 3x10 sec or 2x15 sec).
• Full rules and banner sizes: https://support.google.com/adwords/answer/1722096?hl=en
82. Quick Overview
• Keyword targeting:
Keyword contained in a web page, or likely to interest the person who surfs this page Particularly suitable for news sites,
and all sites that frequently change content.
• Targeting by location:
List of specific websites where you want to show ads
• Targeting by topic:
Targeting sites or pages dealing with a particular theme
• Interest Targeting & remarketing lists (behavior):
We do not target sites or sites but people, no matter where they surf
83. Interest Targeting
• Affinities: people likely to be interested in a thematic
• Custom affinities: group of affinities registered on the account, usable in other campaigns
• Market Audiences: group of people who are currently looking for a defined theme
• Remarketing lists: audiences defined from a tag on your site
• Customer Mailing Lists: You can use the email addresses of your CRM
• Similar to remarketing lists: Audiences that have the same behavior as your lists
• Similar to customer mailing lists: Audiences that have the same behavior as your lists
84. Best Practices
• If you're looking for visibility, choose CPM bids to maximize your impressions
• If you're looking for qualified traffic, choose CPC bids to maximize your clicks
• Do not let the same banner set run for more than a month change every month, or alternate
from month to month to avoid the weariness of your audience
• Every two to three weeks: see what has worked best in terms of locations, keywords, topics and
interests, and dedicate a dedicated campaign with an ad hoc budget!
• Capping : Limit the number of impressions viewed by each person to a maximum of 5 or 6 per day
campaign options.
86. Common problems
User problem:
• You've searched for your ad too often without ever clicking it - Google stops showing you
ads that do not seem to interest you.
Solution: clean your browser: cookies and history
• You, or your server, are not located in the correct geographical area.
Solution: Use the Ad Preview Tool
• Your search engine is not in the right language (eg you are on google.com in English).
Solution: change the language of your search engine
87. Common problems
Campaign settings & billing issue
• The daily budget of the campaign is exhausted.
Solution: increase the daily budget
• The daily budget is too low and ads run from time to time
Solution: increase the daily budget, or spend the campaigns in "accelerated" mode
• Ads are under review
Solution: Wait until validation is done
• The advertiser did not pay the latest Google bills
Solution: PAY
• Campaigns, adgroups, keywords, or ads are paused
Solution: re-enable keywords
• The ad serving schedule is active and your search takes place during an OFF time
Solution: change the broadcast schedule or wait for the ON period
88. Common problems
Quality level and bid problem (AdRank = QS x Max CPC)
• Competition is too strong for bid and quality levels
Solution: increase bids, increase the quality level.
• Quality levels of keywords is insufficient
Solution: increase bids, increase the quality level.
• Keyword bids are insufficient
Solution: increase bids, increase the quality level.
• The keyword is too precise and not enough research
Solution: Wait until the search has been done enough on Google.
89. One tool: AdPreviewTool
https://adwords.google.be/apt/anon/AdPreview
• Does not take into account your search history
• Allows you to "simulate" a geographic position
• Allows you to choose the language
• Allows you to simulate a search on different devices
• Does not consider budget settings
• Do not count impressions - these searches do not impact statistics!
• Does not generate any cost (but the ads are not clickable)
91. ATTRIBUTION: A real challenge
Your audience does not arrive on your site via a single source!
Therefore: how to smartly decide where to invest?
92. Determine the important steps
Step 1 Step 2 Step 3 Step 4 Conversio
n
Match on Tinder First Date Trip Demand MARIAGE !
x1 x0 x0 x0
x1x0x0x0
x0.3 x0.2 x0.2 x0.3
… if you ask
Tinder
… if you ask
the guy
… if you ask a
data scientist
93. Choose a Model!
Several models are available. They are all arbitrary,
except for one, the Data-Driven:
To be implemented on two levels:
Social Display
Paid
Search
Organic
Search
Email
Generic
Search
Brand
Search
Generic
Search
Brand
Search
Brand
Search
Cross-Channel
Intra-Channel
96. Smart bidding
Basic problem: millions of variables come into play for campaign performance:
• These variables are getting unmanageable for a human
• Most variables are inaccessible to him (audience behavior)
• They are useful only when analyzed in complex statistical data
Google allows you to use these millions of variables.
It's now possible to let Google manage bids based on marketing goals!
97. Currently, 80% of the time of the campaign managers is dedicated to Bidding:
• At the expense of other important tasks
• While a well-informed machine can do it faster and better
• The job of bid-optimizer will be reduced or even disappear totally
• Useful skills will be transferred to strategy, creativity and reporting
Smart bidding
98. Site Speed: your priority!
The loading speed of your pages has become Google's priority. It must be yours too
https://developers.google.com/speed/pagespeed/insights/
https://testmysite.withgoogle.com/intl/en-gb
Two Essential Tools: Test your sites!
99. Think Mobile First !
• The first screen in terms of traffic
adapt your site (responsive design) and its
speed!
• The first screen in terms of contact with your brand:
• Typically, we hear or see an offline ad, and check
quickly from a mobile (in the bus, at work, in the street,
...)
It must be found immediately
The user experience must be at the top
• Mobile devices convert less than on desktop (for the
moment!), because most users first get an idea of your
product / brand from their mobile but will convert later
from their desktop!
CONCLUSION:
Be aware of how your site behaves on a mobile
Think Mobile First in all your marketing strategies !