Google Search Ads

Training duration: 6 academic hours (1 day)

Target audience: Entrepreneurs and marketers who want to advertise effectively on the Google search engine.

Prerequisites: Preferably having a Google Ads account and access to it to practically try everything out.

Contents of this training:

Marketers starting with Google Ads, employees of small and medium-sized companies who are responsible for advertising campaigns and sales results are invited to the training. The training is also useful for marketing managers and those who want to buy Google Ads advertising service, but also want to understand it themselves in order to be a smart subscriber. In the training, we focus on Google Search campaigns, which is a good choice for the first marketing campaign, because it helps to target very precisely those who are already interested in the product or service and are looking for it through the Google search engine. The size of the training group is small, which means that no one is left behind – as soon as a question arises, the trainer can come to the participant’s computer and solve the problem. Participants receive all materials both digitally and in paper form, so that everyone can learn in their own way. In addition to the slides, the participants are also given the tools used in the training – Excel for budget calculation, the basics of creating advertising texts and a good campaign checklist.

Trainer Katrin Vilimaa-Otsing deals with the digital marketing of various companies on a daily basis and is therefore familiar with all common mistakes and innovations. Katrin is a marketer with an IT degree, so she can answer even your most technical questions. As a certified partner of Google, she is always up to date with the latest information. The training group is small, which means that no one is left behind – for every question, the trainer can come to the participant’s computer and help solve problems.

Topics:

• Introduction – Definitions and Relationships (CTA, CPC, CPM, CTR, CPA, CPV, etc.)
• Development of campaign budget and price
• Keyword analysis and optimization
• Structure of Google Ads account, used ad extensions
• Creating advertising texts and testing them, each participant gets the basics of creating advertising texts and writes at least two advertising texts
• Creating and setting up a campaign – what options and options are available
• Interpreting analytics and measuring results

Purpose of training:

The purpose of the training is to give entrepreneurs and marketers the knowledge to create a simple and effective Google Search campaign, save money on advertising costs, measure results and increase the number of customers.

Learning outcomes:

Upon successful completion of the training, the participant:

• Finds keywords to address the target group of the company’s products and services;
• Can analyze the performance of different keywords and can apply different types of keywords;
• Can handle the creation of advertising texts;
• Understands the logic of Google pricing and plans his campaign budget based on the goals;
• Sets up a Google Search advertising campaign;
• Can read advertising performance reports and make decisions based on them;
• Can avoid the most common beginner mistakes that throw money to the wind.

Conditions for completion of training: At the end of the training, the training center issues a certificate to those who have completed the training. At the end of the training, a certificate will be issued if at least 80% of each subject of the curriculum and other requirements arising from the training program (e.g. exam, accounting, practical work, etc.) have been completed. A certificate of participation is issued to a person if during the training the achievement of the learning outcomes was not assessed or if the person did not achieve all the learning outcomes required to complete the curriculum.

Price includes:

• a prepared workplace with the necessary hardware and software in the classroom. If necessary, we provide the participant in the online environment with remote access to the software required to participate in the training;
• certificate;
  study materials;
• consultation of the trainer on the topics learned by e-mail after the training.

In addition:

• free retraining, if necessary, if you feel that some skill needs improvement or you had to interrupt the training for reasons beyond your control;
• free parking;
• hot drinks with cookies;
• lunch on each training day.

Continuing Education Curriculum Group: marketing and advertising