Paid Search Deep Dive Course
About This Course
Search platforms are a powerful marketing tool and an essential pillar of any digital marketing strategy. Over the past 20+ years, platforms have refined their algorithms to create the ultimate user experience. This course will give you all the information you need from campaign development, launch, optimizations, testing, and more to run your own successful search initiative.
Performance Media Intro & Audience Targeting on Search
This first class will serve as an introduction to how performance media and biddable media works. You will be introduced to the concept of keyword marketing and the kinds of targeting control you have when it comes to search.
What you will learn:
- Performance Media Overview – Understand what performance media is and how it can be utilized to meet your business objectives
- History of Performance Media – The title speaks for itself and is one of our favorite class sections!
- Biddable Media – Understand what biddable media is and how the auction works for search
- Trackable Data Intro – We will start the discussion on which actions are tracked and how people are categorized
- Targeting the Right Audience – Learn how to use your keywords appropriately to reach the right audience
- Negative Targeting – We will teach you how to use negative targeting to ensure you don’t waste media dollars reaching the wrong audience
- Location Targeting – How to properly approach location targeting without limiting your campaign reach
Google Ads
This class will cover all things Google Ads. It is the largest search engine in the world and is a powerful, cost efficient tool if you know how to use it right.
What you will learn:
- Google Ads 101 – What’s a SERP? Learn important terminology, the key elements of a search initiative, ad ranking, quality score, and more
- Campaign Structure, Setup & Best Practices – We will take you through a deep dive of setup best practices and important decisions at each level: Account, Campaign, Ad Group, Keyword
- Keywords Keywords Keywords! – Everything you need to know about keyword development, match types, research tools, and keyword funnel strategies
- Ads – Best practices for writing action driving ad copy, rules you need to follow, and the different ad types available
- Bid Strategies – Learn the pros and cons of automated vs manual, the 5 most common bid strategies, and our recommended approach for a winning campaign strategy
Microsoft Ads
You may not immediately think of Bing, AOL, or Yahoo! when you think of search but they are still valuable platforms and we will show you why. We will walk you through launching a new campaign and show you how to make your life easier by leveraging the similarities and integration options with Google.
What you will learn:
- Microsoft Ads 101 – How the Microsoft Ads platforms work and why they can be valuable channel options
- Campaign Structure, Setup & Best Practices – The setup decisions that need to be made at each level and what they mean: Account, Campaign Ad Group, Keyword. Google integration and what you need to pay attention to when using this feature.
- Bidding Strategies – Bid strategy options and our pro-tips on which strategies to use to achieve your goals
- Ad Types – Learn about the different ad types and our best practice recommendations
- Google Integrations – We will teach you about all the Google integrations and what you need to pay attention to when using this feature and share other platform similarities that will help make your life easier
Google Shopping
Google Shopping Ads uses Feed Marketing and while it falls into the category of search, the setup is more complex and deserving of its own class. You will feel like a digital inventory master by the end of the class with the confidence to set up and launch your own shopping campaigns.
What you will learn:
- Feed Marketing Intro – Understand what feed marketing is, how it works, and the integrations needed for this type of marketing campaign
- Shopping Ads Setup – You will learn about the two feed management options, product image best practices, and required and recommended feed data to develop converting ads
- Campaign Structure, Setup & Best Practices – Setup at each level: Account, Campaign, Ad Group, and Product Groups
- Bid Strategies – What options are available and our recommendations for choosing what’s right for you
Amazon Shopping Ads
Amazon has over 300 million active customer accounts offering a large opportunity to eCommerce retail businesses. This class will give you all the tools you need to master Amazon Ads.
What you will learn:
- Launching Your First Campaign – How to get started setting up your first campaign
- ASIN – Introduction to what the Amazon Standard Identification Number is and how it is used
- Campaign Types – The three campaign types and how to use them throughout the users journey to purchase
- Product Details – Anatomy of the product detail page and best practices
- Ad Placement – Learn about the different ad placements and placement modifiers available to boost your ads
- Keyword Bidding – Keyword match types and how competition will impact your bids
- Targeting Options – Learn the differences between automated vs manual targeting
- Reporting & Attribution – We will share which important reports are available by campaign type and teach you about Amazon’s approach to attribution
Optimizations & Testing Frameworks
Now that you’ve launched your new initiatives it’s important to be conducting ongoing optimizations and testing, as the secret to success is not to set it and forget it. We will share our methodology for optimizations and testing recommendations so you get the most out of your media budget.
What you will learn:
- Optimizations 101 – We will teach you our optimization process and important things to consider when analyzing your performance data
- Algorithms vs Manual Optimizations – Understand how machine learning works in comparison to manual optimizations and the pros and cons of both
- Budget Pacing Decisions Tree – Learn our step by step formula to budget pacing
- Optimization Best Practices – Get our pro-tips on what you should be looking for daily, weekly, and monthly to stay on top of performance
- Always Be Testing! – Things you should be testing, creating your hypothesis, and the importance of statistical significance to make sure you’re analyzing your test results properly
Course Includes:
Pre-Launch Price:
$500 $300
Instructor:
Sara Johnson
Duration:
6 Hours
Modules:
6
Language:
English
Certificate:
Yes
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What People Say
Hamish McDonald
Jackie B.
, Muse Content Group
Cassie
, Digital Marketing
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