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Introduction to Google Display Ads

Introduction to Google Display Ads

@ Edinburgh Chamber of Commerce 40 George Street Edinburgh MIDLOTHIAN None EH2 2LE

18th March, 2020 09:30-16:30 Training 195.00-250.00
Introduction to Google Display Ads

Google is the most popular advertising platform on the planet. This course will focus on the Display Network aspects of the Google Ads network.
The Google display network, the network of over 2 million websites that you can advertise on using Google’s platform, including YouTube, Android aps, The Scotsman, Gumtree, Cnn.com and many, many more.

In fact every Google search you have ever done, every email in your Gmail account, every web page you have been to in Chrome has all be aggregated, along with everyone else’s and this is the canvas on which you can create your Google Display network campaign. Are you ready to level-up your internet marketing superpowers?

Course Outcomes:  

By the end of the day you will be able to:
  • Plan an effective Google Display campaign
  • Understand the different types of targeting on the Google Display Network
    -Interest Targeting
    -Website Placements
    -Affinity targeting
    -In-Market Audiences
  • Effectively set up the Display Network Ads on Google
  • Develop engaging adverts to connect to your market
  • Create effective account structure for maximising ROI
  • Analyse campaigns for optimisation
  • Learn the tricks and shortcuts to fast-track your success
Course outline:

Once you have registered for the course, the trainer will contact you to arrange access to your AdWords account and have a call with you to go through your individual training objectives and challenges. This will allow the workshop to be tailored to your unique needs.

We will also ensure that your Google Analytics account is set up correctly and linked to your Google AdWords account.
If you do not yet have an AdWords account then we would recommend that you attend the introductory Google AdWords course in the first instance.  This could builds upon the fundamental concepts taught in the AdWords workshops.  

Morning Session:
  • The differences between search and display
  • The different types of Ads that are available
  • Targeting on the Display Network
  • Set up for Success
    -Creating your most valuable audiences
    -Understanding Account Structure for Display(Campaigns, Ad Groups, Adverts, Keywords)
  • How to choose where to advertise
  • Setting a budget
  • Understanding bidding strategies
  • Understanding and using quality score on Display Network
  • What makes a good landing page
  • The role of the Customer Journey in Google Display
Afternoon Session:
  • Practical examples and case studies. Here we take a look into specifically applying the concepts to your business. You’ll get your hands dirty and your skills sharpened!
  • Ad Copy Workshop – How to create effective Google Ads for Display
  • How to implement Re-Marketing
  • How to do B2B sales using Google Display Network
Trainer info:
John Daniels is the founder of The Lean Marketer, Edinburgh.
He is a digital marketing specialist with 18 years tech experience and 10 years digital marketing experience working with more than 300 clients across 3 continents, including UK companies like Float, Administrate, the Edinburgh International Festival and Remax Scotland.
He draws on his diverse experience and a passion for data-driven results to deliver a unique mix of cutting-edge technology and tales from the trenches, to turn stress tested best practices into real world results.

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