Introduction to Google Display Ads

Introduction to Google Display Ads

@ Edinburgh Chamber of Commerce Delivered Online Edinburgh Midlothian EH2 2LE

17th March, 2022 09:30-16:30 Training 195.00-250.00

Google is the most popular advertising platform on the planet. This course focuses on the Display Network aspects of the Google Ads network, a network of over 2 million websites including YouTube, Android Apps, The Scotsman, Gumtree, and many more that you can advertise with.
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?
After you have registered for the course, the trainer will contact you to go through your individual training objectives and challenges. This will allow the workshop to be tailored to your specific needs.

This could builds upon the fundamental concepts taught within our Google Ads workshop.  

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:
  1. Creating your most valuable audiences
  2. 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
  • 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
Who should attend?
This is an intermediate to advanced level workshop.  It is assumed that delegates will have a basic understanding (or have already attended the workshop) in Google Ads.  This course is ideal for individuals that work in marketing and digital marketing.
Learning 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 - namely:
  1. Retargeting
  2. Interest Targeting
  3. Website Placements
  4. Affinity targeting
  5. 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 director: Lina Polka
Train your team:

This course can be delivered on site for corporate teams and tailored to your specific requirements. For details contact

The ECC training experience:
  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field
  • Quality delivery - Trainers are assessed annually on the quality of their delivery and delegate engagement
  • Practical training methods - Theory and practical based training to take back to the office
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers
  • Wide breadth of topics - ECC offer over 40 different essential business training courses covering everything from Leadership and Management through to Digital and International Trade
  • 3 learning levels – Beginner /Introductory, Intermediate and Advanced
Cancellation Policy: Click Here

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