Publication date : 01/04/2024
Course : Google Ads: optimizing your campaigns in the age of AI
Practical course - 2d
- 14h00 - Ref. GAD
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 | Understand how the Google algorithm works |
| Setting up a campaign in the age of machine learning |
| Manage and optimize your SEA campaigns |
| Set up Display/Video campaigns to complement Search campaigns |
Intended audience
Marketing manager, e-commerce manager, communications manager, product manager.
Prerequisites
Basic knowledge of digital marketing.
Practical details
Hands-on work
Theoretical input, exchange of best practices, exercises and case studies.
Course schedule
1 Understanding the Google algorithm
- Reminder of the auction principle.
- Overview of Google Ads solutions.
- Frame your SEA campaign: define your campaign objective and budget.
- Optimize your use of Google AdWords Editor.
Hands-on work
Define the framework of a SEA campaign.
2 Setting up a campaign in the age of machine learning
- Define and track expected conversions.
- RGPD impacts on Google Ads conversions.
- Structuring your Google Ads account and types of targeting (exact, expression, broad, negative).
- Choose the right bidding strategy for the campaign context.
- Master the right settings for your Google Shopping campaigns.
Hands-on work
Creating a campaign: mistakes to avoid
3 Manage and optimize your SEA campaigns
- Track the right key indicators for your SEA campaigns: from monitoring to optimization strategies.
- Optimize your campaign: SKAG/Tapering campaign, A/B testing, bid adjustments, draft campaign.
- Analyze your optimization score and measure the impact on campaign performance.
- Understand the true role and contribution of SEA campaigns in your digital communication plan.
Hands-on work
Analyze campaign performance: identify areas for optimization.
4 Setting up Display/Video campaigns
- Defining campaign scenarios: the specificities of Display campaigns.
- Identify audiences for Display/Video campaigns (behavioral, personalized, Google Ads segment).
- Master the AIDA method to create high-performance ads.
Hands-on work
Set up and analyze your Performance Max campaign.
Customer reviews
4,4 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
ARIELLE D.
21/01/26
4 / 5
le contenu de la formation est intéressant, l’animateur est très à l’écoute,prend le temps de répondre à l’ensemble des questions, Olivier n’hésite pas à sortir du cadre initial lorsque nous lui exprimons des besoins qui vont au delà du programme prévu, ce qui est très appréciable et témoigne de son engagementet maîrise du sujet.Je regrette l’intitulé de la formation légèrement surprometteur concernant l’IA. Cela semble pensé pour attirer plus de participants en rai
OCÉANE T.
21/01/26
4 / 5
Top, cependant un peu plus de pratique aurait été génial :)Le formateur est top, je recommande :)
PARTICIPANTS
Marketing manager, e-commerce manager, communications manager, product manager.
PREREQUISITES
Basic knowledge of digital marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing manager, e-commerce manager, communications manager, product manager.
PREREQUISITES
Basic knowledge of digital marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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