Google Ads practice day - creating, evaluating and optimizing campaigns

Introduction

• Search engine advertising as part of search engine marketing.
• The Google advertising universe
• Special features and limits of Google Ads™ keyword ads.
• Homework in advance: Set up a Google Ads™ account.

Planning

• Contents of a well-prepared campaign concept.
• Targets and KPIs.
• The importance of keywords: from research to keyword strategy.

Implementation

• Setting up a campaign, campaign settings.
• Budget, bids and bidding strategies.
• Success factor campaign structure: sensible ad groups.
• Special features of keyword booking.
• Ad texts, A/B testing of ads.
• Use ad extensions sensibly.
• Measures for successful campaigns.
• The quality factor.
• High-performance landing pages.

More than keyword ads: Other campaign formats with Google Ads

• Display, video, discovery, shopping and maximum performance: When which campaign type?
• Targeting options and AI-driven targeting.
• Creative and responsive formats. 

Evaluation

• Overview of the evaluation options.
• Key performance indicators.
• Finding the right optimization rhythm.
• Interpret figures correctly.

Please bring your WLAN-enabled laptop with you! If you administer a Google Ads account and would like to work "live" in your own account, please remember the access data.