Google Search Ads Fundamentals
Sharon Lee Thony
Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
07:16 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Class Description
AFTER THIS CLASS YOU’LL BE ABLE TO:
- Use Google Search to generate revenue for your business.
- Build successful search campaigns that result in user acquisition and lead generation.
- Conduct in-depth keyword research and implement expert keyword strategies.
- Run successful A/B testing strategies.
- Know the difference between SEO and SEM.
- Understand the fundamentals of how Google serves Ads.
- Identify and implement a range of Google Campaign types.
- Determine a bidding strategy based on your campaign objectives.
- Track your results and use Google Tag Manager to manage your sites without code.
ABOUT SHARON'S CLASS:
With over 2 billion websites in existence worldwide, being the first answer to your audiences’ questions when they search for a product or service is essential. In this in-depth Google Search Ads class for beginners, you’ll learn how to build successful search campaigns, run A/B testing, devise professional keyword strategies and unpack best practices for targeting, Ad copy and engaging landing pages.
You’ll learn how to use search marketing to drive revenue and results for your business, going into the details behind bidding strategies and campaign optimization. You’ll find out how Google determines whether or not your Ad will make an appearance in a search and what affects your final results.
By the end of this class you’ll know everything you need to get your website on the top of a search page and engage your audience right away.
WHAT YOU WILL LEARN:
- How to create a professional Google Ads Campaign
- Search Engine marketing best practices
- How to tap into your audience’s desires and needs through search behavior
- The elements of a powerful landing page that maximizes your ROI
- How Search Engine Marketing is different from other marketing channels
- How to track your conversions like a pro
- How to optimize your campaign for voice search
WHO THIS CLASS IS FOR:
- Anyone who wants to learn the basics of search marketing
- Digital marketers who want to expand into search marketing
- Anyone wanting to start a career in Google Search Ads
- SEO specialists wanting to diversify their SEM skillset
- Web programmers, designers, front end and full stack developers
- Digital nomads looking for work that they can do from anywhere in the world
- Marketing managers and reps looking to elevate their existing skills
- Beginner level
ABOUT YOUR INSTRUCTOR:
With an MBA and 15+ years of experience building global brands and creating award-winning marketing campaigns for top-tier clients, Sharon Lee Thony is an expert digital marketer in every sense of the word. She has worked with top brands such as Saatchi & Saatchi, P&G, Johnson & Johnson, Axe and Dove.