Why You Should Attend This Course:

According to Statista’s latest report, Google holds over 90% of search engine market share.

Google Display Ad campaigns can put your brands, products, and services in front of customers as they are browsing any website within Google’s display ad network.

Understanding Google Display and setting up best practices for display campaigns is important so as to maximise ROI from your ad campaigns. This double certification-level workshop will cover the fundamentals in Google Display advertising.

IMPORTANT
As this is an advanced-level workshop conducted over 1 day, participants should first have completed the 2-days Google Search Advertising Certification course before attending this course. Participants will be fast-tracked through the Google Display curriculum and guided towards obtaining their Google Display Advertising certification at the end of the day.

Learning Outcomes:

• Be certified in Google Display Advertising
• Understand inbound marketing, search and the customer journey to conversion Learn how to connect with customers with search and micro-moments
• Understand the fundamental concepts and best practices for Google Display Advertising
• Discover the fundamentals, strategies and tactics for running successful display ads on Google Display Network (GDN), YouTube and mobile devices
• Learn how to set goals, budgets and bid strategies for Display campaigns
• Understand when and how to use other advanced bidding options including conversion optimiser or CPM bidding
• Self-diagnose and troubleshoot campaign setup problems
• Know how to measure performance and effectiveness across Google Display campaigns

Course Outline:

1. Google Ads Fundamentals Refresher
   
   • Organizing campaigns and ads in your account
   • Using keyword matching options
   • Account, campaign and ad group performance
   • Refresher on understanding and optimizing Quality Score Landing page quality factors
   • Understanding ad position, Ad Rank, maximum and actual cost-per-click (CPC)
   • Understand the value of Google Display Network (GDN) GDN and YouTube on mobile devices, tablets and computers
   • Benefits for branding and direct response advertisers
2. Display Ad Formats
   
   • Ad Formats for Display
   • Tips for creating successful display ads
   • Intro to Video campaigns, Shopping campaigns and Product Listing Ads Using Dynamic Search Ads
   • Using the Display Ad Gallery Best practices for display ads
   • Ad Extensions
3. Ads Targeting
   
   • Keyword research using the Google Ads Keyword Planner Location, Device, Geographic, Schedule, IP targeting
   • How to plan a GDN campaign
   • Enhanced campaigns
   • Best practices for direct response campaigns
4. Implementing a Display Campaign
   
   • Creating a new display campaign Targeting for your new campaign
   • Keyword contextual targeting Placement and topic targeting Interest targeting
   • Remarketing
   • Using the Display Planner
   • Setting bidding for display campaigns
5. Display Advertising on YouTube
   
   • Display Advertising on YouTube
   • Why YouTube Advertising?
   • The value of YouTube advertising
   • Understanding where ads run on YouTube
   • YouTube ad formats
   • YouTube media purchase options
   • Planning and Implementing a YouTube campaign
   • Creating video ads with Google Ads for video
   • CPM, CPC and CPV bidding
   • Setting up auction-based vs. reservation campaigns
   • Location and language targeting
   • Planning and implementing a brand channel
   • Creating Ads for YouTube
   • Google tools to generate creatives for YouTube
   • Google Ads for video
   • Tips for creating a video ad
   • Measuring Performance for YouTube Advertising
6. Ads Bidding & Budgeting
   
   • Bidding and Budgets Tools
   • CPC vs eCPM bidding
   • Enhanced cost-per-click (ECPC)
   • Conversion optimizer and cost-per-acquisition (CPA) bidding
7. Campaign Reporting
   
   • Performance Monitoring and Reporting
   • Explore your search network performance data on the Campaigns tab
   • Customize your performance data
   • Use columns to find specific performance data
   • Create, save and schedule reports
   • Evaluate ad performance on the search network
   • Attribution reports and conversion data
   • Measure placement performance on the Display Network
   • Measuring reach and frequency
   • Measuring geographic performance
   • Measuring and comparing performance by periods of time
   • Using the Home tab to track your performance
   • Using labels in Google Ads
   • Use segments to view performance data
   • Understanding the Search terms report
   • Measure ad extensions performance
   • Using Google Ads Editor for efficient management and reporting
   • Optimizing Performance, Profitability and Growth
8. Optimizing Performance, Profitability and Growth
   
   • The Opportunities tab
   • Campaign Experiments
   • Custom ad scheduling
   • Using dynamic keyword insertion
   • Get ideas to improve your account
   • Understand budget impact on profit
   • Learn the fundamentals of performance-based bidding
   • How to estimate conversion value
9. Google Display Advertising Certification
   
   • Display Advertising Certification Exam Revision
   • Display Advertising Exam 

Who Will Benefit?

This workshop is targeted at any executives involved in marketing, sales, business development, digital analytics or any customer facing role. It will benefit any marketing or business professional who needs to understand how Google Search Ads can be effectively used to drive more traffic and sales.

Trainer's Profile:

Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation and Digital Analytics from both client side and within the agency environment.

A certified accountant and programmer by training, he also has over 10 years’ experience as a marketing trainer. He is currently a consulting partner at Queen Consulting Group. He is also one of the few Google-appointed Regional Trainers that trains the official Google Ads, Analytics and Mobile Advertising courses. In addition, he is an external trainer and consultant for Google Mobile Labs, TheKnowledgeEngineers, General Assembly, Econsultancy and ClickAcademy Asia, all of which are premier marketing training & development academies for Asia’s professional talents.

He was formerly the SEO/Analytics Director with GroupM Asia-Pacific. Prior to that he was Director of e- Commerce at Far East Hospitality, Singapore’s largest operator of hotels and serviced residences. He has also held management positions at DGM Asia, Hewlett-Packard Asia and Magnus Management Consultants.

Well-versed in both the technical and business aspects of digital marketing, his passion at QCG is helping organisations of all types to use digital marketing effectively, working with all sizes of business from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and

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