Hello! Digital Marketing Course

A Complete Guide to
Google Ads Course in kerala)

A Whole Guide to Google Ads Training (PPC) : Learn skills that are in demand and become equipped for work in Kerala.

What you'll learn

Master content, SEO, social media & more to crush digital marketing

Whats Material Includes?

Hello! Google Ads Training (PPC)

Complete a Google Ads Training (PPC) with Samantus

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Course Curriculum (Basic to Advanced):

Introduction to Google Ads and PPC

In this module, we will provide an overview of Google Ads, formerly known as Google AdWords, and explore the fundamentals of pay-per-click (PPC) advertising.

Lesson 1: Understanding Google Ads

This is an introduction to Google Ads, a platform for online advertising that Google created.
Exploring the various advertising products and campaign types available in Google Ads

Lesson 2: The Benefits of Google Ads

Identifying the Key Benefits and Advantages of Advertising with Google Ads, including Targeted Reach, Measurable Results, and Cost Control
Understanding how Google Ads can drive traffic, leads, and conversions for businesses

Lesson 3: Pay-Per-Click (PPC) Advertising Basics

Defining Pay-Per-Click (PPC) Advertising and How It Works Within Google Ads
Exploring the Auction-Based Model of PPC Advertising and the Importance of Ad Rank and Quality Score

Lesson 4: Setting Advertising Goals and Objectives

Establishing clear and measurable goals for Google Ads campaigns, such as increasing website traffic, generating leads, or driving sales
Aligning advertising objectives with overall business goals and marketing strategies

Lesson 5: Keyword Research and Selection

Conducting keyword research to identify relevant and high-intent keywords for targeting in Google Ads campaigns
Understanding keyword match types and how to select the most appropriate keywords for campaigns

Lesson 6: Ad Formats and Creative Development

Exploring the Different Ad Formats Available in Google Ads, including Text Ads, Display Ads, and Shopping Ads
Crafting compelling ad copy and creative assets to attract clicks and drive conversions

Lesson 7: Targeting options and audience segmentation

Using Google Ads targeting options to reach specific audiences based on demographics, interests, and behaviors
Implementing Audience Segmentation Strategies to Tailor Ad Messaging and Offers for Different Audience Segments

Lesson 8: Budgeting and Bidding Strategies

Setting advertising budgets and allocating funds across campaigns, ad groups, and keywords
Choosing bidding strategies, such as manual CPC (cost per click) or automated bidding, to optimize campaign performance

Lesson 9: Ad Performance Monitoring and Optimization

Monitoring Key Performance Metrics, including Click-Through Rate (CTR), Conversion Rate, and Return on Investment (ROI), to Assess Campaign Effectiveness
To improve campaign performance, implement optimization techniques such as ad copy testing, keyword bid adjustments, and negative keywords.

Lesson 10: Reporting and Analysis

Generating reports within Google Ads to track campaign performance and measure key metrics
Analyzing Data Insights to Identify Trends, Opportunities, and Areas for Improvement in Google Ads Campaigns

2: Keyword Research and Targeting

In this module, we will delve into the process of keyword research and targeting, which are essential for optimizing your Google Ads campaigns and reaching your target audience effectively.

Lesson 1: Understanding Keyword Research

Introduction to Keyword Research and its Importance in Google Ads Campaigns
Exploring various keyword research tools and techniques for generating keyword ideas

Lesson 2: Keyword Types and Match Types

Understanding the various types of keywords, including Broad Match, Phrase Match, Exact Match, and Broad Match Modifier
Explaining the Significance of Keyword Match Types in Controlling Ad Triggering and Relevance

Lesson 3: Identifying high-intent keywords

Identifying High-Intent Keywords with Commercial Intent and Purchase Intent Relevant to Your Products or Services
Utilizing Keyword Metrics such as Search Volume, Competition, and Cost-Per-Click (CPC) to Evaluate Keyword Potential

Lesson 4: Long-Tail Keyword Research

Exploring Long-Tail Keywords and Their Role in Capturing Niche Audiences and Targeting Specific Search Queries
Leveraging Long-Tail Keywords for Lower Competition and Higher Relevance in Google Ads Campaigns

Lesson 5: Competitor Keyword Analysis

Conducting competitor keyword analysis to identify keywords your competitors are targeting in their Google Ads campaigns
Analyzing competitor ad copy, landing pages, and keyword strategy to inform your own campaigns

Lesson 6: Keyword Expansion Strategies

Implementing Keyword Expansion Strategies to Discover New Keyword Opportunities and Expand Your Campaign Reach
Keyword Expansion using Keyword Research Tools, Customer Insights, and Search Query Reports

Lesson 7: Negative Keyword Research

Identifying negative keywords to exclude irrelevant or non-converting traffic from your Google Ads campaigns
Incorporating negative keyword lists and match types to refine ad targeting and improve campaign efficiency

Lesson 8: Keyword grouping and organization

Grouping keywords into relevant themes and ad groups to ensure proper ad relevance and quality score optimization
Organizing keywords hierarchically to streamline campaign structure and management

Lesson 9: Keyword-targeting strategies

Implementing keyword targeting strategies, including broad targeting, phrase targeting, exact targeting, and modified broad targeting
Customizing keyword targeting settings to align with campaign goals and audience segmentation

Lesson 10: Continuous Keyword Optimization

Iteratively optimizing keywords based on performance data and insights from Google Ads campaigns
Monitoring keyword performance metrics and making adjustments to maximize campaign effectiveness and ROI

3. Creating High-Performing Ads

In this module, we will explore strategies and best practices for creating compelling ads in Google Ads to maximize your campaign performance and achieve your advertising goals.

Lesson 1: Understanding Ad Copywriting Principles

Exploring the Fundamentals of Ad Copywriting, including Clarity, Relevance, Persuasion, and Call-to-Action (CTA)
Applying Copywriting Techniques to Create Engaging and Click-Worthy Ad Copy

Lesson 2: Crafting Attention-Grabbing Headlines

Designing Headlines that Capture Attention and Encourage Clicks
Incorporating keywords, benefits, and unique selling propositions (USPs) into headlines for maximum impact

Lesson 3: Writing Persuasive Ad Descriptions

Crafting compelling ad descriptions that highlight key features, benefits, and offers
Using Emotional Appeal, Social Proof, and Urgency to persuade users to take action

Lesson 4: Utilizing Ad Extensions

Understanding the importance of ad extensions in improving ad visibility and performance
Leveraging various ad extensions, such as Sitelinks, Callouts, Structured Snippets, and Call Extensions, to provide additional information and encourage interaction

Lesson 5: Creating Relevant and Targeted Ads

Tailoring ad copy to match user intent and search queries
Creating specific ad groups and customizing ad copy to align with keyword themes and audience segmentation

Lesson 6: Incorporating ad testing strategies

Implementing A/B Testing and Ad Variation Testing to Experiment with Different Ad Elements and Messaging
Analyzing Test Results to Identify High-Performing Ad Variations and Iteratively Improve Ad Performance

Lesson 7: Designing Ad Visuals and Assets

Selecting and optimizing visual assets, such as images and videos, to complement ad copy and enhance visual appeal
Ensuring Ad Visuals are Relevant, High-Quality, and Attention-Grabbing to Drive Engagement

Lesson 8: Ad Creative Optimization

Continuously Optimizing Ad Creative Elements, including Headlines, Descriptions, Visuals, and Call-to-Action (CTA)
Making iterative improvements based on performance data and ad testing insights

Lesson 9: Ad Compliance and Policy Guidelines

Adhering to Google Ads policies and guidelines to ensure compliance and avoid ad disapproval or account suspension
Familiarizing Yourself with Advertising Policies, Restricted Content, and Prohibited Practices

Lesson 10: Monitoring Ad Performance and Iterative Improvement

Monitoring key performance metrics, including click-through rate (CTR), conversion rate, and quality score, to evaluate ad performance
Making data-driven decisions and iterative improvements to optimize ad campaigns over time

4: Campaign Structure and Bidding Strategies

In this module, we will discuss the importance of campaign structure and bidding strategies in Google Ads, as well as how to effectively organize your campaigns and optimize your bidding to achieve your advertising objectives.

Lesson 1: Campaign Structure Best Practices

Understanding the Importance of a Well-Structured Campaign in Google Ads for Organization and Optimization
Implementing a hierarchical campaign structure with campaigns, ad groups, and keywords to maintain relevance and control

Lesson 2: Choosing the Right Campaign Types

Exploring Different Campaign Types in Google Ads, including Search Campaigns, Display Campaigns, Shopping Campaigns, and Video Campaigns
Selecting the Most Appropriate Campaign Type Based on Advertising Goals, Audience Targeting, and Budget Allocation

Lesson 3: Ad Group Segmentation and Keyword Organization

Ad group segmentation based on similar themes, keywords, and targeting criteria
Organizing keywords within ad groups to ensure relevance, ad quality, and ad rank

Lesson 4: Ad Scheduling and Budget Allocation

Utilizing Ad Scheduling to Control Ad Delivery Timing Based on Audience Behavior and Campaign Performance Trends
Allocating budgets across campaigns and ad groups to maximize return on investment (ROI) and achieve advertising goals

Lesson 5: Geographic and Device Targeting

Implementing Geographic Targeting to Reach Audiences in Specific Locations Relevant to Your Business
Optimizing Device Targeting Settings to Tailor Ad Messaging and Bidding Strategies for Different Devices (Desktop, Mobile, and Tablet)

Lesson 6: Ad Rotation and Experimentation

Understanding the Importance of Ad Rotation Settings in Google Ads for Testing Different Ad Variations
Implementing Ad Rotation Settings to Rotate Ads Evenly or Optimize for Clicks, Conversions, or Impression Share

Lesson 7: Bid Strategy Selection

Exploring the various bid strategies available in Google Ads, such as manual CPC bid, enhanced CPC bid, target CPA bid, and target ROAS bid
Selecting the Most Suitable Bid Strategy Based on Advertising Goals, Conversion Tracking, and Budget Considerations

Lesson 8: Bid Adjustment Techniques

Implementing bid adjustments for various targeting criteria, including location, device, time of day, and audience segmentation
Optimizing Bid Adjustments to Maximize Ad Performance and Return on Ad Spend (ROAS)

Lesson 9: Conversion Tracking and Optimization

Setting up conversion tracking in Google Ads to measure campaign performance and attribute conversions
Optimizing Bidding Strategies and Bid Adjustments Based on Conversion Data and Insights

Lesson 10: Continuous monitoring and optimization

Monitoring campaign performance metrics, including click-through rate (CTR), conversion rate, cost-per-acquisition (CPA), and return on ad spend (ROAS),
Making Iterative Improvements to Campaign Structure, Bidding Strategies, and Targeting to Optimize Campaign Performance Over Time

5: Conversion Tracking and Analytics

In this module, we will discuss the importance of conversion tracking and analytics in Google Ads, as well as how to measure and analyze the effectiveness of your advertising campaigns in driving desired actions and conversions.

Lesson 1: Understanding Conversion Tracking

An Introduction to Conversion Tracking and Its Role in Measuring Advertising Effectiveness
Exploring various types of conversions, such as website conversions, app install conversions, and phone call conversions.

Lesson 2: Setting Up Conversion Tracking

A Step-by-Step Guide to Setting Up Conversion Tracking in Google Ads, including Installing Conversion Tracking Code and Configuring Conversion Actions
Utilizing Conversion Tracking Features, such as Conversion Tracking Tags, Event Snippets, and Google Tag Manager Integration

Lesson 3: Tracking Website Conversions

Tracking website conversions, such as form submissions, online purchases, newsletter sign-ups, and other desired actions
Implementing conversion tracking for e-commerce websites, lead generation pages, and landing pages

Lesson 4: Tracking App Install Conversions

Tracking App Install Conversions and In-App Events for Mobile App Advertising Campaigns
Setting up conversion tracking for iOS and Android apps using Firebase, Google Analytics, or third-party mobile measurement partners (MMPs)

Lesson 5: Tracking phone call conversions

Tracking Phone Call Conversions from Clicks on Call Extensions, Call-Only Ads, and Website Phone Numbers
Implementing Call Conversion Tracking with Google Ads Call Tracking, Call Tracking Software, or Third-Party Call Tracking Solutions

Lesson 6: Attribution Models and Conversion Paths

Understanding Attribution Models in Google Ads, including Last-Click Attribution, First-Click Attribution, Linear Attribution, and Time Decay Attribution
Analyzing Conversion Paths and Multi-Touch Attribution to Understand the Customer Journey and Attribution Credits

Lesson 7: Conversion Tracking Troubleshooting

Troubleshooting Common Conversion Tracking Issues, such as Missing Conversions, Duplicate Conversions, or Incorrect Tracking Setup
Utilizing Google Ads Conversion Tracking Diagnostics and Tools for Diagnosis and Resolution

Lesson 8: Conversion Tracking and CRM Integration

Integrating Google Ads Conversion Tracking with Customer Relationship Management (CRM) Systems to Sync Online Conversions with Offline Sales Data
Leveraging CRM Data to Optimize Campaign Targeting, Bidding, and Messaging for High-Value Customers

Lesson 9: Analyzing Conversion Data and Insights

Analyzing Conversion Data in Google Ads Reports and Analytics Dashboards to Evaluate Campaign Performance and ROI
Extracting insights from conversion metrics, such as conversion rate, cost-per-Conversion, and conversion value, to inform strategy and optimization

Lesson 10: Continuous Optimization and Improvement

Making data-driven decisions and iterative improvements to Google Ads campaigns based on Conversion Tracking Data and Insights
Testing Different Ad Creatives, Targeting Options, and Bidding Strategies to Maximize Conversions and Advertising ROI

6: Advanced Google Ads Techniques (Optional)

Remarketing strategies to target website visitors who haven’t converted.

Conversion rate optimization (CRO) techniques to improve landing page performance.

Shopping Ads for e-commerce businesses and product promotion.

7: Google Ads for Mobile Advertising

In this module, we will explore strategies and best practices for leveraging Google Ads specifically for mobile advertising, including techniques for reaching mobile users, optimizing ad creatives, and maximizing campaign performance on mobile devices.

Lesson 1: Understanding the Mobile Advertising Landscape

A Summary of Mobile Advertising Trends and Opportunities in the Digital Marketing Landscape
Exploring the Growth of Mobile Search and Mobile App Usage, as well as its Implications for Advertising

Lesson 2: Mobile User Behavior and Preferences

Understanding Mobile User Behavior, including Search Intent, Browsing Patterns, and Purchase Behavior
Identifying mobile user preferences and expectations for ad relevance, speed, and user experience

Lesson 3: Mobile-Friendly Ad Formats and Extensions

Exploring Mobile-Friendly Ad Formats, such as Responsive Search Ads, Call-Only Ads, and App Promotion Ads
Utilizing Mobile Ad Extensions, including Call Extensions, Location Extensions, and App Extensions, to Enhance Ad Visibility and Engagement

Lesson 4: Responsive Landing Page Design

Designing responsive landing pages optimized for mobile devices to ensure a seamless user experience and conversion flow
Implementing mobile-friendly design elements such as fast loading speed, clear call-to-action (CTA), and thumb-friendly navigation

Lesson 5: App Advertising Strategies

Developing App Advertising Strategies to Promote Mobile Apps and Drive App Installs, Engagements, and Conversions
Utilizing App Campaigns, Universal App Campaigns (UAC), and App Install Campaigns to Reach App Users Across Google Properties

Lesson 6: Mobile-Specific Targeting Options

Leveraging Mobile-Specific Targeting Options in Google Ads to Reach Mobile Users Based on Device Type, Operating System, Network Connection, and App Usage
Customizing Bidding and Ad Scheduling Strategies for Mobile Audiences

Lesson 7: Opportunities for in-app advertising

Exploring in-app advertising opportunities on Google Display Network (GDN) and Mobile App Network
Using in-app display ads, native ads, and video ads to reach mobile app audiences

Lesson 8: Location-Based Advertising Strategies

Implementing location-based advertising strategies to target mobile users based on geolocation, proximity, and local intent
Utilizing Location Targeting, Geo-Fencing, and Local Inventory Ads (LIAs) to drive foot traffic and local conversions

Lesson 9: Mobile Ad Performance Measurement

Monitoring Mobile Ad Performance Metrics, including Click-Through Rate (CTR), Conversion Rate, Cost-Per-Conversion (CPA), and Mobile Conversion Value
Analyzing Mobile Ad Performance Data to Optimize Campaigns and Allocate Budgets Effectively

Lesson 10: Mobile-Specific Optimization and Testing

Implementing Mobile-Specific Optimization Techniques, such as Mobile Bid Adjustments, Ad Creative Testing, and Landing Page Optimization
Testing mobile-specific elements to improve ad relevance, engagement, and conversion rates on mobile devices