Paid Search Marketing with Google (PPC)Laajuus (5 ECTS)

Course unit code: TT00FA81

General information

Credits: 5 ECTS

Teaching language: English

Objective

• Learn about the fundamentals of online advertising.
• Get familiar with different types of online advertising such as contextual, targeted, banner and display advertising,
• Understand the hierarchy of Google Ads account
• Learn how to create Google Sd account.
• Get to know campaigns types and goals.
• Learn about planning and selecting keywords
• Get familiar with different keyword match types
• Understand location targeting of the ads and setting the budget

Content

1. Introduction to Online Advertising
What Is Online Advertising? - Online Advertising Models - Types of Online Advertising - Contextual Advertising - Targeted Advertising- Banner or Display Advertising - Mobile Advertising - Push Notifications

2. Search Engine Marketing
What is Search Engine Marketing? - Search Engine Advertising - SEA vs. SEO - What Is Google Ads? - How Does Google Ads Work?

3. Creating Your First Google Ad
Understanding The Google Ads Account Hierarchy - Creating First Google Ads Account - Create Your First Campaign - Creating Your First Ad - Selecting Keywords For Your Ad- Location Targeting - Setting Budget

4. Launching A Campaign in Expert Mode
Google Ads in Expert Mode - Campaign Goal - Campaign Types - Google Search Ads Campaigns - Google Shopping Campaigns - Advertising On The Display Network -Video Campaigns - Advertising Campaigns For Mobile Applications- Smart Ad Campaigns

5. Practical Example of Google Ad
Define Your Goals - Ads' General Settings - Targeting and Audience Segments - Budget and Bidding- The Ad Auction - Set Up the Ad Group - Keyword Match Types - Negative Keywords Match Type - Create Your Ad