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

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

Location and time

Course can be done in own pace in TechClass portal.

Materials

Lecture slides, tutorial videos, quizzes and exercises can be find on TechClass portal.

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Employer connections

N/A

Exam schedules

Online.

International connections

N/A

Completion alternatives

N/A

Student workload

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Content scheduling

Up to student her-/himself.

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, excellent (5)

• 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

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Qualifications

Calculus