Digital Marketer — Paid Advertising (PPC)
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What you'll learn:
[Description] Learn the fundamental concepts of paid advertising, focusing on Pay-Per-Click (PPC). Understand what PPC is, how it works, and its benefits. Explore different PPC platforms (Google Ads, Microsoft Advertising, Social Media Ads). Differentiate between PPC and other digital marketing strategies (SEO, content marketing). Learn key PPC terminology. - Resources: - Google Ads' official "Get Started" guide: [Search "Google Ads Get Started"] - PPC 101 articles from reputable marketing blogs (e.g., Search Engine Journal, WordStream): [Search "PPC 101" or "PPC basics"] - Activities: - Read introductory articles and watch introductory videos. - Create a list of potential PPC platforms and their main advantages/disadvantages. - Define key PPC terms (CPC, CTR, Conversion Rate, etc.). - Expected Outcomes: Understand what PPC is, know its purpose, identify different platforms, and grasp fundamental PPC terminology.
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What you'll learn:
[Description] Focus on Google Ads, the dominant PPC platform. Learn about its core components (campaigns, ad groups, keywords, ads). Understand the Google Ads interface and its basic navigation. Explore different campaign types (Search, Display, Shopping, Video). Learn how to structure a basic Google Ads account. - Resources: - Google Ads interface tour (available within the Google Ads platform). - Google Ads official help documentation for campaign types. [Search "Google Ads campaign types"] - Blog posts or articles outlining Google Ads account structure best practices. [Search "Google Ads account structure beginner"] - Activities: - Take a tour of the Google Ads interface. - Explore the different campaign types and their suitability for different businesses. - Create a basic account structure outline (campaigns, ad groups) for a fictional business. - Expected Outcomes: Familiarity with the Google Ads interface, understanding of campaign types, and ability to structure a basic account outline.
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What you'll learn:
[Description] Learn the importance of keyword research. Understand how keywords connect to ad relevance and Quality Score. Explore keyword research tools like Google Keyword Planner (free) and Ubersuggest (freemium). Learn about keyword match types (broad, phrase, exact) and their implications. - Resources: - Google Keyword Planner tutorial (within Google Ads). - Tutorials on keyword match types (from Google or marketing blogs). [Search "Google Ads keyword match types tutorial"] - Article about how to use Ubersuggest. - Activities: - Practice using the Google Keyword Planner to find keywords related to a sample product/service. - Understand the difference between keyword match types, and identify the best fit for different ad objectives. - Experiment with different keyword combinations and match types using sample products/services. - Expected Outcomes: Ability to perform basic keyword research, understand keyword match types, and identify relevant keywords for advertising.
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What you'll learn:
[Description] Learn the art of writing compelling ad copy that grabs attention and encourages clicks. Understand the components of a good ad (headlines, descriptions, call-to-action). Practice writing ad copy with clear value propositions and compelling calls to action. Explore A/B testing of ad copy. - Resources: - Google Ads official help documentation on writing effective ad copy. [Search "Google Ads ad copy best practices"] - Examples of successful ad copy from various industries (from marketing blogs or ad galleries). [Search "best ad copy examples"] - Tools for generating ad headlines, like HubSpot's free AI Ad Copy Generator. - Activities: - Analyze examples of effective ad copy. - Write multiple ad variations for a sample product/service. - Learn about A/B testing and its purpose. - Expected Outcomes: Ability to write clear, concise, and engaging ad copy that incorporates a clear call to action.
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What you'll learn:
[Description] Walk through the process of setting up a simple Search campaign in Google Ads. Learn how to define campaign goals, set a budget, and select keywords. Understand the importance of location targeting and ad scheduling. - Resources: - Step-by-step tutorials on creating a Google Ads Search campaign (from Google or marketing blogs). [Search "Create Google Ads search campaign tutorial"] - Google Ads official documentation on campaign settings. - Activities: - Follow a tutorial to set up a basic Google Ads Search campaign. - Practice setting a budget and using targeting options (location, demographics). - Review campaign settings and optimize the campaign for best practices. - Expected Outcomes: Ability to create and launch a basic Google Ads Search campaign.
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What you'll learn:
[Description] Learn about different bidding strategies in Google Ads. Understand the concept of Cost-Per-Click (CPC) bidding and how to manage your budget effectively. Explore automated bidding options and their pros and cons. Learn how to monitor and analyze campaign performance metrics. - Resources: - Google Ads official documentation on bidding strategies. [Search "Google Ads bidding strategies"] - Articles explaining CPC, and other basic PPC bidding strategies. [Search "PPC bidding strategies"] - Tools for analyzing campaign performance. - Activities: - Compare different bidding strategies. - Set a campaign budget and monitor its performance over time. - Understand the importance of conversion tracking and campaign optimization. - Expected Outcomes: Understand bidding strategies, budgeting, and the importance of campaign monitoring.
Personal Notes:
What you'll learn:
[Description] Learn how to set up conversion tracking in Google Ads (e.g., website form submissions, sales). Understand the key performance indicators (KPIs) like Click-Through Rate (CTR), Conversion Rate, and Cost-Per-Conversion (CPC). Practice analyzing campaign data and making basic optimizations. - Resources: - Google Ads official documentation on conversion tracking. [Search "Google Ads conversion tracking"] - Tutorials on analyzing campaign performance data (from Google or marketing blogs). [Search "Google Ads campaign performance analysis"] - Activities: - Set up conversion tracking for a sample website. - Analyze campaign data and identify areas for improvement (e.g., improving CTR, reducing CPC). - Discuss optimization strategies like optimizing keywords and ad copy. - Expected Outcomes: Ability to set up conversion tracking, analyze basic campaign data, and identify areas for improvement.
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