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Google Search Advertising Implementation

Google Search Advertising Implementation

本课程是 Search Advertising with Google 专项课程的一部分

位教师：Anke Audenaert

包含在中

了解更多

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

How to select an appropriate bidding strategy
How to direct ads to specific user groups
How to interpret key performance metrics
How to create a Google Ads search campaign

您将获得的技能

您将学习的工具

Google Ads

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

15 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 Search Advertising with Google 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有5个模块

The course will teach you how to implement an effective Google Ads search campaign. You will learn the concepts of bidding, conversion tracking, attribution modeling, and performance evaluation within Google Ads. You will also explore how to align strategies and settings with campaign objectives for optimal performance.

By the end of this course you will be able to: • Select appropriate bid strategies for your campaign • Implement conversion tracking tags into a website • Use the Google Ads Performance Planner tool to improve performance • Create a Google Ads search campaign Regardless of your current experience, this course will teach you how to align and measure your Google advertising efforts to meet campaign objectives.

单元详情

This module covers the fundamentals of bid strategies in Google Ads. It explains the concept of bidding, differentiates between manual, automated, and smart bidding, and helps you select the right strategy based on your campaign objectives. You'll also explore how to navigate through various bid strategies, aligning them with different marketing goals for optimal performance.

涵盖的内容

15个视频2篇阅读材料4个作业

15个视频总计66分钟

Introduction to the Program4分钟
Instructor Introduction Video4分钟
Course Introduction Video4分钟
Module 1: Determine a Bid Strategy1分钟
Recap: The Google Ads Auction5分钟
Introduction to Bidding5分钟
Manual, Automated and Smart Bidding5分钟
Selecting a Bid Strategy in Google Ads2分钟
Overview of Available Bid Strategies4分钟
Awareness-Focused Bidding4分钟
Consideration-Focused Bidding6分钟
Conversion-Focused Bidding7分钟
Value-Focused Bidding7分钟
Setting a Campaign Budget6分钟
Conclusion: Determine a Bid Strategy1分钟

2篇阅读材料总计30分钟

Join Aptly's Search Advertising with Google Community!10分钟
Bid Strategy Summary20分钟

4个作业总计90分钟

Graded Quiz: Determine a Bid Strategy50分钟
Review Your Community Knowledge10分钟
Practice Quiz: Introduction to Bid Strategies15分钟
Practice Quiz: Choosing the Right Bid Strategy15分钟

This module focuses on optimizing campaign settings and audience segments to reach the right audience in Google Ads. It explains how to select the best settings to align with your objectives and use audience segmentation to target specific user groups, improving campaign reach and effectiveness.

涵盖的内容

13个视频1篇阅读材料3个作业

13个视频总计51分钟

Module 2: Reach the Right People with Campaign Settings1分钟
Where to Select Your Campaign Settings3分钟
Ad Networks4分钟
Selecting Locations5分钟
Selecting Languages4分钟
Intro to Audience Segments in Google Ads6分钟
Understand and Use Detailed Audience Demographics6分钟
Understand and Use Audience Affinity4分钟
Understand and Use In-Market Audiences5分钟
Create and Use Your Own Data Segments6分钟
Combine Segments3分钟
Audience Reporting3分钟
Conclusion: Reach the Right People with Campaign Settings1分钟

1篇阅读材料总计10分钟

Audience Segments Overview10分钟

3个作业总计80分钟

Graded Quiz: Reach the Right People with Campaign Settings50分钟
Practice Quiz: Campaign Settings15分钟
Practice Quiz: Audience Segments15分钟

This module covers how to track and measure conversions in Google Ads. It explains the importance of conversion tracking, guides you through implementing a conversion tracking tag, and introduces attribution modeling. You'll explore different attribution models, understanding their advantages and limitations in digital advertising.

涵盖的内容

9个视频2篇阅读材料3个作业

9个视频总计34分钟

Module 3: Track and Measure Conversions1分钟
What are Conversions and Why Track Them?4分钟
How Conversion Tracking Works3分钟
Creating a Conversion Action8分钟
Installing the Google Tag on Your Website3分钟
What is Attribution Modeling and Why Does it Matter?5分钟
Last Click Attribution4分钟
Data-Driven Attribution5分钟
Weekly Conclusion1分钟

2篇阅读材料总计30分钟

Conversion Tracking Guide15分钟
Attribution Guide15分钟

3个作业总计80分钟

Graded Quiz: Track and Measure50分钟
Practice Quiz: Conversions and Conversion Tracking15分钟
Practice Quiz: Attribution and conversion measurement15分钟

This module focuses on analyzing and improving Google Ads campaign performance. It covers how to interpret key performance metrics, evaluate campaign results, and use the optimization score to enhance performance. Additionally, it explains how to leverage the Performance Planner tool to optimize conversion campaigns effectively.

涵盖的内容

12个视频3篇阅读材料4个作业

12个视频总计45分钟

Module 4: Analyze and Improve Campaign Performance1分钟
Example Campaign Overview2分钟
Reporting Overview3分钟
Campaign, Ad Group and Ads Reporting6分钟
Asset Reporting3分钟
Keyword, Audience, Location Reporting4分钟
What is an Optimization Score?4分钟
How Does Optimization Score Work?4分钟
Optimization Score and Recommendations7分钟
Benefits of Planning and Forecasting3分钟
What is the Performance Planner and How Does it Work?5分钟
Conclusion: Analyze and Improve Campaign Performance2分钟

3篇阅读材料总计35分钟

About the Insights Page10分钟
Metrics Summary15分钟
Performance Planner Best Practices10分钟

4个作业总计125分钟

Graded Quiz: Analyze and Improve Campaign Performance50分钟
Practice Quiz: Understanding Campaign Performance25分钟
Practice Quiz: Boosting Performance with Optimization Score25分钟
Practice Quiz: Increasing Conversions with Performance Planner25分钟

This module guides you through creating a full Google Ads Search campaign. You'll first watch how a campaign is built, then apply the steps yourself to create your own Google Ads Search campaign from start to finish.