Define your objectives
Know the main evolutions of the platform
Know how to identify the different types of campaign
Understand the statistics according to the types of campaigns

What are the parameters to define in a campaign?
How to organize your ad groups?
What keywords to remember? For what targeting?
Optimize your ads (text, banners, videos, etc.)

Target the main and secondary keywords
Use the keyword planning tool in Google Ads
Plan a quantity of clicks according to the keywords selected
Identify the bid to place for a keyword
Understand the types of matches on the keywords
Define a organization into ad groups and campaigns

Workshop: Create a list of keywords for a research campaign

Configure your Search campaign: budget, location, planning, etc.
Enter ad extensions
Create ad groups and insert keywords
Create optimized ads: responsive ad and large format text ads
Preview ads directly in Google Ads

Workshop: Create a research campaign according to your activity

Identify impressions, clicks, costs …
See what Internet users searched for
See performance according to geographic areas
Analyze the days and times of appearance

Workshop: Analyze statistics on your campaign

When to adjust an auction or its budget? Rewrite an ad?
Monitor your keyword quality level
Customize your ads: retrieve the Internet user’s request, set a timer …
Define bidding adjustments
Refine geographic and temporal targeting
Exclude search keywords
Compare yourself to the competition

Workshop: Identify areas for improvement in your research campaigns

Understand the principle of conversions
Configure conversions in Google Ads
Link conversions to your website
Import conversions from Google Analytics

Configure your Display campaign
Define your audience and / or content targeting
Create a responsive display ad in Google Ads
Know which tools to use to create a more interactive banner

Pool a budget for multiple campaigns
Use remarketing within Google Ads
Exclude keywords and location for all campaigns
Change bidding strategy

Use video campaigns for Youtube
Promote your products with Shopping campaigns
Take advantage of Gmail to disseminate your offer through GSP campaigns

Create analysis reports and schedule sending by email
Establish a link between Google Ads and Google Analytics
Use dynamic ads (DSA)
Define automatic rules
Use Google Ads Editor

Adapt your campaigns to your advertising objectives
Analyze and research areas for optimization
Questions / Answers

Passing of the certification (if foreseen in the financing).