Setting Goals and Objectives
Getting the strategy right from the start is key. We will begin the day matching business objectives to PPC goals and get KPIs set so we know when we are on track or falling behind.
Data and Attribution
With two very different attribution models, people often get confused with the data differences between AdWords and Analytics. This session will combat these and help you understand how to report.
The foundation of a good paid search campaign comes from the keywords being targeted yet so little time is often devoted to this. We will uncover tools to help you find the right keywords for your business and match them to landing pages.
Learn how to uncover hidden features that allow you to structure your campaigns for future and ongoing success. We will take a deep dive under the bonnet of campaign settings so you know and understand best practice setup.
Setup and Ongoing Optimisation
We all know that setting up a campaign doesn’t stop there; the ongoing optimisation and refinement is key. During this session we will look at ways to improve optimisation, track and increase quality scores and speed up data analysis to uncover areas to work on.
Remarketing and Dynamic Adverts
Remarketing comes in all shapes and sizes now and in this session we will look at RLSA, Customer Match, Demographics for Search and Similar Audiences.
Dynamic Adverts, Live Audits and Q&A
In the last session of the day we will be covering dynamic adverts such as Countdown Ads before moving onto live PPC audits (time permitting) and final Q&A.