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Google Partner Academy - AdWords Mobile Advertising

  

About this Course

Google Mobile Ads help you to reach audiences on-the-go. Mobile ads appear on mobile devices in Google search results, on content websites, in apps and videos. This AdWords Mobile Advertising course covers the strategies and tactics for running mobile targeted campaigns through AdWords.

Learning Outcomes:

  • Advertising opportunities in the increasingly important mobile ecosystem
  • Five key steps to mobile purchase and how to optimise your AdWords account
  • Mobile website vs. app – benefits and optimisation techniques
  • Keyword research, creative, ads and landing page optimisation for mobile
  • Mobile campaign conversion tracking & optimisation best practices

Course Outline:

Introduction to Online Advertising & Google AdWords for Mobile

  • Introduction to AdWords for Mobile

          - Features

          - Benefits

          - Basic terminology

Preparing to Go Mobile (GoMo)

  • Mobile vs. responsive, site testing, best practices

Researching Keywords for Mobile Campaigns

  • Building a keyword list
  • AdWords Keyword Tool
  • Keyword match types including negative keywords

Structuring Mobile Search Campaigns

  • Creating a campaign, step-by-step
  • Location and languages
  • Bidding and budgeting for mobile
  • Ad settings
  • Leveraging ad extensions
  • Location extensions – location, call extensions, click-to-call, mobile sitelinks and others

Creating Mobile Search Ads

  • Mobile ads overview – search ads, display ads, app promotion ads
  • Mobile ad tips

Expanding Campaigns with Mobile Display Advertising

  • Moving beyond Search
  • Building awareness with display advertising

Creating Mobile Display Ads

  • Display ad formats
  • Display ad builder

Mobile Campaign Management Best Practices

  • Optimising mobile campaigns

Mobile Reporting & Conversion Tracking

  • Goal / Ecommerce / Adwords conversion tracker setup for mobile
  • Mobile campaign reporting

Who Will Benefit?

Agencies, marketers, senior managers and business owners, or executives with responsibilities in the areas of marketing, advertising and sales interested in gaining customers on mobile.

*Participants should preferably have completed the 2-day course on Google Partner Academy - AdWords Fundamentals or deemed to have foundational knowledge of Google AdWords. For those without any foundation knowledge, pre-reading resources will be sent to you prior to the workshop to equip you with the basics. 

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