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The Ads platform enables businesses to create ads that appear on Google's search engine and other Google properties. Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.
Paid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ad is clicked (pay per click) or less commonly, when their ad is displayed.
Paid media refers to advertisements that businesses pay for to send users to their website or show them a brand message displayed on a website, app or other digital service.
Paid media is the part of advertising that requires advertisers to pay for media placements from different publishers or on various platforms. Advertisers pay to serve text-based ads, display ads or video ads to spread their message to audiences they want to attract to their sites or storefronts. The goal of paid media marketing depends on the business – some focus on increasing traffic, while others are aiming for conversions, leads or revenue.
The Microsoft Advertising platform powers sponsored listings, or “ads,” for search engine results across the Microsoft Search Network. Small businesses bid for ad placement in the results that appear when users search on the Microsoft Search Network. Ads appear next to non-paid results when people search for a topic related to your business and direct them to your website, phone line or physical location.
Microsoft Advertising (formerly Bing Ads) is similar Google Ads, with advertisers bidding on keywords to have their ad appear above organic search results. Both platforms utilise pay per click (PPC) advertising with the goal of reaching targeted audiences, increasing revenue through sales or driving traffic to the website. Unlike Google Ads however, Microsoft ads (formerly Bing Ads) utilise the Microsoft search network consisting of three search engines including Bing, Yahoo and AOL as well as the various owned/operated sites and partnered sites of Microsoft. This diverse network is where Microsoft ads will be seen.
By utlising Microsoft Ads in conjunction with or instead of Google Ads you have the ability to:
• Import already established campaigns from your Google Ads account
• Reach a new audience
• Have lower competition on ad space - meaning better ad placements
• Pay less for clicks (lower overall cost-per-click (CPC) in Microsoft Ads)
• Advertise on the Bing search and/or display networks
- Paid Media Marketing - Course Syllabus - download
Paid Media Marketing - Course Syllabus
Paid Media Marketing with Google Ads Course Syllabus
Level 1: Google Ads for Beginners
- Understanding AdWords
- Google Ad Types
- AdWords Pricing Models
- PPC Cost Calculations and Ad Page Rank
- AdWords – Billing and Payments
- AdWords User Interface
- Keywords Control
- Keyword Planner Tools
- Creating Ad Campaigns
- Creating Text Ads
- Creating Ad Groups
- Bidding Strategy for CPC
Level 2 : Creating PPC Ad Campaigns
- Conversion Tracking Code
- Designing Image Ads
- Animated Ads eg 1
- Animated Ads eg 2
- Animated Ads eg 3
- Understanding Video Ads
- Creating YouTube Video Ads
- Hi-Jack Competitor Audience
Level 3 : Google Ads Advance Level
- Remarketing Strategy
- Remarketing Audience
- Linking G-Analytics
- ReTargeting Ads
- Automated Rules
- Shared Budget
- Google Web Designer Software
Paid Media Marketing with Microsoft Advertising Course Syllabus
- What Are Microsoft Ads?
- Microsoft Ads Cost
- Microsoft Ads Campaign Types
- How To Set Up Microsoft Ads
- Microsoft Ads Best Practices
- Connect with searchers outside of Google: according to Microsoft, 29% of clicks are unique to Microsoft Search Network alone
- Less competition: because fewer advertisers using Microsoft Ads, there’s an opportunity for cheaper impressions and lower CPCs
- Easy to get started: seamless process for transferring over Google Ads data and launching your Microsoft Ads campaigns
Who is this course for?
Passion to achieve your goals
- Digital Marketer
- Digital Marketing Analyst
- Digital Marketing Executive - Google Ads Specialist
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