I teach Module 14. Managing Ads in Social Networks: Social Ads. Introduction to PPC campaigns with Facebook, Twitter, Linkedin.
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Module 1. Introduction to SEO as a marketing strategy
- Introduction to search engine marketing.
- SEO as a professional activity.
- How a search engine works.
- Fundamentals of Marketing.
Module 2. Fundamentals
- Technical basics.
- Analytical foundations.
Module 3. Visibility objectives
- Visibility objectives: Keyword Research .
Module 4. SEO audits and optimisation
- Indexability audit: - Indexability workshop
- Popularity audit.
- WPO.
- Strategic planning for organic positioning.
- Technical supervision.
- On-page optimisation.
- SEO tools: Sistrix.
- SEO oriented information architecture.
- Content Marketing oriented to SEO.
- Off-page optimisation.
Module 5. Practical SEO work scenarios
- International SEO, mobile and voice search.
- SEO implementation in CMS: Wordpress, Prestashop, Magento...
- SEO on SERPS.
- SEO for Amazon and Marketplaces. SEO for Amazon and other marketplaces.
- SEO for e-commerce CMS. Prestashop. Magento. Woocommerce.
- SEO for media:
- Google News.
- Registration and management in the publisher's centre - AMP.
- Google Search Console for News.
- Identify trending topics.
- Breaking news.
- Recurring events. - Predictable events. - Examples.
Local SEO and online reputation.
Migrations: - Scenario analysis.
- Evaluation of alternatives and impact. - Planning and coordination.
- Preliminary audit.
- Redirecting.
- Putting into production.
- Problem solving.
- Recovery of popularity .
Module 6. Management of SEO campaigns
- Reception and request for proposals.
- Presentation of proposals.
- Cost management.
- Coordination of campaigns.
- Monitoring of results.
- Customer relations and conflict resolution.
Module 7. Introduction to SEM
- Introduction to the history of the CFP.
- CFP models and operation.
- Strategies and objectives.
- Basic CFP metrics.
- Targets: Keywords vs. audiences.
Module 8. Search Network Campaigns I
- Auction system.
- Quality vs. bidding.
- Search strategy planning.
- Structure of an account/campaigns/groups.
Module 9. Search Network Campaigns II
- The Google Ads platform (Interface).
- Opening of account and creation of first campaigns.
- Keywords.
- Keywords Research SEM.
- Keyword planner.
- Other Kw Research tools.
- Keywords vs. search terms (matches).
- Beyond keywords: Audiences: Remarketing, Inmarket...
- RLSA campaigns.
Module 10. Search Network Campaigns III
- Search account management and optimisation.
- Types and conversion set-up.
- Optimisation tools (manual vs. automated)
- Bidding strategies.
- Budget management.
- Performance planner.
- Google Ads II interface.
- Google Ads Editor.
Module 11. Search Network Campaigns IV
- Formats, typologies and writing of text ads.
- Extensions of advertisements.
- Guidelines and best practices.
- Resposive Search Ads and dynamic ads.
- Ad optimisation.
- User experience in Landing Pages.
Module 12. Google DSA, Shopping, Hotels
- Dynamic Search Ads (DSA) campaigns.
- Shopping Campaigns.
- Hotel Ads Campaigns
- Local Campaigns.
Module 13. Google Display Ads and YouTube campaigns
- Introduction to programmatic advertising through Google Ads
- Audiences applied to Display: Remarketing, Inmarket...
- Display campaigns (GDN banners, App campaigns, GMail...)
- Video campaigns (Youtube).
Module 14. Management of Ads in Social Networks
- Social Ads. Introduction to PPC Campaigns with Facebook, Twitter, Linkedin
Module 15. Google Ads workshop and preparation for the Certificate
- Approach to the set-up of an account in Google Ads for a potential ecommerce with all that has been learned.
- Planning according to objectives.
- Distribution of budgetary weights in structure by type of campaign.
Module 16. Google Ads and Social Ads workshop
- Approach structures search campaigns with example of kws and ads.
- Shopping campaign.
- DSA campaign.
- Campaign/s Display.
Module 17. Internationalisation/Amazon Ads
- International Multi-Market/Language Google Campaigns vs.
- Bing Ads vs Google Ads.
- Introduction to campaigns in Yandex and Baidu.
Module 18. Measurement and Dashboards
- Native integration of Google Ads and Analytics
- Performance reports in Google Ads.
- Google Ads vs. third party tracking tools.
- Excel+PowerBI vs Google Data Studio.
- Report Templates. macos/deepLFree.translatedWithDeepL.text