Paid Media Strategy & Google Ads Campaign Foundations

Overview:

This webinar will train participants in Paid Media Fundamentals with a focus on Google Ads campaign foundations.

Participants will learn how to:

• Plan a paid campaign strategy based on business goals
• Understand Google Ads account structure
• Select correct campaign type (Search/Display/Video/Performance Max)
• Do keyword research and targeting
• Create ad copies that convert
• Set budgets, bidding and tracking
  
  • Avoid common mistakes that cause budget waste

The focus is on building a strong paid advertising foundation so participants can run campaigns professionally.

Why you should Attend:

• Are you spending money on ads but not getting results?
• Are leads coming but not converting into customers?
• Do you struggle to select the right Google Ads campaign type?
• Do you want to learn real paid strategy used by agencies?
• Do you want to understand how to plan budget and ROI for ads?
• Do you want to start a career in performance marketing?

Areas Covered in the Session:

• Introduction to Paid Media:
  
  • what is paid media
  • why businesses invest in ads
  • paid media vs organic marketing
• Paid media strategy fundamentals:
  
  • objective-based advertising
  • defining target audience & buyer intent
  • funnel concept (TOFU / MOFU / BOFU)
• Google Ads overview:
  
  • Google Ads ecosystem
  • Search Network vs Display Network
  • YouTube Ads & Video reach basics
• Google Ads account structure:
  
  • Account ? Campaign ? Ad Group ? Ads ? Keywords
• Campaign types explained:
  
  • Search Campaign (lead intent)
  • Display Campaign (awareness/remarketing)
  • Video Campaign (brand + reach)
  • Performance Max (overview + use case)
• Keyword planning basics:
  
  • intent-based keyword selection
  • short-tail vs long-tail keywords
  • negative keywords (must for budget control)
• Match types in Google Ads:
  
  • broad
  • phrase
  • exact
• Creating effective ads:
  
  • headlines and descriptions
  • ad extensions (assets) overview:
    
    • call, sitelinks, callouts, location
• Landing page fundamentals:
  
  • message match
  • form design
  • CTA placement
  • trust elements
• Budgeting & bidding basics:
  
  • CPC / CPA concept
  • bidding strategies overview
  • daily budget planning
• Tracking essentials:
  
  • conversion tracking importance
  • Google Tag Manager overview
• Basic optimization approach:
  
  • improving CTR
  • Quality Score basics
  • A/B testing ads

Who Will Benefit:

• Digital Marketing Executives
• Performance Marketing Executives
• PPC Executives / Google Ads Specialists (Beginners)
• Business owners / entrepreneurs
• Sales & lead generation teams
• Social media marketers moving into paid ads
• Students looking for digital marketing job roles
• Freelancers & agency beginners