Paid Media Training & GA4
Broadly includes:-
- Google Analytics 4 Expert
- Performance Marketing Ads
- Advanced Google Ads Expert
- Meta Ads Expert
- YouTube Ads Specialist
- LinkedIn Ads Expert
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GA4 & Paid Media Training Details
Google Ads
Master the art of creating, managing, and optimizing Google Ads campaigns to drive measurable results.
Meta Advertising
Gain expertise in running high-performing ad campaigns on Facebook, Instagram, and other Meta platforms
Google Analytics 4
Gain skills to implement, analyze, and optimize performance using GA4 for data-driven decision-making
YouTube Ads
Create and optimise high-performing video ad campaigns. Master all ad formats, audience targeting, bidding strategies, and performance tracking
LinkedIn Ads
Be an Expert in B2B Marketing with LinkedIn Ads . Learn to generate high-quality leads with targeted ad campaigns, advanced audience targeting & ad optimisation.
Detailed Curriculum
Google Ads
1. Introduction to Google Ads
- Understanding PPC (Pay-Per-Click) Advertising
- Google Ads Ecosystem & Benefits
- Key Metrics & KPIs
2. Google Ads Account Setup & Structure
- Creating & Setting Up a Google Ads Account
- Campaign, Ad Group & Ad Level Overview
- Understanding Quality Score & Ad Rank
3. Search Ads (Text-Based Advertising)
- Keyword Research & Match Types
- Ad Copywriting Best Practices
- Bidding Strategies & Budgeting
- Ad Extensions & Their Impact
4. Display Ads (Banner & Visual Advertising)
- Google Display Network (GDN) Overview
- Audience Targeting (Demographics, Interests, Custom Audiences)
- Ad Formats (Responsive, Static, Dynamic)
- Performance Tracking & Optimization
5. Video Ads (YouTube Advertising)
- Video Ad Formats (Skippable, Non-Skippable, Bumper, In-Feed Ads)
- Targeting Options (Affinity, Custom Intent, Remarketing)
- Budgeting & Bidding for Video Ads
- Performance Analysis & Reporting
6. Shopping Ads (E-Commerce Advertising)
- Google Merchant Center Setup
- Creating & Optimizing Shopping Campaigns
- Feed Optimization & Product Listing Best Practices
- Smart Shopping vs. Standard Shopping Campaigns
7. Performance Max Campaigns
- Understanding AI-Driven Campaigns
- Asset Groups & Automation Strategies
- Targeting & Audience Signals
8. App Promotion Ads
- App Install & Engagement Campaigns
- Google Play vs. iOS Tracking
- Bidding Strategies for App Campaigns
9. Local & Smart Campaigns
- Promoting Local Businesses on Google
- Google My Business & Location-Based Ads
- Automated Smart Campaigns Overview
10. Remarketing & Audience Targeting
- Setting Up Remarketing Lists
- Dynamic Remarketing for E-Commerce
- Custom Audiences & Customer Match
11. Conversion Tracking & Analytics
- Setting Up Google Ads Conversion Tracking
- Integrating Google Analytics 4 (GA4)
- Understanding Attribution Models
12. Advanced Google Ads Strategies
- A/B Testing Ad Copies & Landing Pages
- Competitor Analysis & Spy Tools
- Scaling & Optimizing Campaigns for ROI
13. Audience Library
- Overview of Audience Targeting in Google Ads
- Types of Audiences: Affinity, In-Market, Custom, Remarketing, Lookalike
- Setting Up & Managing Audience Lists
- Audience Expansion & Optimization
14. Reporting Tool Features
- Understanding Google Ads Reports & Key Metrics
- Campaign Performance, Search Terms & Audience Reports
- Custom Reports & Data Visualization (Google Data Studio)
- Automated & Scheduled Reports for Insights
15. Data Manager
- Role of Data in Google Ads Optimization
- Google Ads & Google Analytics (GA4) Integration
- CRM & First-Party Data Utilization
- Privacy & Compliance (GDPR, Enhanced Conversions)
Meta Advrtising
Introduction to Meta Advertising
- Overview of Meta Ads ecosystem.
- Benefits of advertising on Facebook and Instagram.
- Understanding Meta’s audience size and targeting capabilities.
Setting Up Meta Business Manager
- Creating and managing Business Manager accounts.
- Connecting ad accounts, pages, and Instagram profiles.
- Navigating billing, permissions, and account security.
Ad Campaign Structure
- Understanding Campaigns, Ad Sets, and Ads hierarchy.
- Choosing campaign objectives: Awareness, Consideration, and Conversion.
- Budgeting: Daily vs. lifetime budgets.
Audience Targeting
- Core audiences: Demographics, interests, and behaviors.
- Custom audiences: Website visitors, app users, and email lists.
- Lookalike audiences: Expanding reach with similar profiles.
Ad Creation
- Types of ads: Single image, video, carousel, and collection ads.
- Best practices for ad creatives and copywriting.
- Using Meta Creative Hub for ad design.
Instagram Advertising
- Ad formats unique to Instagram: Stories, Reels, and Explore ads.
- Integrating Instagram ads with Facebook campaigns.
- Optimizing for engagement and conversions.
Ad Placements and Bidding
- Automatic vs. manual placements: News Feed, Stories, and Audience Network.
- Bid strategies: Lowest cost, cost cap, and value optimization.
- Choosing the right delivery optimization (e.g., link clicks, conversions).
Advanced Features
- Dynamic Ads: Personalizing ads for individual users.
- Retargeting campaigns for abandoned carts and lapsed customers.
- A/B testing with Meta’s Experiments tool.
- Pixel and Conversion API setup for deeper tracking.
Performance Tracking and Optimization
- Key metrics: CPM, CPC, CTR, and CPA.
- Reading Ads Manager reports and insights.
- Scaling successful campaigns and troubleshooting underperforming ones.
Compliance and Ad Policies
- Understanding Meta’s advertising policies.
- Tips to avoid disapprovals and account bans.
- Maintaining account health and resolving policy violations.
Google Analytics 4 (GA4)
Introduction to Google Analytics 4
- GA4 vs. Universal Analytics: Key differences.
- Benefits of using GA4 for modern analytics.
- Understanding the user-centric model of GA4.
Setting Up GA4
- Creating and configuring GA4 properties.
- Installing GA4 tracking code using Google Tag Manager.
- Setting up data streams (web and app).
- Linking GA4 with Google Ads and BigQuery.
Understanding GA4 Interface
- Overview of key features and reports.
- Navigation basics: Home, Reports, Explore, and Configure tabs.
- Key metrics: Engagement rate, conversions, and events.
Event Tracking in GA4
- How events replace goals in GA4.
- Setting up automatic and custom events.
- Creating and tracking user-specific events (e.g., form submissions, downloads).
Key events Tracking
- Defining and setting up Key events.
- Tracking key events in GA4.
- Optimizing for key business goals.
Audience Building and Analysis
- Creating custom and predictive audiences.
- Segmentation strategies for retargeting.
- Exporting audiences to Google Ads for personalized campaigns.
Exploration Reports (Advanced Analytics)
- Using templates: Funnel exploration, pathing analysis, and cohort analysis.
- Customizing exploration reports for insights.
- Using GA4’s advanced machine learning insights.
E-commerce Tracking
- Setting up enhanced eCommerce tracking in GA4.
- Tracking purchase funnels and product performance.
- Integrating with Google Merchant Center and Ads.
Cross-Device and App Tracking
- Understanding the unified app and web measurement model.
- Tracking cross-device user journeys.
- Analyzing data from app campaigns.
Data Studio and Reporting
- Creating custom dashboards using Google Data Studio.
- Connecting GA4 to Data Studio for visualized reporting.
- Automating reports for stakeholders.
Troubleshooting and Debugging
- Using the DebugView to verify event tracking.
- Resolving data discrepancies between GA4 and other tools.
- Maintaining clean and accurate data streams.
Privacy and Compliance in GA4
- Understanding data retention settings and user privacy controls.
- Complying with GDPR, CCPA, and other privacy regulations.
- Implementing Consent Mode and adjusting for cookie-less tracking.
GA4 Strategy for Digital Marketing
- Integrating GA4 insights into digital marketing strategies.
- Optimizing campaigns based on user behavior.
- Using predictive analytics for future planning.
YouTube Ads
1. Introduction to YouTube Advertising
- Overview of YouTube Ads and video marketing
- Importance of YouTube in digital advertising
- Key performance metrics (CPV, CTR, ROAS)
2. Setting Up a YouTube Ads Campaign
- Creating and setting up a YouTube Ads account via Google Ads
- Linking a YouTube channel and defining campaign goals
- Choosing objectives: brand awareness, lead generation, or sales
3. YouTube Ad Formats & Campaign Types
- Skippable In-Stream Ads – Ads that viewers can skip after 5 seconds
- Non-Skippable In-Stream Ads – Short ads (15 seconds or less) that must be watched
- Bumper Ads – 6-second non-skippable ads for brand recall
- In-Feed Video Ads – Formerly Discovery Ads, appearing in YouTube search results
- Masthead Ads – Premium ad placements on YouTube’s homepage
- Shorts Ads – Ads specifically designed for YouTube Shorts
4. Audience Targeting & Custom Audiences
- Targeting based on demographics, interests, and behaviors
- Custom intent audiences and affinity audiences
- Remarketing lists and Lookalike Audiences
- AI-driven targeting for better engagement
5. Bidding Strategies & Budgeting
- CPV (Cost Per View) and CPM (Cost Per 1,000 Impressions)
- Target CPA (Cost Per Acquisition) for lead generation
- Budget optimization strategies for different campaign goals
6. YouTube Ads Optimization & A/B Testing
- Best practices for high-performing video ads
- A/B testing video creatives, messaging, and CTAs
- Improving ad engagement with compelling thumbnails and scripts
7. Conversion Tracking & Performance Analysis
- Setting up conversion tracking in Google Ads and GA4
- Analyzing key reports and performance insights
- Using attribution models to measure success
8. Advanced YouTube Ads Strategies
- Remarketing and retargeting for higher conversions
- Sequencing ads for storytelling and brand recall
- AI-driven automation and bid adjustments
- Integrating YouTube Ads with other marketing channels
LinkedIn Ads
1. Introduction to LinkedIn Advertising
- Overview of LinkedIn Ads & Its Benefits
- Understanding B2B Targeting & Audience Segmentation
- Key Metrics & Ad Performance Indicators
2. LinkedIn Campaign Manager Setup
- Creating & Setting Up a LinkedIn Ads Account
- Understanding Campaign Structure (Campaign Groups, Campaigns, Ads)
- Bidding Strategies & Budgeting
3. LinkedIn Ad Campaign Types
- Sponsored Content Ads (Single Image, Carousel, Video Ads)
- Sponsored Messaging Ads (Message Ads, Conversation Ads)
- Text Ads (Simple PPC Ads for Awareness)
- Dynamic Ads (Follower, Spotlight, and Content Ads)
- Lead Gen Forms (Collecting Leads Directly on LinkedIn)
4. Audience Targeting & Custom Audiences
- Job Titles, Industries, Company Size & Seniority Targeting
- Matched Audiences (Website Retargeting, Email List, Engagement)
- Lookalike Audiences & Audience Expansion
5. LinkedIn Ads Optimization & A/B Testing
- Ad Copy & Creative Best Practices
- Tracking Conversions & Measuring Performance
- Scaling & Budget Optimization Strategies
6. LinkedIn Analytics & Reporting
- Understanding LinkedIn Ads Metrics (CTR, CPC, CPL, ROAS)
- Custom Reports & Performance Insights
- Integrating LinkedIn Ads with CRM & Google Analytics
7. Advanced LinkedIn Ads Strategies
- Retargeting & Lead Nurturing with LinkedIn Ads
- LinkedIn Ads Automation & AI-Based Bidding Strategies
- Competitor Benchmarking & Optimization