During the first stretch of the global COVID lockdown, Google hosted a series of training webinars called “Google On Air”. In the following series of articles, we are summarising each webinar and looking at a few key features to understand when using Google Ads.
The idea behind these webinars was to touch on a few important subjects, old and new, to assist new and experienced account managers in efficiently managing and improving their online ad campaigns. The following few articles will touch on what we learnt during these training sessions.
Martha Ivester is the Head of Marketing in Northern Europe for Google, mentioned that they thought long and hard about releasing the training material at such a time. Their decision to release these training videos right now is because these days its not “business as usual”. For a lot of businesses, this training material couldn’t have come at a more crucial time, a time where many are striving to be precise, useful and relevant to customers.
Summary of Google Academy On Air Sessions: Learn From Home Week
Day 1: Matching Smart Bidding with your business goals
A discussion around how smart bidding helps optimise and increase ROI while minimising business disruption. Changing auction dynamics and manual bidding can require significant time and resources and this training session will help you optimise that time.
Day 2 Session 1: Driving Performance on Google Display
In the Display webinar, Google’s specialists spoke about how the combination of intent and smart bidding makes Display campaigns highly adaptable. They explained how Display works together with Search and Shopping to improve the efficiency of your advertising and increase the number of people that discover your business.
Day 2 Session 2: Develop your brand, and turn prospects into customers with YouTube
Many people are turning to YouTube to connect, be entertained and learn from home. Take a look at how your brand can cut through in a competitive space, and how to capture the attention of people likely to convert.
Day 3 Session 1: Measure Marketing Performance and leverage your first-party data
Understanding customer behaviour helps you most effectively allocate budgets during challenging times. In this session, we take a look at how a good measurement strategy is the baseline for evaluating your customer base and ensuring that you are reaching the right audience.
Day 3 Session 2: Identify and Activate Customer Lifetime Value
Determining how to retain your best customers when resources are tight requires detailed customer segmentation. We learned how to calculate and leverage Lifetime Value so you can focus your marketing efforts both on keeping your most valued customers and reaching more like them.
Day 4 Session 1: Planning Marketing Budgets with Performance Planner
Planning your performance is key to making a Return on Investment. In this article, we look at how to interpret volume trends and use the Performance Planner to get the most out of your budget and help you meet changing marketing objectives.
Day 4 Session 2: Optimising Shopping Ads beyond ROAS (Return On Ad Spend)
When inventory levels change quickly, you need to be able to optimize towards what drives most value to your business. In this article, learn how to use Shopping Optimization and Smart Shopping to automate optimization, freeing up your time for more business critical tasks.
Day 5: Reaching more relevant clients using keyword coverage
In this article, we discuss how search coverage, together with smart bidding and the performance planner, can help ensure your presence at the right time. Auction dynamics have been changing rapidly these last few weeks, and being present when potential customers are searching is important.
Next up, we discuss Smart Bidding with Google on Air Training!