Ad's up Life : Google Ads SEA training

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Getting to grips with Google Ads and establishing effective SEA strategies can't be invented. To help you become an expert and set up effective and profitable advertising campaigns, Ad's up, a Google Premier Partner agency, offers you its Google Ads SEA training course through our certified training organisation.

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Who should attend our Google Ads training course?

Designed to be accessible to as many people as possible, our SEA Google Ads course is aimed at webmarketing project managers as well as marketing and communications managers. Students on sandwich courses, particularly those specialising in digital marketing, can also have their training funded by their company. No knowledge of search engine advertising is required. The aim of this Google Ads course is to teach you how to develop and manage different SEA advertising campaigns and maximise their ROAS.

Prerequisite

Knowledge of the web and how it works
SEA level: beginner to intermediate
Knowledge of digital marketing: generalist
Digital marketing experience: 6 months and more

Target audience

Webmarketing Project Manager
Marketing director
E-commerce Manager
In Charge Of Communication
Student in webmarketing

Learning objectives

Reduce the time it take to create advertising campaigns :

Getting acquainted with the SEM & SEA environment
Understand the purpose of the SEA, its operation and specificities
Structuring your Google Ads account
Know how to define, create and measure a goal
Know how to set up and build your 1st SEA campaign
Know how to address the right target via audiences
Know how to set up an automatic bidding strategy

Target skills and competencies

The skills covered by this training are assessed.

Ability to implement a paid search strategy (SEA)
Ability to set up a Google Shopping campaign
Ability to set up a Google Ads campaign
Ability to set up a YouTube campaign
Rigor, analytical thinking, curiosity, creativity.

Professional training that can be funded by the OPCO

What is the OPCO and how can I find out about yours?

An OPCO (OPérateur de COmpétences) is a government-approved body responsible for helping companies by offering them ongoing training to complement and improve their skills base. OPCOs are key players in vocational training, as they finance your training, whether for an apprenticeship contract, retraining (Pro-A) or a skills development plan.

there are currently 11 OPCOs, each covering a specific professional branch. To find out which one is yours, you have several options. You can go directly to the Ministry of Labour website. There you will find the OPCO-IDCC correspondence table. The IDCC code is indicated on payslips. You can also search for your OPCO using your NAF/APE code.

Other organisations, such as Pôle Emploi or AGEFICE, may cover the cost of your training.

How can the OPCO finance your training?

To have your Google Ads SEA training course funded by your OPCO, you must first join the OPCO that corresponds to your company. Once you have signed up, you can take the necessary steps to obtain funding.

To finance your training with your OPCO, you need to choose a Qualiopi-certified organisation. This is the case for digital marketing training from Ad's up Once you have made your request, we will send you a quote, the corresponding invitation to attend and the Google Ads SEA training programme. All you have to do is send all these documents to your OPCO, which will arrange the funding.

The OPCO can accept or refuse your request. If it is accepted, you will receive an agreement to cover the costs. If it is refused, the reasons will be explained to you.

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Discover our services
SEA Campus

The Ad's up SEA training course is designed to help all those involved in digital marketing to learn how to use Google Ads. At the end of a full day's training, participants will not only have an in-depth understanding of the advertising tool, but will also be able to put in place effective bidding strategies and SEA campaigns.

Getting acquainted with the SEM & SEA environment

Search Engine Marketing (SEM) and Search Engine Advertising (SEA) are two fundamental concepts that you need to understand. Our Google Ads training starts with the basics. We start by introducing these key concepts, covering the issues involved, their specific features and an introduction to the various SEA tools, before delving into the details of Google advertising.

Understand the purpose of the SEA, its operation and specificities

SEA is a complementary strategy to SEO. Short-termist, Google Ads is based on a cost-per-click (CPC) model, a bidding system and the principle of positioning sponsored ads by keyword. The aim of sponsored ads is to boost the click-through rate and the number of visits over a given period.

The course covers the various points you need to know to understand the Google Ads tool and run targeted campaigns. The concepts of distribution and ad rank will be covered, and the management of a multi-lever strategy and the main SEA KPIs (CPC; CPA; CPM, etc.) will be explained.

Structuring your Google Ads account

There are a number of steps to follow if you want to set up a Google Ads account correctly. During the course, you will learn how to create a Google Ads account step by step, with the aim of having the perfect settings for launching your ad campaigns.

Know how to define, create and measure a goal

Each of your campaigns has a precise objective. This must be defined in advance. With Google Ads, objectives enable you to make better decisions by taking full advantage of the various functions offered by the tool (location preferences, budget definition, targeting formats, etc.). The Ad's up training course teaches you how to define and measure them, taking into account the type of campaign set up (display, shopping, search, etc.) and the attribution model chosen

Know how to set up and build your 1st SEA campaign

After understanding how an Adwords campaign and its components work, the course moves on to a more practical rather than theoretical aspect. You will be shown the various key points for setting up an SEA campaign that meets your advertising objectives.

Objective, type of campaign, budget, bids, ad group: all the parameters for optimising your advertising strategy will be detailed. Your SEA trainer will explain how to set up a Google Ads campaign from A to Z, taking into account the various elements listed above.

Know how to address the right target via audiences

Precise, relevant targeting is the key to a successful advertising campaign. Google's advertising service offers a multitude of filters for refining your target audience, and it's not uncommon to make mistakes that reduce the ROI and effectiveness of your advertising strategy. Our Google Ads SEA training course teaches you how to establish consistent targeting in line with your campaign objectives and the Internet users you want to reach.

In this chapter, you will learn about First Party Data (RLSA; Customer Match), Second Party Data (DFSA; In-Market audience; Custom Intent audience; Similar audience) and Lifetime Value (LTV) to put in place perfectly targeted strategies.

Know how to set up an automatic bidding strategy

At the end of our SEA training course, you will learn how to set up automatic bidding strategies (smart bidding). Smart bidding strategies automatically set the bids for your ads using Google's machine learning tools. More precise and faster, they guarantee better results, provided you get it right.

The SEA Ad's up training course will introduce you to the different Google bidding systems and their objectives. You will learn how to adjust your Smart Bidding strategies and establish portfolio strategies to maximise your ROAS and achieve your performance objectives.

Methods and teaching methods used

The SEA training course is delivered face-to-face and remotely by a high-level professional trainer and a support team on hand to help you.

To ensure that each participant understands how SEA works, and more specifically the Google Ads environment, a needs analysis questionnaire is sent out prior to the course. This enables us to adapt our teaching approach, guaranteeing tailor-made support adjusted to your level of expertise.

During ATS training, an assessment will take place at the end of each chapter (7 in total). It takes the form of an MCQ, an exercise or a practical case. The various modules will be accompanied by illustrated examples and concrete explanations to make it easier to understand and grasp the concepts.

Why choose our Ad's up Campus SEA training course?

Google Ads

Ad's up is the first agency to be certified Google Partner Premier. By choosing our certified Google Ads training course, not only are you eligible for full reimbursement by your OPCO, but you also benefit from rigorous support validated by a certifying body.

A dedicated SEA expert trainer

Working alongside one of our most experienced consultants, you'll benefit from tailor-made professional support and a trainer entirely dedicated to your training for a full day. In a pedagogical setting, you'll benefit from know-how and proven skills that will help you acquire the technical knowledge you need to make the most of the Google Ads platform.

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