A small selection of the IndianWebs team made up of: Ivan Carrascal Silva, Sergi Garcia Esteban y Silvia Fernandez Gutierrez.
Google Academies is a workshop that offers training in Google AdWords (a program that Google uses to offer sponsored advertising to potential advertisers).
It was held in a room Cybernarium and we meet there both advertising agencies or online marketing professionals who manage AdWords accounts for clients as well as SMEs, freelancers or people who want to start advertising on Google or who already manage their own AdWords accounts.
The lecturer was Ramon Fabregat, adwords consultant and partner. Ramon Fabregat is CEO of the Online Marketing Agency WebManagerService, expert in SEM, SEO, web analytics and Google Places.
During the training day we covered the following topics:
Performance analysis
- Performance analysis of keywords, ads and extensions
- Real CPC Calculation
- Creating ads that work
- Dynamic Keyword Insertion
Quality Score and Landing Page
- Dynamic Search Ads
- Quality level detail
- Invalid clicks
- Improve landing page experience
- Opportunities tab
Performance optimization
- Campaign experiments
- Ad and extension scheduling
- Change history
AdWords Tools. Reporting and analysis
- Keyword planner
- Offer simulator
- Auction statistics
- AdWords Editor
- Improve the profitability of campaigns
- Reports, reporting and segment analysis
- AdWord API
It really was a course very enjoyable and interesting, since many topics related to adwords far beyond the purely theoretical, carrying out an analysis and a deep dive into the concepts of adwords to have the bases to read the results of a campaign, make a diagnosis and “prescribe” a solution to improve its operation. A very interesting metaphor that the speaker showed is that we are like doctors. When faced with an Adwords campaign we must see the symptoms, diagnose the problem and prescribe solutions, which will not always work, which will lead us to look for other options until we achieve the objective.
What essentially stood out is that what we have to focus our efforts on is achieving a good level of quality (of the keywords and the website to which the ad is directed) as well as achieving conversions, which is directly related to the quality level.