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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/search-advertising
课程评论：没有评论
课程名称：搜索广告 概述：在当今时代，消费者几乎会搜索所有内容，包括小企业提供的服务，如餐馆和定制产品。在搜索过程中，消费者会看到自然搜索结果和付费搜索结果。付费搜索广告经过系统设计，与消费者需求高度相关，因此常常能有效引导消费者。与其他形式的数字广告不同，消费者对付费搜索广告不容易产生抵触情绪。对于小企业而言，搜索广告更是一个商业机会。尽管大型广告主会支付巨额费用进行搜索广告投放，但本课程将强调小企业如何利用有限的预算创建量身定制的搜索广告活动。 本课程指导小企业如何在Google Ads搜索平台（前身为AdWords）上创建和执行搜索广告活动。通过初步概述，学生将通过官方的Google Ads搜索培训材料进行学习，并最终获得官方的Google Ads搜索认证。除了Google的材料外，课程还提供了由真实专家分享的实践广告活动创建与优化的最佳实践和练习。 课程大纲： 第一部分：搜索基础 描述：本节将从高层次概述搜索对营销人员而言的重要价值。您将了解如何使用术语及基本系统，让广告商能够在搜索排名中提高广告的曝光率。 第二部分：Google对拍卖广告的看法 描述：本周，您将为Google Ads搜索认证的准备学习前五个Google研究指南，了解搜索的价值并介绍Google的相关产品。您将学习Google如何表示其拍卖组件及广告排名的方式，并了解Google关于文本广告构建的建议以及广告扩展的作用。 第三部分：Google对出价、受众和工具的看法 描述：本周，您将完成Google Ads搜索研究指南的学习，为认证考试做好准备。您将学习Google开发的多种数据驱动工具，帮助小企业更轻松地管理搜索广告活动，比如自动出价系统、广告优化分数和建议、绩效规划工具，以及如何利用受众特征来精准定位特定群体。 第四部分：Google Ads广告活动 描述：掌握关键搜索概念并获得Google认证后，您将实际创建广告活动，包括选择关键字、广告和广告组。您将了解广告活动的经济目标的制定，以及广告活动设置和结构的最佳决策，学习实用的优化技巧，以确保广告活动持续表现良好。 第五部分：专题项目：实用广告优化 描述：本周，您将把所学知识整合到一个实际搜索广告活动中。通过指导性的最终作业，您将应用在Google搜索中学到的所有概念，开发一套有效的Google搜索战略。
Part: 1
Title:Search Basics
Description:We’ll start high level with an overview of the attributes that make search such a valuable tool for marketers. You’ll learn about the terms and basic systems of how Google and paid search customers use search to get their message in front of users. You’ll understand the key components of how an advertiser can move his advertisement up the search rankings.
Part: 2
Title:Google's Take on Auction Ads
Description:This week you’ll start your preparation for the Google Ads Search Certification with the first five Google study guides. You’ll build off your understanding of the value of search with an introduction to some of Google’s complementary products. Within search, you’ll learn how Google represents the components of their auction and how ads are ranked. You’ll get exposure to Google’s advice on building text ads and dive into ad extensions and how they can make your ads more dynamic.
Part: 3
Title:Google's Take on Bidding, Audiences, and Tools
Description:This week you’ll complete the Google Ads Search study guides in preparation for your certification. You’ll learn about the many data-driven tools that Google has developed to make search campaign management more accessible for small businesses. These include automated bidding systems, campaign optimization scores and recommendations, and the performance planner. You’ll also learn how to use audiences to take advantage of what Google knows about its users to help advertisers target a specific group. At the end of this module, you will be required to pass the certification exam.
Part: 4
Title:Google Ads Campaigns
Description:Now that you’re armed with your Google certification and have a mastery of the key concepts in search, you’ll put that understanding into action by creating a campaign with keywords, ads, and ad groups. This module covers the critical concepts needed to prepare for building your campaign including developing economic goals for the campaign. Then you’ll learn the best practices for making decisions around campaign settings and structure. You’ll also learn some practical optimization techniques to keep your campaign performing well.
Part: 5
Title:Capstone Project: Practical Campaign Optimization
Description:This week we put it all together in an actual search campaign. You’ll put into practice all the concepts you’ve learned and get familiar with the Google Ads environment through a guided final assignment. This assignment encourages you to take everything you’ve learned about Google Search and use it to develop an effective Google Search strategy.
Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads. Search ads can be a small business opportunity. While larger advertisers pay massive amounts to place their ads via search, we highlight smart ways small businesses can create their own tailored search campaigns on small budgets. This course shows small businesses how to create and execute search campaigns on Google Ads Search (formally AdWords). Through an introductory overview, students are guided through the official Google Ads Search training materials where they will ultimately earn an official Google Ads Search Certification. Beyond Google materials, practical campaign creation and optimization best practices and exercises are provided by real experts.
