Contextual Advertising Basics
This course is ideal for those who want to master contextual advertising from scratch and learn how to attract targeted traffic to their site. Participants will get acquainted with Google Ads and Yandex.Direct tools, learn how to create effective ads and optimize advertising campaigns to increase conversions. The course program includes:
Introduction to contextual advertising and its types
Setting up and launching advertising campaigns in Google Ads and Yandex.Direct
Selecting keywords and creating relevant ads
Optimizing campaigns to improve efficiency
Analyzing results and setting up analytics
Performance marketing and data analysis
This course is suitable for those who already have basic knowledge in marketing and want to delve deeper into performance marketing – an approach aimed at measurable results. Participants will learn how to properly set up analytics, optimize advertising costs and increase the return on investment. Main topics:
Performance marketing basics: what it is and how it works
Analytics tools (Google Analytics, Yandex.Metrica)
Setting up and analyzing ROI, CPA, CPL and other metrics
Optimizing campaigns based on data
Working with advertising channels to increase conversion
Retargeting and remarketing: returning customers
This course is suitable for those who want to learn how to attract customers who have already interacted with the brand but have not yet made a purchase. Participants will master retargeting and remarketing strategies, learn how to return visitors’ interest and encourage them to buy. Course topics:
Retargeting and remarketing principles: how these tools work
Setting up retargeting on social networks and on Google
Creating creatives to return the audience
Audience segmentation to improve campaign effectiveness
Evaluating effectiveness and analyzing results