0523 - Demystifying Digital Marketing: Pay-Per-Click and Display Ads

Course Description

Demystifying Digital Marketing is a three-course series that will introduce you, the small business owner, to each of the major digital marketing media platforms and teach you the basics of how to deploy each digital media to profitably grow your business. Each of the three modules will be ½ practical knowledge building. The other ½ will be direct “how to” with a focus upon on-screen demonstrations, and ideally you will follow-along on their own laptop. Digital marketing strategy will set up each section and include customer persona targeting and the best digital media to influence the persona.

Module 1: Google Pay-Per-Click Search Ads and Display Advertising

Module 2: Search Engine Optimization and Local Marketing Tips

Module 3: E-Mail Marketing, Customer Relationship Management (CRM) and Automation Platforms

Course Outline

•    Purpose And Benefits: Why Invest in Pay-Per-Click and Display Ads, and Benefits 
•    Branding: Branding and Consumer Targeting
•    Funnel Management: The Digital Marketing Funnel and Which Digital Media Is Best 
•    Paid Vs. Organic: Search Engine Management versus Search Engine Optimization
•    Key Website Optimizers Before Spending $$$: Meta Tags, Title Tags, Identified Landing Pages
•    Local: Local Google Marketing via Google Business Profile
•    Keywords: The Five Major Types and Best Uses and Uses in Campaigns
•    Search Auction: The Google Auction, Scoring and Search Engine Results, with Ad Extensions
•    Semi-Automated Google Tools:  Google Smart Campaigns for Search and Display (Easy 5 Steps!)
•    Performance Measures: Top KPIs, Why They Matter, and Accessing via Google GA 4 Dashboard

Learner Outcomes

• Understand the purpose and benefits of Google Pay-Per-Click and Display Ads

• Understand the basics of consumer/user targeting for marketing purposes.
• Understand the basics of which digital media tend to perform the best by objective.
• Understand the importance of Keywords and the five major types.
• Understand the differences between Search Ads and Display Ads
• Understand the free resources available for setting up a Google AdWords Campaign
• Grasp and be able to set-up a Google Business Profile
• Grasp and be able to use Google’s Smart Campaigns (hands-on aspect)
• Understand the basic GA 4 performance metrics, why they matter, and how to access.
• Walk away with a set of resources to assist you if you choose to buy (or guide a team member/agency) to buy Google Ads or Google Display Ads to grow your business.
• Take Away Resources: Whole series of URL links and easy-to-use tools

Notes

A Public Service and Outreach Unit of the University of Georgia. Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All programs of the UGA SBDC are open to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.