The Academy on Air library

Browse through expert tips, tricks and insights across a range of Google Ads solutions.

OPTIMISING SEARCH CAMPAIGNS

This is the last episode in a four-part series designed to help you convert seasonal traffic into conversions. This week, we'll be sharing some last minute optimisation tips that will help get your Search Campaigns in front of as many seasonal shoppers as possible. Tune in to make sure that your ads are ready to perform during the most important part of the retail year.

AUDIENCE SOLUTIONS

This is the third in a series of four episodes designed to help you make the most of the upcoming holiday season. This week, we’ll be focusing on audience solutions. Learn how to engage new customers and increase loyalty amongst existing customers across the Google network. By the end of the episode, you’ll know how to develop and implement the perfect strategy for Search, Display, Shopping, and YouTube campaigns.

Automation & Bidding

This is the second in a series of four episodes designed to help you make the most of the upcoming holiday season. In this episode we’ll bring you through Automation and Bidding, and how you can use them to streamline your campaigns and maximise performance during the most important time of the retail year.

Smart Shopping Campaigns

This is the first in a series of four episodes designed to help you make the most of the upcoming holiday season. This episode covers the newly launched Shopping Campaigns (goal-optimised), which simplify campaign management, maximise conversion value, and extend your reach.

GOOGLE AUDIENCE SOLUTIONS

Learn to use a structured approach; identify, re-engage, expand, to master audience solutions. ‘Identify’; pinpoint your audiences using Google Analytics and the new Google Ads experience. ‘Re-engage’; master remarketing lists for search ads (RLSA) with best practices. ‘Expand’; we’ll show you how to find new relevant audiences.

THE IMPORTANCE OF MOBILE PERFORMANCE

Consumers are now mobile first. Companies need to deliver to their needs. Mobile performance is key; brands must offer a pleasant experience to their mobile users. During this session we will go over tools such as Test My Site and Lighthouse, which offer quick and easy-to-use reports on key mobile performance issues.

Introduction to Machine Learning

A lot of people are talking about Machine Learning, but what does it mean exactly? Learn how Machine Learning will shape different industries and disciplines and discover how Google is planning on using it to help customers in the coming years.

Automation: Smart Bidding

Learn how to use automation to enhance and manage your search campaigns. New insights can help you plan and execute your bidding strategy. We’ll go over how to plan and measure the impact of smart bidding tools such as: eCPC, Target CPA, Max Conversions and Target ROAS.

How to build a successful mobile strategy in 2018

Mobile is essential in 2018. So you’ll need a mobile strategy for your brand that’s in tune with all the latest trends. We’ll help you optimize your mobile assets and give you tips on how to handle mobile bids with Smart Bidding. Plus, we’ll give you the inside track on how to measure on mobile, using tools like Non-last-click attribution.