SB DIGITAL

• Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
• Module course fee:- 1500/- (Module-wise instalment) for students
• Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Introduction to Google Ads & Digital Advertising Ecosystem | Class 1 (2 hours)

1. What is Google Ads?
   • Role in digital advertising
   • Difference between organic SEO vs paid search (PPC)
2. Ad Networks Overview
   • Google Search Network
   • Google Display Network
   • YouTube Ads (Video)
   • Discovery & Shopping Ads (brief intro)
3. Why Google Ads?
   • Intention-based advertising
   • Reach and targeting power
   • Direct ROI tracking
4. Practical

Day 2: Setting Up Your Google Ads Environment | Class 2 (2 hours)

1. Setting up a Google Ads account
   • Choosing expert mode vs guided setup
   • Interface walkthrough: Home, Campaigns, Tools & Settings, Billing
2. Understanding Campaign Structure:
   • Account > Campaign > Ad Group > Ads > Keywords
3. Linking Google Ads to other tools:
   • Google Analytics (GA4)
   • Google Tag Manager (intro)
4. YouTube channel (if using video ads later)
5. Practical

Day 3: Core Concepts & Key Terminology | Class 3 (2 hours)

1. Essential Metrics & Terminology
   • Impressions, Clicks, CTR (Click-Through Rate)
   • CPC (Cost Per Click), CPM, CPA
   • Quality Score & Ad Rank
   • Conversion, ROAS, Conversion Rate
2. How the Ad Auction Works
   • Keyword bidding
   • Quality Score factors (Ad relevance, expected CTR, landing page experience)
3. Ad Rank Formula
   • Ad Rank = Bid × Quality Score
4. Practical

• Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
• Module course fee:- 1500/- (Module-wise instalment) for students
• Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Keyword Research & Match Types | Class 1 (2 hours)

1. What are Keywords in Search Ads?
   • Importance of relevance to user intent
   • User behaviour and the search funnel
2. Using Google Keyword Planner
   • Finding keyword ideas
   • Analysing keyword volume, CPC, and competition
   • Organising keywords by ad group/theme
3. Keyword Match Types
   • Broad Match (default)
   • Phrase Match (“keyword”)
   • Exact Match ([keyword])
   • Negative Keywords: What they are and how they help
4. Practical

Day 2: Writing Effective Responsive Search Ads (RSA) | Class 2 (2 hours)

1. Search Ad Structure:
   • Headlines (max 15, shown up to 3)
   • Descriptions (max 4, shown up to 2)
   • Display Path (vanity URL)
2. Best Practices for Writing RSA:
   • Use CTAs: “Call now”, “Get a quote”, “Free consultation”
   • Highlight benefits, USPs (Unique Selling Points)
   • Use keyword insertion for relevance
3. Understanding Pinning (optional)
4. Practical

Day 3: Campaign Setup, Extensions & Bidding Strategies | Class 3 (2 hours)

1. Campaign Settings:
   • Objective selection (Sales, Leads, Website Traffic)
   • Location and language targeting
   • Audience segments (in-market, affinity, custom)
2. Ad Extensions Overview:
   • Sitelinks
   • Callouts
   • Structured Snippets
   • Call Extensions
3. Bidding Strategies:
   • Manual CPC
   • Maximize Conversions
   • Target CPA (tCPA)
4. Practical

• Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
• Module course fee:- 1500/- (Module-wise instalment) for students
• Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Introduction to Google Display Network & Ad Creatives | Class 1 (2 hours)

1. What is the Google Display Network (GDN)?
   • Difference between Search vs Display Network
   • Where your ads can appear: websites, YouTube, Gmail, mobile apps
2. Types of Display Ads:
   • Image ads (static, animated)
   • Responsive Display Ads (auto-sizing)
3. Banner Ad Sizes and Formats:
   • Common Sizes: 300×250, 728×90, 160×600, 320×100, 468×60, 970×250
   • File types: JPG, PNG, GIF (under 150 KB)
   • Best practices for design: brand colours, readable text, clear CTA
4. Practical

Day 2: Targeting Options in Display Campaigns | Class 2 (2 hours)

1. Audience Targeting:
   • Demographics: Age, Gender, Parental Status, Income
   • Affinity Audiences: Long-term interest groups (e.g. “Fitness Buffs”)
   • In-Market Audiences: Ready-to-buy users (e.g. “Business Services”)
   • Custom Audiences: URLs, search behavior, custom intent
2. Placement Targeting vs Contextual Targeting:
   • Specific websites/apps vs. related content pages
3. Managed placements vs. automated targeting
4. Practical

Day 3: Remarketing & Responsive Display Ads (RDA) | Class 3 (2 hours)

1. What is Remarketing?
   • Importance of reconnecting with site visitors
   • Benefits: higher conversions, brand recall, lower CPC
2. Remarketing Lists & Audience Manager:
   • Website visitor list via Google Ads tag
   • YouTube viewer audience
   • Customer match (email list)
3. Creating Responsive Display Ads (RDA):
   • Upload multiple assets: images, logos, headlines, descriptions
   • Auto-adjusts to ad spaces on different devices
   • Google optimises the best-performing combinations
4. Practical

• Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
• Module course fee:- 1500/- (Module-wise instalment) for students
• Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Understanding YouTube Ad Formats & Linking Channels | Class 1 (2 hours)

1. YouTube Ad Formats Overview:
   • Skippable In-Stream Ads (TrueView): Play before/during/after videos, skippable after 5 seconds
   • Non-skippable In-Stream Ads: 15–20 sec ads (brand recall focused)
   • In-feed Video Ads: Appear in YouTube search results, related videos
   • Bumper Ads: 6-second, non-skippable; short, punchy branding
   • YouTube Shorts Ads (new): Vertical, immersive ads on the Shorts feed
2. How Ads Appear: On YouTube, Google video partners (apps/sites)
3. Linking Google Ads to a YouTube Channel:
   • Steps to verify and link for advanced metrics (likes, shares, subscribers)
4. Practical

Day 2: Campaign Setup & Targeting | Class 2 (2 hours)

1. Creating a Video Campaign in Google Ads:
   • Choose goal: Brand awareness, Leads, Website traffic, etc.
   • Select campaign subtype: Skippable, Non-skippable, etc.
   • Set bidding strategy: CPV (cost-per-view), tCPA (target cost per action)
2. Ad Group & Audience Targeting:
   • Demographics
   • Keywords (intent-based video placements)
   • Topics (content-based placements)
   • Placements: Target specific YouTube videos, channels
   • Custom Intent Audiences: Reach people searching for specific products/services
3. Practical

Day 3: Creative Strategy & Performance Metrics | Class 3 (2 hours)

1. YouTube Ad Creative Best Practices:
   • Grab attention in the first 5 seconds
   • Brand visibility throughout the video
   • Call-to-action (CTA) overlays & end screens
   • Ideal lengths: 15s, 30s, 60s
   • For Shorts: Vertical format, captions, high energy pacing
2. Performance Metrics to Watch:
   • View rate: Views ÷ Impressions
   • CPV: Cost-per-view
   • Watch time, Engagement rate
   • Clicks, Conversions if goal set
3. Optimising for Better Results:
   • A/B test multiple creatives
   • Adjust targeting and bidding
   • Add CTA overlays and compelling thumbnails
4. Practical

• Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
• Module course fee:- 1500/- (Module-wise instalment) for students
• Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Conversion Tracking Setup & Attribution | Class 1 (2 hours)

1. Why Conversion Tracking Matters:
   • Measure actions that matter (sales, sign-ups, leads)
   • Tie ad spend to ROI
2. How to Set Up Conversion Tracking:
3. Google Tag Manager (GTM):
   • Overview of GTM containers, tags, triggers
   • Installing GTM on a website
4. Google Analytics 4 (GA4):
   • Linking GA4 to Google Ads
   • Creating GA4 conversion events
5. Importing Conversions to Google Ads
6. Attribution Models Explained:
   • Last-click, first-click, linear, time decay, data-driven
   • Choosing the right model for your goals
7. Practical

Day 2: Optimization Techniques | Class 2 (2 hours)

1. A/B Testing Strategies:
   • Split test ad variations (headlines, descriptions, creatives)
   • Test different keyword match types or bidding methods
2. Campaign Optimisation Essentials:
   • Pausing underperforming keywords/ad groups
   • Adjusting bids by device, audience, or time of day
   • Scaling winning campaigns: Increasing budget, duplicating to new geo-locations
3. Reports That Matter:
   • Search Terms Report: Discover new keywords & negatives
   • Auction Insights Report: Competitor analysis (position, overlap rate, outranking share)
4. Practical

Day 3: Performance Reporting & Final Project | Class 3 (2 hours)

1. What to Include in a Performance Report:
   • Impressions, Clicks, CTR, CPC, Conversions, CPA, ROAS
   • Visuals: Graphs, comparison charts, tables
2. Using Google Ads Report Editor & Google Data Studio (Looker Studio):
   • Create custom dashboards
   • Schedule automated reports
3. Campaign Wrap-Up & ROI Reflection:
   • What worked? What didn’t?
   • Strategy recommendations
4. Practical