Advertising & Analytics

შეხვედრა 1 – Introduction to Digital Marketing • Fundamentals of Digital Marketing

Search Engine Marketing
Search Engine Optimization
Social Media Marketing
Affiliate Marketing
Email Marketing
Why use Google Ads?
Benefits of Facebook Ads
Advertising Strategies
KPIs
Useful platforms for Digital Marketing

შეხვედრა 2 – Meta Business Suite and Business Manager

Short talk about Facebook
New updates
Meta Business Suite Interface
What is Facebook Business Manager?
Why use Business Manager instead of Boost?
Create Business Manager
Billing & Payments Settings
Business Settings
Ad Account creation and linking
Page Linking
User Management
Partnership
Facebook Business Support
Homework

შეხვედრა 3 – Business Manager Tools / Facebook Ads Management

Facebook Business Manager Tools
More about Facebook Ads Manager
More about Events Manager
Additional resources from Meta
Talk about Facebook algorithm
How Facebook Ads auction works
KPIs
Overview of Campaign types
Understanding of Campaigns and Objectives
Campaigns / Ad Sets / Ads

შეხვედრა 4 – Facebook Ads Management in depth

Platforms and Placements
Facebook X Instagram
Facebook X WhatsApp
Ad Types relation with Objectives
CTA
CBO / ABO
Bidding Strategies
A/B Testing

შეხვედრა 5 – Facebook Remarketing / Lead Generation Campaign

Special Ad Categories, Disclaimer, Identity Verification
Important metrics
Reporting for Facebook Ads
Audiences in Facebook Business Manager
Core Audiences
Custom Audiences
Lookalike Audiences
Why and how to use audiences?
Saved Audiences
Creation of Lead Generation Campaigns

შეხვედრა 6 – Events Manager / Commerce Manager

Events Manager in details
What is Facebook Pixel?
How set up Facebook Pixel?
Why we need to set up Facebook Events/Conversions ?
How to set up Standard Events?
How to set up Custom Conversions?
What is Facebook Shop?
Catalogs and Shop Creation
How to use catalogs and shop in Ads?
Homework

შეხვედრა 7 – Facebook Advertising Strategy

Different ad formats
Exercise (in Meta Ads Manager)
How create strategy for Facebook / Instagram Platform?
Homework

შეხვედრა 8 – LinkedIn Ads

Why use LinkedIn Ads?
Campaign Objectives
Targeting Options
Ad Formats
Campaign Creation
Insight Tag
Reporting

შეხვედრა 9 – Email Marketing (Mailchimp)

Why use Email Marketing?
Email warm-up
Templates
Audiences
Campaign Creation
Reporting
Homework

შეხვედრა 10 – Google My Business

What is GMB
How to claim your business – verification
Insights
Google Reviews
Products and Services
The Power of Photos / Videos
Posts – Special Offers, Posts, Mini Blogs

შეხვედრა 11 – Introduction to Google Ads

Why is Google N1 Search Engine?
Fundamentals of Google Ads
Single/Manager Account (Explanation and Creation)
Billing Types and Billing Accounts
Account Access Levels
Account structure in Google Ads
Google Ads Interface
Basic Google Ads Terminology
Recent updates in Google Ads
Challenges in Google Ads for Georgia
Homework

შეხვედრა 12 – First Campaign Setup

Intro to Campaigns in Google Ads
Set up PPC Campaign
Set up Adgroups and Search ads
Keyword Match types • Broad Match
Exact Match
Phrase match
Broad Match Modifier
Negative Match
Google Ads Keyword Planner
General Keyword Research Process
Free and Paid tools for keyword research

შეხვედრა 13 – Campaigns in Depth

How to choose Campaign types
How to structure Campaigns / Adgroups / Ads
Ad Extensions
How to use Ad Extensions
Updated Ad Extensions
Dynamic/Responsive Ads
Intro to Conversions
Reporting in Google Ads
Homework

შეხვედრა 14 – Media Planning

What is media planning?
Define Advertising Goals
Audience segmentation for each advertising objectives
Placement selection
Budget Plan
Key performance indicators
Estimated Results
Practical activity

შეხვედრა 15 – Communication

Content is the king
Communication strategies for different advertising goals
Masterclass

შეხვედრა 16 – Introduction to Google Analytics 4 and GTM

What is Google Analytics?
Why use GA4?
Intro to Google Tag Manager
GTM Account Creation
Different ways of Installing GA4
Navigation through GA4
Reports snapshot
Real-time
Advertising
Audiences
Configure
Debug View
Homework

შეხვედრა 17 – Conversion Tracking

What is Conversion?
Types of Conversions
Conversion Tracking X Google Ads, Google Analytics, Google Tag Manager
Conversion Reports and Analysis
Practical Case Study
ROI & ROAS Calculation
Important metrics related to Conversion Tracking

შეხვედრა 18 – Display Marketing in Google Ads

Display Marketing in details
Why use Display Campaigns?
Set up Display Campaign / Important Metrics for Display Campaign
Concept of CPM and Branding
Types of Targeting
Keyword Based / Interests Based
Topics Based
Placements Targeting
Demographics
Ad Formats for Display Network
Display Planner Tool
Reporting and Analysis
Homework

შეხვედრა 19 – Video Marketing in Google Ads • Video Marketing in details

Why use Video Marketing?
Set up Video Campaign
Important Metrics for Display Campaign
YouTube Targeting Methods
Bidding Types
Type of YouTube Ads
Reporting and Analysis
App Promotion Campaigns
Set up App Promotion Campaign
Targeting Methods
Bidding Types
Reporting and Analysis
Homework

შეხვედრა 20 – Remarketing and Additional Resources from Google

What is Remarketing?
Why is Remarketing important?
How to use audiences?
Display Remarketing
Video Remarketing
Search Remarketing
Remarketing List
Dynamic Remarketing
Remarketing settings
What is Google Ads Editor?
What is Google Hotel Center?
What is Google Merchant Centre?
Google Merchant Centre walkthrough
Google Merchant Centre input
Quick review of Shopping Ads

შეხვედრა 21 – App Marketing overview

What is App Marketing
Install Google Firebase
App Integration to Google ads
Audience transfer
Conversion linking
Firebase ovoeview
Dynamic linking
In-App communication (Push notifications, Pop-ups)
What is Facebook SDK
App Deep-Linking

შეხვედრა 22 – User Journey and Automatic communication

What is user jurney?
What is Automatic communication
How to setup automatic workflows
Acquisition to conversion
Practical Workshop

შეხვედრა 23 – What is Google Marketing Platform?

Benefits of Google Marketing Platform
What is Programmatic Advertising?
DSP, SSP, DMP Explained
What is and why use DV360?
Differences between Google Ads and DV360
Platform walkthrough: Advertiser, Campaign, Insertion Order, Line item
Creatives
Floodlights
Homework

შეხვედრა 24 – DV360

Create first Display Campaign
Create, Share and Schedule
Types of YouTube Ads
Create first Video Campaign
Reporting in DV360
Marketplace in DV360
Native Ads and Rich Media Ads
A few words about general Display Advertising in Georgia

შეხვედრა 25 – Final Lecture

Comprehensive recap (2 Hours)

შეხვედრა 26 – Final Exam

Exam component – 1
Exam component – 2

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