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Advertising & Analytics

Advertising & Analytics


კურსის განმავლობაში თქვენ შეისწავლით არა მხოლოდ ციფრული მარკეტინგის უმნიშვნელოვანეს პრინციპებს, არამედ დაეუფლებით ისეთ სარეკლამო და ანალიტიკის ინსტუმენტებს, რომელთა საშუალებით შეძლებთ დაგეგმოთ ეფექტური ციფრული სარეკლამო კამპანიები ყველაზე ცნობილ სოციალურ მედია არხებსა და საძიებო სისტემაში. შეძლებთ ციფრული რეკლამების დისტრიბუციას, ოპტიმიზირებას და დეტალურ ანალიზს. შესაძლებლობა გექნებათ, სრულად განსაზღვროთ მომხმარებლების ქცევა, დაითვალოთ ზუსტი და დეტალური შედეგები. კურსის დასრულების შემდეგ შეაბიჯებთ Data-Driven Marketing-ის მრავლისმომცველ და გამოწვევებით სავსე ეკოსისტემაში.

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 – 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
  • Limits in Google Ads
  • Challenges in Google Ads for Georgia
  • Homework

შეხვედრა 3 – Understanding Google Ads Bidding • Google Ads Auction

  • Important Metrics
  • What is Ad Rank?
  • What is Quality Score?
  • Factors affecting QS
  • Actual CPC
  • Relation between QS and CPC
  • Types of BiddingBidding strategies explained in detail
  • How to choose a bidding strategy?
  • Google Ads Tools
  • Rules / Scripts
  • How do control cost and budget?
  • Opportunities in Google Ads
  • Change History
  • UTM TagsHomework

 

შეხვედრა 4 – 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
  • Long-tail / Short-tail / SKAG / LSI Keywords
  • Google Ads Keyword Planner
  • General Keyword Research Process
  • Free and Paid tools for keyword research
  • Homework

 

შეხვედრა 5 – Campaigns in Depth

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

 

შეხვედრა 6 – Introduction to Google Analytics • Tools for website analytics

  • What is Google Analytics?
  • Differences between UA & GA4
  • Different ways of installing Universal Analytics
  • Intro to Google Tag Manager
  • Navigation through Universal Analytics
  • Admin Panel OverviewViews / Filters
  • Real-time Reporting
  • Acquisition Reporting
  • Google Ads Reporting
  • Social Media ReportingCampaigns
  • Audience Generation and Reporting
  • Behavior Reporting
  • Goals / Custom Dimensions / Custom Metrics
  • Review of Google Demo Account’s UA Property
  • Homework

შეხვედრა 7 – Introduction to Google Analytics 4

  • Why use GA4?
  • New Updates
  • Different ways of Installing GA4
  • Navigation through GA4
  • Reports snapshot
  • Real-time
  • Life-cycle Reports
  • Advertising
  • Configure
  • Debug View
  • Review of Google Demo Account’s GA4 Property
  • Homework

 

შეხვედრა 8 – Introduction to Google Tag Manager

  • What is Google Tag Manager?
  • GTM Account Creation
  • Install Google Tag Manager
  • Environments / Workspaces
  • Tags / Triggers / Variables
  • Folders
  • Templates
  • Overview of Preview Mode
  • introduction to Data Layer
  • General UA and GA4 Tags
  • Testing Tags
  • Useful Chrome Extensions
  • Two case studies for UA & GA4
  • How to use Google Tag Assistant?
  • Homework

 

შეხვედრა 9 – 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
  • Homework

 

შეხვედრა 10 – Display Marketing in Google Ads

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

შეხვედრა 11 – 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 12 – 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
  • A few words about Google Ad Manager & Google Adsence
  • Homework

შეხვედრა 13 – What is Google Marketing Platform?

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

შეხვედრა 14 – DV360

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

 

შეხვედრა 15 – Universal Analytics in depth

  • E-Commerce Tracking Explanation
  • Basics of Standard E-Commerce Tracking with GTM
  • Basics of Sub-domain and Cross-domain Tracking
  • How to handle internal traffic? / filters
  • Segmentation
  • Multi-Channel Funnels
  • Assisted Conversions
  • Model Comparison Tool
  • Customisation
  • Homework

 

შეხვედრა 16 – Google Analytics 4 in depth

  • Which to use: UA or GA4?
  • Exploration in GA4
  • Events in GA4
  • Conversions in GA4
  • Custom Definitions in GA4
  • Sub-domain and Cross-domain Tracking in GA4
  • How to handle internal traffic? / filters
  • Purchase Tracking in GA4
  • Homework

 

შეხვედრა 17 – 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
  • Facebook Business Manager Tools
  • More about Facebook Ads Manager
  • More about Events Manager
  • Additional resources from Meta

 

შეხვედრა 18 – Facebook Ads Management

  • Talk about Facebook algorithm
  • How Facebook Ads auction works
  • KPIs
  • Overview of Campaign types
  • Understanding of Campaigns and Objectives
  • Campaigns / Ad Sets / Ads
  • Platforms and Placements
  • Facebook X Instagram
  • Facebook X WhatsApp
  • Ad Types relation with Objectives
  • CTA
  • CBO / ABO
  • Bidding Strategies
  • A/B Testing
  • Special Ad Categories, Disclaimer, Identity Verification
  • Important metrics
  • Reporting for Facebook Ads
  • Homework

 

შეხვედრა 19 – Facebook Remarketing / Events Manager / Commerce Manager

  • Audiences in Facebook Business Manager
  • Custom Audiences
  • Why and how to use audiences?
  • 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?
  • Facebook X Google Tag Manager
  • E-Commerce Tracking
  • Homework

 

შეხვედრა 20 – More about UA & GA4 • E-Commerce Tracking Explanation

  • Basics of UA X GTM
  • Testing
  • Segmentation
  • Multi-Channel Funnels
  • Assisted Conversions
  • Model Comparison Tool
  • Customisation
  • Which to use: UA or GA4?
  • Exploration in GA4
  • Events in GA4
  • Conversions in GA4
  • Custom Definitions in GA4
  • How to handle internal traffic? / filters
  • Purchase Tracking in GA4
  • Homework

 

შეხვედრა 21 – Engagement Tracking with GTM

  • What is Auto-Event Tracking?
  • Link Clicks, Button Clicks, Outbound links
  • Tracking YouTube Videos on web
  • Auto-event listeners
  • Custom auto-event listener – Vimeo
  • What is form tracking?
  • Inspecting a form
  • Ready-made form listeners and Built-in form submission trigger
  • How to track “Thank-you” page?
  • AJAX form tracking
  • Element visibility
  • Wait for tags and check validation
  • How to use timer trigger?
  • Scrolling tracking
  • Trigger groups
  • Homework

 

შეხვედრა 22 – What is the Data Layer?

  • Send data to the Data Layer
  • Read and use data from Data Layer
  • Data types in JavaScript
  • Data layer essentials
  • Google Tag Manager Data model
  • DVTT Framework
  • DVTT Framework (Default Path, Custom listener path,
  • Developer/Plugin path)
  • Homework

 

შეხვედრა 23 – Essentials of UA X GTM

  • Universal Analytics goals from GTM
  • Fields to set in UA
  • Universal Analytics E-Commerce Tracking
  • Google Ads Conversion tracking
  • Retargeting with UA and Google Ads
  • How to reduce the impact of ITP?
  • Facebook Pixel Installation
  • Events and Conversions tracking with Facebook Pixel and GTM
  • Homework

 

შეხვედრა 24 – GDPR

  • What is GDPR?
  • How to implement GDPR-compliant cookie consent notification?
  • Triggers for GDPR
  • Tags for GDPR
  • Google Consent Mode
  • Implementation and testing of Google Consent Mode
  • Homework

 

შეხვედრა 25 – More about tracking

  • How to plan GTM implementation and tracking process
  • Extended Facebook pixel setup
  • How to track Single-Page Application?
  • How to optimise page speed with GTM?
  • Homework

 

შეხვედრა 26 – More about Variables

  • Referrer and URL Variable
  • 1st party Cookie Variable
  • Custom JavaScript variable
  • JavaScript Variable
  • Auto-event Variable
  • DOM Element Variable
  • Lookup Table Variable
  • Regex Table Variable
  • Homework

 

შეხვედრა 27 – CSS X GTM

  • Triggering + CSS selectors
  • Trigger essentials
  • CSS selectors
  • CSS selectors in GTM triggers
  • Testing CSS selectors
  • Play a game to learn CSS selectors
  • Cross-Domain tracking
  • Homework

 

შეხვედრა 28 – Technical sides

  • More about Cross-domain tracking
  • iFrame tracking
  • Custom Task in GTM
  • Developer tools in Google Chrome
  • Homework

 

შეხვედრა 29 – Universal Analytics Enhanced E-Commerce Tracking

  • What is Enhanced E-Commerce Tracking in UA?
  • Implementation process of EEC
  • Planning of EEC Tracking
  • Rules and best practices for EEC
  • How to prepare tasks for a developer? / Useful plugins
  • GTM configuration for EEC Tracking
  • Test and debug
  • How to prevent duplicate transactions?
  • Homework

 

შეხვედრა 30 – Deep dive in Enhanced E-Commerce Tracking

  • Fields to set in Universal Analytics
  • Useful variables in GTM
  • Custom Templates
  • What is Measurement Protocol?
  • Tracking EEC refunds with Measurement Protocol
  • Basics of Custom dimensions and Metrics in UA
  • Deep dive in Custom Dimensions
  • Deep dive in Custom Metrics
  • User-ID in UA
  • Homework

 

შეხვედრა 31 – Google Ads & GA4 & GTM

  • Tracking purchase action in GA4
  • Google ads conversion tracking
  • Google Ads enhanced conversions
  • Tracking prevention
  • Is Conversion Linker necessary?
  • How to reduce the impact of ITP?
  • How to use GA4 and UA in parallel
  • Cross-Domain Tracking in GA4
  • How to use EEC purchase data in GA4 from UA?
  • Migration from UA to GA4
  • Homework

 

შეხვედრა 32 – Consent Mode

  • Google Consent Mode + Custom Cookie Consent Popup
  • Custom Cookie Consent Popup + GTM
  • How to track Single-Page Application with GA4 and GTM?
  • Homework

 

შეხვედრა 33 – GA4 E-Commerce Tracking

  • Intro to E-Commerce Tracking in GA4
  • Overview of the implementation process
  • Planning
  • Tasks for developer(s)
  • How to work with CMS(s)?
  • GTM configuration for GA4 EC Tracking
  • Testing
  • How to prevent duplicate transactions?
  • EEC to GA4
  • Homework

 

შეხვედრა 34 – Additional Resources

  • Auto-event variable + HTML
  • DOM Element Variable + DOM
  • Preserving data with cookies
  • Preserving data with browser storage
  • Data Layer: Version 1 VS Version 2
  • User-ID in GA4
  • How to work with multiple domains for the same GTM container?
  • How to prevent duplicate page views?

 

შეხვედრა 35 – Introduction to Data Studio & Google Analytics

  • Why we need Data Visualisation?
  • Tools for Data Visualisation
  • What is Google Data Studio?
  • Google Data Studio Account Creation
  • Interface Overview
  • Ready-Made Templates in Google Data Studio
  • Google Analytics x Data Studio
  • Parameters
  • First Dashboard Creation
  • First Visualisation
  • Exercise

 

შეხვედრა 36 – Data Studio & Google Ads / Dashboard Population

  • Google Ads x Data Studio
  • KPI Parameters, Styling, Dashboard Creation
  • Charts Overview
  •  Chart Types
  • Scorecard Charts
  • Time Series Charts
  • Exercise

 

შეხვედრა 37 – Filters

  • What is Filter in Data Studio?
  • Why use Filters?
  • Create, Edit, Manage Filters
  • Filter Conditions
  • Additional Technique of Filters
  • Exercise

 

შეხვედრა 38 – Fields and Formulas

  • Fields in Data Sources
  • Introduction to Formulas
  • Why we need Formulas?
  • How to create Formulas?
  • Grouping by Formulas
  • Additional Fields
  • Exercise

 

შეხვედრა 39 – Dashboard Final Visualisation – Data Studio & Google Analytics

  • Dashboard Design
  • Final Report
  • Report Exporting and Sharing

 

შეხვედრა 40 – Final Lecture

  • Final Work

 

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Advertising & Analytics-ის ლექტორი

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ციფრული მარკეტინგი ჩემი ინტერესის სფერო ადრეული ასაკიდანვე იყო, სტაჟირების დროს გადადგმული პირველი ნაბიჯებისას კი მივხვდი, რომ სწორედ ეს იყო ჩემი საოცნებო პროფესია. მას შემდეგ არც ერთი დღე არ გასულა ციფრული მარკეტინგის გარეშე ჩემს ცხოვრებაში. საფრანგეთში სწავლის დროს ფრილანსერად ვმუშაობდი. ფორმალური განათლების მიღების პარალელურად ყოველთვის ვცდილობდი უფრო და უფრო მეტი მესწავლა და გამეგო ამ სფეროზე, ამიტომ საქართველოშიც და უცხოეთშიც არაერთ კურსს გავდიოდი. სხვადასხვა პროფილის მქონე კომპანიასთან თანამშრომლობა კი დამეხმარა, მიღებული ცოდნა პრაქტიკულ გამოცდილებად მექცია. ამჟამად ვმუშაობ Noxtton-ში და ვარ ციფრული მარკეტინგის სპეციალისტი.