Global Certificate in AdWords & Public Relations
-- ViewingNowThe Global Certificate in AdWords & Public Relations is a comprehensive course designed to provide learners with essential skills in digital marketing and public relations. This certification course focuses on Google AdWords, a critical tool in any digital marketing strategy, teaching learners how to create, manage, and optimize effective online advertising campaigns.
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โข Unit 1: Introduction to AdWords โ Overview of AdWords, its benefits, and how it works. Understanding the AdWords interface, account structure, and campaign settings.
โข Unit 2: Keyword Research & Selection โ Techniques for conducting keyword research, selecting relevant keywords, and using match types. Introduction to negative keywords.
โข Unit 3: Ad Creation & Optimization โ Best practices for creating effective ads, ad extensions, and ad testing. Using ad scheduling and bid adjustments to optimize ad performance.
โข Unit 4: Account Management & Structure โ Strategies for managing large accounts, campaign organization, and account hierarchy. Using labels and custom rules for account optimization.
โข Unit 5: Measuring AdWords Performance โ Understanding key performance indicators (KPIs), metrics, and reports in AdWords. Introduction to conversion tracking and attribution models.
โข Unit 6: AdWords & SEO Integration โ Synergies between AdWords and search engine optimization (SEO). Best practices for keyword mapping, on-page optimization, and content marketing.
โข Unit 7: Public Relations Fundamentals โ Overview of public relations, its importance, and how it differs from advertising. Understanding key PR concepts, theories, and best practices.
โข Unit 8: Media Relations & Press Releases โ Building relationships with media outlets and journalists. Writing effective press releases, pitch letters, and media advisories.
โข Unit 9: Crisis Communication & Management โ Preparing for and managing crises, including developing a crisis communication plan, identifying stakeholders, and communicating with the media.
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