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do 22. aprila 2024

Prijava na webinar

Webinar: Google Ads - napredni AI pristopi

Razlogi za prijavo na webinar

Obvladajte najnovejše funkcije in AI pristope v Google Ads, izkoristite lastne podatke za učinkovitejše targetiranje ter merljivejše rezultate. Spoznajte, kako z Performance Max in Demand Gen kampanjami dvignete uspešnost oglasov ter donosnost vlaganj v vsakem koraku vaše oglaševalske strategije.

PODROČJE
Digitalni marketing
TERMIN
23.4.2024
ČAS TRAJANJA
10:00 – 12:00
OBLIKA PREDAVANJA
Webinar

Podrobnejši program delavnice

Uvod & Google Ads novosti

  • Predstavitev glavnih ciljev: kako oblikovati uspešne Google Ads strategije in kampanje ter doseči boljše rezultate s pomočjo podatkov, orodij in analitike.
    Kaj se bomo naučili: ključna znanja o strukturi kampanj, optimizaciji oglasov, sledenju konverzijam in uporabi naprednih funkcij, ki jih ponuja Google Ads.
  • Pregled glavnih novosti v Google Ads ekosistemu (vpliv AI)
  • Kako Google Ads uporablja umetno inteligenco za ciljanje, avtomatsko oblikovanje oglasov in pametno prilagajanje ponudb.
  • Kaj to pomeni za oglaševalce: manj ročnega dela pri optimizaciji in več priložnosti za doseganje višje ROI.
  • Spremembe v algoritmih in avtomatizaciji
  • Ključni poudarki pri spremembah: od prehodov na pametne kampanje do naprednih orodij za analizo in poročanje.
  • Pomembnost proaktivnega spremljanja novosti in prilagoditve strategij glede na Googlove posodobitve.
  • Pomen first-party podatkov in spremembe v sledenju konverzij (Privacy Sandbox, Customer Match, Enhanced Conversions, Consent Mode)
  • Zakaj so lastni (first-party) podatki vedno bolj dragoceni za natančnejše ciljanje in optimizacijo.
  • Kako spremembe v zakonodaji (GDPR, ipd.) in Googlove pobude za večjo zasebnost vplivajo na načine sledenja in poročanja o konverzijah.
  • Customer Match in Enhanced Conversions kot orodji za bolj učinkovito ciljanje ter ustreznejše meritve.

Google Search Ads – strategije za uspeh

  • Različne strukture kampanj in strategije ponujanja
  • Kateri tipi kampanj so na voljo (klasične iskalne, pametne, dinamične ipd.) in kakšne cilje lahko z njimi dosegamo.
  • Primeri strategij ponudb: Target CPA, Target ROAS, Maximize Conversions, Manual CPC ipd.
  • Kaj sta Ad Rank in Quality Score in kako ju izboljšati
  • Razumevanje formule za Ad Rank: pomen ponudbe (bid), kakovosti oglasa in kontekstnega vpliva.
  • Quality Score: kako ga izboljšujemo s kakovostnimi oglasi, relevantnostjo ključnih besed in optimizacijo ciljne strani.
  • Razširitve oglasov in njihova vloga pri izboljšanju CTR-ja in Quality Scora
  • Katerih razširitev ne smete spregledati (spletišča, klici, lokacija, strukture povezav, promocije, ipd.).
  • Kako razširitve vplivajo na uporabniško izkušnjo, višjo stopnjo klikov in s tem na boljši Ad Rank.
  • Kako analizirati in optimizirati Google Search kampanje
  • Kaj spremljati v poročilih (izvedbene metrike, CTR, konverzije, CPA, ROAS).
  • Katera orodja uporabiti za iskanje priložnosti (na primer poročilo o iskalnih poizvedbah za dodajanje/izključevanje ključnih besed).
  • Kdaj in kako prilagajati ponudbe, oglase in ciljno stran, da ohranimo konkurenčnost.

Performance Max, Demand Gen

  • Kaj sta Performance Max in Demand Gen?
  • Kratek pregled novosti pri Google Ads: Performance Max združuje več kanalov (Search, Display, YouTube, Gmail, Discovery) za enostavnejše upravljanje.
  • Demand Gen kampanje pa prinašajo nove možnosti za gradnjo prepoznavnosti in spodbujanje povpraševanja skozi celoten nakupni cikel.
  • Razlike v strategiji glede na klasične Search in Display kampanje
  • Zakaj Performance Max zahteva drugačno načrtovanje in kako združuje različne tipe oglasov ter ciljno usmerjenost.
  • Kako se Demand Gen razlikuje po načinu zajemanja občinstev, ki so šele v začetnih fazah nakupne poti.
  • Kako upravljati kreativne elemente in feed podatke
  • Zakaj so kakovostne slike, videi in besedila nujni za uspeh v Performance Max in Demand Gen kampanjah.
  • Pomen pravilne priprave in upravljanja feeda (npr. za e-trgovino), da oglasi prikažejo ustrezne izdelke ali storitve pravim uporabnikom.

Napredna optimizacija kampanj

  • Kako analizirati podatke in prepoznati optimizacijske priložnosti
  • Ključne metrike in segmentacije (po lokaciji, napravi, času dneva, občinstvu itd.), da vidimo, kje so največji izzivi in najboljše priložnosti.
  • Katera poročila uporabljati za analizo
  • Pregled najpomembnejših poročil v Google Ads (poročilo o iskalnih izrazih, demografiji, napravah, lokacijah …).
  • Kako povezati Google Ads in Google Analytics (GA4) za boljše razumevanje uporabniške poti.
  • Pravilna uporaba negativnih ključnih besed in izključitev občinstev
  • Zakaj so negativke pogosto spregledane, vendar ključnega pomena za omejevanje nepotrebnih stroškov in boljše ciljanje.
  • Kdaj je smiselno izključiti določena občinstva, da se izognemo prikazom, ki ne prinašajo konverzij.
  • Eksperimentiranje s kampanjami (A/B testiranje)
  • Kako postaviti cilje in hipoteze za testiranje.
  • A/B testiranje oglasov, pristajalnih strani, strategij ponudb in ciljnih skupin za neprestano izboljševanje kampanj.

Remarketing & sledenje konverzijam

  • Kako nastaviti in uporabljati remarketing občinstva
  • Načini ustvarjanja seznamov občinstev (npr. obiskovalci spletne strani, uporabniki, ki so dodali izdelek v košarico, ali tisti, ki so zapustili nakupni proces).
  • Pomen pravilno nastavljene frekvence in prilagojenih oglasov za obiskovalce, ki so že izrazili zanimanje.
  • Kako pravilno slediti in interpretirati konverzije
  • Izbira ustreznega modela atribucije (npr. zadnja klika, first-click, data-driven ipd.).
  • Kako določiti, kaj šteje kot konverzija (oddaja obrazca, nakup, klic …) in kako to vpliva na KPI-je.
  • Google tag in Enhanced Conversions ter konverzije iz GA4
  • Zakaj Google tag (prej Global Site Tag) pomeni osnovo za natančno sledenje dogodkom in konverzijam.
  • Prednosti Enhanced Conversions: bolj zanesljivo sledenje kljub omejitvam piškotkov.
  • Povezava z GA4: celostni vpogled v uporabnikovo pot med različnimi napravami in kanali.

Q&A in zaključek delavnice

  • Odprta diskusija in dodatna pojasnila glede aktualnih tem in izzivov.
  • Ponovitev ključnih spoznanj, da boste lahko novosti in strategije uspešno prenesli v prakso.
Prijava na webinar

Cilj izobraževanja

  • Pridobili boste temeljito razumevanje novosti in sprememb v oglaševalskem ekosistemu Google Ads (vpliv AI, spremembe v zasebnosti in sledenju).
  • Naučili se boste postaviti in optimizirati klasične ter napredne Google Ads kampanje (Performance Max, Demand Gen), da boste dosegali boljše rezultate in donosnost.
  • Spoznali boste, kako pravilno uporabljati first-party podatke (Customer Match, Enhanced Conversions) in zakaj je to ključno za uspeh v razmerah, ko je sledenje uporabnikom vse bolj omejeno.
  • Preizkusili boste napredne tehnike, kot so A/B testiranje oglasov, uporabo negativnih ključnih besed in izključitev neustreznih občinstev, da optimizirate svoje kampanje.
  • Dobili boste vpogled v najboljša poročila in prakse za sledenje konverzijam (Google tag, GA4) ter razumevanje, kako pravilno interpretirati rezultate za trajno izboljševanje ROI.
Prijava na webinar

Komu je namenjeno izobraževanje

Izobraževanje toplo priporočamo:

  • digitalnim marketingašem in oglaševalcem, ki že imajo osnovno znanje o Google Ads, vendar želijo nadgraditi razumevanje na naprednejši ravni ter spoznati nove kampanje in funkcionalnosti.
  • spletni trgovcem in podjetnikom, ki vodijo ali nadzirajo lastne oglasne kampanje in želijo dvigniti učinkovitost ter donosnost spletnega oglaševanja.
  • agencijam in freelancerjem, ki skrbijo za Google Ads kampanje za svoje stranke in si želijo poglobljenih vpogledov v najnovejše trende in prakse.
  • analitikom in vodjem projektov, ki se pri načrtovanju in merjenju uspešnosti oglaševalskih aktivnostih naslanjajo na podatke iz Google Ads in GA4 ter želijo bolje razumeti celostno sliko uporabniške poti.
Prijava na webinar

Cena izobraževanja s popusti

15 % popust do 22. aprila

Redna cena webinarja znaša 162 EUR (DDV ni vključen).
Če se prijavite do vključno 22. aprila, vam pripada 15 % popust za zgodnjo prijavo.
Kotizacija s popustom znaša 137,70 EUR (DDV ni vključen).

Če se webinarja ne boste mogli udeležiti, vam bo na voljo posnetek predavanja.

Prijava vključuje:

  • izvedbo webinarja,
  • posnetek webinarja ter gradivo za prenos znanja v podjetju (prejmete po koncu webinarja),
  • odgovore na vaša konkretna vprašanja.

Izobraževanje bo potekalo:

Kdaj: v sredo, 23. aprila 2025, od 10.00 do 12.00.
Kje: preko platforme Zoom (ob prijavi in plačilu boste prejeli povezavo do webinarja).

Prijava na webinar
Prijava na webinar

Izjave udeležencev

Predavatelj

Aljoša Todorovič

Aljoša je uspešen diplomant naše prve generacije študentov programa Diploma iz digitalnega marketinga.

Je vodja performance marketing oddelka v digitalni agenciji Madwise, kjer z dolgoletnimi izkušnjami v B2C in B2B okolju skrbi za uspešno vodenje visoko učinkovitih oglaševalskih kampanj ter razvoj digitalnih marketinških strategij. Njegov fokus zajema širok nabor področij, med drugim digitalno analitiko, spletno oglaševanje, marketinško avtomatizacijo in optimizacijo uporabniške izkušnje ter konverzij.

PODROBNO

Prijava na webinar – Google Ads – napredni AI pristopi

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