# Google and Meta Ads Learning Plan ## Phase 1: Foundation (Beginner Level) ### Google Ads 1. **Google Ads Fundamentals**: Set up and grasp the foundational concepts of a Google Ads account. - [Google Ads Search Certification](https://skillshop.exceedlms.com/student/path/18128-google-ads-search-certification) - _Key Takeaway_: Understand search advertising basics, campaign creation, and targeting techniques. 2. **Google Ads Display Basics**: Learn about Display campaigns, formats, and targeting. - [Google Ads Display Certification](https://skillshop.exceedlms.com/student/path/18129-google-ads-display-certification) - _Key Takeaway_: Grasp display advertising essentials, design principles, and audience targeting. ### Meta (Facebook) Ads 1. **Meta Ads Fundamentals**: Dive into the primary features of the Meta Ads platform. - [Facebook Certified Digital Marketing Associate](https://www.facebook.com/business/learn/certification/exams/410) - _Key Takeaway_: Understand Meta Ads, campaign creation, and performance monitoring. --- ## Phase 2: Intermediate Level ### Google Ads 1. **Video and YouTube Ads**: Craft compelling video campaigns. - [Google Ads Video Certification](https://skillshop.exceedlms.com/student/path/18130-google-ads-video-certification) - _Key Takeaway_: Learn video advertising essentials, YouTube campaign creation, and optimization techniques. 2. **Shopping Ads**: Essential for e-commerce enthusiasts. - [Google Ads Shopping Certification](https://skillshop.exceedlms.com/student/path/18131-google-ads-shopping-certification) - _Key Takeaway_: Delve into e-commerce advertising, product listing ads, and merchant center functionalities. ### Meta (Facebook) Ads 1. **Media Buying and Planning**: Efficient techniques for media buying and planning. - [Facebook Certified Media Buying Professional](https://www.facebook.com/business/learn/certification/exams/200-101) - [Facebook Certified Media Planning Professional](https://www.facebook.com/business/learn/certification/exams/200-201) - _Key Takeaway_: Understand ad buying types, bidding strategies, and optimizing for reach and frequency. --- ## Phase 3: Advanced Level ### Google Ads 1. **Campaign Optimization**: Refine your campaigns for optimal ROI. - [Google Ads Optimization Score Guide](https://support.google.com/google-ads/answer/9061541) - _Key Takeaway_: Evaluate campaign performance and discover optimization strategies and tools. 2. **Automation and Scripts**: Use automation for efficiency and advanced insights. - [Google Ads Scripts](https://developers.google.com/google-ads/scripts) - _Key Takeaway_: Basics of scripting, task automation, and custom report generation. ### Meta (Facebook) Ads 1. **Advanced Targeting**: Use Custom and Lookalike Audiences for enhanced targeting. - [Facebook Custom Audiences Guide](https://www.facebook.com/business/help/744354708981227) - _Key Takeaway_: Create and refine custom audiences, utilize lookalikes for broader audience reach. 2. **Creative Strategy and Optimization**: Improve ad engagement with enhanced creatives. - [Facebook Certified Creative Strategy Professional](https://www.facebook.com/business/learn/certification/exams/400-101) - _Key Takeaway_: Best practices for ad creatives, A/B testing techniques, and performance analytics. --- ## Ongoing Learning - **Stay Updated**: - Participate in online forums, official blogs, and webinars. - Analyze standout campaigns for inspiration. - Forums to check: [Google Ads Community](https://support.google.com/google-ads/community), [Facebook Advertisers Group](https://www.facebook.com/groups/FacebookAdBuyers/). - **Networking**: - Connect with peers on platforms like LinkedIn and Twitter. - Join industry-specific groups on LinkedIn or Facebook. - **Hands-on Practice**: - Set up and run experimental campaigns. - Practice A/B testing. - Obtain feedback on campaigns through trusted sources. - **Tools and Analytics**: - Explore tools like Google Analytics, Data Studio, and Facebook Analytics. - Grasp the relevance of A/B testing tools for ad optimization. - **Feedback Mechanisms**: - Monitor campaign performance using analytics tools. - Gain insights from peers or mentors. ## **Industry News** Staying informed with the latest trends and updates in digital advertising is paramount. The digital landscape is ever-evolving, and a successful advertiser adapts to these changes. Here's how you can keep up: ### **1. Trusted Digital Advertising News Websites**: - [**Search Engine Land**](https://searchengineland.com/): A daily publication that covers all facets of the digital marketing world. - [**Marketing Land**](https://marketingland.com/): Focuses on broader digital marketing, but with essential advertising insights. - [**AdWeek**](https://www.adweek.com/): Centric to brand marketing and often features insightful case studies. - [**Digiday**](https://digiday.com/): Offers a perspective from digital agencies, publishers, and platforms. - [**ClickZ**](https://www.clickz.com/): In-depth analysis and commentary on digital marketing. ### **2. Newsletters**: Regular updates right to your mailbox can help you stay on top. - [**Think with Google**](https://www.thinkwithgoogle.com/intl/en-gb/): Offers insights and trends directly from Google. - [**Content Marketing Institute Newsletter**](https://contentmarketinginstitute.com/): While it leans towards content, the intersection with advertising is frequent. - [**Facebook Business News**](https://www.facebook.com/business/news): Official updates from Meta's advertising platform. ### **3. Industry Conferences and Webinars**: - [**Google Marketing Live**](https://marketingplatform.google.com/about/onair/): Google's annual update on their advertising products. - [**SMX (Search Marketing Expo)**](https://marketinglandevents.com/smx/): Major event for search marketers. - [**AdWorld Conference**](https://adworldconference.com/): One of the most significant online advertising events. ### **4. Social Media and Industry Influencers**: - [**Gary Vaynerchuk**](https://twitter.com/garyvee): A leading voice in digital marketing. - [**Larry Kim**](https://twitter.com/larrykim): Known for his insights on Google Ads and digital advertising. - [**Jon Loomer**](https://twitter.com/jonloomer): Expertise in Facebook (Meta) advertising. ### **5. Industry Reports**: - [**eMarketer**](https://www.emarketer.com/): Comprehensive source for digital marketing data. - [**Mary Meeker's Internet Trends**](https://www.bondcap.com/report/itr19/): An in-depth annual report on internet trends. ### **6. Join Online Forums and Communities**: - [**r/advertising**](https://www.reddit.com/r/advertising/): A subreddit dedicated to advertising topics. - [**Warrior Forum**](https://www.warriorforum.com/): Good for insights on affiliate marketing and advertising. ### **Tips for Effective News Consumption**: - **Set Aside Regular 'Update' Time**: Designate a time each week for industry news. - **Engage with Content**: Share, comment, or write about your views. - **Curate with Tools**: Use platforms like [Feedly](https://feedly.com/) or [Pocket](https://getpocket.com/) to organize content. --- ## Complementary Skills: ### **1. Marketing Principles**: - **Books**: - "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger. - "Influence: The Psychology of Persuasion" by Robert B. Cialdini. - "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath & Dan Heath. ### **2. Content Marketing**: - **Courses**: - [HubSpot's Content Marketing Certification Course](https://academy.hubspot.com/courses/content-marketing). - [Coursera's Content Strategy for Professionals](https://www.coursera.org/specializations/content-strategy). - **Blogs**: - [CopyBlogger](https://www.copyblogger.com/): A leading resource for content marketing advice. - [Content Marketing Institute](https://contentmarketinginstitute.com/): Offers insights into content trends. ### **3. SEO (Search Engine Optimization)**: - **Courses**: - [Moz's Beginner Guide to SEO](https://moz.com/beginners-guide-to-seo). - [Udemy's Complete SEO Training](https://www.udemy.com/course/complete-seo-training-with-top-seo-expert-peter-kent/). - **Tools**: - [SEMrush](https://www.semrush.com/): Comprehensive SEO tool. - [Ahrefs](https://ahrefs.com/): Tool for backlink analysis and more. ### **4. Analytics**: - **Courses**: - [Google Analytics Academy](https://analytics.google.com/analytics/academy/). - [Udemy's Google Analytics Course](https://www.udemy.com/course/the-complete-google-analytics-course-for-beginners/). - **Tools**: - [Mixpanel](https://mixpanel.com/): User analytics platform. - [Hotjar](https://www.hotjar.com/): Provides heatmaps, user recordings, and feedback. ### **5. Marketing Automation**: - **Courses**: - [Udemy's Marketing Automation & Email Marketing Course](https://www.udemy.com/course/marketing-automation-email-marketing-for-beginners/). - **Tools**: - [HubSpot](https://www.hubspot.com/): Inbound marketing and sales platform. - [Mailchimp](https://mailchimp.com/): Marketing automation platform and an email marketing service. ### **6. UX/UI Principles for Landing Pages**: - **Courses**: - [Coursera's UI/UX Design Specialization](https://www.coursera.org/specializations/ui-ux-design). - **Blogs**: - [Smashing Magazine](https://www.smashingmagazine.com/): Focused on web design and development. - [A List Apart](https://alistapart.com/): Covers topics on web content, design, and culture. ### **7. Branding**: - **Courses**: - [Udemy's Branding Course](https://www.udemy.com/course/brand-identity-branding/). - [Coursera's Brand Management](https://www.coursera.org/learn/brand). ### **8. A/B Testing and Conversion Rate Optimization (CRO)**: - **Courses**: - [CXL's Conversion Rate Optimization Minidegree](https://cxl.com/institute/online-mini-degree/conversion-optimization/). - **Tools**: - [Optimizely](https://www.optimizely.com/): Platform for website and app experimentation. - [VWO (Visual Website Optimizer)](https://vwo.com/): A/B testing and conversion optimization platform.