Google Ads Mastery: A Practical Workshop for Small Business Owners

Google Ads is a powerful tool for driving leads and sales, but for many small business owners, it can feel overwhelming. This workshop simplifies the process, guiding you through setting up a Google Search campaign step by step.

We’ll demystify key concepts, explore the role of AI and automation in campaigns, and show you how to measure success. By the end, you’ll have the knowledge to confidently navigate Google Ads, optimise your campaigns, and make data-driven decisions.

Note: This is a ticketed event for everyone, including our Scale-Up members.

About the speaker: Elizabeth Taylor

Elizabeth Taylor is a seasoned professional who is deeply committed to helping professionals at all levels enhance their marketing skills. With over 25 years of experience in the marketing sector, including reputable companies like Warner Bros and Universal Pictures, she has gained valuable insights into the complexities of digital marketing. Drawing from her journey of founding and growing her consultancy business, Elizabeth understands firsthand that the world of digital marketing can be overwhelming. That’s why she emphasises the importance of a thoughtful and concise approach to identifying and embracing impactful marketing strategies.

As an expert in digital marketing, Elizabeth specialises in LinkedIn, content marketing, and leveraging AI to enhance marketing communication. Since relocating to Singapore over five years ago, she has worked with esteemed global organisations like Moet, L’Oreal, and Shiseido, designing and delivering digital marketing training programs. Additionally, she has helped numerous startups successfully launch and grow their businesses. Having imparted her knowledge to more than 1000 executives across Singapore, Dubai, Thailand, and Malaysia, she brings a strong focus on clarity, strategic planning, and actionable advice to every engagement.

Key Takeaways

Understanding the Google Ads Ecosystem
– Overview of different campaign types (Search, Display, Performance Max, Shopping, Video)
– The increasing role of AI and automation in Google Ads
– How Google Ads fit into your overall marketing strategy

Step-by-Step Search Campaign Setup
– Choosing the right campaign settings
– Conducting keyword research using Google’s Keyword Planner
– Writing compelling ad copy that converts

Budgeting & Bidding Strategies
– Setting realistic budgets
– Selecting the right bidding strategy for your goal
– Understanding cost-per-click (CPC) and return on ad spend (ROAS)

Measuring Success & Making Data-Driven Decisions
– Key metrics to track (CTR, Quality Score, Conversions, CPC)
– Where to find performance data in Google Ads
– Understanding reports and how to use them to improve your ads