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Workshop outline

Introduction 

• Introduction to presentation 

• A summary of the workshop and everything that will be covered 

• Introduction of workshop participants and overview of businesses and challenges faced with digital marketing  

Section 1: The Power of Google Ads

• An overview of how digital ads can help your local business to grow 

• Why are so many business owners reluctant to invest in Google Ads 

• Paid ads myths busted 

Section 2: The Basics of Paid Advertising

• An introduction to the types of online ads you can use for your local business 

• Search ads 

• Display ads

• Video ads 

• Social media ads 

• An explanation of the types of audience targeting available

• Local targeting 

• Demographic and interest-based targeting 

• Why ad relevance is important for your success 

• How to target a local audience 

• Getting your ad copy right  - what to include, example of a good ad 

• Explaination of the costs of ads - where do you start? How can you make sure you’re driving results?

Section 3: More Advanced Targeting Strategies

• An explanation of retargeting and how it works 

• An example of how to set up a retargeting ad for people who have visited your site but who haven’t converted

• Engagement-based targeting 

• An example of setting up an ad to target people who have already interacted with content (e.g. watched more than 50% of a video) 

• Lookalike targeting 

• An explain of what lookalike audiences are, their benefits and how to use them  

Section 4: How to create a campaign

• Demonstration of how to set up Google Ads / Facebook Ad

• An explanation of how businesses can find the right platform for their business 

PRACTICAL SESSION: Creating your own ad on Facebook / Google 

Q&A session: A chance to ask questions or discuss issues 

Section 5: Conclusion & Recap

• A summary of the tips and strategies covered in the workshop 

• A list of resources for further learning (online tutorials, blogs etc.)