Using Google Advertising Tools during crisis time to handle correctly your online reputation and maximise lead generation

Win the war of marketing in turbulent times 24 April 2020 Order your tickets now for 30% OFF discount on participation fee. Super early-bird Discount ends on 24 January 2020

• Define the right Google advertising channel and strategy to maximise lead generation efficiency • Manage your online reputation and positively influence the credibility of your business online • Optimise your investment in online advertising on strategies that aim to generate tangible

results for your business growth

• Re-adjust your action plan through the effective set-up and usage of digital analytics tools.

*Upon successful completion of this masterclass, participants will receive the certificate of completion by Marketing

BOOK NOW Special highly discounted price for Super early-bird

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Francesco Bonafine, Co-Founder & Managing Director Digital Nomads Hong Kong Francesco Bonafine has more than 12 years of working experience in IT and Online Business. He has worked in IBM, Google and other companies, leading the incubator-oriented enterprises to develop market strategies to promote corporate profits. Mr Bonafine can be fairly defined a digital marketing guru, he has more than 7 years of experience in SEM/ SEO/Online Advertising and Sales with Google. During this period he has managed the online reputation for major brands like Mitsubishi, Ferrari, Louis

Vuitton, P&G and set up sales teams for Google in different geographies (Italy, US and the Philippines). Francesco has had the opportunity to work with major digital agencies such as Universal Mc Cann, Ogilvy and Mindshare. Moreover while at Google, Francesco was part of the product development team for Google AdWords Express. Mr Bonafine is Google Ads/Analytics certified and Facebook Blueprint Certified. In addition to that, he also attended the IBM international sales school in 2006 and completed the Stanford University Project Management Online Education Program in 2011. Mr Bonafine has lived in Asia-Pacific for 6 years and is currently based in Hong-Kong. In 2017 has co-founded the digital agency Digital Nomads Hong Kong which has become official Google Partner. “Francesco got in-depth knowledge on Google advertising, the talk he presented at our MBA class was inspiring, I was impressed with the importance of negative keywords, which helping companies to prevent appear on irrelevant search and save cost. His talk was inspiring and we all very much enjoyed.” – Class Feedback at MBA course organized by University of Hong Kong “Your insight and rich experiences in Google marketing did enlighten our executive students who can apply in their real work environment effectively. We all enjoyed your vivid sharing with examples which inspired our analytical skills in online marketing in Google.– Course Lecturer, MBA, University of Hong Kong “Francesco was the speaker at our Google Series Events in 2019. He took the time to really understand what our members were interested and spent a lot of time preparing with me to

ensure that the sharing session was inspirational and interactive enough to help the audience in their business needs. He was also adaptable and was kind enough to answer all the questions from the audience. Francesco has amazing energy, a great sense of humour and has a very relevant and inspirational message to share.” – Community Manager, Co-working space, Ooosh “The workshop was attended by 158 participants. Over 90% of respondents found the information very useful/useful to them. Furthermore, over 90% of the respondents have positive feedbacks on speakers’ performance and rated very good or good in the survey.”– Hong Kong Trade Development Council Today's markets are full of uncertainties and challenges, in the majority of the countries in the world people get their first impression of your business and brand using the most popular search engine: Google. The way that potential customers view your brand can be the game changer for your growth. Therefore, your online reputation is one of the most important factors to consider when you position your brand. It creates long-term impact on the success of your marketing campaigns and branding strategies. Imagine if the search engine produced negative or misleading information, this would greatly impact your image, especially if the results appeared on the first page. Damaging information can lead to an exposure with poor results and missed opportunities. To maximise the lead generation of your marketing campaigns, you need to know how to proactively support and nurture your online reputation by effectively using the Google advertising tools. Our course lecturer, Francesco, will teach you the necessary skills and knowledge to effectively enhance your brand online and maximise your lead generation utilizing advanced advertising strategies. You only get one first impression, let us help you make it a great and profitable one.

• VPs and Marketing Directors • Social Media / Digital Marketing / Brand / PR Managers • Marketing Communications Managers • Entrepreneurs/ Start-ups who wants to get great conversions/sales results. • And other marketing professionals with consumer-facing businesses

Time Agenda

8.45 am Registration

9.00 am

Google Search Ads (Part I) - Introduction to Search Google Ads (quality score, conversions and optimisation). - Matching different keywords - Using the keyword planner to identify the right keywords to fulfill your campaign objectives (Practical

Session). - Using the keyword planner to identify the right negative keywords to better qualify your traffic and boost your

lead generation (Practical Session)

10.30 am Morning Tea Break

10.45 am

Google Search Ads (Part II) - How to properly tailor your brand message to write enticing and engaging ads using the Google best

practices (Practical Session) - Understanding and using the right extensions to match with your ads and increase your message

relevance(Practical Session) - Optimising your search campaign for conversions (Practical Session) - The automated bidding options: How to use the Google machine learning to boost your lead generation

results. - Using the right reports and set up goals in Google Analytics (Practical Session) - Overview of the different attribution models. What's the best to use?

12.30 pm Lunch

1.30 pm

Google Display/Banner Ads - Introduction to the Google Display Network (major Hong Kong websites and stats). - Why advertising on the Google Display Network (GDN) and its importance for your online reputation. - Which audiences can be targeted in the GDN. Showing your message to the right users. - Using the GDN to generate leads and learn how to handle different remarketing alternatives. - Setting up correctly the conversion tracking code (Practical Session) - Setting up remarketing / custom intent / in-market / affinity and custom affinity audiences (Practical Session) - Using Google Analytics to set up remarketing audiences (Practical Session) - Crafting your graphical assets independently: use the Ad Gallery Tool to automatically create your responsive banners(Practical Session) - Optimising your campaign and boost your results through placements, demographic and topics exclusions.

3.00 pm Afternoon Tea Break

3.15 pm

YouTube Ads - The importance of YouTube in Hong Kong: the second best channel in the city to work on your online

reputation - YouTube as part of the Google Display Network (GDN) - The different advertising formats: From brand awareness to direct response - Creating compelling and highly relevant video ads for lead generation - Audiences definition and YouTube specific targeting options - How to master YouTube remarketing to increase your conversions - How to measure the success of your video campaign (KPIs and metrics) - Optimising YouTube Ads to fulfill your campaigns' objectives and increase your ROI

5.00 pm End of Masterclass

Using Google Advertising Tools during crisis time to handle correctly your online reputation and maximise lead generation

Location Regal Kowloon Hotel, 71 Mody Road, Tsim Sha Tsui East, Hong Kong

Date 24 April 2020

Price per head

Super Early-bird Price

HKD 4,999

(On or before 24th January 2020)

Early Bird Price:

HKD 5,950

(On or before 6th March 2020)

Regular Price:

HKD 7,000

(After 6th March 2020)

Contact Person for Registration and Group Discount

Cyrus Ching

Marketing Manager

Tel: [852] 2696 6608

Email: cyrusc@lighthouse-media.com

Amendment / Cancellation Policy

1. All bookings are final. 2. Should you be unable to attend, a substitute delegate is welcome at no extra charge. 3. Human Resources cannot provide any refunds for cancellations. 4. Human Resources reserves the rights to alter the programme without prior notice, including the

substitution, amendment or cancellation of trainers and/or topics. 5. Human Resources is not responsible for any loss or damage as a result of a substitution, alteration,

postponement or cancellation of the event.

As the training division of Marketing Magazine, Marketing Masterclass Series takes a proactive role in organising a regional series of public and in-house training courses across Asia. Together with our conferences and awards shows, these courses form part of a complete suite of events specifically tailored for marketers in the region. Courses are conducted in a personalized and interactive workshop setting with practical case studies and exercises from our expert trainer. Delegates will take away global best practices, fresh ideas and customised solutions for implementation back in their organisations.

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