In this first block you will have a general vision of GMP, who uses it and in what cases it becomes the ideal solution.

• GMP why is it necessary?
• How does a performance / media agency work?
• How does an analytics agency work?
• What do advertisers expect? The briefing
• Main customer KPIs
• Agency / client communication
• Media Ecosystem I (Analytics, data types and integrations)
• Media Ecosystem II (Programmatic Buying Ecosystem)
• Google Master Class (at Google Headquarters Spain)

• First approach to Google Analytics 360.
• Introduction Digital Analytics + Technical Basis (cookies, collect …).
• Measurement plan I.
• Measurement plan II.
• GA and GA fundamentals vs GA360.
• Working with Google Analytics 360 I.
• Working with Google Analytics 360 II.

How can Google Optimize 360 ​​help us?

• A / B testing fundamentals: utility, application, best practices
• Basic methodology to pose a test
• What to test and with what objectives depending on the different types of digital business model
• Conceptual design of a test
• Implementation of a test in Google Optimize and follow-up
• Results measurement
• Statistical significance and reliability of Google Optimize results

Introduction to Search Ads 360.

• Google Ads vs. Search Ads 360. Setup & Floodlights: creating the measurement structure.
• Audiences: concept and importance.
• Campaign management: Custom Columns + Rules.
• Attribution models.
• Why campaign manager? The importance of trafficking and attribution.
• Possibilities of automation.
• Practice with the tool.
• Bid Strategies. Better practices.
• Practice with the tool.
• Unified reporting and insights.
• Practice with the tool.

Introduction to Display & Video 360.

• Display & Vide 360. Introduction.
• Audience creation and management
• Campaign Management and campaign measurement
• Reports & Attribution Models
• Google Creative Studio
• Dynamic creatives

Session at the Google offices to meet the Google Spain GMP team where they will share their relationship with agencies and advertisers, as well as news about the platform.

Advanced Google Analytics 360 & Tag Manager 360.

• GTM configuration and structure
• GTM implementation
• Configuration I
• Configuration II
• Use cases I
• Use cases II
• GA Basic: GA Configuration
• Basic GA: Structure of reports and Events
• GA Intermediate: User ID, Cross Domain,
• Advanced Filters, Imports …
• Intermediate GA: Objectives and Electronic Commerce I
• GA Intermediate: Electronic Commerce II
• Advanced GA: Custom Reports
• Advanced GA: Advanced Segments
• Advanced GA: integrations, Media and Attribution Models
• Use Case: Data extraction and Analysis
• Beyond GA: API, 3rd party integrations, Data Studio, Big Query …

Google Optimize 360 ​​Advanced

• CRO methodologies and differences Optimize vs Optimize 360
• CRO cases and other applications
• Previous analysis and identification of hypotheses
• From hypotheses to proposals: prioritization and adaptation of needs
• Pre-test: detection of needs, design and adaptation
• Test configuration in Optimize 360
  Test monitoring, results and customization
• Analysis releases, visualization and presentation of results

You will put all your knowledge into practice by accessing the tool, trying to solve a real case of use of the Google Analytics 360 and Google Optimize 360 ​​platforms.

In the last part of the program, you will prepare to obtain the GMP certifications related to Analytics 360 & Optimize 360.

Search Ads 360

• The study of keywords as a basis
  The pillars of our account: the creation of our structure (I)
• Creating the structure in the tool
  When do we show our ads? Concordances
• Dynamic search ads
• Ad creation and grouping
• Extensions and other elements of the ads
• Bidding strategies
• Optimizations (I): geopositioning + day / hour
• Optimizations (II): based on the attribution model
• Optimizations (III): negativization
• Advanced Reporting

Display & Video 360. Advanced knowledge of the platform.

• Campaign creation
• Segmentation possibilities: Targeting I
• Segmentation possibilities: Targeting II
• Audience creation within DV360
• Creatives in the Google Marketing Platform ecosystem
• Dynamic creatives: types and use cases
• Private agreements within DV360: Marketplace Management
• Different attribution models and their uses
• Different types of reports and insights
• Optimization: Manual and automatic
• Practice: Creation of campaigns within DV360 I
• Practice: Creation of campaigns within DV360 II

You will put all your knowledge into practice by accessing the tool, trying to solve a real case of use of the Search 360 and Display & Video 360 platforms.

In the last part of the program, you will prepare to obtain the GMP certifications related to Search 360 and DV360.