Generate Leads With Google / YouTube Ads During Times Of Crisis
27 May 2020 09:00am - 11:30am
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Generate Leads With Google / YouTube Ads During Times Of Crisis

27 May 2020 09:00am - 11:30am

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Today's markets are full of uncertainties and challenges, COVID-19 is one of them. 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. 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.

In addition to that, the consumption of online videos has grown exponentially during the last years both in Hong Kong and worldwide. Consumers spend more and more time watching videos in YouTube of products or services they want to purchase. They need the validation that what they are about to buy meets their expectations and effectively fullfills their needs.

To maximise the lead generation of your search and video 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.

Content of the webinar
Google Search Ads (Part I)

- Introduction to Search Google Ads (quality score, conversions and optimisation).

- How to properly tailor your brand message to write enticing and engaging ads using the Google best practices.

- Understanding and using the right extensions to match with your ads and increase your message relevance.

- Optimising your search campaign for conversions.

- 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.

- Overview of the different attribution models. What's the best to use?

YouTube Ads (Part II)

-The importance of YouTube in Hong Kong and around the world: the second best channel to work on your online reputation and lead generation.

- 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.


What will you learn ?

- 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.


Who should attend?

- 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



“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


About The Speaker

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.



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