Introduction to Google Advertising

Join RTO 9 and JBC | Pushing Digital Boundaries for this introductory webinar designed to help tourism operators understand the essentials of Google Ads and how it can be used to increase visibility, drive website traffic, and attract more potential visitors.

Participants will explore the core structure of Google Ads, including an overview of key campaign types such as Performance Max and Search campaigns, and how each can support different marketing goals. The session will also introduce keyword strategy, including how to use tools like Keyword Planner to identify relevant search terms, assess competition, and make informed decisions about targeting.

In addition, attendees will gain insight into how Google’s responsive ad format works, including how the platform automatically tests and optimizes combinations of headlines and descriptions to improve performance over time.

Finally, the session will cover how to measure success using key performance metrics such as clicks, impressions, and conversions—helping operators understand what’s working and where to refine their approach.

By the end of this session, participants will be able to:

• Understand the core components of Google Ads and campaign types
• Identify and evaluate keywords using Keyword Planner
• Understand how responsive ads are optimized by the platform
• Measure campaign performance using key metrics

This session is ideal for tourism operators looking to build a strong foundation in Google Ads and begin advertising more effectively online.

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About the Speaker – Jennifer Baker

Jennifer Baker is the CEO of JBC, a full-service digital marketing agency, and brings over 15 years of experience helping businesses of all sizes grow their online presence. At JBC, she leads a team that delivers results-driven digital strategies, including social media management, paid advertising, email marketing, and website development.

With a background in adult education, Jennifer ensures that every client engagement goes beyond strategy – she equips businesses with the processes, and insights they need to succeed online. Her expertise in Meta advertising, content management, and digital campaign optimization enables JBC to create campaigns that reach the right audiences, drive engagement, and deliver measurable ROI.

Jennifer stays at the forefront of digital trends, continually exploring the latest platforms, tools, and marketing innovations to keep JBC’s clients ahead of the curve. She holds certifications from Mailchimp (email marketing and automation), Meta (Community Management and Digital Marketing Associate), and Hootsuite, as well as a Master’s in Education (2019), a Bachelor of Education in Adult Education (2013), and a Bachelor of Arts in Business & Economics (2007).

Her unique combination of agency leadership and hands-on digital marketing experience ensures JBC provides clients with strategies that not only make sense but also get results – helping businesses grow, engage, and thrive in the ever-evolving digital landscape.