Duration: 3 Days
Take your Google AdWords skills to the next level in this comprehensive course. You will learn to efficiently and effectively set up and manage Google AdWords campaigns, and you will gain in-depth knowledge and receive hands-on training to help you achieve greater results from your AdWords campaigns.
You will combine your real-world marketing experience with proven tips and best practices to increase your understanding of Google Adwords, and you will gain the practical knowledge needed to get the most out of your campaigns and budgets when you return to the office.
At the end of class, you will have the opportunity to take the Google Advertising Fundamentals exam.
Certification:
You will have the option to take the Google Adwords Fundamentals exam on the last day of this course. Upon passing the exam, you will have completed the first step toward Google AdWords Certified Professional status.
What You Will Learn
- How to incorporate Google AdWords into your current marketing efforts
- The AdWords application and what you need to get started
- Create and edit targeted pay-per-click campaigns
- Account optimization skills to help you get the most out of your campaigns and budgets so you don't waste clicks or impressions
- Create more compelling ads to drive better clickthrough rates
- Track your performance so you know what's working and what's not
- Analyze a campaign and find how to get more out of the budget, campaign, Ad Groups, and ads
- Option to take the Google Advertising Fundamentals exam on the last day of class
Audience
- Marketing professionals from entry level to management
- Online marketers seeking credibility, authority, and advantage
- Business owners
- Traditional marketers looking to get up-to-speed on today's marketing channels
- Communication specialists
Prerequistes
Google Online Marketing Boot Camp or equivalent knowledge and experience
Course Outline
1. AdWords
- Paid Search vs. Organic Search
- Psychology of Search
2. Benefits and Features of AdWords
- Relevance, ROI, and Reach
- Targeting
- Ranking
- Costs and Payments
- Search vs. Display
- Reporting and Performance Metrics
3. Account Management
- Navigation
- Account Structure
4. Campaign Management
- Components of a Campaign
- Creating a Campaign
- Campaign Settings
- Editing a Campaign
5. Ad Group Management
- Creating Ad Groups
- Editing Ad Groups
- Monitoring
- Best Practices
6. Keywords Research and Selection
- Researching and Identifying Keywords and Keyword Phrases
- Review Match Types
- Negative Keywords
- Aligning Keywords with Ad Groups
7. Ad Formats
- Text Ads
- Image Ads
- Video Ads
- Mobile Ads
- Rich Media Display Ads
- Creating Enticing Ads
- Testing New Ads
- Best Practices
8. Targeting and Placements
- Google Search Network
- Google Properties
- Google Display Network
- Mobile Targeting
- Keyword Targeting
- Language and Location Targeting
- Placement Targeting
- Location Extensions
9. Bidding and Budgets
- Setting and Managing Bids
- Setting and Managing Budgets
- Impacts on Ranking
- Best Practices
10. Terminology
11. AdWords Policies
- Editorial and Format Policies
- Content Policies
- Link Policies
- Trademark and Copyright Policies
- Ad Approval Issues
12. Ad and Site Quality
- Quality Score
- How It's Determined
- Landing Page and Site Quality
- Best Practices
13. Performance Monitoring and Conversion Tracking
- How Google Measures Performance
- Troubleshooting
14. Optimization Performance
- Benefits and Goals
- Targeting Tools
- Account Optimization Tools
- Tracking Tools
- Optimizing Keywords
- Optimizing Ad Text
- Optimizing Targeting
- Optimizing Display Ads
- Optimizing Ad Scheduling, Serving, and Position
- Optimizing Landing Pages and Sites
15.Selling and Representing AdWords - The Dirty Work
- The "Official" Value Proposition
- Selling the Benefits
- Maintaining Client Relationships
16. Create, Edit, and Optimize Your Campaigns
17. Certification
- Certification Requirements
- The Tests
- Review/Prep
- Maintaining Certification
18. Google AdWords Fundamentals Exam
Course Labs
Lab 1: Create a Google AdWords Account
Lab 2: Campaign Creation
Develop a campaign for you business that includes targeted Ad Groups, keywords, and ad text to help you get the best quality score.
Lab 3: Keyword Research
Find the top keywords for your company.
Lab 4: Writing Better Ads
Write more compelling ad text in this hands-on, mini workshop.
Lab 5: Campaign Optimization
Analyze campaigns to get the most out of the budget, campaign, Ad Groups, and ads.
Lab 6: Exam Test Prep
Complete sample test questions.
