Course Outline:
I. Introduction to AdWords
- Paid Search vs. Organic Search
- The Psychology of Search
II. Benefits & Features of AdWords
- Relevance, ROI, Reach
- Targeting
- Ranking
- Costs & Payments
- Search vs. Display
- Reporting & Performance Metrics
III. Account Management
- Navigation
- Account Structure
LAB: Create a Google AdWords account.
IV. Campaign Management
- Components of a Campaign
- Creating a Campaign
- Campaign settings
- Editing a Campaign
LAB: 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.
V. Ad Group Management
- Creating Ad Groups
- Editing Ad Groups
- Monitoring
- Best Practices
VI. Keywords Research & Selection
- Researching and identifying keywords and keyword phrases
- Review match types
- Discussing negative keywords
- Aligning keywords with ad groups
LAB: Keyword Research: Finding the top keywords for your company.
VII. Ad Formats
- Text Ads
- Image Ads
- Video Ads
- Mobile Ads
- Rich Media Display Ads
- Creating Enticing Ads
- Testing New Ads
- Best Practices
VIII. Targeting & Placements
- Google Search Network
- Google Properties
- Google Display Network
- Mobile Targeting
- Keyword Targeting
- Language & Location Targeting
- Placement Targeting
- Location Extensions
IX. Bidding & Budgets
- Setting & Managing Bids
- Setting & Managing Budgets
- Impacts on Ranking
- Best Practices
X. Review Terminology
XI. AdWords Policies
- Editorial & Format Policies
- Content Policies
- Link Policies
- Trademark & Copyright Policies
- Ad Approval Issues
XII. Ad & Site Quality
- Quality Score
- How It's Determined
- Landing Page & Site Quality
- Best Practices
LAB: Writing Better Ads: Hands-on, mini-workshop on writing more compelling ad text
XIII. Performance Monitoring & Conversion Tracking
- How Google Measures Performance
- Troubleshooting
XIV. Optimization Performance
- Benefits & 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 & Sites
LAB: Campaign Optimization: Practice analyzing campaigns in order to find how to get the most out of the budget, the campaign, the Ad Groups, and the ads.
XV. Selling & Representing AdWords — The Dirty Work
- The 'Official' Value Proposition
- Selling the Benefits
- Maintaining Client Relationships
XVI. Create, Edit and Optimize Your Campaigns
XVII. AdWords Certification Review
- Certification Requirements
- The Tests
- Review / Prep
- Maintaining Certification
LAB: Exam Test Prep: Prepare for the AdWords exam with sample test questions.
XVIII. Take Google AdWords Fundamentals Exam in Class
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