Mastering Google AdWords - Online

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Course Description:

Prepare for and pass the Google Advertising Fundamentals Exam in one comprehensive Google AdWords™ certification training course while taking your skills to the next level.

Google AdWords can be confusing and frustrating, with ever-changing details and program updates, but the power behind pay-per-click (PPC) advertising is monumental. Whether you are a career marketer or small business owner, this comprehensive Google AdWords training course will teach you to be more efficient and effective in setting up and running Google AdWords campaigns. In three days you will learn how to achieve higher return on investment (ROI) for your business.

During this Google AdWords training you will learn the terminology, in-depth knowledge and strategy to achieve results with Google AdWords. The hands-on format and exercises allow you to immediately apply what you learn to your unique situation, helping you combine the real-world marketing experience you already possess with proven tips and best practices to enhance your understanding of PPC and Google AdWords. By the end of class you will be able get the most out of your campaigns budgets, giving you the confidence to return to the office and improve your PPC strategy.

For marketing professionals, this certification course will take you to the next skill level. You will learn what it takes to make your company’s or clients’ online marketing strategy successful. Best of all, you will leave having passed the Google Advertising Fundamentals Exam and be on your way to becoming certified in Google AdWords. This achievement is one of the only standard evaluations in the marketing profession today. If you are an agency professional, your AdWords certification is likely a requirement. Mastering Google AdWords is a way to improve your skills and pass the Google Advertising Fundamentals Exam quickly without having to go through weeks of self-study materials or decipher the Google lingo.

Key skills you’ll learn and immediately use:

• Research and evaluate which keywords your competitors use
• Incorporate keywords into your web copy to rank higher and drive more traffic
• Save AdWords campaign money by learning about negative keywords
• Use paid search to find buyers—not just leads
• Build a Google AdWords campaign from start to finish
• Get more clicks on your ads using bidding strategies and the Quality Score
• Use the Google Display Network within AdWords
• Use Remarketing in a way that works for your organization
• Analyze your campaigns to get the most out of your AdWords Budget
• Write more compelling ad text to draw more customers in
• Prepare for and pass the Google Advertising Fundamentals Exam—your first step towards becoming a Google Certified Professional
• Effectively target your ads to get them seen by the right people in the right places

In this course you will learn how to:

• Incorporate Google AdWords into your current marketing efforts
• Understand the AdWords application and what you need to be successful
• Create and edit targeted pay-per-click campaigns
• Get the most out of your campaigns and budgets with account optimization skills—don’t waste clicks or impressions
• Create 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
• Take and pass the Google Advertising Fundamentals Exam in class by the last day of class

Who Should Attend Google AdWords Training

• Marketing professional from entry-level to management
• Online marketer seeking credibility, authority and advantage
• Agency professional
• Business owner (small, medium and large)
• Traditional marketer looking to get up-to-speed on today's marketing channels
• Communication Specialist

Prerequisites

No prior experience is needed to take and successfully complete this Google AdWords certification training course.

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