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Course Length: 3-days

Course Overview

In today's technologically connected society, people have access to information almost everywhere they go on a variety of devices. All strong marketing campaigns should incorporate some form of search engine advertising. Google AdWords™ is a search engine advertising tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular search engine advertising tool and operates on the largest connected set of networks, Google's networks. Google AdWords is simple to start using but is difficult to master. AdWords campaigns have many components that must work together well to create an effective ad campaign. Managing an AdWords campaign involves constant monitoring, analysis, and refinement to improve campaign performance. In this course, you'll create a Google AdWords account and an AdWords campaign. You'll create both text and image ads, and target campaigns to specific audience segments by using advanced AdWords features. You'll refine and optimize all aspects of your AdWords campaigns from ads, to keywords, to bidding, to budgets. You'll also use advanced tools to manage AdWords accounts and data.

This course is designed for individuals who are seeking the Google AdWords certification and who want to prepare for the Google AdWords Fundamentals and Google Search Advertising exams.

In this course, you will:

  • Create a Google AdWords account.
  • Create ad campaigns.
  • Optimize keywords.
  • Write ads in Google AdWords.
  • Analyze and report campaign performance.
  • Manage bidding and budgets.
  • Configure language and location targeting.
  • Enhance campaigns with ad extensions.
  • Create a Display Network campaign.
  • Implement advanced AdWords features.
  • Measure campaign performance.
  • Optimize AdWords campaigns for conversions.
  • Optimize campaigns.
  • Manage AdWords with AdWords Editor.
  • Utilize AdWords Manager accounts and the AdWords API.

Prerequisites

To ensure your success in this course, you should have experience with using a web browser and productivity software (such as Microsoft Office or Google Docs).

Course Outline

Creating a Google AdWords Account

  • Create and Navigate the Google AdWords Account Structure
  • Configure and Manage Account Alerts, Announcements, and Notifications

Creating Ad Campaigns

  • Plan an AdWords Campaign
  • Create Campaigns and Configure Campaign Settings
  • Create and Configure Ad Groups, Ads, and Keywords

Optimizing Keywords

  • Select Keywords in AdWords
  • Research Keywords with the Google Keyword Planner
  • Research Keywords Online
  • Configure Ad Groups and Keywords

Writing Ads in Google AdWords

  • Review Google Ad Policies
  • Write High-Quality AdWords Ads

Analyzing and Reporting Campaign Performance

  • Review Your Campaign and Adjust Settings
  • Analyze and Optimize Ads
  • Create Reports in AdWords

Managing Bidding and Budgets

  • Set and Manage Bids
  • Set and Manage Budgets

Configuring Language and Location Targeting

  • Configure Language Targeting
  • Configure Location Targeting

Enhancing Campaigns with Ad Extensions

  • Create Ads with Extensions That Provide Information
  • Create Ads with Extensions That Drive Action
  • Create Ads with Automated Extensions

Creating a Display Network Campaign

  • Plan and Create a Display Network Campaign
  • Target by Audience, Topic, and Demographics
  • Target Campaigns by Device Type
  • Create a Responsive Ad

Implementing Advanced AdWords Features

  • Optimize Ad Delivery
  • Create Dynamic Ads
  • Implement Keyword Insertion
  • Implement Campaign Drafts and Experiments
  • Configure Conversion Tracking

Measuring Campaign Performance

  • Link AdWords to Google Analytics
  • Measure AdWords Campaign Success
  • Analyze Campaign Performance in AdWords

Optimizing AdWords Campaigns for Conversions

  • Track Conversions
  • Optimize Campaign Configuration for Conversions

Optimizing Campaigns

  • Optimize Landing Pages for Quality Score
  • Optimize Bidding Performance
  • Optimize Budgets
  • Automate AdWords Campaign Using Rules

Managing AdWords with AdWords Editor

  • Set Up and Configure AdWords Editor
  • Import and Analyze Data

Utilizing AdWords Manager Accounts and the AdWords API

  • Manage Clients with AdWords Manager Accounts
  • Use the AdWords API