|Google AdWords™ Outline

Course Specifications

Course Length:
1 day

Course Description

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Overview:
In today’s modern and connected society, in which people have access to information almost everywhere they go on a variety of devices, any strong marketing presence or campaign should incorporate some form of web-based marketing. Google AdWords™ is a web-based marketing tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular web marketing 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 will create a Google AdWords account, create an AdWords campaign, create text ads, research and optimize keywords, refine text ad copy, manage your AdWords campaign through analysis, analyze and optimize bidding and budget, and generate both performance and financial reports. Before you can perform these tasks, you need to understand how search engine marketing (SEM) works in general and the specific capabilities and features of Google AdWords.

Course Objectives:

In this course, you will create a Google AdWords account and run a basic marketing campaign. You will:

Create and navigate a Google AdWords account.
Create and manage ad campaigns.
Work with keywords.
Write ads for Google AdWords.
Manage bidding and budgets.
Launch and manage ads.
Create financial and performance reports.

Course Content

Lesson 1: Creating and Navigating a Google AdWords Account

Topic A: Create and Navigate the Google AdWords Account
Topic B: Configure Account Notifications

Lesson 2: Creating Ad Campaigns

Topic A: Overview of AdWords Campaigns
Topic B: Create Campaigns and Configure Campaign Settings
Topic C: Configure Ad Groups, Ads, and Keywords

Lesson 3: Researching, Refining, and Editing Keywords

Topic A: Overview of Keywords in AdWords
Topic B: Research Keywords with the Google Keyword Tool
Topic C: Research Keywords Online
Topic D: Edit and Configure Ad Groups and Keywords

Lesson 4: Writing Ads in Google AdWords

Topic A: Review Google Ad and Content Policies
Topic B: Write High-Quality AdWords Ads

Lesson 5: Analyzing Campaign Performance

Topic A: Review Your Campaign and Adjust Settings
Topic B: Analyze and Optimize Ads and Keywords

Lesson 6: Managing Bidding and Budgets

Topic A: Set and Manage Bids
Topic B: Set and Manage Budgets

Lesson 7: Creating Performance and Financial Reports

Topic A: Create Performance Reports
Topic B: Create Billing Reports

Appendix A: Google Certified Professional Exam Mappings

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