The course also provides an introduction to paid search advertising, an overview of the AdWords platform and interface, and lessons on keyword research, conversion tracking, and campaign optimization.
Topics include:
- Understanding paid search advertising terms and definitions
- Creating an account and your first campaign
- Targeting locations, languages, and other demographics
- Writing effective text ads and using image ad formats
- Making ads stand out with extensions
- Setting and managing advertising budgets
- Understanding bidding options
- Researching, organizing and adding keywords
- Understanding advertiser requirements and your quality score
- Installing conversion tracking code and integrating with Google Analytics
- Optimizing ads using dynamic keyword insertion
- Ad split testing and landing page testing
- Working with the Offline Editor
Table of content
- Introduction
- Welcome
- Getting the most from this course
- Getting to Know AdWords
- Dissecting online advertising
- Understanding pay-per-click advertising
- Valuing the benefits of AdWords
- Defining supported ad types
- Learning terms and definitions
- Knowing advertiser requirements
- Getting Started
- Exploring where ads show up
- Understanding the structure
- Creating an account
- Choosing between billing options
- Navigating the AdWords Interface
- Learning the interface
- Exploring the My Account tab
- Understanding the updates to the Billing tab
- Starting Your First Campaign
- Organizing campaigns and ad groups in your account
- Exploring the Campaigns tab
- Creating a campaign using the default options
- Customizing Your Campaign Settings
- Targeting by location and language
- Targeting different networks and devices
- Understanding bidding options and setting a budget
- Setting your delivery method
- Adding your business location
- Showing products from your Google Merchant Center
- Adding extension features to your text ads
- Setting dates and scheduling ads
- Defining ad delivery options
- Using demographic bidding
- Creating Your First Ad Group
- Structuring ad groups in your campaign
- Creating text ads
- Creating image ads and using the display ad builder
- Understanding and creating mobile ads
- Adding keywords
- Bidding at the keyword and ad group levels
- Optimizing Your Ads
- Learning rules and guidelines for great ads
- Learning rules for image ads
- Writing great ads
- Using dynamic keyword insertion (DKI)
- Testing your ads with a split test
- Researching Keywords
- Valuing keyword research
- Understanding keyword match types
- Including negative keywords
- Evaluating a keyword
- Using the Keyword tool
- Creating ad groups from keyword research
- Understanding the Auction and Quality Score
- Understanding how the auction works
- Understanding Quality Score
- Identifying Quality Score issues
- Addressing Quality Score issues
- Using the Google Display Network
- Learning about the Google Display Network (GDN)
- Evaluating your performance on the GDN
- Creating a placement-targeted campaign
- Understanding CPM bidding
- Using the Site and Category Exclusion feature
- Remarketing with audiences
- Tracking Ad Performance
- Understanding conversion types
- Understanding Conversion Tracking
- Installing Conversion Tracking code
- Learning the basics of AdWords reports
- Integrating Google Analytics with AdWords
- Importing Google Analytics goals
- Understanding Landing Pages
- Keeping people from clicking the Back button
- Understanding how landing pages affect Quality Score
- Testing landing pages with Website Optimizer
- Optimizing for Traffic
- Understanding reach and market share
- Using the Traffic Estimator
- Widening the net with keywords
- Getting more clicks with bids
- Optimizing for Conversions
- Defining your goals and measuring ROI
- Understanding conversion metrics and using the Conversion Optimizer
- Working Offline with AdWords Editor
- Understanding AdWords Editor
- Using AdWords Editor
- Troubleshooting
- Using the Ad Preview and Diagnosis tool
- Diagnosing keyword problems
- Conclusion
- Goodbye
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