Google AdWords

Course Objectives:

In this course, you will implement Google AdWords and create ad campaigns to target specific audiences with advanced AdWords features. You will then analyze and optimize campaign performance.

What you will learn:

Create a Google AdWords account.
Create an ad campaign.
Optimize keywords for pay-per-click campaigns.
Write effective ads for Google AdWords campaigns.
Analyze and report campaign performance.
Manage bidding and budgets.
Configure language and location targeting.
Enhance campaigns with ad extensions.
Create product listing campaigns.
Create a display network campaign.
Implement advanced AdWords features.
Measure campaign performance.
Optimize campaigns.
Optimize AdWords campaigns for conversions.
Manage AdWords with the AdWords Editor.
Manage and extend AdWords accounts.

Target Student:

This course is designed for marketing professionals with basic end-user computing skills who will create and manage search ads, run pay-per-click search campaigns, and optimize and report on those campaigns with Google AdWords.

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

Prerequisites:

To ensure your success in this course, you should have experience with using a Web browser and productivity software (Microsoft Office or Google Docs). You can obtain this level of skill and knowledge by taking the following courses:

Using Microsoft® Windows® 10, Using Microsoft® Windows® 8, or Microsoft® Windows® 8 Transition from Windows® 7
Any or all of the courses in the Microsoft® 2010, 2013, or 2016 curriculum

Course-specific Technical Requirements

Hardware

For this course, you will need one computer for each student and one for the instructor. Each computer will need the following minimum hardware configurations:

2 GHz (I5 or better) or faster 32-bit (×86) or 64-bit (×64) processor
3 GB RAM (32-bit) or (64-bit)
100 GB available hard disk space (32-bit) or 100 GB (64-bit)
CD-ROM drive
Keyboard and mouse (or other pointing device)
1,024 × 768 resolution monitor recommended
Network cards and cabling for local network access
Internet access (contact your local network administrator)
Printer (optional) or an installed printer driver
Projection system to display the instructor's computer screen

Software

Microsoft® Office Professional Edition 2016
Microsoft® Windows® 10
Notepad++ 6.7.9.2

Course Content

Lesson 1: Creating a Google AdWords Account

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

Lesson 2: Creating Ad Campaigns

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

Lesson 3: Optimizing Keywords

Topic A: Select Keywords in AdWords 
Topic B: Research Keywords with the Google Keyword Planner 
Topic C: Research Keywords Online 
Topic D: Configure Ad Groups and Keywords

Lesson 4: Writing Ads in Google AdWords

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

Lesson 5: Analyzing and Reporting Campaign Performance

Topic A: Review Your Campaign and Adjust Settings 
Topic B: Analyze and Optimize Ads 
Topic C: Create Reports in AdWords

Lesson 6: Managing Bidding and Budgets

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

Lesson 7: Targeting by Language and Location

Topic A: Configure Language Targeting 
Topic B: Configure Location Targeting

Lesson 8: Enhancing Campaigns with Ad Extensions

Topic A: Enhance Ads with the Location Extension 
Topic B: Enhance Ads with the Call Extensions 
Topic C: Enhance Ads with the SiteLink Extension 
Topic D: Enhance Ads with the App Extension 
Topic E: Enhance Ads with Structured Snippets 
Topic F: Enhance Ads with the Review and Callout Extensions
Topic G: Enhance Ads with Automated Extensions 

Lesson 9: Creating Product Listing Campaigns

Topic A: Set Up a Google Merchant Account 
Topic B: Create a Shopping Campaign

Lesson 10: Creating a Display Network Campaign

Topic A: Plan and Create a Display Network Campaign 
Topic B: Create an Ad with Ad Gallery 
Topic C: Target Campaigns 
Topic D: Target Devices

Lesson 11: Implementing Advanced AdWords Features

Topic A: Configure Ad Scheduling 
Topic B: Create Dynamic Ads 
Topic C: Implement Keyword Insertion 
Topic D: Implement Ad Customizers 
Topic E: Implement Campaign Experiments 
Topic F: Configure Conversion Tracking

Lesson 12: Measuring Campaign Performance

Topic A: Link AdWords to Google Analytics 
Topic B: Measure AdWords Campaign Success 
Topic C: Analyze Campaign Performance in AdWords

Lesson 13: Optimizing Campaigns

Topic A: Optimize Landing Pages for Quality Score 
Topic B: Optimize Bidding Performance 
Topic C: Optimize Budgets

Lesson 14: Optimizing for Conversions

Topic A: Measure Conversions 
Topic B: Optimize for Conversions

Lesson 15: Managing AdWords with the AdWords Editor

Topic A: Configure AdWords Editor 
Topic B: Import and Analyze Data

Lesson 16: Managing and Extending AdWords Accounts

Topic A: Manage Clients with My Client Center 
Topic B: Use the AdWords API

Appendix A: Google Certified Professional Exam Mappings

SCHEDULE DATES