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.
What you’ll learn
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. 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.
Requirements
- Using Microsoft® Windows® 10
- Any or all of the courses in the Microsoft® 2010, 2013, or 2016 curriculum
Target audiences
- 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.
Curriculum
- 1 Section
- 15 Lessons
- 3 Days
- Topics15
- 1.1Lesson 1: Creating a Google AdWords Account Topic A: Create and Navigate the Google AdWords Account Structure Topic B: Configure and Manage Account Alerts, Announcements, and Notifications
- 1.2Lesson 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
- 1.3Lesson 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
- 1.4Lesson 4: Writing Ads in Google AdWords Topic A: Review Google Ad Policies Topic B: Write High-Quality AdWords Ads
- 1.5Lesson 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
- 1.6Lesson 6: Managing Bidding and Budgets Topic A: Set and Manage Bids Topic B: Set and Manage Budgets
- 1.7Lesson 7: Configuring Language and Location Targeting Topic A: Configure Language Targeting Topic B: Configure Location Targeting
- 1.8Lesson 8: Enhancing Campaigns with Ad Extensions Topic A: Create Ads with Extensions That Provide Information Topic B: Create Ads with Extensions That Drive Action Topic C: Create Ads with Automated Extensions
- 1.9Lesson 9: Creating a Display Network Campaign Topic A: Plan and Create a Display Network Campaign Topic B: Target by Audience, Topic, and Demographics Topic C: Target Campaigns by Device Type Topic D: Create a Responsive Ad
- 1.10Lesson 10: Implementing Advanced AdWords Features Topic A: Optimize Ad Delivery Topic B: Create Dynamic Ads Topic C: Implement Keyword Insertion Topic D: Implement Campaign Drafts and Experiments Topic E: Configure Conversion Tracking
- 1.11Lesson 11: Measuring Campaign Performance Topic A: Link AdWords to Google Analytics Topic B: Measure AdWords Campaign Success Topic C: Analyze Campaign Performance in AdWords
- 1.12Lesson 12: Optimizing AdWords Campaigns for Conversions Topic A: Track Conversions Topic B: Optimize Campaign Configuration for Conversions
- 1.13Lesson 13: Optimizing Campaigns Topic A: Optimize Landing Pages for Quality Score Topic B: Optimize Bidding Performance Topic C: Optimize Budgets Topic D: Automate AdWords Campaign Using Rules
- 1.14Lesson 14: Managing AdWords with AdWords Editor Topic A: Set Up and Configure AdWords Editor Topic B: Import and Analyze Data
- 1.15Lesson 15: Utilizing AdWords Manager Accounts and the AdWords API Topic A: Manage Clients with AdWords Manager Accounts Topic B: Use the AdWords API Appendix A: Google AdWords Ce
Instructor
