Adwords Advanced Search Training Course

Below is the course outline for Google Adwords Advanced Search training program:

PHASE I - Review on Search Fundamentals - 30 minutes

  • Organizing Campaigns
  • Organize campaigns for maximum results
  • Adwords Accounts Limit
  • Keyword Match Types
  • Understanding Ad Position and Ad Rank
  • How ad position is determined
  • Actual Cost-Per-Click (CPC)

PHASE II - Ad Formats - 30 minutes

  • Text Ads Best Practices
  • When to Use dynamic Search Ads
  • Ad Extensions
    • Location Extension
    • Call Extension
    • Sitelinks

PHASE III - Ad Quality - 1 hour

  • Understanding Quality Score
    • What is quality score
    • Why does quality score matter
  • Understanding Landing Page Experience
    • Why landing page experience matters
  • How landing page experience is determined
  • Understanding Invalid Traffic
    • Type of invalid traffic
    • How Google handles invalid traffic
    • How to monitor invalid traffic
    • Reporting invalid clicks

PHASE IV - Adwords Tools - 30 minutes

  • Account change history
  • The keywords tool
    • Adding negative keywords
    • Adding more keywords
  • Targeting Tools
    • Targeting geographic locations
    • IP exclusion
  • Bidding and Budget Tools
    • Enhanced CPC
    • Conversion Optimizer
    • Automatic Bidding
    • CPA Bidding
  • Adwords Editor
    • Adwords editor functions
    • Best pratices

PHASE V - Performance Monitoring and Reporting - 1 hour

  • Introduction to Adwords Reporting
    • Exploring your data
    • Customizing your data
  • Interpreting Adwords Reports
    • Evaluating performance on the search network
    • Measuring keyword performance
    • Measuring geographic performance
  • Additional Performance Insights
    • Using auction insights
    • Using segments to view performance data
    • Understanding search terms report
  • Optimizing Performance
    • Campaign experiments
    • Opportunites tab
    • Ad scheduling
    • Dynamic keyword insertion

PHASE VI - Performance, Profitability and Growth - 30 minutes

  • Understanding impact of budget
  • Scaling budget by performance
  • Performance-based bidding
  • How to estimate conversion value

PHASE VII - Exam - 2 hours