Google Adwords Fundamentals

Since the objective of this course is to help the student pass the certification exams, a basic understanding of Google Adwords is required. If you have no background on Adwords whatsoever, we can tailor a training module for you.

Below is the Adwords Training course outline for Google Adwords fundamentals:

Phase I - How AdWords can help advertisers meet their goals - 1 Hour

  • The benefits of online advertising and AdWords
    • Target your ads
    • Control your costs
    • Measure your success
    • Manage your campaigns
  • Google's advertising networks
    • The search network
      • Where your ads appear
      • Search ad formats
    • The display network
      • Where your ads appear
      • Ads format
  • How AdWords works
    • How keywords trigger your ad to appear
    • How Google determines which ads appear in which positions
    • About bidding and ad quality
    • What advertisers pay

Phase II - Campaign Setup - 2 Hours

  • Choosing a campaign type
  • Structuring your campaign
  • Targeting Your audience
    • Search network
      • keyword match types
    • Display network
      • Contextual targeting
      • Audience targeting
      • Placement targeting
    • Location and language targeting
  • Setting bids and budget
    • Your budget
    • Your bidding strategy
  • Creating Ad Groups
    • Choosing and organizing your keywords
    • Researching new keywords
    • Optimizing your keywords
  • Advertising Policies
    • Ad copy DOs and DON'Ts
    • Ad extensions
    • Ad copy best practices
  • Tools to plan a campaign
    • Keyword Planner
    • Display Planner

Phase III - Measure your results - 1 Hour

  • Customize your data
    • Segments
    • Dimensions
  • Search term report
  • Top movers report
  • Paid & Organic report
  • Auction insights
  • Tools to measure your performance
    • Conversion tracking
    • Google analytics
    • Campaign experiments
  • Evaluate metrics relevant to your goals
    • Measuring traffic
    • Measuring conversions
    • Measuring ROI
    • Calculate ROAS
    • Measuring brand awareness
  • Optimize your campaigns
    • Improve ROI
    • Keyword tips
    • Ad text tips
    • Bid and budget tips

Phase IV - Exam - 2 Hours