Mastering Google AdWords

Hone your Google AdWords skills and pass the exam. By attending this hands-on, comprehensive 3-day AdWords certification training course, you will bolster your knowledge and take your skills to the next level, so you can achieve greater ROI with Google AdWords. You will learn terminology, proven tips and best practices you can apply immediately. Discover how to write more compelling ads, monitor your performance and track conversions. By participating in lab exercises, you will become more efficient and more effective in setting up, managing and optimizing Google AdWords campaigns. So you can boost your results, avoid wasting clicks or impressions and stretch every AdWords dollar. Plus, you will have the opportunity to take the Google Advertising Foundation Exam on the last day of class—your option.

Also Available as:

• Live Online
• Onsite

How You Will Benefit

• Incorporate Google AdWords into your current marketing efforts
• Understand the AdWords application and how to get started
• Create and edit targeted pay-per-click campaigns
• Write more compelling ads to drive better clickthrough rates
• Track your performance so you know what's working and what's not

What You Will Cover

• Understanding paid search versus organic search
• Becoming familiar with the features and benefits of AdWords and AdWords policies
• Creating an account and managing a campaign including targeted ad groups, keywords and ad text
• Performing keyword research and selection
• Learning best practices for 7 ad formats
• Discussing targeting, placements, bidding and budgets

Extended Seminar Outline

Print this page Extended Seminar Outline Seminar #76510 3-Day Public Session | 4-Day Virtual Session
Google AdWords Training Course Outline

I. Introduction to AdWords

• Paid Search vs. Organic Search
• The Psychology of Search

II. Benefits & Features of AdWords

• Relevance, ROI, Reach
• Targeting
• Ranking
• Costs & Payments
• Search vs. Display
• Reporting & Performance Metrics

III. Account Management

• Navigation
• Account Structure

LAB: Create a Google AdWords account.

IV. Campaign Management

• Components of a Campaign
• Creating a Campaign
• Campaign settings
• Editing a Campaign

LAB: Campaign Creation: Develop a campaign for you business that includes targeted Ad Groups, keywords, and ad text to help you get the best Quality Score.

V. Ad Group Management

• Creating Ad Groups
• Editing Ad Groups
• Monitoring
• Best Practices

VI. Keywords Research & Selection

• Researching and identifying keywords and keyword phrases
• Review match types
• Discussing negative keywords
• Aligning keywords with ad groups

LAB: Keyword Research: Finding the top keywords for your company.

VI. Ad Formats

• Text Ads
• Image Ads
• Video Ads
• Mobile Ads
• Rich Media Display Ads
• Creating Enticing Ads
• Testing New Ads
• Best Practices

VII. Targeting & Placements

• Google Search Network
• Google Properties
• Google Display Network
• Mobile Targeting
• Keyword Targeting
• Language & Location Targeting
• Placement Targeting
• Location Extensions

VIII. Bidding & Budgets

• Setting & Managing Bids
• Setting & Managing Budgets
• Impacts on Ranking
• Best Practices

IX. Review Terminology

X. AdWords Policies

• Editorial & Format Policies
• Content Policies
• Link Policies
• Trademark & Copyright Policies
• Ad Approval Issues

XI. Ad & Site Quality

• Quality Score
• How It's Determined
• Landing Page & Site Quality
• Best Practices

LAB: Writing Better Ads: Hands-on, mini-workshop on writing more compelling ad text

XII. Performance Monitoring & Conversion Tracking

• How Google Measures Performance
• Troubleshooting

XIII. Optimization Performance

• Benefits & Goals
• Targeting Tools
• Account Optimization Tools
• Tracking Tools
• Optimizing Keywords
• Optimizing Ad Text
• Optimizing Targeting
• Optimizing Display Ads
• Optimizing Ad Scheduling, Serving and Position
• Optimizing Landing Pages & Sites

LAB: Campaign Optimization: Practice analyzing campaigns in order to find how to get the most out of the budget, the campaign, the Ad Groups, and the ads.

XIV. Selling & Representing AdWords — The Dirty Work

• The 'Official' Value Proposition
• Selling the Benefits
• Maintaining Client Relationships

XV. Create, edit and optimize your campaigns

XVI. AdWords Certification review

• Certification Requirements
• The Tests
• Review / Prep
• Maintaining Certification

LAB: Exam Test Prep: Prepare for the AdWords exam with sample test questions.

XVI. Take Google AdWords Fundamentals Exam in Class

Who Should Attend

Marketing professionals at all levels, online marketers, communication specialists, business owners and traditional marketers who want to get up-to-speed on today's marketing channels—minimal experience with the AdWords is necessary.