Comprehensive Google AdWords Training

Webucator, January 2012, Hours: 45

This is a compilation of two classes, Introduction to Google AdWords and Advanced Google AdWords.

The Introduction to Google AdWords course is designed to introduce you to the world of search engine marketing (SEM) and familiarize you with the Google AdWords tool. You will learn how to leverage Google AdWords to best serve your online marketing needs.

The Advanced Google AdWords Training Course takes a deep dive into understanding and optimizing search engine marketing campaigns. The course covers optimization of keywords, campaigns and ads, and other advanced features of Google AdWords. You will also learn about conversion tracking in Google AdWords and how to integrate Google Analytics with your AdWords account to gain insights into the effectiveness of your marketing campaign.

This hands-on, interactive, self-paced course includes exercises, presentations and readings to ensure students stay engaged and learn the material presented.

Approx 45 hours

This course is valid for One Year after purchase.

For information about Technical Requirements, please contact us

Overview of Search Engine Marketing
- Understanding Search Engine Marketing (SEM)
-- Snapshot of SEM Industry
-- Advantages of SEM over Other Marketing Methods
- Introduction to SEM Terminologies
-- Definitions and Significance of Important Parameters
- Organic vs. Paid Traffic
- Marketing Plan 101
-- Differentiate Your Services
-- 4Ps of Marketing
-- Target and Segment Your Audiences
-- Understand Your Customers Pain Points

Introduction to Google AdWords
- Getting Started with Google AdWords
-- Step 1: Signing Up for Google AdWords
-- Step 2: Set Time Zone and Currency
-- Step 3: Verify Uour account
-- Step 4: Activating Your Account
- Navigating through Google AdWords
-- User Interface Elements
-- Home Tab
-- Campaigns Tab
-- Opportunities Tab
-- Reporting Tab
-- Billing Tab
-- My Account Tab
- Understanding Google AdWords Account Structure
-- AdWords Account
-- Campaign Level
-- AdGroups Level
- Access Management

Working with Keywords
- Building Keyword Strategy
- Keyword Discovery and Keyword Research
-- Keyword Discovery
-- Keyword Research
- Leveraging the Google Keywords Tool
- Demo for the Google Keyword Tool
- Focusing and Targeting Keywords
-- Broad Match
-- Phrase Match
-- Exact Match
-- Setting up Negative Keywords

Writing Ads in Google AdWords
- Writing Effective Ads in Google AdWords
-- Call to Action
-- Value Proposition
- Review of Google's Guidelines
- Understanding Google's Text-Ad Structure

Creating and Managing Your Ad Campaigns
- Creating Ad Campaigns
- Creating AdGroups
- Managing Campaign Settings
-- How to Edit, Pause, Delete, or Resume a Campaign

AdWords Reporting and Account Performance Reports
- Generating Reports in Google AdWords
-- Step 1: Select Campaign
-- Step 2: Settings
-- Step 3: Choosing Report Details
-- Step 4: Activating Your Report
-- Step 5: Template, Scheduling, and Email

Integrating Google Analytics with Google AdWords
- Tracking Online Marketing Campaigns through Google Analytics
- Introduction to AdWords Reports in Google Analytics
-- Overview of Report Structure
-- AdWords Campaigns Report
- Filtering AdWords Related Data in Google Analytics
-- Introduction to Custom Filters in Google Analytics

Advertising on Google's Content Network
- Understanding Google's Content Network
-- How Does Advertising on the Content Network Work?
-- A Few Things You Should Know About the Content Ads
- How to Leverage Content Network in Google AdWords
-- Automatic Placement
-- Targeted Placement
- Exploring the Placement Tool within Google AdWords

Introduction to Google Places
- Overview of Location-based Ad Services
- How to Leverage Google Places
- Obtaining Insights from Google Places Dashboard

Optimizing Your Keywords Strategy for AdWords
- Keywords Optimization Strategy
-- Long Tail vs Short Tail Keywords
- Using Broad Match Modifier
- Keywords Diagnosis in AdWords
- Optimizing Your Keywords Research
-- Google's Keyword Tool
- Learning from the Organic Keywords
-- Introduction
-- Using Internal Site Search
-- The Keywords Report in Google Analytics
- Implementing Dynamic Keyword Insertion
-- How Dynamic Keyword Insertion Works
-- Managing Case Sensitivity for Dynamically Inserted Keywords

Optimizing AdWords Campaigns
- Geographic Targeting In AdWords
-- What is Geographic Targeting
-- How Google offers Geo Targeting
- Implementing Geographic Targeting In Adwords
-- Inserting Your Address into the Ad Copy
- Leveraging AdWords Campaign Experiments (ACE)
-- Introduction to ACE and Its Advantages
-- Step 1: Setting up ACE
-- Step 2: Defining ACE Parameters
-- Step 3: Viewing and Changing ACE Parameters
-- Step 4: How to Start and Stop Your Experiments
-- Step 5: How to Interpret ACE Data
- Leveraging the Analyze Competition Feature
-- What is the Analyze Competition Feature in AdWords
-- How to Access the Analyze Competition Feature

Optimizing Ads
- Using Image Ads in AdWords
-- Getting Started
- Controlling Your Ad Delivery in Google AdWords
-- Ad Scheduling and Ad Delivery
- Controlling Who Sees Your Ad
-- IP Exclusion Tool
- Ad Preview and Diagnostic Tool
- Leveraging the Ad Sitelinks in AdWords Ads

Conversion Tracking in Google AdWords
- Why to Track Conversions and How Conversion Tracking Works
- Implementing Conversion Tracking in Google AdWords
-- Setting up a New Conversion in AdWords
-- Validating Conversion in AdWords
- Enabling the Conversions Report in AdWords

Leveraging the AdWords Report in Google Analytics
- Tracking Online Marketing Campaigns through Google Analytics
- Overview of AdWords Metrics
- Measuring Campaign Performance in Google Analytics
- Day Parts Report
- Keyword Positions Report

Introduction to Website Optimizer
- Introduction to Website Optimizer and Its Advantages
- Advantages of Using Website Optimizer for AdWords Marketing
- Common Types of Experiments on Landing Pages
- A/B Testing
- Multivariate Testing
- Accessing Website Optimizer from Google Adwords

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