Mastering Google AdWords

Transcription

1 Mastering Google AdWords MKTG03; 3 Days, Instructor-led Course Description Ready to take your Google AdWords skills to the next level? Take this comprehensive Google AdWords training course to become more efficient and more effective in setting up and managing Google AdWords campaigns. This is a unique opportunity to hone your skills, achieve greater ROI with Google AdWords. This Google AdWords training course will provide you with in-depth knowledge and hands-on training to help you achieve greater results from your AdWords campaigns. We'll provide you with the terminology, knowledge and hands-on lab exercises that you can immediately apply to your own unique situation. We will help you combine the real-world marketing experience you already possess with proven tips and best practices to enhance your understanding of the subject. This Google AdWords training will help you improve your Google AdWords skills by providing you the practical knowledge to get the most out of your campaigns and budgets when you return to the office. Additionally, you will have the chance to take the Fundamentals exam in class. Course Objectives The knowledge to incorporate Google AdWords into your current marketing efforts An understanding of the AdWords application and what you need to get started The ability to create and edit targeted pay-per-click campaigns Account optimization skills to help you get the most out of your campaigns and budgets. Don't waste clicks or impressions The skills to create more compelling ads to drive better clickthrough rates The ability to track your performance so you know what's working and what's not The knowledge to analyze a campaign and find how to get more out of the budget, campaign, AdGroups, and ads Option to take the Google Advertising Fundamentals exam in class on the last day of the AdWords certification course Audience Marketing professionals from entry-level to management Online marketers seeking credibility, authority and advantage Business owners (small, medium and large)

2 Traditional marketers looking to get up-to-speed on today's marketing channels Communication Specialists Course Outline Introduction to AdWords Paid Search vs. Organic Search The Psychology of Search Benefits & Features of AdWords Relevance, ROI, Reach Targeting Ranking Costs & Payments Search vs. Display Reporting & Performance Metrics Account Management Navigation Account Structure Lab: Create a Google AdWords account Campaign Management Components of a Campaign Creating a Campaign Campaign settings Editing a Campaign Lab: Campaign Creation: Develop a campaign for your business that includes targeted Ad Groups, keywords, and ad text to help you get the best Quality Score Ad Group Management Creating Ad Groups Editing Ad Groups Monitoring Keywords Research & Selection

3 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 Ad Formats Text Ads Image Ads Video Ads Mobile Ads Rich Media Display Ads Creating Enticing Ads Testing New Ads Targeting & Placements Google Search Network Google Properties Google Display Network Mobile Targeting Keyword Targeting Language & Location Targeting Placement Targeting Location Extensions Bidding & Budgets Setting & Managing Bids Setting & Managing Budgets Impacts on Ranking Review Terminology AdWords Policies Editorial & Format Policies Content Policies Link Policies Trademark & Copyright Policies Ad Approval Issues

4 Ad & Site Quality Quality Score How It's Determined Landing Page & Site Quality Lab: Writing Better Ads: Hands-on, mini-workshop on writing more compelling ad text Performance Monitoring & Conversion Tracking How Google Measures Performance Troubleshooting 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. Selling & Representing AdWords The Dirty Work The 'Official' Value Proposition Selling the Benefits Maintaining Client Relationships Create, Edit and Optimize your Campaigns AdWords Certification Review Certification Requirements The Tests Review / Prep Maintaining Certification

5 Lab: Exam Test Prep: Prepare for the AdWords exam with sample test questions Google AdWords Fundamentals Exam in Class