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Google AdWords Fundamentals

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Google AdWords Fundamentals

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Google AdWords Fundamentals


Course Description


In today's technologically connected society, people have access to information almost everywhere they go on a variety of devices. All strong marketing campaigns should incorporate some form of web-based advertising. Google AdWords™ is a web-based advertising tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular web advertising tool and operates on the largest connected set of networks, Google's networks.

Google AdWords is simple to start using, but is difficult to master. AdWords campaigns have many components that must work together well to create an effective ad campaign. Managing an AdWords campaign involves constant monitoring, analysis, and refinement to improve campaign performance.

In this course, you will create a Google AdWords account and an AdWords campaign. You will refine and optimize aspects of your AdWords campaigns from ads, to keywords, to bidding, to budgets.

Course Objectives:

In this course, you will implement Google AdWords and create ad campaigns.

You will:

  • Create a Google AdWords account.
  • Create an ad campaign.
  • Optimize keywords for pay-per-click campaigns.
  • Write effective ads for Google AdWords campaigns.
  • Analyze and report campaign performance.
  • Manage bidding and budgets.

Target Student:

This course is designed for marketing professionals with basic end-user computing skills who will create and manage search ads, run pay-per-click search campaigns, and analyze and report on those campaigns with Google AdWords.


Course Content

Lesson 1: Creating a Google AdWords Account

Topic A: Create and Navigate the Google AdWords Account Structure

Topic B: Configure and Manage Account Alerts and Notifications


Lesson 2: Creating Ad Campaigns

Topic A: Plan an AdWords Campaign

Topic B: Create Campaigns and Configure Campaign Settings

Topic C: Create and Configure Ad Groups, Ads, and Keywords


Lesson 3: Optimizing Keywords

Topic A: Select Keywords in AdWords

Topic B: Research Keywords with the Google Keyword Planner

Topic C: Research Keywords Online

Topic D: Configure Ad Groups and Keywords


Lesson 4: Writing Ads in Google AdWords

Topic A: Review Google Ad Policies

Topic B: Write High-Quality AdWords Ads


Lesson 5: Analyzing and Reporting Campaign Performance

Topic A: Review Your Campaign and Adjust Settings

Topic B: Analyze and Optimize Ads

Topic C: Create Reports in AdWords


Lesson 6: Managing Bidding and Budgets

Topic A: Set and Manage Budgets

Topic B: Set and Manage Bids