Course Specifications

Course Number:

095021

Course Length:

1 day

Course Description

Overview:

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 search engine advertising. Google AdWords™ is a search engine advertising tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular search engine 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'll create a Google AdWords account and an AdWords campaign. You'll create both text and image ads, and target campaigns to specific audience segments by using advanced AdWords features. You'll refine and optimize all 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 to target specific audiences with advanced AdWords features. You will then analyze and optimize campaign performance.

In this course, you will:

• Create a Google AdWords account.
• Create ad campaigns.
• Optimize keywords.
• Write ads in Google AdWords.
• 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 optimize and report on those campaigns with Google AdWords.

Prerequisites:

To ensure your success in this course, you should have experience with using a web browser and productivity software (such as Microsoft Office or Google Docs). You can obtain this level of skill and knowledge by taking the following Logical Operations courses:

• Using Microsoft® Windows® 10
• Any or all of the courses in the Microsoft® 2010, 2013, or 2016 curriculum

Course-specific Technical Requirements

Hardware:

For this course, you will need one computer for each student and one for the instructor. Each computer will need the following minimum hardware configurations:

• 2 GHz (I5 or better) or faster 32-bit (×86) or 64-bit (×64) processor
• 3 GB RAM
• 100 GB available hard disk space (32-bit) or 100 GB (64-bit)
• CD-ROM drive (if installing any software from a CD-ROM)
• Keyboard and mouse (or other pointing device)
• 1,024 × 768 resolution monitor recommended
• Network cards and cabling for local network access
• Internet access (contact your local network administrator)
• Printer (optional) or an installed printer driver
• Projection system to display the instructor's computer screen

Software:

• Microsoft® Windows® 10
• Microsoft® Office Professional Edition 2016
• Google Chrome™ (latest version)
• Adobe® Acrobat Reader® (latest version)
• AdWords Editor (latest version)
• If necessary, software for viewing the course slides (instructor machine only)

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, Announcements, 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 Bids

 Topic B: Set and Manage Budgets