Course Specifications

Course Number:

095020

Course Length:

3 days

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. You'll also use advanced tools to manage AdWords accounts and data.

This course is designed for individuals who are seeking the Google AdWords certification and who want to prepare for the Google AdWords Fundamentals and Google Search Advertising exams.

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.
• Configure language and location targeting.
• Enhance campaigns with ad extensions.
• Create a Display Network campaign.
• Implement advanced AdWords features.
• Measure campaign performance.
• Optimize AdWords campaigns for conversions.
• Optimize campaigns.
• Manage AdWords with AdWords Editor.
• Utilize AdWords Manager accounts and the AdWords API.

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)
• Notepad++ 7.5.1
• 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

Lesson 7: Configuring Language and Location Targeting

 Topic A: Configure Language Targeting

 Topic B: Configure Location Targeting

Lesson 8: Enhancing Campaigns with Ad Extensions

 Topic A: Create Ads with Extensions That Provide Information

 Topic B: Create Ads with Extensions That Drive Action

 Topic C: Create Ads with Automated Extensions

Lesson 9: Creating a Display Network Campaign

 Topic A: Plan and Create a Display Network Campaign

 Topic B: Target by Audience, Topic, and Demographics

 Topic C: Target Campaigns by Device Type

 Topic D: Create a Responsive Ad

Lesson 10: Implementing Advanced AdWords Features

 Topic A: Optimize Ad Delivery

 Topic B: Create Dynamic Ads

 Topic C: Implement Keyword Insertion

 Topic D: Implement Campaign Drafts and Experiments

 Topic E: Configure Conversion Tracking

Lesson 11: Measuring Campaign Performance

 Topic A: Link AdWords to Google Analytics

 Topic B: Measure AdWords Campaign Success

 Topic C: Analyze Campaign Performance in AdWords

Lesson 12: Optimizing AdWords Campaigns for Conversions

 Topic A: Track Conversions

 Topic B: Optimize Campaign Configuration for Conversions

Lesson 13: Optimizing Campaigns

 Topic A: Optimize Landing Pages for Quality Score

 Topic B: Optimize Bidding Performance

 Topic C: Optimize Budgets

 Topic D: Automate AdWords Campaign Using Rules

Lesson 14: Managing AdWords with AdWords Editor

 Topic A: Set Up and Configure AdWords Editor

 Topic B: Import and Analyze Data

Lesson 15: Utilizing AdWords Manager Accounts and the AdWords API

 Topic A: Manage Clients with AdWords Manager Accounts

 Topic B: Use the AdWords API

Appendix A: Google AdWords Certified Professional Exam Mappings

Appendix B: Creating Shopping Campaigns