Comprehensive Google AdWords Training

Delivery Options

• Customized Onsite Training (2 days): Request a Proposal

Class Description

Class Overview

Class Goals

• Learn fundamentals of search engine marketing.
• Learn step-by-step process for running online marketing campaigns in Google AdWords.
• Learn the key features and capabilities of Google AdWords.
• Learn to navigate through Google AdWords user interface.
• Learn how to set up accounts, Ad campaigns, and Ad groups in Google AdWords.
• Learn key strategies and tools to build targeted keyword lists.
• Learn how to write Ads within Google AdWords.
• Learn how to track Ad performance within Google AdWords.
• Learn how to integrate Google Analytics with your Google AdWords account.
• Learn how to leverage Google Analytics features for optimizing your marketing initiative.
• Learn how to optimize your keywords list.
• Learn how to leverage dynamic keyword insertion in Google AdWords.
• Learn how to optimize your Ad campaigns by using geo-targeting.
• Learn how to advertise on Google's Content Network.
• Learn how to optimize your Ads using advanced settings in Google AdWords.
• Learn how to set up conversion tracking in Google AdWords.
• Learn how to integrate and leverage Google Analytics with Google AdWords.

Class Outline

1. Overview of Search Engine Marketing
   1. Understanding Search Engine Marketing (SEM)
      1. Snapshot of SEM Industry
      2. Advantages of SEM over Other Marketing Methods
   2. Introduction to SEM Terminologies
      1. Definitions and Significance of Important Parameters
   3. Organic vs. Paid Traffic
   4. Marketing Plan 101
      1. Differentiate Your Services
      2. 4Ps of Marketing
      3. Target and Segment Your Audiences
      4. Understand Your Customers Pain Points
2. Introduction to Google AdWords
   1. Getting Started with Google AdWords
      1. Step 1: Signing Up for Google AdWords
      2. Step 2: Set Time Zone and Currency
      3. Step 3: Verify Uour account
      4. Step 4: Activating Your Account
   2. Navigating through Google AdWords
      1. User Interface Elements
      2. Home Tab
      3. Campaigns Tab
      4. Opportunities Tab
      5. Reporting Tab
      6. Billing Tab
      7. My Account Tab
   3. Understanding Google AdWords Account Structure
      1. AdWords Account
      2. Campaign Level
      3. AdGroups Level
   4. Access Management
3. Working with Keywords
   1. Building Keyword Strategy
   2. Keyword Discovery and Keyword Research
      1. Keyword Discovery
      2. Keyword Research
   3. Leveraging the Google Keywords Tool
   4. Demo for the Google Keyword Tool
   5. Focusing and Targeting Keywords
      1. Broad Match
      2. Phrase Match
      3. Exact Match
      4. Setting up Negative Keywords
4. Writing Ads in Google AdWords
   1. Writing Effective Ads in Google AdWords
      1. Call to Action
      2. Value Proposition
   2. Review of Google's Guidelines
   3. Understanding Google's Text-Ad Structure
5. Creating and Managing Your Ad Campaigns
   1. Creating Ad Campaigns
   2. Creating AdGroups
   3. Managing Campaign Settings
      1. How to Edit, Pause, Delete, or Resume a Campaign
6. AdWords Reporting and Account Performance Reports
   1. Generating Reports in Google AdWords
      1. Step 1: Select Campaign
      2. Step 2: Settings
      3. Step 3: Choosing Report Details
      4. Step 4: Activating Your Report
      5. Step 5: Template, Scheduling, and Email
7. Integrating Google Analytics with Google AdWords
   1. Tracking Online Marketing Campaigns through Google Analytics
   2. Introduction to AdWords Reports in Google Analytics
      1. Overview of Report Structure
      2. AdWords Campaigns Report
   3. Filtering AdWords Related Data in Google Analytics
      1. Introduction to Custom Filters in Google Analytics
8. Advertising on Google's Content Network
   1. Understanding Google's Content Network
      1. How Does Advertising on the Content Network Work?
      2. A Few Things You Should Know About the Content Ads
   2. How to Leverage Content Network in Google AdWords
      1. Automatic Placement
      2. Targeted Placement
   3. Exploring the Placement Tool within Google AdWords
9. Introduction to Google Places
   1. Overview of Location-based Ad Services
   2. How to Leverage Google Places
   3. Obtaining Insights from Google Places Dashboard
10. Optimizing Your Keywords Strategy for AdWords
    1. Keywords Optimization Strategy
       1. Long Tail vs Short Tail Keywords
    2. Using Broad Match Modifier
    3. Keywords Diagnosis in AdWords
    4. Optimizing Your Keywords Research
       1. Google's Keyword Tool
    5. Learning from the Organic Keywords
       1. Introduction
       2. Using Internal Site Search
       3. The Keywords Report in Google Analytics
    6. Implementing Dynamic Keyword Insertion
       1. How Dynamic Keyword Insertion Works
       2. Managing Case Sensitivity for Dynamically Inserted Keywords
11. Optimizing AdWords Campaigns
    1. Geographic Targeting In AdWords
       1. What is Geographic Targeting
       2. How Google offers Geo Targeting
    2. Implementing Geographic Targeting In Adwords
       1. Inserting Your Address into the Ad Copy
    3. Leveraging AdWords Campaign Experiments (ACE)
       1. Introduction to ACE and Its Advantages
          1. Step 1: Setting up ACE
          2. Step 2: Defining ACE Parameters
          3. Step 3: Viewing and Changing ACE Parameters
          4. Step 4: How to Start and Stop Your Experiments
          5. Step 5: How to Interpret ACE Data
    4. Leveraging the Analyze Competition Feature
       1. What is the Analyze Competition Feature in AdWords
       2. How to Access the Analyze Competition Feature
12. Optimizing Ads
    1. Using Image Ads in AdWords
       1. Getting Started
    2. Controlling Your Ad Delivery in Google AdWords
       1. Ad Scheduling and Ad Delivery
    3. Controlling Who Sees Your Ad
       1. IP Exclusion Tool
    4. Ad Preview and Diagnostic Tool
    5. Leveraging the Ad Sitelinks in AdWords Ads
13. Conversion Tracking in Google AdWords
    1. Why to Track Conversions and How Conversion Tracking Works
    2. Implementing Conversion Tracking in Google AdWords
       1. Setting up a New Conversion in AdWords
       2. Validating Conversion in AdWords
    3. Enabling the Conversions Report in AdWords
14. Leveraging the AdWords Report in Google Analytics
    1. Tracking Online Marketing Campaigns through Google Analytics
    2. Overview of AdWords Metrics
    3. Measuring Campaign Performance in Google Analytics
    4. Day Parts Report
    5. Keyword Positions Report

Class Materials

Each student in our Live Online and our Onsite classes receives a comprehensive set of materials, including course notes and all the class examples.

Technical Requirements

Our computer technical requirements and setup process is easy, with support just a click away.

• Onsite course technical requirements and setup instructions.