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Overview

This Google AdWords training introduces you to the world of search engine marketing (SEM) and familiarize you with the Google AdWords tool. You will learn to leverage Google AdWords to best serve your online marketing needs. The unique feature of this Google AdWords training is that it includes hands-on interactive exercises empowering students to productively use Google AdWords on their own website right away. This Google AdWords class is targeted towards online marketers, media analysts, web analysts and business owners who want to promote their businesses using search engine marketing tools.

On day 2 of the class, we take a deeper dive into understanding and optimizing search engine marketing campaigns, covering optimization of keywords, campaigns and ads, and other advanced features of Google AdWords. You will also learn about conversion tracking in Google AdWords and how to integrate Google Analytics with your AdWords account to gain insights into the effectiveness of your marketing campaign.

Goals
  1. Learn fundamentals of search engine marketing.
  2. Learn step-by-step process for running online marketing campaigns in Google AdWords.
  3. Learn the key features and capabilities of Google AdWords.
  4. Learn to navigate through Google AdWords user interface.
  5. Learn how to set up accounts, Ad campaigns, and Ad groups in Google AdWords.
  6. Learn key strategies and tools to build targeted keyword lists.
  7. Learn how to write Ads within Google AdWords.
  8. Learn how to track Ad performance within Google AdWords.
  9. Learn how to integrate Google Analytics with your Google AdWords account.
  10. Learn how to leverage Google Analytics features for optimizing your marketing initiative.
  11. Learn how to optimize your keywords list.
  12. Learn how to leverage dynamic keyword insertion in Google AdWords.
  13. Learn how to optimize your Ad campaigns by using geo-targeting.
  14. Learn how to advertise on Google's Content Network.
  15. Learn how to optimize your Ads using advanced settings in Google AdWords.
  16. Learn how to set up conversion tracking in Google AdWords.
  17. Learn how to integrate and leverage Google Analytics with Google AdWords.
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 your 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
    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
    1. Reports
    2. Generating Reports in Google AdWords
    3. Step 1: Select Campaign
    4. Step 2: Settings
    5. Step 3: Choosing Report Details
    6. Step 4: Activating Your Report
    7. 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 Display Network
    1. Understanding Google's Display Network
    2. How Does Advertising on the Display Network Work?
    3. A Few Things You Should Know About the Display Ads
    4. How to Leverage Content Network in Google AdWords
    5. Automatic Placement
    6. Targeted Placement
    7. Exploring the Display Planner Tool within Google AdWords
  9. Introduction to Google+ Local
    1. Overview of Location-based Ad Services
    2. How to Leverage Google+ Local
    3. Obtaining Insights from Google+ Local Dashboard
  10. Optimizing Your Keywords Strategy for AdWords
    1. Keywords Optimization Strategy
    2. Long-Tail vs Short-Tail Keywords
    3. Using Broad Match Modifiers
    4. Application Broad Match Identifier in Google AdWords
    5. Keywords Diagnosis in AdWords
    6. Optimizing Your Keywords Research
    7. Leveraging the Google Keyword Planner Tool
    8. Demo for the Google Keyword Planner
    9. Learning from Organic Keywords
    10. Introduction
    11. Implementing Dynamic Keyword Insertion
    12. How Dynamic Keyword Insertion Works
    13. Managing Case Sensitivity for Dynamically Inserted Keywords
    14. Application Dynamic Keyword Insertion in Google AdWords
  11. Optimizing AdWords Campaigns
    1. Geographic Targeting in Google AdWords
    2. What Is Geographic Targeting?
    3. How Google Offers Geo Targeting
    4. Implementing Geographic Targeting in AdWords
    5. Application of Geo Targeting
    6. Inserting Your Address into Your Ad Copy
    7. Leveraging AdWords Campaign Experiments
    8. Introduction to Experiments and Its Advantages
    9. Step 1: Setting Up an Experiment
    10. Step 2: Defining Parameters
    11. Step 3: Viewing and Changing Experiment Parameters
    12. Step 4: Starting and Stopping Your Experiments
    13. Step 5: Interpreting Experiment Data
    14. Application of Experiments
  12. Optimizing Ads
    1. Using Image Ads in AdWords
    2. Getting Started
    3. Controlling Your Ad Delivery in Google AdWords
    4. Ad Scheduling and Ad Delivery
    5. Application of Ad Scheduling
    6. Controlling Who Sees Your Ad
    7. IP Exclusion Tool
    8. Application IP Exclusion Tool
    9. Viewing Your Change History
    10. AdWords and YouTube
    11. Showing Your Ads on YouTube
    12. Linking Your Ads on YouTube
    13. Ad Preview and Diagnosis Tool
    14. 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
    3. Setting up a New Conversion in AdWords
    4. Validating Conversion in AdWords
    5. 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. Application of AdWords Metrics
    4. Measuring Campaign Performance in Google Analytics
    5. Day Parts Report
    6. Application of the Day Parts Report in Google Analytics
    7. Destination URLs Report
    8. Keyword Positions Report
    9. Application of the Keyword Positions Report in Google Analytics
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.

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