Introduction to Google AdWords

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This Google AdWords course is designed to introduce you to the world of search engine marketing (SEM) and familiarize you with the Google AdWords tool. This AdWords Basic course will teach you how 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 toward online marketers, media analysts, web analysts and business owners who want to promote their businesses using search engine marketing tools. To get the most out of class, students are strongly encouraged to have their own AdWords account.

  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.
  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
Class Materials

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