Google AdWords Exam Preparation: Fundamentals and Search Advertising

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 web-based advertising. Google AdWords™ is a web-based advertising tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular web 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 will create a Google AdWords account and an AdWords campaign. You will create both text and image ads, and target campaigns to specific audience segments by using advanced AdWords features. You will refine and optimize all aspects of your AdWords campaigns from ads, to keywords, to bidding, to budgets. You will also use advanced tools to manage AdWords accounts and data.

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.

You will:

• Create a Google AdWords account.
• Create an ad campaign.
• Optimize keywords for pay-per-click campaigns.
• Write effective ads for Google AdWords campaigns.
• Analyze and report campaign performance.
• Manage bidding and budgets.
• Configure language and location targeting.
• Enhance campaigns with ad extensions.
• Create product listing campaigns.
• Create a display network campaign.
• Implement advanced AdWords features.
• Measure campaign performance.
• Optimize campaigns.
• Optimize AdWords campaigns for conversions.
• Manage AdWords with the AdWords Editor.
• Manage and extend AdWords accounts.

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.

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

Prerequisites:
To ensure your success in this course, you should have experience with using a Web browser and productivity software (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, Using Microsoft® Windows® 8, or Microsoft® Windows® 8 Transition from Windows® 7
• 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 (32-bit) or (64-bit)
• 100 GB available hard disk space (32-bit) or 100 GB (64-bit)
• CD-ROM drive
• 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® Office Professional Edition 2016
• Microsoft® Windows® 10
• Notepad++ 6.7.9.2

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 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 Budgets
Topic B: Set and Manage Bids

Lesson 7: Targeting by Language and Location
Topic A: Configure Language Targeting
Topic B: Configure Location Targeting

Lesson 8: Enhancing Campaigns with Ad Extensions
Topic A: Enhance Ads with the Location Extension
Topic B: Enhance Ads with the Call Extensions
Topic C: Enhance Ads with the SiteLink Extension
Topic D: Enhance Ads with the App Extension
Topic E: Enhance Ads with Structured Snippets
Topic F: Enhance Ads with the Review and Callout Extensions
Topic G: Enhance Ads with Automated Extensions

Lesson 9: Creating Product Listing Campaigns
Topic A: Set Up a Google Merchant Account
Topic B: Create a Shopping Campaign

Lesson 10: Creating a Display Network Campaign
Topic A: Plan and Create a Display Network Campaign
Topic B: Create an Ad with Ad Gallery
Topic C: Target Campaigns
Topic D: Target Devices

Lesson 11: Implementing Advanced AdWords Features
Topic A: Configure Ad Scheduling
Topic B: Create Dynamic Ads
Topic C: Implement Keyword Insertion
Topic D: Implement Ad Customizers
Topic E: Implement Campaign Experiments
Topic F: Configure Conversion Tracking

Lesson 12: Measuring Campaign Performance
Topic A: Link AdWords to Google Analytics
Topic B: Measure AdWords Campaign Success
Topic C: Analyze Campaign Performance in AdWords

Lesson 13: Optimizing Campaigns
Topic A: Optimize Landing Pages for Quality Score
Topic B: Optimize Bidding Performance
Topic C: Optimize Budgets

Lesson 14: Optimizing for Conversions
Topic A: Measure Conversions
Topic B: Optimize for Conversions

Lesson 15: Managing AdWords with the AdWords Editor
Topic A: Configure AdWords Editor
Topic B: Import and Analyze Data

Lesson 16: Managing and Extending AdWords Accounts
Topic A: Manage Clients with My Client Center
Topic B: Use the AdWords API

Appendix A: Google Certified Professional Exam Mappings