Google Ads Exam Preparation: Fundamentals and Search Advertising (Formerly Google AdWords)
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.
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.
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 United States Career Campus courses:
- Using Microsoft® Windows® 10
- Any or all of the courses in the Microsoft® 2010, 2013, or 2016 curriculum
- 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)
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
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