Introduction to Google AdWords Course
Week 1
I. Introduction to Google network
1. About Google and Google ad words
a. Overview of search engine marketing and online advertising
b. Introduction to Google and Google AdWords
2. AdWords fundamentals
a. How costs are calculated and AdWords
b. The benefits of AdWords
c. Common AdWords terms
d. AdWords ad formats
e. How AdWords works
3. Overview of search ad positions
a. Difference between Google search results and ads
b. Understanding ad position
4. Introduction to the Google network
a. The Google network
b. The Google search network
c. The Google display network
d. Where your ads might appear within the Google display network
e. Contextual targeting
II. Account management
5. Setting up an AdWords account
a. Navigating your account
b. Change your account settings
c. Time zones and currency settings
d. Change your AdWords sign in information
6. Account management
a. Understanding alerts, announcements, and notifications
b. Account organization
III. Campaign and ad group management
7. Campaign strategy
a. Organizing campaigns and ads
b. Developing a plan for your campaigns
8. Campaign setup
a. Creating your first campaign
b. Choosing the campaign type
c. Choosing location and laguage settings
d. Choosing your bidding budget
e. Choosing an ad delivery method
9. Managing campaigns
a. Understanding your campaign status
b. Managing multiple campaigns and ads
10. Introduction to ad group management
a. How ad groups work
b. Create a new ad group
11. Understanding your ad status
a. Understand your ad status
b. Check your ads approval status
c. Resubmit a disapproved ad
d. Paused ads and the approval process
Week 2
IV. Keyword targeting
12. Introduction to keyword targeting
a. How keywords work
b. Using keyword matching options
c. Using broad match
d. Using phrase match
e. Using exact match
f. Add negative keywords to your campaign
13. Keyword management and troubleshooting
a. How to build the best keyword list
b. Understanding your keyword status
14. Keywords and the display network
a. How placements and keywords work together
b. Choosing keywords for your display network campaigns
c. Improve keyword targeted display network campaigns
V. Language and location targeting
15. Introduction to language and location targeting
a. Choose your location and language settings
16. Location targeting
a. Targeting ads to a selected geographic location
b. Exclude ads from a selected geographic location
c. Use geographic location to match ads to customers
d. Understanding ad reach
e. Refine your location targeting
f. Location target types by country
g. Advanced location options
17. Language targeting
a. Set up your ads target language
IV. Ad formats
18. Overview of ad formats
a. Choosing an ad format
19. Text ad formats
a. Tips for creating successful text ads
b. The components of a text ad
20. Image ad formats
a. Create image ads in different sizes
b. Image ad guidelines and policies
21. Video ad formats
a. Video ad guidelines and best practices
b. Using AdWords to create video ads
22. Movie ad formats
a. Types of mobile ads
23. Introduction to ad extensions
a. Enhance your ad using extensions
24. Social ad extensions
a. Show your ads with Google+ endorsement
b. Google+ page endorsements
25. Ad policy review
a. Prevalence, clarity, and accuracy
b. Google’s advertising principles
Week 3
V. Budgets in bidding
26. Introduction to bidding
a. Understanding bidding basics
b. Determining a bid option based on your goals
c. Choose a bid for your keywords
d. Choose a bid amount that works for you
27. Bidding types
a. Cost-per-click bidding (CPC)
b. Enhanced-cost-per-click bidding (ECPC)
c. Cost-per-thousand-impressions bidding (CPM)
28. Bidding on the display network
a. Choose a bid for your display network campaign
29. Introduction to budgets
a. Set a budget for your campaign
b. Why cost might exceed your daily budget
c. Avoid a depleted daily budget
30. Quality score and ad rank
a. How ad quality is defined
b. Understanding quality score
c. Understanding the landing page experience
VI. Measurement and optimization
31. Overview of AdWords measurement
a. Return on investment (ROI)
b. Measuring traffic to your website
c. Measuring brand awareness
d. Measuring sales and conversions
32. Optimization fundamentals
a. Improving your AdWords results
b. Use negative keyword and placement exclusion lists
33. Tools and strategies for keywords
a. Optimizing keywords
b. Previewing your ad
34. Optimizing ads
a. Tips for creating successful text ads
b. Refine your location targeting
35. Optimization tools
a. Using AdWords tools to improve your campaign performance
b. The Opportunities tab
36. Conversion tracking basics
a. Understanding conversion tracking
b. Setting up conversion tracking
VII. Performance, profitability, and growth
37. Growing your budget
a. Learn the basics of online budget strategy
b. Scaling budget by performance
c. Growing a profitable campaign
38. Bidding for performance
a. Learn the basics of performance-based bidding
b. Selecting metrics to maximize profit
39. Profitability and value
a. Achieving profitability
Week 4
40. Creating a campaign
a. Step by step plan
41. More on keyword research
a. Exact match
b. Phrase match
c. Broad match
42. Creative copywriting
a. Tips to get you started
43. More about quality score
a. Quality score basics
b. Google rewards quality score
c. Diagnosing and fixing quality score problems
d. Diagnose quality score flowchart
44. Final optimization tips
a. Leverage your time
b. The 20/80 approach
c. More 20% techniques
d. The 80/20 summary
45. Additional resources
a. Search engine optimization
b. Pay-per-click advertising
c. Social media marketing
d. Analytics and tracking