Adwords Training

Advanced Adwords Training - Course Overview



Search Engine Marketing

– Introduction to SEM

– SEM platforms – paid platforms

– Introduction to Google AdWords

– What is Google AdWords?

– How is it different from other platforms?

– Create an AdWords account

– Key terminologies in Google AdWords

– Google AdWords Account Structure

– Ad approval process

– Campaign creation process

– Search & Display network

– Keyword Match types

– Keyword selection (Keyword planner)

– Display Planner

– Ad Extensions

– Different types of extensions

– Creating location extensions

– Creating call extensions

– Create Review extensions

– Ad creation process

– Keyword Grouping

– Bidding techniques – Manual / Auto

– Site Targeting

– Keyword targeting

– Demographic Targeting / Bidding

– CPC-based, CPA-based & CPM-based accounts

Advanced Campaign settings

– How to handle different devices

– Mobile specific bids

– Ad Scheduling

– Ad Rotation

– Ad delivery settings

Analysing Account performance

– Account interface analysis of data

– Understanding metrics

– Search Terms report

– Placement Performance report

– Analyzing keywords, Ads

– Landing page relevance

– Quality score

– Ad Rank

– Cost/Benefit analysis of campaigns

– How to add / remove relevant keywords

– Optimization Process

– Keyword Optimization

– Ad Text Optimization

– Landing page optimization

– Bid/Budget optimization

– Return on investment Vs Branding

– Attain equilibrium b/w keyword relevance, ad text and Landing page quality

– Understanding LPQ and issues

AdWords Editor

– AdWords Editor

– Creating optimized campaigns

– Understanding AdWords Editor options

– Easy optimization of accounts

– Analysis of accounts using AdWords Editor

– AdWords Editor shortcuts

– Analysing existing accounts

– Exporting accounts into different formats

Conversions

– Understanding Conversion Tracking

– Types of Conversions

– Setting up Conversion Tracking

– Verify Conversion Tracking

– Tracking Conversions

– Optimizing Conversions

– Track offline conversions

– Analyzing conversion data

– Conversion optimizer

– Target CPA

Working with Display Network

– Ad Formats

– Creating Image ads

– Optimizing image ads

– Choosing placements

– Frequency capping

Mobile Ads

– What is mobile ads?

– Creating mobile ads?

– What are the types of mobile ads?

– AdWords for mobile

Click to Call Campaigns

– Create click to call campaign

– Analyze the campaigns

– Optimize the ads for mobile

Youtube Advertising

– What is youtube advertising?

– Why should one advertise on youtube?

– Creating youtube campaigns

– Choose audience for video ads

– Instream ads

– In-video ads

– In-search ads

– In-display ads

– Measuring your youtube ad performance

– Drive leads and sales from youtube ads

My Client Center (MCC)

– What is MCC?

– Who can be an MCC?

– How to signup for an MCC account?

– Adding clients for MCC account

– Monitoring child accounts

– What is MDS?

– UI Access and API access

– Creating multiple MCCs

Access Levels

– Sharing an AdWords account

– Different access levels

– Admin access

– Standard Access levels

– Email only Access

– Read only access

Billing in AdWords

– Different types of billing

– Postpay and Prepay [Automatic and Manual]

– Billing issues

– Retry card

– Troubleshooting issues

– Primary card and back up card

– Promo codes and working with them

Invalid clicks

– Tracking invalid clicks

– What should be done

– IP exclusion

Dynamic search ads

– What are dynamic ads?

– Creating dynamic search ads

– Keyword Insertion

Shared Library

– What is shared library?

– Shared Budgets

– Sharing negative keywords

– Creating shared audience

Reports

– Running keyword reports

– Campaign and Ad group level reports

– Placement performance report

– Running analysis reports

Remarketing Campaigns

– What is remarketing?

– How do I create a remarketing campaigns?

– Remarketing campaigns

– Creating custom combinations

– Creating URL rule

– Creating a remarketing tag