Creating a Google AdWords Campaign

This course is currently available as E-Learning, or a private instructor-led class scheduled to suit your availabilty. You can click here to inquire further or you ask us for recommendations on similar classes.

Recommended Prerequisites

• Basic Internet Marketing
• Marketing with Social Media

Course Overview

Many companies advertise with pay per click ads. This course focuses on the largest machine available: Google AdWords. In this course, participants will learn how Google AdWords work, what pay per click means, the importance of correctly setting an AdWord budget, how to select keywords and set up ad groups, how to design a compelling ad, and how to make adjustments to increase success.

Learning Objectives

• Define Google AdWords and pay per click
• Set up keywords lists and groups
• Find tracking and statistical information
• Describe conversions from clickthroughs
• Decide whether you will write your own ads or enlist help

Course Outline

1. Course Overview
2. Understanding AdWords Lingo
3. First Up, SEO
4. Pre-Assignment Review
5. AdWords Defined
6. How PPC Works
7. Creating an AdWords Strategy
8. Planning
9. Choosing Keywords
10. Getting Good with Keywords
11. Long Tail and Short Tail
12. Understanding Ad Groups
13. Creating a PPC Campaign
14. Setting Your PPC Budget
15. The Quality Score
16. Designing Your Ads
17. Choosing Your Language
18. Persuasive Techniques
19. Keeping Your Eyes Open
20. Structuring your Ad
21. Looking at Success
22. Understanding Key Metrics
23. Higher Clickthrough Rates (CTR) Help
24. Setting Up Split Tests
25. Using Google’s Display Network (GDN)
26. When to Ask for Help
27. To Be Continued
28. Personal Action Plan
29. Recommended Reading List
30. Post-Course Assessment