Google AdWords Advertising Fundamentals

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                                                                                        Know Tomorrow Today




Google AdWords Advertising
Fundamentals
Duration: 3 Days | 24 Hrs

Learn to target new Customers online with Google AdWords.

Thousands of customers are searching for products & services like yours on Google. Learn how
quickly & easily you can attract new customers by advertising on Google. Using Google
AdWords, you can target thousands of potential new Customers inexpensively, e ectively and at
the exact moment when they are searching for your products & services.

This course covers basic aspects of AdWords and online advertising, including account
management and the value of search advertising.

Audience :
    Advertising Professionals

    Marketing Professionals

    Digital Marketing Professionals

    Web Marketing Professionals

     Web Designers wanting to promote websites

    MBA Students specialising in Marketing

    People wanting to acquire new customers inexpensively & e ectively

    People wanting to make career in online / search advertising

    People wanting to become ‘Google AdWords Quali ed Individual’


Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Course Outline
Unit 1. Introduction to AdWords

a. Overview of AdWords

  Introduction to Search Engine Marketing                     How AdWords Targets Audiences
  & Online Advertising                                        How Ads are Ranked
  How Online Advertising Works                                AdWords Cost & Payments
  How Search Engine Marketing Works                           Ad Formats
  Direct Response V/S Branding in Online                      About Search & Content Network
  Advertising                                                 Ad Performance & Monitoring
  Introduction to Google & Google AdWords                     Common AdWords Terms
  Bene ts of Google AdWords

  (Relevance, ROI & Reach)


b. Getting Started with AdWords

  Creating an AdWords Account                                 Creating Accounts for Others
  AdWords Account Access                                      Working with an Agency or Contractor
  Activating an AdWords Account                               Getting Help to Create Ads
  AdWords Account Guidelines




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 2. AdWords Account & Campaign Basics

a. Account Management Basics

  Main Tabs in AdWords Account                                About Account Preferences
  Navigating an AdWords Account                               Monitoring AdWords Accounts
  Account Billing Preference & Billing                        Troubleshooting AdWords Account Issues
  Summary


b. AdWords Campaign Management Basics

  Understanding the Components of                             Managing Campaigns for Clients
  a Campaign                                                  Monitoring Campaigns
  Setting up a Campaign                                       Troubleshooting Campaign Issues
  Creating New AdWords Campaigns                              Campaign Guidelines
  Editing Existing Campaigns                                  Campaign Best Practices


c. Ad Group Management Basics

  Creating Ad Groups                                          Troubleshooting Ad Group Issues
  Editing Ad Groups                                           Ad Group Guidelines & Policies
  Monitoring Ad Groups                                        Ad Group Best Practices




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 3. AdWords Ad Formats

a. Overview of Ad Formats

  Text Ad Key Concepts                                        Integrating Video Ads Into Campaigns
  Creating Text Ads                                           Rich Media Display Ads Key Concepts
  Integrating Text Ads into Campaign                          Creating Rich Media Display Ads
  Image Ad Key Concepts                                       Integrating Rich Media Display Ads Into
  Creating Image Ads                                          Campaigns
  Integrating Image Ads into Campaign                         Mobile Ads Key Concepts
  Video Ads Key Concepts                                      Creating Mobile Ads
  Creating Video Ads                                          Integrating Mobile Ads Into Campaigns



b. Ad Formats Guidelines & Best Practices

  Text Ad Guidelines & Policies                               Video Ad Creation Best Practices
  Writing Targeted Ad Text                                    Video Ad Policies
  Text Ad Best Practices                                      Video Ad Guidelines & Best Practices
  Image Ad Guidelines & Policies                              Mobile Ad Guidelines & Policies
  Image Ad Best Practices                                     Mobile Ad Best Practices
  Video Ad Performance Best Practices                         Rich Media Display Ad Guidelines & Policies




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 4. AdWords Targeting & Placements

a. Overview of Targeting & Placements

  About Search Targeting                                      Device Platform Targeting
  About Content Placements


b. Keywords & Keyword Targeting

  Monitoring Keyword                                          About Keyword Match Types & Targeting
  Troubleshooting Keywords                                    Developing & Maintaining Keyword Lists
  Keyword Guidelines & Policies                               Keyword Tools
  Keyword Best Practices



c. AdWords Language & Location Targeting

  Overview of Language & Location Targeting                   Customized Location Targeting
  How Language & Location Targeting Works                     Monitoring Language & Location Targeting
  Setting & Enabling Language & Location                      Troubleshooting Language & Location
  Targeting                                                   Targeted Campaigns
  Country / Territory Targeting                               Best Practices for Language & Location
  Region / City Targeting                                     Targeting




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




d. Placement Targeting for the Content Network

  Key Concepts for Content Network                            About Managed Placements
  Placements                                                  Selecting Management Placements
  About Contextual Targeting & Placement                      Targeting Video, Game, Feed & Mobile
  Targeting                                                   Placements
  Setting up Automatic Placements in                          Best Practices for Placement Targeting
  a Campaign

  Pricing for Keywords & Automatic

  Placements


Unit 5. AdWords Bidding & Budgeting

a. Overview of Bidding

  How AdWords Bidding Works                                   Setting AdWords Bid
  Bidding Options                                             Tools for Managing AdWords Bid
  Impact of Bids on Ranking                                   Best Practices for Bidding


b. Overview of Budgets

  How Budgeting Works with AdWords                            Tools for Managing AdWords Costs
  Types of AdWords Budgets                                    Best Practices for Budgets
  Setting Budgets in AdWords




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 6. Policies & Ad Quality Issues

a. AdWords Policies
  Types of AdWords Policies                                   Trademark Policy
  Impact of AdWords Policies                                  Copyright Policy
  Double Serving Policy                                       Ad Approval Process
  Third Party Ad Serving Policies                             Common Reasons for Ad Disapproval
  AdWords Screened Products Content                           Reacting to Ad Disapprovals
  Policy Overview                                             Exception Requests for Disapproved Ads
  AdWords Editorial Policy Overview                           Best Practices for Ad Approval



b. Ad & Site Quality

  How Ad Quality is De ned                                    Improving Your Landing Page & Site Quality
  Introduction to Quality Score                               Types of Websites that Receive Low Landing
  Introduction to Landing Page Quality                        Page Quality Scores
  Impact of Quality Score                                     Tools for Landing Page & Site Quality
  How Quality Score is Determined                             Monitoring your Quality Score
  Overview of Landing Page Quality                            Improving your Quality Score




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 7. AdWords Billing & Payments

a. Overview of Billing & Payments
  Overview of Payment Methods                                 European Union VAT
  Taxes for Non - EU Countries


b. AdWords Billing – Post-pay Options

  Overview of Post-pay Options                                Post-pay Debit & Credit Card Best Practices
  Overview of the “Make a Payment” Feature                    Direct Debit De nition
  Post-pay Debit & Credit Card De nition                      Direct Debit Best Practices



c. AdWords Billing – Pre-pay Options

  Overview of Pre-pay Options                                 Bank Transfer De nition
  Pre-pay Debit & Credit Card De nition                       Bank Transfer Best Practices
  Pre-pay Debit & Credit Card Best Practices                  Overview of Refunds for Overpayment



d. AdWords Billing – Monthly Invoicing

  Overview of Monthly Invoicing                               Getting Started on Manager De ned Spend
  Best Practices for Monthly Invoicing                        (MDS)
  Applying for Monthly Invoicing                              Best Practices for Manager De ned Spend
  Overview of Manager De ned Spend                            (MDS)
  (MDS)




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




Unit 8. Optimizing Performance

a. Overview of Optimization
  Overview of Optimization                                    Types of Optimization Tools
  Bene ts & Goals of Optimization                             Optimization Tool Use Cases
  Key Strategies for Optimization



b. Optimizing AdWords Campaigns & Ad Groups

  Overview of Optimizing Campaigns &                          Overview of Optimizing Content Network
  Ad Groups                                                   Placements
  Tools & Strategies for Optimizing                           Tools & Strategies for Optimizing Content
  Campaigns & Ad Groups                                       Network Placements
  Overview of Optimizing Keywords                             Overview of Optimizing Bids & Budgets
  Tools & Strategies for Optimizing                           Tools & Strategies for Optimizing Bids &
  Keywords                                                    Budgets
  Overview of Optimizing Ad Text                              Overview of Optimizing Ad Scheduling,
  Tools & Strategies for Optimizing Ad Text                   Serving & Positions
  Overview of Optimizing Language &                           Tools & Strategies for Optimizing Ad
  Location Targeting                                          Scheduling, Serving & Positions
  Tools & Strategies for Optimizing                           Best Practices for Optimizing Campaigns &
  Language & Location Targeting                               Ad Groups




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




c. Optimizing Websites & Landing Pages

  Overview of Optimizing Websites &                           Overview of Tools for Optimizing Websites &
  Landing Pages                                               Landing Pages
  Bene ts of Optimizing Websites &                            Best Strategies for Optimizing Websites &
  Landing Pages                                               Landing Pages




Chapter 9: Selling & Representing AdWords


a.The AdWords Value Proposition

  The Wide Reach of Google AdWords                            Reporting & Overview of Value Propositions
  Precisely Controlling Ad Campaigns to                       for Metrics
  Meet Advertising Goals                                      Pricing
  Why Relevance is Important to Us                            How AdWords Align with Direct Response
  Targeting with Precision & Scale                            Adverting Goals
  Most Commonly Used Reports in the                           How AdWords Align with Brand Building
  Report Centre                                               Adverting Goals

                                                              Conducting Need Analysis

                                                              Aligning Needs with Goals & Opportunities




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in
                                                                                                                    R




Google AdWords Advertising Fundamentals                                                            Know Tomorrow Today




b. Selling the Bene ts of AdWords

  AdWords & Google Marketing Reach                            Proof of Publication
  AdWords Relevance                                           Explaining Paid Search Vs. Organic Search
  AdWords Return on Investment (ROI)                          Explaining Google AdWords Policies &
  AdWords Impact on Conversions                               Invalid Clicks Issues
  AdWords Costs & Flexibility                                 Explaining Search & Content Network




c. Maintaining Client Relationships

  Reporting                                                   Account Ownership
  Protecting Customer Information




Google AdWords logo and all other Google product names mentioned are registered trademarks of Google Inc.

                                      www.teknopoint.in