Intended for beginner to intermediate Google AdWords users, AdWords 101 introduces pay-per-click managers to search engine advertising basics and more. We focus on AdWords optimization by detailing the features of your account, demonstrating effective campaign structure, and focusing on decision-making and account management. Learn about AdWords Training 201
Introduction to PPC
What is Google AdWords and where are PPC ads eligible to appear? How does AdWords work and what are the pros and cons of search engine advertising? We answer these questions and more as we build a foundation for the rest of the day’s training material.
AdWords Basics: Structure & Metrics
Before diving into keywords, best practices and strategy, it is essential to become familiar with your tools. In this section we navigate through AdWords features looking at account-level settings, key metrics and campaign organization at its most basic level.
The core of your search campaigns rely on effective keyword research and targeting. You will learn how to assess your audience, select the proper match types and use tools, like the Google AdWords Keyword Planner and search term reports, to build a list of quality keywords. We also discuss how to organize these keywords into relevant Ad Groups for your PPC campaigns.
Ad Copy Best Practices
Writing AdWords ads can often be the most challenging part of the process. See what makes the best AdWords ads for your search campaigns by learning policies, best practices and the little known “tricks of the trade.” We also review ad testing and how to select the best landing pages for your keywords.
The more real estate your brand can capture on the search engine result page the better. Learn how to include locations, phone numbers, or additional links within your PPC ads in order to draw in more customers.
Understanding Campaign Settings
Not to be ignored, AdWords campaign settings can make or break performance. We will provide an overview of each of the pay-per-click campaign settings available in your account from bidding options to geo-targeting. We discuss how you can use campaign settings to deliver your ads to the right audience at the right time using them to improve overall campaign performance.
Basic Campaign Strategy
Want to understand how to generate more leads, build brand awareness, or retain your customers? Learn how to form basic AdWords strategies that focus on the conversion funnel by arranging your keywords, ads and landing pages together in cohesive, complete campaigns.
Understanding Quality Score
Probably the least understood element of Google AdWords is quality score. Learn what it is and how it affects your ad rank. The lessons we have talked about throughout the day all come back together here as we discuss how to improve quality score.
Putting Your Lessons to Work
The work we have done throughout the day comes together here as we actually demonstrate how to build an effective Google AdWords campaign structure in the user interface and with several other management tools.
Conversion Tracking & Measuring Success
Learn to track your AdWords advertising goals by setting up and enabling conversion tracking. We review a variety of methods using the built-in conversion tracking or by linking your account to Google Analytics for even more insight into your campaign performance.
Basic Reporting & Decision Making
See how to use your reports to make decisions in your account like pausing and activating keywords, bid management, and how to allocate your AdWords cost across campaigns. We will also explore AdWords features within the interface to help dive into the parts of your account that matter most, making reporting and decisions making easier at the account management level.