Western Kentucky University

AdWords Fundamentals and Test Prep

Introduction to AdWords

This introduction to online advertising in general, and Google AdWords in particular, covers all the fundamentals: where ads appear, why ads appear, what the main ranking factors are, the basics of targeting ads, the benefits of using AdWords, and what it takes to get started.

 

AdWords Account Structure

Understanding the hierarchy of accounts, campaigns, ad groups, and ads ensures you build organized campaigns that deliver focused messages to specific audiences. Learn the benefit of building tightly themed ad groups where keywords, placements, and ads are effectively related. Plus, get an overview of account management and access.

 

AdWords Ad Formats

Text ads are the primary ad format shown in Google search results. Learn how to create text ads, the editorial requirements, and how to make a compelling ad that brings qualified traffic to your site. If you want to advertise on Google's Display Network, you'll need to design rich media ads with images and video. Learn the best practices for designing multimedia ads, building the ad in AdWords, and choosing the right opening image. Plus understand the value of quality content, and how to bid and budget your rich media ads.

 

AdWords Targeting, Placement, and Match Types

Master the nuances of campaign level settings: location, language, device, and network targeting. Ad groups within a campaign will follow the settings at the campaign level, so it's important to have these details mastered to deliver effective ads.

Learn how AdWords decides to show your ad, based on the user query and its relationship to the keywords you've chosen to optimize for. You can choose how closely or broadly you want your ad to match the search query, to get more traffic, clicks, or brand awareness.

Placement targeting is an easy way to get started in Google's Display Network. You'll maintain a lot of control over where your ads display, so you can get comfortable using a non-search method to reach your prospective market. You can reach 70% of Internet users, in more than 20 languages, in over 100 countries.

 

Bidding and Budgeting

It's not enough to get conversions... you need to understand what's leading to conversions. Learn all you need to know about conversion tracking, bidding and bidding options, and budgets and how to control them. Having insight into conversion data, and using that to inform your bidding options, will let you make better decisions on the value of keywords and run more efficient campaigns.

How can you choose your initial bid rates when you don't have a lot of data to work with? It is possible to estimate your conversion rates, profits, and Return On Ad Spend (ROAS) to help choose your starting bids. You'll learn how to manage AdWords bids, how positions work the auction process, and review some sample conversion rates.

 

Quality Score

Quality Score, combined with other factors, determines your ad rank, your eligibility to appear on certain content sites, whether or not site links will appear, and a lot more. So it's important to understand how Quality Score works, how it can affect your account, and what you can do to improve it.

 

Optimizing Campaigns, Ad Groups, and Reports

This live walkthrough will show you the ins and outs of an AdWords accounts. You'll learn to navigate the interface, and how to run reports to extract valuable data, so you can optimize your settings and ensure you get good returns.

You need to define your goals to reach your goals. Learn the best practices for determining business goals, segmenting campaigns, choosing bid methods, researching positive and negative keywords, building ads, and defining landing pages. Mastering these six steps will ensure you're able to build successful campaigns that offer real ROAS.

 

Selling and Representing AdWords

Selling AdWords services to new clients can be challenging. It's important to understand the unique value of AdWords, and know how to sell that value while answering any client objections. This overview will show you how to sell and represent AdWords, so you can grow your portfolio, and keep your clients happy.

 

At the conclusion of this course, you will receive a Certificate of Completion from WKU.

 Last Modified 8/8/13