GOOG_30: Google Paid Search Marketing
About this Course
This class provides guidance on how to use Google Adwords to promote the services articulated in a company website.
Audience Profile
At Course Completion
Outline
Lessons will encompass:
- What Is Google AdWords?
- How Google AdWords Works
- Pros and Cons of Google AdWords
- Key Parts of a Google AdWords Listing
- How to Sign Up and Set Up Payments
- Adjusting Access Levels
- Linking Accounts
- Choosing Keywords
- Keyword Matches
- Setting Up Ad Groups
- Types of Campaigns and Their Goals
- Starting a Campaign
- Getting Your Ad Groups Prepared
- Creating Your Ads
- How to Write the Best Ads
- Requirements of Your AdWords Ad
- Targeting Specific Geographic Spaces
- Linking to Google Maps
- Targeting Specific Demographics
- Creating Audiences
- Using the Keyword Planner
- Reviewing Your Landing Pages
- Ad Preview and Diagnosis
- Establishing Ad Extensions
- Automatic Ad Extensions
- Preparing a Call-Only Ad (and Using Forwarding Numbers)
- Bidding Options and How to Set Values
- How Are the Order and Cost Determined?
- The Quality Score and How to Improve It
- Conversion Tracking
- Policies for the Use of Keywords and Ad Content
- Copyright or Trademark Authentication
- Using the Search Network
- Using the Display Network
- Running a Display Campaign
- Running a Shopping Campaign
- Creating a Video Campaign
- Universal App Campaign
- The Express Platform
- Creating Automated Rules
- Content Exclusions
- A/B Testing
- Checking Analytics (and Linking Google Analytics)
- Finding Special AdWords Deals
- Cancelling AdWords