GOOG_30 - Google Paid Search Marketing

This class provides guidance on how to use Google Adwords to promote the services articulated in a company website.

Student Testimonials

Instructor did a great job, from experience this subject can be a bit dry to teach but he was able to keep it very engaging and made it much easier to focus. Student
Excellent presentation skills, subject matter knowledge, and command of the environment. Student
Instructor was outstanding. Knowledgeable, presented well, and class timing was perfect. Student

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Detailed Class Syllabus

Course Outline:

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