Google Ads Essential Training

Learn the foundations of pay-per-click (PPC) advertising with Google Ads, the industry-leading PPC platform.

Introduction

• The power of Google Ads

1. Pay-per-Click Advertising

• An overview of Google Ads
• Understand consumer intent in Google Ads
• Where Google Ads appear
• How Google Ads appear
• Benefits of using Google Ads
• The structure of Google Ads
• How the Google Ads auction works

2. Before Getting Started

• Define your goals
• Define your customers
• Set realistic expectations

3. Getting Started with Ads

• Sign up for Google Ads
• Google Ads dashboard
• Google Ads campaigns
• Ad groups in Google Ads
• Ads, keywords, and insights in Google Ads

4. Researching Your Keywords

• How keywords work
• Brainstorm keyword ideas
• Tools to help with keyword ideas
• Use Google Keyword Planner for ideas
• Evaluate keyword search volume

5. Targeting with Keywords

• Options for targeting with keywords
• Broad match targeting
• Phrase match targeting
• Exact match targeting
• Negative match targeting

6. Creating Your First Google Ads Campaign

• Choose a campaign goal in Google Ads
• Calculate customer lifetime value
• Decide on your budget in Google Ads
• Set your bids in Google Ads
• Set locations and audiences in Google Ads

7. Creating Your First Advertisement

• Write a great ad for Google Ads
• Create an ad group and ad keywords
• Create responsive search ads
• Add ad extensions in Google Ads
• Set your budget in a Google Ads campaign
• Review and adjust campaigns in Google Ads

8. Advanced Advertising Tracking

• Connect Google Analytics to Google Ads
• What is conversion tracking?
• Set up conversion tracking
• Review conversion data in Google Ads

9. Monitoring Your Advertisements

• Reports available in Google Ads
• Campaign reports in Google Ads
• Search term reports in Google Ads

10. Key Optimization Strategies

• Key optimization tips
• Set up Google Ads campaign experiments
• Review bid adjustments in Google Ads

Conclusion

• Continue working with Google Ads