Google Ads Essential Training

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

Introduction

• The power of Google Ads

1. Pay-Per-Click Advertising

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

2. Before Getting Started

• Define your goals
• Define your customers
• Set realistic expectations
• Craft the buyer journey

3. Getting Started with Ads

• Signing up for Google Ads
• Exploring the dashboard
• Exploring campaigns
• Exploring ad groups
• Exploring ads, keywords, and insights

4. Researching Your Keywords

• How keywords work
• Brainstorming keyword ideas
• Tools to help with keyword ideas
• Using Google Keyword Planner for ideas
• Evaluating 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 in Google Ads
• Create a campaign in Google Ads
• Select your audience in Google Ads
• Calculating customer lifetime value
• Deciding on your bid
• Setting your bids
• Adding ad extensions

7. Creating Your First Advertisement

• Writing a great ad
• Creating an ad group and adding keywords
• Creating text and responsive search ads
• Publishing your Google Ads campaign
• Adjusting campaign settings

8. Advanced Advertising Tracking

• Connecting Google Analytics
• What is conversion tracking?
• Setting up conversion tracking
• Reviewing conversion data

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
• Setting up campaign experiments
• Reviewing bid adjustments
• Reviewing speed score

Conclusion

• Continue working with Google Ads