Class overview :

Class goals :

Learn fundamentals of search engine marketing.
Learn step-by-step process for running online marketing campaigns in Google AdWords.
Learn the key features and capabilities of Google AdWords.
Learn to navigate through Google AdWords user interface.
Learn how to set up accounts, Ad campaigns, and Ad groups in Google AdWords.
Learn key strategies and tools to build targeted keyword lists.
Learn how to write Ads within Google AdWords.
Learn how to track Ad performance within Google AdWords.
Learn how to integrate Google Analytics with your Google AdWords account.
Learn how to leverage Google Analytics features for optimizing your marketing initiative.

Content of Training Google AdWords / Introduction

Class Outline

1. Introduction to Online Marketing
   1. Online Marketing Trends, A Historical Overview
   2. Understanding Search Engine Marketing (SEM)
      1. Advantages of SEM Over Other Marketing Methods
      2. Snap-Shot of SEM Industry
2. Key Terminologies in SEM
   1. Understanding SEM Lingo
      1. Search Network
      2. Content Network
      3. PPC
      4. CPC
      5. Creative
      6. Landing Page
      7. Impressions
      8. Click through Rate
      9. Ad Rank
      10. Quality Score
3. Getting Started With Google AdWords
   1. Introduction to Google AdWords
      1. Scope of Google AdWords
      2. Difference Between Google AdWords and Google AdSense
   2. Navigating Google AdWords
      1. Introduction to Old and New AdWords Interface
4. Google AdWords Setup
   1. Understanding the Account Setup Process
   2. Understanding Account Structure
      1. Campaigns
      2. Ad Groups
      3. Keywords
   3. Understanding Account Setting Options
   4. Understanding AdWords Billing
5. Building Keywords Lists
   1. Keyword Building Strategy
      1. Creating Different Buckets of Keywords
   2. Exploring Keyword Generation Tools
   3. Understanding Keyword Match Type
6. Ad Campaigns in Google AdWords
   1. Creating Ad Campaigns
   2. Creating Ad Groups
   3. Managing Ad campaigns and Ad groups
7. Creating Text Ads in Google AdWords
   1. Key Strategies for Effective Ad Writing
   2. Specifications for Ads Within AdWords
8. Tracking Ad Performance
   1. Interpreting key Metrics Within Google AdWords
   2. Testing Ad Performance
   3. Generating Reports Within Google AdWords Report Center
9. Google Analytics and AdWords
   1. Linking AdWords With Google Analytics
   2. Leveraging AdWords Reports in Google Analytics
      1. AdWords Campaign Report
      2. Keyword Positions Report
      3. Keywords Report
   3. Filtering AdWords Related Data
   4. Leveraging Goals and Funnels to Measure Conversion