Google Ads™: Foundation (Formerly Google AdWords™)

Course Description

Download Course Outline

Course Duration:
1 day

Overview:

In today’s technologically connected society, people have access to information almost everywhere they go on a variety of devices. All strong marketing campaigns should incorporate some form of search engine advertising. Google AdWords™ is a search engine advertising tool that allows individuals and organizations to advertise on the Internet. Google AdWords is the most popular search engine advertising tool and operates on the largest connected set of networks, Google’s networks. Google AdWords is simple to start using, but is difficult to master. AdWords campaigns have many components that must work together well to create an effective ad campaign. Managing an AdWords campaign involves constant monitoring, analysis, and refinement to improve campaign performance. In this course, you’ll create a Google AdWords account and an AdWords campaign. You’ll create both text and image ads, and target campaigns to specific audience segments by using advanced AdWords features. You’ll refine and optimize all aspects of your AdWords campaigns from ads, to keywords, to bidding, to budgets.

Course Objectives:

In this course, you will implement Google AdWords and create ad campaigns to target specific audiences with advanced AdWords features. You will then analyze and optimize campaign performance.

In this course, you will:

• Create a Google AdWords account.
• Create ad campaigns.
• Optimize keywords.
• Write ads in Google AdWords.
• Analyze and report campaign performance.
• Manage bidding and budgets.

Target Participants:

This course is designed for marketing professionals with basic end-user computing skills who will create and manage search ads, run pay-per-click search campaigns, and optimize and report on those campaigns with Google AdWords.

Prerequisites:

To ensure your success in this course, you should have experience with using a web browser and productivity software (such as Microsoft Office or Google Docs). You can obtain this level of skill and knowledge by taking the following Logical Operations courses:

• Using Microsoft® Windows® 10
• Any or all of the courses in the Microsoft® 2010, 2013, or 2016 curriculum.

Course-specific Technical Requirements

Hardware:

 For this course, you will need one computer for each participant and one for the instructor. Each computer will need the following minimum hardware configurations:

• 2 GHz (I5 or better) or faster 32-bit (×86) or 64-bit (×64) processor
• 3 GB RAM
• 100 GB available hard disk space (32-bit) or 100 GB (64-bit)
• CD-ROM drive (if installing any software from a CD-ROM)
• Keyboard and mouse (or other pointing device)
• 1,024 × 768 resolution monitor recommended
• Network cards and cabling for local network access
• Internet access (contact your local network administrator)
• Printer (optional) or an installed printer driver
• Projection system to display the instructor’s computer screen

To perform the course activities, participants will need to provide credit card information to create the Google AdWords™ account. There should be no account charges if the activities are performed as documented in the manual, and if participants deactivate the accounts prior to the end of the free trial period. Training organizations will need to communicate this requirement appropriately to participants if they will be expected to provide their own cards. Providers may consider alternate strategies, such as supplying a prepaid card number to participants during class that they can use to create the temporary accounts.

Software:

• Microsoft® Windows® 10
• Microsoft® Office Professional Edition 2016
• Google Chrome™ (latest version)
• Adobe® Acrobat Reader® (latest version)
• AdWords Editor (latest version)

Course Content

Lesson 1: Creating a Google AdWords Account

•  Topic A: Create and Navigate the Google AdWords Account Structure
• Topic B: Configure and Manage Account Alerts, Announcements, and Notifications

Lesson 2: Creating Ad Campaigns

•  Topic A: Plan an AdWords Campaign
•  Topic B: Create Campaigns and Configure Campaign Settings
•  Topic C: Create and Configure Ad Groups, Ads, and Keywords

Lesson 3: Optimizing Keywords

•  Topic A: Select Keywords in AdWords
•  Topic B: Research Keywords with the Google Keyword Planner
•  Topic C: Research Keywords Online
•  Topic D: Configure Ad Groups and Keywords

Lesson 4: Writing Ads in Google AdWords

•  Topic A: Review Google Ad Policies
•  Topic B: Write High-Quality AdWords Ads

Lesson 5: Analyzing and Reporting Campaign Performance

•  Topic A: Review Your Campaign and Adjust Settings
•  Topic B: Analyze and Optimize Ads
•  Topic C: Create Reports in AdWords

Lesson 6: Managing Bidding and Budgets

•  Topic A: Set and Manage Bids
•  Topic B: Set and Manage Budgets

Course Delivery

The course methodology for face-to-face sessions employs a dynamic blend of interactive lectures, collaborative discussions, and hands-on workshops. Participants will engage in real-world case studies, practical exercises, and group activities to reinforce theoretical concepts, fostering a rich learning environment that encourages active participation and skill application.