Welcome! Google AdWords

WORKSHOP

The 3-days Google AdWords Fundamentals is a comprehensive Google AdWords

course that covers topics from basic setup and configurations, to keyword list

optimization and conversion optimization.

The AdWords Fundamentals course covers AdWords 101 on Day 1, and AdWords 201

on Day 2. Participants will take the Google AdWords 201 on Day 2. Participants will

take the Google AdWords Fundamentals Certification Exam at the end of Day 3.

AdWords 101 lays the groundwork for a successful search engine marketing (SEM)

campaign. It equips participants (even those who are just getting started) with a

better understanding on how the AdWords system works, how campaigns should

be structured, and how keyword lists and ads are developed. It also explains

analytics, conversion tracking, advertising options and billing cycle.

AdWords 202 expands on the 101 class by explaining how to optimize the

campaigns for maximum performance. It also introduces the Google Display

Network (GDN) to expand your campaign beyond search. Participants will also learn

how to use My Client Center (MCC) to manage multiple AdWords account.

At the end of Day 3, participants will undertake the online AdWord Fundamentals

certification exam (120 minutes).

Google AdWords Workshop

Learning Outcomes:• Set up a Google AdWords account and start your first

AdWords campaign

• Structure your campaign, keyword list, ad groups, and ads

• Optimise your campaign to improve conversions, traffic or

other campaign objectives

• Use the Google Display Network for advertising

• Apply intermediate optimization techniques

• Self-diagnose and troubleshoot campaign problems

• Use other bidding options like conversion optimizer or CPM

bidding

• Manage Google AdWords account with My Client Center

and AdWords API

• Take the Google AdWords Fundamentals exam

Google AdWords Workshop

Google AdWords WorkshopDay 1 Day 2 Day 3

Day 1: AdWords 101

Introduction to online advertising & Google AdWords

• Types of online advertising

• Basics of pay-per-click advertising

• Introduction to AdWords

- Features

- Benefits

- Basic terminology

Understanding AdWords Auction

• How does it work

• Ad Rank and Quality Score

Structuring Your Account For Success

• Creating an account

• AdWords account hierarchy

• Examples of account structure

Researching Keywords

• Building a keyword list

• AdWords Keyword Tool

• Keyword match types including negative keywords

Writing Great Text Ads

• Components of AdWords text ads

• Ad editorial policies

• Best practices for compelling ads

Setting Up Your First Campaign

• Creating a campaign, step-by step

• Devices- computers, tables and mobile

• Location and language

• Bidding and budgeting

• Ad settings

• Leveraging ad extensions

• Location extensions- location, call, sitelinks and others

Day 2: AdWords 201

Understanding Bidding Types

• CPC, Enhanced CPC, CPM, & CPA, Bid Adjustments

Campaign Bid Adjustments

• Location, Ad Scheduling & Device

Introduction to Display Advertising

• Moving beyond Search

• Building awareness with display advertising

Google Display Network (GDN)

• How does the GDN networks?

• GDN targeting

• Measuring success

Creating Display Ads

• Display ad types

• Display ad builder

Overview of Display Targeting

• Contextual, Placement, and Topic targeting in more detail

• Targeting audiences with remarketing

• Creating a remarketing campaign

Day 3:

Google AdWords – AdWords Fundamentals certification exam

• 2 hours online exam

• A certification in AdWords demonstrates that you’ve

mastered Google advertising best practices and stay up-

to-date on Google’s best practices

Sharing Session from Locus-T Head of Departments

• Locus-T Head of Departments will share their working

experience in the office with the UTAR students.