Google AdWords™ Exam Preparation: Fundamentals and Search Advertising (Second Edition)

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.
• Configure language and location targeting.
• Enhance campaigns with ad extensions.
• Create a Display Network campaign.
• Implement advanced AdWords features.
• Measure campaign performance.
• Optimize AdWords campaigns for conversions.
• Optimize campaigns.
• Manage AdWords with AdWords Editor.
• Utilize AdWords Manager accounts and the AdWords API.

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.
 

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

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

Lesson 7: Configuring Language and Location Targeting

• Topic A: Configure Language Targeting
• Topic B: Configure Location Targeting

Lesson 8: Enhancing Campaigns with Ad Extensions

• Topic A: Create Ads with Extensions That Provide Information
• Topic B: Create Ads with Extensions That Drive Action
• Topic C: Create Ads with Automated Extensions

Lesson 9: Creating a Display Network Campaign

• Topic A: Plan and Create a Display Network Campaign
• Topic B: Target by Audience, Topic, and Demographics
• Topic C: Target Campaigns by Device Type
• Topic D: Create a Responsive Ad

Lesson 10: Implementing Advanced AdWords Features

• Topic A: Optimize Ad Delivery
• Topic B: Create Dynamic Ads
• Topic C: Implement Keyword Insertion
• Topic D: Implement Campaign Drafts and Experiments
• Topic E: Configure Conversion Tracking

Lesson 11: Measuring Campaign Performance

• Topic A: Link AdWords to Google Analytics
• Topic B: Measure AdWords Campaign Success
• Topic C: Analyze Campaign Performance in AdWords

Lesson 12: Optimizing AdWords Campaigns for Conversions

• Topic A: Track Conversions
• Topic B: Optimize Campaign Configuration for Conversions

Lesson 13: Optimizing Campaigns

• Topic A: Optimize Landing Pages for Quality Score
• Topic B: Optimize Bidding Performance
• Topic C: Optimize Budgets
• Topic D: Automate AdWords Campaign Using Rules

Lesson 14: Managing AdWords with AdWords Editor

• Topic A: Set Up and Configure AdWords Editor
• Topic B: Import and Analyze Data

Lesson 15: Utilizing AdWords Manager Accounts and the AdWords API

• Topic A: Manage Clients with AdWords Manager Accounts
• Topic B: Use the AdWords API

Appendix A: Google AdWords Certified Professional Exam Mappings Appendix B: Creating Shopping Campaigns