Google Adwords Overview
Understanding inorganic search results
Introduction to Google adwords & PPC
advertising
Overview of Microsoft Adcenter (Bing & Yahoo)
Setting up Google adwords account
Understanding adwords account structure
Campaigns, Adgroups, Ads, Keywords, etc
Types of Advertising campaigns- Search,
Display, Shopping & video
Difference between search & display campaign
Understanding Adwords Algorithm
How does adwords rank ads
Understanding adwords algorithm (adrank) in
detail with examples
What is quality score
Why quality score is important
What is CTR?
Why CTR is important?
Understanding bids
Creating Search Campaigns
Types of Search Campaigns - Standard,
All features, dynamic search & product listing
Google merchant center.
Creating our 1st search campaign
Doing campaign level settings
Understanding location targeting
Different types of location targeting
What is bidding strategy?
Understanding different types of bid strategy
Manual
Auto
Advanced level bid strategies
Enhanced CPC
CPA
What
are flexible bidding strategies? Understanding flexible bidding
strategy Pros & Cons of different bid strategies Understanding
ad-extensions
Types of ad-extensions
Adding ad-extensions in our campaign Creating adgroups
Finding relevant adgroups options using tools
Creating adgroups using tool Understanding keywords
Finding relevant keywords
Adding keywords in ad-group
Using keyword planner tool Understanding types of keywords
Board, Phrase, exact, synonym & negative
Examples of types of keywords
Pros and cons of diff. types of keywords
Creating ads
Understanding ad metrics
Display & destination URL
How to write a compelling ad copy
Best & worst examples of ads
Creating ads
Tracking Performance/Conversion
What is conversion tracking? Why is it important
How to set up conversion tracking Adding tracking code in your website Checking conversion stats
Optimizing Search Campaigns
How to optimize campaigns at the time of creation?
Optimizing campaign via adgroups
Importance of CTR in optimization How to increase CTR
Importance of quality score in optimization
How to increase quality score Importance of negative keywords in optimization
Evaluating
campaign stats Optimizing with conversion report Optimizing with
keywords Optimizing performing keywords Optimizing non performing
keywords How to decrease CPC
Analyzing your competitors performance
Creating Display Campaign
Types of display campaigns-All features, Mobile app, Remarketing, Engagement Creating 1st display campaign
Difference in search & display campaign settings
Doing campaign level settings Understanding CPM bid strategy Advance settings
Ad-scheduling Ad-delivery
Understanding ads placement
Creating diff. adgroups
Using display planner tool Finding relevant websites for ads placement
Creating text ads
Creating banner ads using tools Uploading banner ads
Optimizing Display Campaign
Remarketing
What is remarketing?
Setting up remarketing campaign Creating Remarketing lists Advanced Level list creation Custom audience
