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Chapter 1: Overview to Google Adwords
- Understanding the Structure of Google Adwords
- How Ad Auction works in Adwords?
- Building the Advertising vocabulary
- Difference between organic and Sponsored Ads
- Advertising Goals and Tracking
- Cost Calculation in Google Adwords
- Concepts of Ad position, Ad rank and Quality Score
- How Adwords benefits Advertisers and Businesses
- Relevance of Ads in Adwords
Chapter 2: Different Advertising Networks in Adwords
- Google properties and Network
- Understanding the Google Search Network
- Understanding the Google Display Network
- Controlling the ad appearance in Display Network
- Concept of Contextual Targeting
Chapter 3: Managing Google Adwords Account
- Navigating the Adword Dashboard
- Changing the Account Settings
- Setting up the time zone and Currency
- Changing Adwords Sign-in Information
- Understanding the Opportunities tab – Alerts and Notification
- How to structure your Adwords Account?
Chapter 4: Managing Campaigns
- Creating Your First Campaign
- Organizing multiple campaigns, Adgroups and Ads in Your Account
- Choosing the best campaign for you
- Choosing the location and language
- Choosing bid and budget
- Using ad delivery options
- Understanding the campaign status
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Chapter 5: Creating and managing Adgroups
- Setting up your default bid in Adgroup
- Creating new ad groups
- How Ad groups works?
- Understanding the different status of Ad groups
Chapter 6: Keyword Research and Targeting
- Choosing the best of the Keywords
- How Keywords Work?
- Using Broad Match Keywords
- Using Exact Match Keywords
- Using Phrase Match Keywords
- Using Negative Keywords
- Using Broad Modifier Keywords
- Building Keyword list constantly
- Understanding the Keyword Status
- Keywords in the display Network
- How placement and keywords work together?
- Choosing Keywords for Display Network
- Improving Quality score of Keywords for Display and Search Network
Chapter 7: Language and Location Targeting
- Choosing Location and Language for campaign
- Targeting Ads to different Geographical locations
- Excluding Ads to different geographical locations
- Understanding Ad reach
- Optimizing the targeted locations
- Location targeting by country, states or regions
- Advanced location options
- How language targeting works?
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Chapter 8: Different Ad formats
- Creating compelling Ads
- Image Ads creation
- Tips for creating good looking text ads
- What makes a great text ad?
- Creating different size of Image ads
- Using Adbuilder to create Image Ads
- Using Adwords to create Video Ads
- Different types of Mobile Ads
- Enhancing Your Ads with Ad extensions
- How to use social extension with your ad
- Choosing ad formats
- Managing Your Ads
- About the Ad approval Adword Process
- Google Guidelines and terms of use of Ads
- Understanding the Ad Status
- Checking and optimizing the Quality Score of your Ads
Chapter 9: Budgeting in Adwords
- Introduction to Budget
- Setting up budget for your campaign
- Why cost exceeding from your Daily Budget
- Avoiding a Depleted daily budget
Chapter 10: Bidding in Google Adwords
- Understanding the basic of bidding
- Choosing a bidding strategy based on your goals
- Adjusting your keyword bids
- Choosing a bid amount that works best for you
- Cost per click bids (CPC)
- Enhanced Cost per click (ECPC)
- Cost per Thousand impressions bidding (CPM)
- Choosing a bid for Display Network Campaigns
Chapter 11: Measurement and Optimization
- Introduction to Adwords Measurement
- Calculating Return on Investment (ROI)
- Analyzing the Traffic on Your Website
- Analyzing Your Brand Awareness
- Setting up the Conversion
- Understanding and Implementing Conversion Tracking
- Improving Your Adwords Campaign and Results
- Enhancing and Improving Landing Page Experience
- Understanding Tools to Optimize Keywords
Chapter 12: Performance, Profitability & Growth
- Changing in Budget according to Performance
- Creating a Profitable Campaign
- Understanding the basics of performance-based-bidding
- How to maximize the profits through Adwords
- Understanding the budget Impact on Profit
- Understanding the online budget strategy
Chapter 13: Managing Multiple Accounts in MCC
- Creating My Client Center (MCC) Account
- Different Access Levels of My Client Center (MCC)
- Understanding the MCC Dashboard
- Managing a large account or multiple account through MCC
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