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This Advanced Google AdWords Training Course expands on the topics covered in our Introduction to Google AdWords class. In the Advanced Google AdWords course, we take a deeper dive into understanding and optimizing search engine marketing campaigns. The course covers optimization of keywords, campaigns and ads, and other advanced features of Google AdWords. You will also learn about conversion tracking in Google AdWords and how to integrate Google Analytics with your AdWords account to gain insights into the effectiveness of your marketing campaign.

The Advanced Google AdWords course is geared toward AdWords users who are acquainted with basic features, such as keyword discovery, keyword bidding, campaign creation, and management. To get the most out of this course, we suggest that you attend our Introduction to Google AdWords class first.

Outline

1. Advertising on Google\’s Content Network
1. Understanding Google\’s Content Network
1. How Does Advertising on the Content Network Work?
2. A Few Things You Should Know About the Content Ads
2. How to Leverage Content Network in Google AdWords
1. Automatic Placement
2. Targeted Placement
3. Exploring the Placement Tool within Google AdWords
2. Introduction to Google Places
1. Overview of Location-based Ad Services
2. How to Leverage Google Places
3. Obtaining Insights from Google Places Dashboard
3. Optimizing Your Keywords Strategy for AdWords
1. Keywords Optimization Strategy
1. Long Tail vs Short Tail Keywords
2. Using Broad Match Modifier
3. Keywords Diagnosis in AdWords
4. Optimizing Your Keywords Research
1. Google\’s Keyword Tool
5. Learning from the Organic Keywords
1. Introduction
2. Using Internal Site Search
3. The Keywords Report in Google Analytics
6. Implementing Dynamic Keyword Insertion
1. How Dynamic Keyword Insertion Works
2. Managing Case Sensitivity for Dynamically Inserted Keywords
4. Optimizing AdWords Campaigns
1. Geographic Targeting In AdWords
1. What is Geographic Targeting
2. How Google offers Geo Targeting
2. Implementing Geographic Targeting In Adwords
1. Inserting Your Address into the Ad Copy
3. Leveraging AdWords Campaign Experiments (ACE)
1. Introduction to ACE and Its Advantages
1. Step 1: Setting up ACE
2. Step 2: Defining ACE Parameters
3. Step 3: Viewing and Changing ACE Parameters
4. Step 4: How to Start and Stop Your Experiments
5. Step 5: How to Interpret ACE Data
4. Leveraging the Analyze Competition Feature
1. What is the Analyze Competition Feature in AdWords
2. How to Access the Analyze Competition Feature
5. Optimizing Ads
1. Using Image Ads in AdWords
1. Getting Started
2. Controlling Your Ad Delivery in Google AdWords
1. Ad Scheduling and Ad Delivery
3. Controlling Who Sees Your Ad
1. IP Exclusion Tool
4. Ad Preview and Diagnostic Tool
5. Leveraging the Ad Sitelinks in AdWords Ads
6. Conversion Tracking in Google AdWords
1. Why to Track Conversions and How Conversion Tracking Works
2. Implementing Conversion Tracking in Google AdWords
1. Setting up a New Conversion in AdWords
2. Validating Conversion in AdWords
3. Enabling the Conversions Report in AdWords
7. Leveraging the AdWords Report in Google Analytics
1. Tracking Online Marketing Campaigns through Google Analytics
2. Overview of AdWords Metrics
3. Measuring Campaign Performance in Google Analytics
4. Day Parts Report
5. Keyword Positions Report
8. Introduction to Website Optimizer
1. Introduction to Website Optimizer and Its Advantages
2. Advantages of Using Website Optimizer for AdWords Marketing
3. Common Types of Experiments on Landing Pages
4. A/B Testing
5. Multivariate Testing
6. Accessing Website Optimizer from Google Adwords

Technical Requirements

Technical Requirements

Browsers for Windows

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Internet Explorer 6 or greater – Download
Browsers for Mac OS X

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Mozilla Firefox 2.0 or greater – Download
Safari 3.0 or greater – Download
Latest Version of Adobe Flash Player

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Operating System Options

Windows XP Service Pack 2
Windows Vista
Windows 7
Mac OS X

Class Duration
18 Hrs

Prerequisites
None

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