Google Adword

PPC Advertizing and Google Adword

✦ Google Adword Overview

◦ Understanding inorganic search result

◦ Introduction to Google Adwords and PPC advertizing

◦ 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 adwords rank ads

◦ Understanding algorithm (adrank) in detail with examples

◦ What is quality score?

◦ Why quality score is important?

◦ What is CTR?

◦ Why CTR is important?

◦ Understating bids

✦ Creating Search Campaign

◦ Types of search campaign – Standard, All features, dynamic search & product listing Google merchant center

◦ Creating our 1st search campaign

◦ Doing campaign level settings

◦ Understanding location targeting

◦ What is bidding strategy ­CPC

◦ Understanding different types of bid strategy

▪ Manual

▪ Auto

◦ Advance level bid strategies

▪ Enhanced CPC

▪ CPA

◦ Flexible bid strategy

◦ Pros & Cons of different bid strategies

◦ Understating ad­extensions

◦ Types of ad­extensions

◦ Adding ad­extensions in our campaign

◦ Creating adgroup

◦ Finding relevant adgroup options using tool

◦ Creating adgroup using tool

◦ Understanding keywords

▪ Finding relevant keywords

▪ Adding keywords in ad­group

▪ Using keywords planner tool

▪ Understanding types of keywords

▪ Broad, Phrase, exact, synonym & negative keywords

▪ Examples of types of keywords

▪ Pros and cons of different types o keywords

◦ Creating ads

◦ Understanding ad metrics

◦ Display & destination URL

◦ How to write a compelling ad copy?

◦ Best and 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 keyword

◦ Optimizing non performing keywords

◦ How to decrease CPC

◦ Analyzing your competitors performance

◦ Detecting fraud clicks

✦ Creating Display Campaign

◦ Types of display campaigns ­ All features, Mobile app, Remarketing, Engagement

◦ Creating List ◦ Difference in search & display campaign settings

◦ Doing campaign level settings

◦ Understanding CPM bid strategy

◦ Doing advanced settings

◦ Ad­scheduling

◦ Ad­delivery

◦ Understanding ads placement

◦ Creating different adgroups

◦ Using display planner tool

◦ Finding relevent website for ads placement

◦ Creating text ads ◦ Creating banner ads using tools

◦ Uploading banner ads

◦ Example of good/bad banner ads display campaign

✦ Optimizing Display campaign

✦ Remarketing ◦ What is remarketing?

◦ Setting up remarketing campaign

◦ Creating Remarketing lists

◦ Advanced level list creation