Lynda.COM Google AdWords Essential Training

Author:
David Booth

Duration:
06h 10m

Released on:
6/9/2011

Exercise files:
No


In Google AdWords Essential Training, author David Booth teaches how to leverage the power of paid search advertising, the most direct and measurable advertising medium in existence, using the leading platform in this space, Google AdWords. This course shows how to start using this advertising platform to reach an enormous audience of potential customers with relevant messaging and measure the ROI from their activities.

The course also provides an introduction to paid search advertising, an overview of the AdWords platform and interface, and lessons on keyword research, conversion tracking, and campaign optimization.
Topics include:

    Understanding paid search advertising terms and definitions
    Creating an account and your first campaign
    Targeting locations, languages, and other demographics
    Writing effective text ads and using image ad formats
    Making ads stand out with extensions
    Setting and managing advertising budgets
    Understanding bidding options
    Researching, organizing and adding keywords
    Understanding advertiser requirements and your quality score
    Installing conversion tracking code and integrating with Google Analytics
    Optimizing ads using dynamic keyword insertion
    Ad split testing and landing page testing
    Working with the Offline Editor





Introduction
Welcome           01m 11s
Getting the most from this course           01m 27s

1. Getting to Know AdWords
Dissecting online advertising           03m 19s
Understanding pay-per-click advertising           03m 41s
Valuing the benefits of AdWords           03m 50s
Defining supported ad types           05m 49s
Learning terms and definitions           08m 04s
Knowing advertiser requirements           05m 07s

2. Getting Started
Exploring where ads show up           06m 36s
Understanding the structure           03m 08s
Creating an account           02m 58s
Choosing between billing options           03m 05s

3. Navigating the AdWords Interface
Learning the interface           05m 54s
Exploring the My Account tab           03m 17s
Understanding the updates to the Billing tab           01m 52s

4. Starting Your First Campaign
Organizing campaigns and ad groups in your account           06m 03s
Exploring the Campaigns tab           08m 51s
Creating a campaign using the default options           05m 37s

5. Customizing Your Campaign Settings
Targeting by location and language           07m 40s
Targeting different networks and devices           06m 05s
Understanding bidding options and setting a budget           07m 38s
Setting your delivery method           02m 04s
Adding your business location           03m 37s
Showing products from your Google Merchant Center           03m 14s
Adding extension features to your text ads           04m 20s
Setting dates and scheduling ads           05m 25s
Defining ad delivery options           03m 48s
Using demographic bidding           03m 25s

6. Creating Your First Ad Group
Structuring ad groups in your campaign           05m 24s
Creating text ads           04m 37s
Creating image ads and using the display ad builder           06m 45s
Understanding and creating mobile ads           03m 39s
Adding keywords           04m 46s
Bidding at the keyword and ad group levels           06m 33s

7. Optimizing Your Ads
Learning rules and guidelines for great ads           08m 39s
Learning rules for image ads           02m 30s
Writing great ads           06m 09s
Using dynamic keyword insertion (DKI)           05m 41s
Testing your ads with a split test           07m 02s

8. Researching Keywords
Valuing keyword research           03m 26s
Understanding keyword match types           06m 52s
Including negative keywords           04m 59s
Evaluating a keyword           06m 47s
Using the Keyword tool           11m 23s
Creating ad groups from keyword research           04m 14s

9. Understanding the Auction and Quality Score
Understanding how the auction works           06m 46s
Understanding Quality Score           04m 39s
Identifying Quality Score issues           03m 09s
Addressing Quality Score issues           07m 30s

10. Using the Google Display Network
Learning about the Google Display Network (GDN)           03m 54s
Evaluating your performance on the GDN           04m 46s
Creating a placement-targeted campaign           05m 07s
Understanding CPM bidding           03m 36s
Using the Site and Category Exclusion feature           05m 35s
Remarketing with audiences           06m 32s

11. Tracking Ad Performance
Understanding conversion types           02m 34s
Understanding Conversion Tracking           03m 21s
Installing Conversion Tracking code           04m 48s
Learning the basics of AdWords reports           05m 50s
Integrating Google Analytics with AdWords           03m 53s
Importing Google Analytics goals           04m 30s

12. Understanding Landing Pages
Keeping people from clicking the Back button           03m 28s
Understanding how landing pages affect Quality Score           03m 23s
Testing landing pages with Website Optimizer           03m 15s

13. Optimizing for Traffic
Understanding reach and market share           03m 04s
Using the Traffic Estimator           03m 49s
Widening the net with keywords           04m 12s
Getting more clicks with bids           05m 35s

14. Optimizing for Conversions
Defining your goals and measuring ROI           06m 12s
Understanding conversion metrics and using the Conversion Optimizer           09m 01s

15. Working Offline with AdWords Editor
Understanding AdWords Editor           03m 46s
Using AdWords Editor           11m 36s

16. Troubleshooting
Using the Ad Preview and Diagnosis tool           02m 14s
Diagnosing keyword problems           05m 31s

Conclusion
Goodbye           02m 12s