Google Adwords Crash Course

Introduction to SEM – Fundamentals & Case Studies

What is Google AdWords? Why Google AdWords?Google NetworkHow Does the SEM Auction Work?What is the Media Plan?Structure of an AdWords AccountCampaign Types – Introduction to Search, Display (including Videos),Shopping and Mobile-specific campaign types, and when/why to use them.Creation of Search Network CampaignAdAd FormatsAd Text PoliciesAd Text Best PracticesDKIAd ExtensionsKeyword ResearchTools – Keyword Planner & EstimatorKeyword Match typesKeyword StrategiesLanding PageBidding and BudgetOptimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Creation of Google Display Network

GDN Targeting OptionsDisplay Ad FormatsAd Gallery ToolConversion TrackingRemarketingAdvanced Display: RLSA, Dynamic Remarketing, YouTube RemarketingAdvanced Display: Smart Display Campaigns

Mobile Ad Campaigns

Universal App CampaignsMobile-Specific Bidding and Targeting StrategiesMeasuring Mobile Ad Performance and Conversions Report EditorOptimization Strategies

Shopping Campaigns – Introduction

What are Google Shopping Ads /Product Listing Ads?Where do they appear on Google? What Shoppers on the internet do?What retailers need? – New Advertising technologiesGoogle Shopping set retailers up for successFeatures of Google Shopping Why PLA’s? And the path to creating PLA AdsMerchant Centre StepsCreate Shopping Campaign on Google AdWordsTrack Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

YouTube Ad FormatsYouTube Campaign CreationYouTube AnalyticsVideo Campaign Optimization Tips