AdWords Introduction

• Ad Rank: This will go over the one of the most important concepts of AdWords – Ad Rank. Ad Rank is the metric that Google uses to sort, rank and display all available advertisements. This session is vital because understanding Ad Rank will help you to create better performing ads and optimize those ads over time.

• Landing Pages: This will go over landing pages which are also called destination pages within Google AdWords. They are what a user sees directly following a click of an advertisement.

• Walk Through: Landing Page Examples: This will walk through three different types of companies (software, ecommerce and local) and land ing pages that they use in their AdWords campaigns. We will discuss the elements on the pages that work towards the goal of converting website v isitors to paying customers

• Campaign & Ad Group Fundamentals: In this session we will discuss campaign structure and setting up your first campaign. We will also dive into the difference between Campaigns and Ad Groups – a common area of misunderstanding with those new to AdWords.

• Location Targeting: In this session we will jump into creating your first campaign. This lesson will specifically talk about how to target by location each element from targeting by country, city, state, zip code and radius f rom a given location.

• Walk Through: Location Targeting: In this walk through we will go through each option of location targeting in Google AdWords using a live account. We will go through targeting by country, state, city, zip code and radius and also how to add multiple locations.

• Walk Through: Location Groups: In this session we will talk through how to target different languages in a live Google AdWords account. This walk through will use the "All Features" options at the top of the campaign creation page.

• Walk Through: Bidding

• Walk Through: Start/End Date

• Walk Through: Audiences

• Ad Extensions

• Walk Through: Sitelinks

• Walk Through: Call Outs

• Walk Through: Call Extensions

• Walk Through: Additional Settings

• Walk Through: Adding Conversion Tracking: This walk through will go over how to set up conversion tracking on your website. Setting up conversion tracking is key to being able to effective managing and optimiz ing your campaigns. It is necessary if you want to use the 'Optimize for Conversions' bidding option

Creating Ads & Adding Keywords

• Creating & Writing Ads: In this session we will talk about each element that goes into writing a successful advertisement. We will break down the headline, description lines, display URL and destination URL. We will also talk about different styles of ads so that you can test what will work best for your business.

• Walk Through: Creating and Writing Ads: In this walk through we will write our first advertisement in a live Google AdWords campaign. We will talk about different styles and how punctuations can affect how the ads are displayed to users.

• Adding Keywords: In this lecture we will discuss how to add keywords to your Ad Groups and how to look for new keyword opportunities using research tools provide in AdWords.

• Keyword Match Types: In this lecture we will discuss broad, phrase, and exact match keyword match types. We will also discuss the different strate gies and ways to use these match type to your advantage in your campaigns.

• Walk Through: Adding Negative Keywords: In this walk through we will go over how to add negative keywords to your Ad Groups and Cam paigns. This is an extremely important lesson because you will learn how to look for keywords that may be costing you money on unwanted phrases. Adding negative keywords is a key step to optimizing your campaigns.

• Dynamic Keyword Insertion: In this lesson we will discuss what dynam ic keyword insertion is, how to use it in your campaigns and how it can be of benefit to you. Instead of guessing what to put in your ad copy you can use 'DKI' to exactly match what they searched for causing better relevance and often times better performance.

• Walk Through: Dynamic Keyword Insertion: In this walk through we will go through our live account and create an advertisement using Dynamic Keyword Insertion in the Headline and Display URL.

AdWords Strategies & Research Tools

• Competitive Research: In this session we will go through a few differ ent tools and techniques that you can use to see what your competition is doing online. With spyfu and mix rank you can get a better idea of what your competitors are spending, what their ads look like and what keywords they are going after.

• Google Keyword Planner

• Google Analytics for Keyword Research: In this session we will go over how to look for opportunities in a live Google Analytics account. We will use organic traffic and engaged traffic to see how customers are currently finding your site and show how you can use that information in AdWords.

• Better Keyword Research