Google Paid Search Marketing

Outline

Lessons will encompass:

• What Is Google AdWords?
• How Google AdWords Works
• Pros and Cons of Google AdWords
• Key Parts of a Google AdWords Listing
• How to Sign Up and Set Up Payments
• Adjusting Access Levels
• Linking Accounts
• Choosing Keywords
• Keyword Matches
• Setting Up Ad Groups
• Types of Campaigns and Their Goals
• Starting a Campaign
• Getting Your Ad Groups Prepared
• Creating Your Ads
• How to Write the Best Ads
• Requirements of Your AdWords Ad
• Targeting Specific Geographic Spaces
• Linking to Google Maps
• Targeting Specific Demographics
• Creating Audiences
• Using the Keyword Planner
• Reviewing Your Landing Pages
• Ad Preview and Diagnosis
• Establishing Ad Extensions
• Automatic Ad Extensions
• Preparing a Call-Only Ad (and Using Forwarding Numbers)
• Bidding Options and How to Set Values
• How Are the Order and Cost Determined?
• The Quality Score and How to Improve It
• Conversion Tracking
• Policies for the Use of Keywords and Ad Content
• Copyright or Trademark Authentication
• Using the Search Network
• Using the Display Network
• Running a Display Campaign
• Running a Shopping Campaign
• Creating a Video Campaign
• Universal App Campaign
• The Express Platform
• Creating Automated Rules
• Content Exclusions
• A/B Testing
• Checking Analytics (and Linking Google Analytics)
• Finding Special AdWords Deals
• Cancelling AdWords