Module 1 – Adwords Overview
This module covers foundation material on the Adwords platform. We cover what Pay Per Click marketing is what the auction process is about. We discuss the difference between Organic SEO and Adwords and where Ads appear in Google.
Module 2 – Accounts, Campaigns, Ad Groups & Ad Formats
This module covers an overview about the structure of an Adwords Accounts, Campaigns and Ad Groups. We go through the basic process of creating an Account.
This module also covers the format of Search Ads and the main differences between Desktop and Mobile ads. We cover the structure of the Ad format.
Module 3 –Keywords, Bidding, Ad Rank, Quality Score
We delve in to explaining keywords and match types, the differences between them and when to use specific match types more effectively.
We also cover the jargon used in Pay Per Click, CTR, CPC etc.
We talk about the bidding process and cover how Ad Rank works and what factors affect your Quality Score you can optimise your Ads campaign for better Cost Per Click ratios.
Module 4 – Adwords Interface, Campaign & Ad Groups
We run through the main Adwords interface and how to navigate around the main menus.
This module covers the basic settings of both Campaigns and Ad Groups. We cover location targeting and how to set your daily budget.
Module 5 – Creating a Campaign, Ad Group & Ads
In this module we go about creating a basic Campaign, adding an Ad Group, Keywords and a couple of Ads.
Module 6 – Ad Extensions & Negative Keywords
This area covers an overview of Ad Extensions and the basic ones you should use such as Location Extensions, Call Extensions, Call Out and Structured Snippets.
We also cover briefly negative keywords, why we use them and how to set them.
Module 7 – Basic Reports & Measurement
Adwords can be vary wasteful if not configured correctly. We show how to connect Adwords to Google Analytics and how to view activity in Analytics of your Adwords account.
We cover also how to run a basic Search Terms and Dimensions report.