Google AdWords Certification Course: Foundations Exam

This course focuses on the Google Advertising Fundamentals Exam – the first step in achieving Google AdWords Certified Professional status. The course covers basic aspects of AdWords and online advertising, including account management and the value of search advertising. We will explain exactly what will be covered on the exam, so you know exactly what to expect – no surprises. On the last day of class you will receive an exam voucher to take the Google Advertising Fundamentals Exam. On the last day of class you will take the Google Advertising Fundamentals Exam while the material is still fresh!

After completing this course, you will be able to:

• The knowledge to incorporate Google AdWords into your current marketing efforts
• An understanding of the AdWords application and what you need to get started
• The ability to create and edit targeted pay-per-click campaigns
• Account optimization skills to help you get the most out of your campaigns and budgets. Don’t waste clicks or impressions
• The skills to create more compelling ads to drive better clickthrough rates
• The ability to track your performance so you know what’s working and what’s not
• The knowledge to analyze a campaign and find how to get more out of the budget, campaign, AdGroups, and ads

Google AdWords Certification Course: Foundations Exam Who Should Attend

• Marketing professionals from entry-level to management
• Online marketers seeking credibility, authority and advantage
• Business owners (small, medium and large)
• Traditional marketers looking to get up-to-speed on today’s marketing channels
• Communication Specialists

Day 1 – Welcome to AdWords

I. Introduction to AdWords

• Paid Search vs. Organic Search
• The Psychology of Search

II. Benefits & Features of AdWords

• Relevance, ROI, Reach
• Targeting
• Ranking
• Costs & Payments
• Search vs. Display
• Reporting & Performance Metrics

III. Terminology

IV. Account Management

• Navigation
• Account Structure

V. Campaign Management

• Components of a Campaign
• Monitoring
• Creating a Campaign
• Editing a Campaign

VI. Ad Group Management

• Creating Ad Groups
• Editing Ad Groups
• Monitoring
• Best Practices

VII. Ad Formats

• Text Ads
• Image Ads
• Video Ads
• Mobile Ads
• Rich Media Display Ads
• Creating Enticing Ads
• Testing New Ads
• Best Practices

VIII. Targeting & Placements

• Google Search Network
• Google Properties
• Google Display Network
• Mobile Targeting
• Keyword Targeting
• Language & Location Targeting

• Placement Targeting
• Location Extensions

LAB: Keyword Research: Finding the top keywords for your company

LAB: Competitor Analysis: Which keywords are your competitors bidding on? Which are they neglecting?

LAB: Campaign Creation: Develop a campaign for you business that includes targeted Ad Groups, keywords, and ad text to help you get the best Quality Score

LAB: Proper Account Structure: Diagram an optimized account structure to get the most out of your campaigns and budgets

IX. Bidding & Budgets

• Setting & Managing Bids
• Setting & Managing Budgets
• Impacts on Ranking
• Best Practices

X. AdWords Policies

• Editorial & Format Policies
• Content Policies
• Link Policies
• Trademark & Copyright Policies
• Ad Approval Issues

Day 2 – Optimization & Preparing for Certification

I. Ad & Site Quality

• Quality Score
• How It’s Determined
• Landing Page & Site Quality
• Best Practices

LAB: Writing Better Ads: Hands-on, mini-workshop on writing more compelling ad text

II. Performance Monitoring & Conversion Tracking

• How Google Measures Performance
• Troubleshooting

III. Optimization Performance

• Benefits & Goals
• Targeting Tools
• Account Optimization Tools
• Tracking Tools
• Optimizing Keywords
• Optimizing Ad Text
• Optimizing Targeting
• Optimizing Display Ads
• Optimizing Ad Scheduling, Serving*** and Position
• Optimizing Landing Pages & Sites

LAB: Campaign Optimization: Practice analyzing campaigns in order to find how to get the most out of the budget, the campaign, the Ad Groups, and the ads

IV.*Selling & Representing AdWords — The Dirty Work

• The ‘Official’ Value Proposition
• Selling the Benefits
• Maintaining Client Relationships

V. Certification

• Certification Requirements
• The Tests
• Review / Prep
• Maintaining Certification

LAB: Exam Test Prep: Prepare for the exam with sample test questions

Day 3 – The Google Advertising Fundamentals Exam

You will spend an entire day preparing for the Google Adwords Fundamentals exam and getting certified. This certification is the launching pad for any marketer who understands that electronic marketing is supplementing or replacing a huge segment of traditional media efforts. If you are not in the process of adding effective, measurable electronic marketing to your toolbox, you run a real risk being out-competed in the marketplace. Your skills all begin with Adwords Fundamentals!

I. Final Prep & Review

II. Take the Test

No prior experience is needed to take and successfully complete this course