2014
Lynda
David Booth
3:22
English

Quickly harness the power of Google AdWords and get the most value from your pay-per-click (PPC) spend. Learn how to choose the best keywords, write compelling ad copy, and measure the effectiveness of your ads on the leading PPC platform. AdWords expert David Booth explains the PPC landscape and shows how to use AdWords to get more clicks, conversions, and ultimately more return on your investment in search advertising. This course explains the best practices for setting up your account and offers lessons on keyword research, bidding strategies, the all-important Quality Score, conversion tracking, and campaign optimization. Plus, learn about remarketing with display ads and video advertising with YouTube.
Because Google frequently adds new features and functionality, we're committed to keeping this course up to date with the latest training. Check back for updates!

Introduction
Welcome
Getting the most from this course
1. Getting to Know AdWords
Dissecting online advertising
Understanding pay-per-click advertising
Valuing the benefits of AdWords
Understanding AdWords ad types
Understanding where ads show up
2. Getting Started
Creating your account
Exploring the AdWords account structure
Organizing campaigns and ad groups
Learning the interface
3. Researching Keywords
Valuing keyword research
Understanding keyword match types
Using negative keywords
Evaluating a keyword
Using the Keyword Planner tool
4. Creating Your First Search Campaign
Creating a new campaign
Targeting locations and languages
Setting your bidding strategy and budget
Setting your delivery and advanced settings
Using ad extensions
Using callout extensions
5. Creating Your First Ad Group
Writing effective text ads
Creating a new ad group
Working with additional ad groups
Using bid adjustments
6. Understanding Quality Score
Understanding the AdWords auction
Understanding Quality Score
Identifying Quality Score issues
7. Tracking Ad Performance
Defining conversions
Using AdWords Conversion Tracking
Installing Conversion Tracking code
Using website call conversions
Linking Google Analytics to AdWords
8. Optimizing for Performance
Measuring return on investment (ROI)
Enabling and finding conversion metrics
Using the Conversion Optimizer
Testing your ads with split tests
Understanding the balance between performance and volume
9. Using Display Ads in Remarketing Campaigns
Understanding remarketing in AdWords
Creating a remarketing list
Using display formats
Creating a remarketing campaign
10. Leveraging Video Advertising
Understanding video ads
Using YouTube TrueView formats
Creating a video campaign
Reading video campaign reports
Conclusion
Next steps

http://www.lynda.com/

Download File Size:1.17 GB

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