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LinkedIn Learning

Google Ads Essential Training

via LinkedIn Learning

Overview

Learn the foundations of pay-per-click (PPC) advertising with Google Ads (formerly known as AdWords), the industry-leading PPC platform.

Syllabus

Introduction
  • The power of Google Ads
1. Pay-Per-Click Advertising
  • An overview of Google Ads
  • Understanding consumer intent
  • Where Google Ads appear
  • How Google Ads appear
  • Benefits of using Google Ads
  • Understanding the Google Ads structure
  • How the Google Ads auction works
2. Before Getting Started
  • Define your goals
  • Define your customers
  • Set realistic expectations
  • Craft the buyer journey
3. Getting Started with Ads
  • Signing up for Google Ads
  • Exploring the dashboard
  • Exploring campaigns
  • Exploring ad groups
  • Exploring ads, keywords, and insights
4. Researching Your Keywords
  • How keywords work
  • Brainstorming keyword ideas
  • Tools to help with keyword ideas
  • Use Google Keyword Planner for ideas
  • Evaluate keyword search volume
5. Targeting with Keywords
  • Options for targeting with keywords
  • Broad match targeting
  • Phrase match targeting
  • Exact match targeting
  • Negative match targeting
6. Creating Your First Google Ads Campaign
  • Choose a campaign goal in Google Ads
  • Calculate customer lifetime value
  • Decide on your budget in Google Ads
  • Set your bids in Google Ads
  • Set network settings in Google Ads
  • Select your audience in Google Ads
7. Creating Your First Advertisement
  • Writing a great ad
  • Create an ad group and add keywords
  • Create responsive search ads
  • Add ad extensions in Google Ads
  • Finalize your Google Ads campaign
  • Adjust campaign settings in Google Ads
8. Advanced Advertising Tracking
  • Connecting Google Analytics
  • What is conversion tracking?
  • Setting up conversion tracking
  • Reviewing conversion data
9. Monitoring Your Advertisements
  • Reports available in Google Ads
  • Campaign reports in Google Ads
  • Search term reports in Google Ads
10. Key Optimization Strategies
  • Key optimization tips
  • Setting up campaign experiments
  • Reviewing bid adjustments
  • Reviewing speed score
Conclusion
  • Continue working with Google Ads

Taught by

Brad Batesole

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