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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.

Learn the foundations of pay-per-click (PPC) advertising with Google Ads (formerly known as AdWords) the industry-leading PPC platform. First, explore how Google Ads works and how it fits with what your business—and your customers—need. Then learn how to set up a new Google Ads account and start researching your keywords: the foundation of all great advertisements. After he demonstrates how to set up a new campaign and write your first ad, instructor Brad Batesole shows how to use Google Ads reporting and Google Analytics to monitor your campaign's performance. Brad also shows how to optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI). Plus, go beyond the basics with ad extensions—a feature which can increase your click-through rate by several percentage points.

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
  • Using Google Keyword Planner for ideas
  • Evaluating 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 in Google Ads
  • Create a campaign in Google Ads
  • Select your audience in Google Ads
  • Calculating customer lifetime value
  • Deciding on your bid
  • Setting your bids
  • Adding ad extensions
7. Creating Your First Advertisement
  • Writing a great ad
  • Creating an ad group and adding keywords
  • Creating text and responsive search ads
  • Publishing your Google Ads campaign
  • Adjusting campaign settings
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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