Google Ads Essential Training (2022)

Course details

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.

Concepts

0. Introduction

01 - The power of Google Ads

1. Pay-per-Click Advertising

02 - An overview of Google Ads
03 - Understand consumer intent in Google Ads
04 - Where Google Ads appear
05 - How Google Ads appear
06 - Benefits of using Google Ads
07 - The structure of Google Ads
08 - How the Google Ads auction works

2. Before Getting Started

09 - Define your goals
10 - Define your customers
11 - Set realistic expectations

3. Getting Started with Ads

12 - Sign up for Google Ads
13 - Google Ads dashboard
14 - Google Ads campaigns
15 - Ad groups in Google Ads
16 - Ads, keywords, and insights in Google Ads

4. Researching Your Keywords

17 - How keywords work
18 - Brainstorm keyword ideas
19 - Tools to help with keyword ideas
20 - Use Google Keyword Planner for ideas
21 - Evaluate keyword search volume

5. Targeting with Keywords

22 - Options for targeting with keywords
23 - Broad match targeting
24 - Phrase match targeting
25 - Exact match targeting
26 - Negative match targeting

6. Creating Your First Google Ads Campaign

27 - Choose a campaign goal in Google Ads
28 - Calculate customer lifetime value
29 - Decide on your budget in Google Ads
30 - Set your bids in Google Ads
31 - Set locations and audiences in Google Ads

7. Creating Your First Advertisement

32 - Write a great ad for Google Ads
33 - Create an ad group and ad keywords
34 - Create responsive search ads
35 - Add ad extensions in Google Ads
36 - Set your budget in a Google Ads campaign
37 - Review and adjust campaigns in Google Ads

8. Advanced Advertising Tracking

38 - Connect Google Analytics to Google Ads
39 - What is conversion tracking
40 - Set up conversion tracking
41 - Review conversion data in Google Ads

9. Monitoring Your Advertisements

42 - Reports available in Google Ads
43 - Campaign reports in Google Ads
44 - Search term reports in Google Ads

10. Key Optimization Strategies

45 - Key optimization tips
46 - Set up Google Ads campaign experiments
47 - Review bid adjustments in Google Ads

Conclusion

48 - Continue working with Google Ads