AdWords 101: The Beginner's Guide to AdWords
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AdWords 101: The Beginner's Guide to AdWords

If you are new to AdWords, this is the course for you! Learn how to setup and optimize your AdWords account.
4.5 (1,811 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
24,905 students enrolled
Created by Jeffrey Lane
Last updated 11/2015
English [Auto-generated]
Price: Free
  • 1.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Create an AdWords account
  • Understand how to measure performance
  • Optimize to improve performance
  • Understand how AdWords fits into the broader world of digital marketing
View Curriculum
  • You should have a basic familiarity with Google search
  • You should have an AdWords account

This course provides step-by-step instructions on how to setup and optimize your AdWords account to deliver maximum paid search performance. You will learn how AdWords works, what to do (and what not to do) when creating your AdWords account, and how to optimize AdWords to improve performance. By the end of the course, you will have solid foundational skills in AdWords and a solid understanding of search engine marketing (SEM).

The lectures are a mix of slides and screencasts with audio. In the screencasts, we will examine the performance of a real AdWords account.

This course will take approximately 90 minutes to complete.

Please note that this course is currently FREE and a work-in-progress. I appreciate any feedback provided in the discussion group that will help improve the quality of the course!

Who is the target audience?
  • This course is designed for anyone who is new to AdWords, or who has some experience with AdWords but wants to learn how to improve the performance of their AdWords program.
Compare to Other AdWords Courses
Curriculum For This Course
26 Lectures
Introduction to AdWords
2 Lectures 09:09

A quick introduction to the course and AdWords.

Intro to AdWords

Learn how the AdWords auction works.

Inside the AdWords Auction

This quiz will test your knowledge of the AdWords auction.

Quiz #1: The AdWords Auction
5 questions
Your First Campaign
5 Lectures 23:51

This lesson introduces the concepts of Accounts, Campaigns, Groups, Keywords, and Ads.

How AdWords is structured: Account, Campaigns, Groups

Let's create our first campaign!

In this lesson we will cover initial campaign creation, including setting the campaign type.

Campaign Settings

This lesson continues with campaign creation, focusing on network and location settings.

Network and Location Settings

Bid Strategy Settings

In this lesson you will receive a high-level overview of a Campaign's advanced settings, such as delivery method, ad scheduling, ad delivery, and more.

Advanced Campaign Settings
Ad Groups, Keywords, and Ads
7 Lectures 27:48

This lesson covers the creation of ad groups and our first ads.

Ad Groups: Part 1

In this lesson we will finish creating our ad group by adding keywords.

Ad Groups: Part 2

In this lesson you will learn how to generate new keyword ideas

Keywords: How to come up with a starting list using the Keyword Planner

Confused about how the different match types work? Learn how each keyword match type operates and when to use each match type.

Keyword: Match Types

Negative keywords are vital to a well-optimized AdWords account. Learn how to create negative keywords in this lesson.

Introduction to Negative Keywords

In this lesson, we go over the final steps in creating our first campaign!

Finishing Campaign Creation

Conversion Tracking will help you determine the true value that your AdWords campaigns deliver. Learn how to set up Conversion Tracking.

Setting up Conversion Tracking
Measuring Performance
4 Lectures 10:36

A key component to running a successful AdWords program is analyzing your performance data, and downloading a report into a spreadsheet program is a great way to look at your data. Learn how to setup and download reports in this lesson.

Downloading Reports

Filters and Segments enable you really get into your data to derive powerful performance insights! This lesson covers filter and segment creation.

Filters and Segments

Want to view performance by city, hour of the day, destination URL, or something else? Dimensions allow you to do just that. Find out how to access Dimensions in this lesson.

8 Lectures 31:12
The Search Query Report

Think you can just walk away from your ads after you've created them? Think again! This lesson covers a multitude of techniques to optimize your ads and get more value for your spend.

Ad Optimization

Keyword Insertion is a neat trick to insert a matched keyword into an ad's text, thereby increasing the ad's relevance to the search query. Learn how to set up Keyword Insertion.

Keyword Insertion

Auction Insights is a great tool to see how your campaigns perform compared to the competition. Delve into Auction Insights in this lesson and get a leg up on your competition!

Auction Insights

One of the most common complaints about running an AdWords program is that it just takes too much time! In this lesson we'll go over some tips and tricks to help you save time.

Saving Time

Optimization is a key component of a successful AdWords program, and Campaigns have many settings that can be adjusted to improve program performance. This lesson will show you how to optimize your Campaign settings.

Campaign Optimization

Ad Preview Tool

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About the Instructor
Jeffrey Lane
4.5 Average rating
1,808 Reviews
24,905 Students
1 Course
Google Certified Search Marketing Consultant

I have 9+ years of digital marketing experience, with a focus on Search Engine Marketing. I've been using AdWords since 2006 and really enjoy showing others how to get the most out of the AdWords platform.

I worked as a Product Manager at Marin Software, the largest third-party SEM management platform -- with over $5 billion in advertising spend. I also managed the search marketing for President Obama's election and reelection campaigns.