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!
A quick introduction to the course and AdWords.
Learn how the AdWords auction works.
This quiz will test your knowledge of the AdWords auction.
This lesson introduces the concepts of Accounts, Campaigns, Groups, Keywords, and Ads.
Let's create our first campaign!
In this lesson we will cover initial campaign creation, including setting the campaign type.
This lesson continues with campaign creation, focusing on network and location 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.
This lesson covers the creation of ad groups and our first ads.
In this lesson we will finish creating our ad group by adding keywords.
In this lesson you will learn how to generate new keyword ideas
Confused about how the different match types work? Learn how each keyword match type operates and when to use each match type.
Negative keywords are vital to a well-optimized AdWords account. Learn how to create negative keywords in this lesson.
In this lesson, we go over the final steps in creating our first campaign!
Conversion Tracking will help you determine the true value that your AdWords campaigns deliver. Learn how to set up Conversion Tracking.
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.
Filters and Segments enable you really get into your data to derive powerful performance insights! This lesson covers filter and segment creation.
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.
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.
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.
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!
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.
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.
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.