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Search advertising is one of the most effective advertising that exists as it has a lower lead cost than most forms of advertising.
With search advertising, you no longer have to go out and waste your precious time finding new customers. Your potential customers are already looking for your products and services through search engines. What you need to do is make sure that your company is being found when people are looking for you.
Google dominates the search landscape. There are 12 billion queries on Google sites each month in just the United States. When you examine how many search queries Google processes worldwide, the numbers become staggering.
While search advertising is very effective; you need to make sure you are doing it correctly or you can just as easily waste money as well. This course will teach you the fundamental you need to know to create effective search marketing campaigns with AdWords, Google's search marketing product.
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|Section 1: Introduction to Online Marketing|
Understand the Search Opportunity
Psychology Of Search
The Basics of a Web Presence
The Challenge of Being Found
Understanding the Anatomy Of Search Results
Introducing the Fundamentals of Paid Search
Notes on High Level Data
|Section 2: Introducing Google AdWords|
How Ads Are Displayed
Introducing Landing Pages
An Introduction to Effective Ad Copy
Paid Search Jargon
Understand Exactly Where Your Ads Can Be Displayed
|Section 3: Opening Your First Account|
Determine Your Business Goals
Opening Your First Account
Creating Your First Campaign: Part One
Creating Your First Campaign: Part Two
|Section 4: Understanding the Campaign Settings|
Location Targeting: Part One
Location Targeting: Part Two
Please note, Google Display Network and the content network are the same thing. While brand new accounts should understand and work with search before undertaking display network campaigns, it i useful to understand a bit more about the display network so as you examine other campaign settings you an see how these fit into display campaigns. Display campaigns (when only display is chosen under the network options) obey all of the other campaign settings such as location and device type.
Overview Of Bidding
|Section 5: Tracking Conversions on Your Website|
What is Conversion Tracking?
How to Install Conversion Tracking
|Section 6: How to Choose Keywords|
What You Need to Know About Match Types
Control Your Ad Display With Negative Keywords
How to Conduct Research with the Google Keyword Tool
|Section 7: Writing Compelling Ad Copy|
Creating Compelling Ads
What You Need to Know about Display & Destination URLs
|Section 8: Final Steps to Making Your Account Live|
Writing Your First Ads
Choosing Your Starting Keywords
Ad Copy Work Sheet
Keyword Research Worksheet
Setting Your Initial Bids
Basic Bid Calculations
Making Your Account Live
|Section 9: AdWords Interface Tour|
Navigating the AdWords Interface: Part One
Navigating the AdWords Interface: Part Two
How to Extract Valuable Data from AdWords
|Section 10: Next Steps|
Next Steps to Mastering AdWords
Brad Geddes has been involved in online marketing for more than a decade. Over the years, he has provided a variety of consulting services, including: usability, conversion optimization, product development, product positioning, and agency consulting, He has managed, SEO, PPC, and affiliate marketing campaigns for both himself and others.
One of his trademarks has been demystifying the more complicated aspects of SEO, PPC, and Internet advertising through writing, speaking, and training. Brad does not withhold secrets as he prefers to educate readers on the various aspects of crafting marketing campaigns to ensure the success for all parties involved.
Brad is not one to call himself an expert or guru. He prefers to train marketers and let the results speak for themselves. Therefore, instead of writing paragraphs that use the words “master,” “wizard,” or “thought-leader,” and name-drop companies he has worked with such as Amazon, Yahoo, and Google he prefers a simple bullet point list of facts to let intelligent readers make up their own minds.
As a Speaker:
As a Trainer:
As an Internet Marketer:
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Hours of video content