The Complete Guide to Google AdWords
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This is a comprehensive guide teaching you all there is to know about Google AdWords. It covers everything from explaining how Google AdWords works, to defining key terms often used in AdWords, to providing step-by-step instructions on how to create, fine-tune, and manage a successful Google AdWords campaign. Featuring 47 lectures in an easy-to-follow video format, it provides nearly 2 full hours of useful content. Created by SolidProfessor a leader in web-based learning for over 10 years.
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This is the introductory lecture to the Complete Guide to Google AdWords. It provides a basic summary of the course as a whole, and what students can expect within each section. This is the only written lecture within this course, the rest of the lectures are videos that offer step-by-step instructions, making it easy for students to follow and understand.
|Section 1: Understanding Google Adwords - Key Terms and basic functions|
|What is Google AdWords? Google AdWords is a system that uses the Google search network to connect Web Users and Advertisers.|
|When selecting keywords, advertisers should select words and phrases their prospects are likely to type into the Google search engine.|
|As you work with AdWords you'll notice the heavy use of many specialized terms and acronyms. It's a good idea for you to have solid understanding of what these terms mean.|
When your ad is displayed, we call that an Impression. Keywords that produce a large number of impressions are usually in high demand and making use of them can be very competitive.
|The amount you pay for each click is referred to as your Cost-per-click, or CPC. So how it this calculated? To understand this we have to revisit Ad Rank.|
|In this lesson we'll be looking at how Google calculates quality score, and discovering why it's possible and beneficial for you to improve it.|
|To continue our review of the fundamentals, let's take a look at what happens after a user clicks on your ad.|
|In this lesson we'll learn what keywords are, why they're at the core of the AdWords system, and how you should go about selecting the right keywords for your account.|
|Let's turn our attention to how AdWords matches your keywords to a user's search query. Understanding how this works allows you to fine tune your keywords so they have a better chance of being shown to your ideal prospects.|
|An exact match, as you might expect, means the keyword and search query must match exactly. This includes the order of words, and does not allow for additional words before or after the keyword.|
|The phrase match type is less restrictive than the exact type because it allows additional words to appear before or after your keyword.|
|The broad match type is the most inclusive type available to you in AdWords. If your keyword contains more than one word, broad match will make your ad eligible to appear if it finds even a partial match to the search query.|
To further target your prospects you can also make use of negative keywords.
|Section 2: Creating your own Google AdWords campaign|
|Welcome to “Creating a New Campaign”. In this section we’ll take a look at how to get started with Google AdWords.|
In the next few lessons we'll go through the process of creating a new Google AdWords account from scratch. We'll create a new account, set up our first campaign, and we'll get familiar with the AdWords interface.
|Now that you've created your Google AdWords account, it's time to log in and create your first Campaign.|
The "Networks and devices" settings are next. These control where your ads will be eligible to appear.
The next decision to make for this campaign is to select which Devices should be eligible to show your ad.
Now let's turn our attention to the "Bidding and budget" section. Your settings here will determine two important things about your campaign: how much money you’re willing to spend, and how you want to spend it.
Bidding and Budget are very much linked together. When setting your budget you’re controlling how much money you’re willing to spend; when setting your bidding options, you’re controlling how you want to spend that budget.
In the lesson “Bidding for Clicks”, we mentioned how click-focused bidding, and particularly automatic bidding, is vulnerable to appearing successful even if the campaign is not profitable. This is because success is measured in terms of number-of-clicks and click-through-rate, and not the value of those clicks to your business. While, the second type of bidding, “Focus on conversions” aims to bridge this gap.
|At this point we’ve taken a look at the “focus on clicks” and the “focus on conversions” bidding options, and it should be clear how very different the two options are.|
|The third of the three main bidding strategies, “Focus on impressions”, is one that ties into the Network settings discussed earlier in the lesson called “Networks”.|
The last setting in the Bidding and Budget section of the New Campaign page is “Deliver Method”. This is one of the most important settings in our opinion because it seems like such a simple choice, yet it can have dramatic results on your campaign’s performance.
The normal AdWords text ad consists of a heading, 2 lines of text, and a display URL. However, your ads can be enhanced with additional information such as your address, phone number, multiple links to your website, and even product images. This can be achieved using Ad Extensions.
The second type of Ad Extension available is the Products extension.
|The next type of Ad Extension available is the Sitelinks extension.|
|Phone extensions are specific to ads displayed on high end mobile devices such as iPhones and Android phones that support full featured internet browsers.|
|In this lesson you’ll learn how to use campaign scheduling to control your campaign’s visibility and bid amounts based on the calendar and the clock.|
In this lesson we’re going to review the “Ad Delivery” category within Advanced campaign settings. This category includes two settings: Ad rotation, and Frequency capping.
In this lesson we’ll be reviewing Demographic Bidding; the final category of options within the Advanced settings section. This setting allows you to bid more aggressively when your ad is displayed to your desired demographic – females between the ages of 25 and 34, for example.
|The first step in setting up your billing information is to select your country or territory.|
|Once you’ve created your first campaign, creating additional campaigns is easy. All of the campaign settings covered in this section will be available for your new campaigns, so you won’t be encountering anything new, or anything that you can’t reference in the previous lessons.|
In this section you’ve learned how to create a new Google AdWords account and how to create new Campaigns. Over time campaign settings will become familiar to you – especially those you use most often. But if ever you’re unclear about what a certain setting does, or if you need a recommendation as to whether you should use it, you can always return to this section as a reference.
|Section 3: Creating a New Ad Group|
|Welcome to “Creating a New Ad Group”. In this section we’re going to focus on the collection of settings and other items that make up an Ad Group. We’ll create an Ad Group from scratch and get into the details of creating Ads, selecting Keywords, as well as defining placements and bids|
You might recall that Ad Groups live within containers called campaigns. In the section called “Creating a New Campaign” we learned all about campaigns in detail. Now we’re going to take the next step and learn about Ad Groups in detail as well.
When creating a new Ad you first have to choose the type of ad you wish to create. Four types are supported: Text ads, Image ads, Display ads, and WAP (pronounced wap, not W-A-P) mobile ads. Our focus here is on Text ads so I’ll use the default setting.
As you might imagine, the complete collection of Editorial Guidelines for Google AdWords is quite vast. If you’d like to review the full documentation of Google’s policies, login to your AdWords account, and from any page scroll down to the bottom and click the “Editorial Guidelines” link in the footer.
In this lesson we’re going to look at some important grammar and syntax rules you must follow as you create your ads. These are meant to ensure ads are easily readable and look professional. After all they will be displayed on Google websites and those of Google’s partners, so keeping up appearances is important.
|In this lesson we’ll continue our review of Google’s Editorial Guidelines by covering the use of capitalization, punctuation, and symbols|
Continuing with our review of Google’s Editorial Guidelines we’ll turn our attention to the issue of competitive claims and the use of trademarks.
Now that we’ve gone over the key Editorial Guidelines, you may have questions about how these rules are enforced. It’s simple really
|The next step in creating a new ad group, is selecting a keyword that will trigger the ad.|
|There are a few more features available in the Keywords section. This lecture reviews those additional features.|
|As we continue with the creation of a new Ad Group, the next category that comes up is Placements. This lecture covers what Placements are and how they're used.|
|The final step in creating a new Ad Group, is to set a default maximum cost per click bid amount, know as "max CPC"|
|Section 4: Course Wrap-Up and Review|
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