Course Overview

Do you want to take your knowledge of Google Adwords to a higher level and learn to manage your account (or other peoples) like a professional.

This hands-on course is aimed at existing Adwords users who have grasped the basics and who now need to get a more thorough understanding of working Adwords, how to get the best results from it and how to drive higher powered results and value.

Prerequisites

• • You should have everyday PC or Mac skills and have attended the Adwords Introduction Training Course or have similar working knowledge.
    
    You should have an existing Adwords account to work with and you will need the login details to access it.
    
    Access to other google tools and any other 3rd party services you’d like to integrate, like Google Analytics, Youtube or Tag Manager is recommended but not essential.
    
    If you wish to carry out integration functions during the course then you may require code level or admin access to your website and/or it’s CMS systems and thus some core skills in web development or HTML would be an advantage.
    
    

Course Content

• Introduction

  Review of basic skills and reports
  Review of account structure and current set up
  

• Administrating Google Adwords

  About manager accounts and managing other peoples accounts
  About standard accounts
  Adding and removing other users and managers
  Adding accounts to a manager account
  About the account map
  About billing and company information
  Account preferences
  Examining the change history log
  

• Performance review

  Looking at historical keyword performance
  Which ads are working best
  Responsive Search Ad performance
  Which extensions are helping
  Where is the money being spent
  Are you on budget, over budget or under budget
  Resolving issues
  

• Working more efficiently

  Copying and pasting in Adwords
  Setting up and using assets from the shared library
  Re-using and/or re-assigning extensions
  Creating a re-usable negative keyword list
  

• Setting up custom reports

  Custom reports in Adwords
  Building a dashboard
  Exporting reports to documents
  Dynamically exporting data to google sheets
  

• Integrating Google Analytics

  Linking Google Analytics to Adwords
  Switching on data sharing in Google Analytics
  Looking at Adwords reports in Google Analytics
  What is Goole Tag Manager (GTM) and how can it help you
  Adding a re-marketing tag to your website with GTM
  Setting up conversion tracking
  Setting up Smart Goals in Google Analytics
  Importing Smart and other goals into Adwords
  

• Integrating other services

  Linking Google Search Console to Adwords
  Linking Youtube to Adwords
  Setting up a Merchant Account for product ads
  Other integration possibilities
  

• Bidding methods in more detail

  Using conversion based bidding
  Working with ROAS
  Understanding Target impression share
  Manual bidding and the keyword planner revisited
  

• Audiences and re-marketing lists

  Adding a new search campaign and setting a key objective
  Working through the campaign settings
  Adding an Adgroup and some keywords
  Re-marketing smart lists
  

• Other types of campaigns

  About display Ads
  Setting up and running Merchant accounts and product ads
  About Video Ads