Search Advertising

This Course covers basic and advanced concepts of search advertising that includes best practices for creating, managing, measuring and optimizing search ad campaigns across the Search Network.

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Search advertising overview

  • Behavior of consumer and the impact of search
  • Search advertising trends and opportunities
  • How client objectives can be fulfilled through search advertising

Set up a Search Network campaign

  • Types of AdWords campaign
  • Shopping campaigns and shopping ads
  • Dynamic Search Ads
  • Account organization
  • Choose an ad format
  • Text ads
  • Mobile ads
  • Ad customizers
  • Product shopping ad
  • How to write successful text ads
  • Keyword insertion
  • Landing page experience & optimization

Showing ads on search network

  • Keyword matching options
  • Negative keywords
  • Similar keywords in the same ad group
  • Basic tips for creating a keyword list
  • Language targeting
  • Targeting ads to geographic locations
  • Advanced location options targeting

Determine bid and budget for search network ad campaign

  • Determine a bid strategy based on goals
  • Manual CPC bidding
  • Enhanced CPC (ECPC)
  • Bid adjustments
  • Automated bidding
  • Maximize clicks bidding
  • Target search page location' bidding
  • Target CPA bidding
  • Target outranking share bidding
  • Target ROAS bidding
  • Set a budget for search network ad campaign
  • Understand why costs might exceed average daily budget
  • Depleted daily budget

Manage Search Network campaign

  • Ad scheduling
  • Ad delivery
  • Use of ad rotation and frequency capping
  • Different types of URL
  • Tracking in AdWords
  • Conversion tracking
  • Cross-account conversion tracking
  • Remarketing lists for search ads
  • Setting up automated rules
  • Bulk edits: Definition
  • Make changes with bulk uploads
  • Use of scripts to make automated changes
  • Tools for advertisers with multiple or large accounts
  • Keyword Planner
  • Estimate results with bid simulators
  • Improve account with Opportunities
  • AdWords manager accounts
  • AdWords Editor
  • AdWords application programming interface (API)

Measure your Search Network campaign

  • Google Best Practices: Find actionable insights through AdWords reporting
  • Evaluate ad performance on the search network
  • Definition of click
  • Definition of Impressions:
  • "All conversions"
  • Definition Conversion rate
  • Impression share
  • Return on investment (ROI)

Monitor your Search Network campaign

  • Use segments in tables
  • Search terms report
  • Measuring paid & organic search results
  • Use Auction insights to compare performance
  • Attribution reports
  • View the search terms report

Optimize your Search Network campaign - Google Best Practices:

  • Create Effective Text Ads
  • Choosing the Right Keywords
  • A Guide to Bid Adjustments
  • Find Success with AdWords Smart Bidding
  • Adjust Bids to Maximize Profits
  • Optimize for Cross-Device Conversions
  • Campaign Experiments