Adword Tutorial - Search Engine Optimization

Search Engine Optimization - SEO / SEM

1. AdWords Basics	5. Optimisation
2. Setting Up an Account	6. Using AdWords Tools
3. Account Analysis	7. Managing Client Accounts
4. Billing

a.	Introduction to AdWords
	Google and Google AdWords
	Objective: Learn about Google search and Google AdWords, and see how AdWords relates to the concepts of Internet search engines and keyword advertising.
	[Google Search] [Google AdWords] [Google Adwords Ad] [Pass in Quiz]
	Basic AdWords Features
	Objective: Learn the definitions of cost-per-click and click through rate, the benefits of opting into the Google Network, and the advantages of language and location targeting
	[Basic Definitions] [The Google Network] [Language & Location Targeting] [Pass in Quiz]

b.	AdWords Policies
	Link Policy
	Objective: To learn how to create ads that comply with the link policy.
	[Link Policy Overview] [Pass in Quiz]
	Editorial Policy
	Objective: To walk you through the basic set of editorial standards and learn how to create ad text that complies. For a comprehensive explanation of all our ad policies, please review the AdWords Editorial Guidelines.
	[Editorial Policies] [Pass in Quiz]
	Product Policy and Keywords
	Objective: Learn how to create ads and keyword lists that comply with the AdWords content policy.
	[Screened Products] [Pass in Quiz]
	Image Ads Policy
	Objective: Learn how to how to create image ads that comply with the image ads guidelines.
	[Image Ad Guidelines] [Pass in Quiz]
	Trademarks
	Objective: Understand Google's trademark policy and complaint procedures.
	[Google Trademarks] [What is a Trademark?] [Google's Trademark Policy] [Trademark Complaint Procedures] [US-Canada Trademarks] [Non-US / Canada Trademarks] [Where to Send Your Letter] [Pass in Quiz]
	Copyrights
	Objective: Understand Google's copyright policy and copyright claims procedure
	[What is a Copyright?] [Google's Copyright Policy] [Copyright Claims Procedure] [Pass in Quiz]
	Google's Invalid Clicks Policy
	Objective: Learn how to define invalid clicks and explain the steps that Google takes to monitor invalid clicks on AdWords ads.
	[What Are Invalid Clicks?] [How Google Combats Invalid Clicks] [Pass in Quiz]
	Identifying Invalid Clicks
	Objective: Learn how to explain possible reasons for an increase in clicks, and why high click volume does not necessarily indicate invalid click activity.
	[Common Reasons for Click Increases] [Multiple Clicks from One Source] [Identifying Invalid Clicks] [Begin an Investigation] [Pass in Quiz]

c.	Ad Distribution
	What is the Google Network?
	Objective: Get a clear picture of the Google Network. Learn about the specific benefits of the Google Network and see why ad distribution is important to success.
	[Basics] [Search Network] [Content Network] [Image Ads] [Smart Pricing for the Content Network] [Pass in Quiz]
	How Search & Content Placement Work
	Objective: Learn about Google's search targeting, contextual targeting to content pages and site-targeted advertisements.
	[Search Targeting] [Contextual Targeting] [Quality of Ad Delivery] [Quality of Google Network Sites] [Effective Ads & Keywords for Content Distribution]
	Where Ads Can Appear
	Objective: Understand the types of web properties that display AdWords ads, and learn what AdWords ads look like on search and content pages.
	[Overview] [Examples - Search Ads] [Examples - Content Network] [Pass in Quiz]
	Common Questions
	Objective: Learn to handle typical questions about displaying and tracking ads on the Google Network. Be able to determine where AdWords ads appear across the Web, evaluate the performance of contextual ads, and accurately target ads by language and region on the Google Network.
	[Can I see where my ads appear?] [Is Click through Rate Lower on Content Pages?] [Should I Write Different Ads For Search and Content?] [Pass in Quiz]

d.	Pricing & Ranking
	Cost Control
	Objective: Control the spending of your AdWords account by better understanding your maximum cost-per-click (CPC) and daily budget.
	[Maximum Cost-Per-Click] [Quality Score and Minimum Bid] [Smart Pricing] [Daily Budget Over delivery Defined] [Pass in Quiz]
	Ad Ranking
	Objective: Ad Rank is your ad's position on a search results page. Learn how we rank your ads and help keep your costs down.
	[How are ads ranked?] [Rank Number] [AdWords Discounter & Actual CPC] [Pass in Quiz]

a.	Creating an Account
	AdWords Account Structure
	Objective: Understand the structure of an AdWords account, including the differences and unique characteristics of campaigns and Ad Groups. Get practical tips for designing good keyword lists and organizing campaigns into structured, relevant Ad Groups.
	[Account Structure] [Campaigns vs. Ad Groups] [Campaign Strategy] [Pass in Quiz]
	Targeting by Language and Location
	Objective: Learn how to target your prospects by language and location.
	[Name your campaign and Ad Group] [Choose Your Language Targeting] [Choose Your Location Targeting] [Location Targeting Options] [Choose Your Location Targeting] [Regional Location Targeting] [Customized Targeting] [Pass in Quiz]
	Ad Groups, Ads and Maximum Cost-Per-Click
	Objective: Learn how to create a successful Ad Group by writing effective ad text, choosing the right maximum cost-per-click, and estimating traffic and potential costs.
	[What is an Ad Group?] [Ad Group Naming] [Ad Creation / Enter Keywords] [Choose a Currency] [Choose Your Maximum Cost-Per-Click (CPC)] [The AdWords Discounter] [Calculate Traffic Estimates] [Traffic Strategy]
	Daily Budget
	Objective: Learn how to set a daily budget, and grasp the impact that daily budget has on your ad delivery
	[What is a Daily Budget?] [Setting a Daily Budget]
	Completing the Account Set-Up Process
	Objective: Learn what it takes to complete the account set-up process, how to confirm your email address, and how to activate your new account.
	[Setting Your Login Information] [Email Verification and Billing Information]

b.	Account Navigation
	AdWords Account Navigation
	Objective: Learn to navigate the main sections of your AdWords account.
	[Accessing AdWords] [Navigating the Tabs]
	Campaign Management
	Objective: Learn to navigate through your account on the Campaign Summary page, and understand how to edit information at the campaign level.
	[Campaign Summary] [Editing Campaign Settings] [Campaign details]
	Ad Group Management
	Objective: Learn to locate and interpret data at the Ad Group level and to edit Ad Groups and keywords from the Campaign Details page or the Ad Group view.
	[The Ad Group Detail Page] [Editing Maximum CPCs & URLs] [Keyword Lists] [Creating New Ads] [Editing Ads] [Deleting Ads]
	Reports & My Account
	Objective: Learn how to navigate to the Report Centre, find billing information and edit information under the My Account* tab.*
	[The Report Centre] [My Account Tab] [Billing Summary] [Billing Preferences] [Account Preferences] [The Budget Page] [Access]

c.	Keyword Matching
	Keyword Matching Options
	Objective: Understand the various keyword matching options and how to use them to your advantage in your campaigns.
	[Introduction to Keyword Matching Options] [Broad Match] [Phrase Match] [Exact Match] [Negative Match Embedded Match]
	Keyword Matching Functions and Benefits
	Objectives: You will learn how to use keyword matching to: Better target ads and control costs. Improve clickthrough rate (CTR), boost your ad position, and increase your return on investment (ROI).
	[Broad match keywords] [Phrase match keywords] [Exact match keywords] [Negative match keywords] [Embedded match keywords]
	Implementing Keyword Matching Options
	Objective: Learn how to implement keyword matching to target your audience most effectively.
	[Example 1] [Example 2] [Example 3]

d.	Location & Language Targeting
	How AdWords Targets Users
	Objective: We can use an advertiser's language and location targeting settings to reach users in many different areas around the world. Learn how Google determines the location and/or language of a user by Internet Protocol (IP) address, Internet domain, query parsing, and language preference detection.
	[IP Address] [Internet Domain] [Query Parsing Language Preference]
	Language and Country Targeting
	Objective: Targeting users by one or more languages or countries is the best option for businesses that sell globally or to specific countries. Learn when and how to target by language or country.
	[Targeting by Language or Country] [Implementation]
	Region and City Targeting
	Objective: Target your ads to small geographic areas using region and city targeting to reach a specific population. Learn why and when to use region and city targeting, and get step-by-step instructions on setting this option for your AdWords campaign.
	[Why and When Should I Target a Region or City?] [What Will Regionally Targeted Ads Look Like?] [Implementation] [Region and City Targeting Accuracy]
	Customised Targeting
	Objective: Customized targeting uses specific latitude and longitude points on a map or a physical address to target a specific area. Learn when and how to use this option to reach more qualified leads.
	[When to Use Customized Targeting] [Three Types of Customized Targeting] [Implementation]

e.	International Advertising
	Benefits of International Advertising
	Objectives: Discover how and when to target AdWords ads to multiple countries. Learn to assess the impact of global targeting for a given ad campaign. Understand how to explain the benefits of this kind of targeting.
	[Google Interfaces] [Ad Targeting] [Identifying the Benefits of International Advertising] [When Does it Make Sense?]
	Targeting Your International Audience
	Objective: Learn how to target ads using languages and locations and how to minimise costs when advertising internationally.
	[Customized Targeting] [AdWords Makes International Ads Easy] [Avoid Unnecessary Cost [Before Creating Ads - Local Targeting]
	Developing International Campaigns and Ads
	Objective: Learn to write ad text targeted to local markets, using the appropriate local languages, and understand payment options available to advertisers around the world.
	[Customised Targeting] [AdWords Makes International Ads Easy] [Avoid Unnecessary Cost] [Before Creating Ads - Local Targeting]

f.	Site Targeting
	Introduction to site targeting
	Objective: Learn how site-targeted ad campaigns work, and who should create them.
	[What are site-targeted ads?] [Eligibility for site targeting] [Appearance and location] [Formatting Expanded Text Ads]
	Creating a site-targeted campaign
	Objective: Learn the steps for creating site-targeted ads and choosing where they will appear.
	[Campaign creation basics] [Campaign Creation - Step by Step] [Choosing the sites where your ad appears]
	Pricing, competition and campaign management
	Objective: Understand how cost-per-impression pricing works, how CPM ads compete with CPC ads, and how site-targeted ads are managed in the AdWords account.
	[Pricing for site-targeted ads] [How site-targeted ads compete for ranking] [Managing site-targeted campaigns]

a.	Keyword Performance
	Relevance and Click through Rate
	Objective: Understand the function of the following: Google's Mission Ad relevance The Adwords' minimum click through rate (CTR) threshold Predicted CTR values
	[Google's Mission] [Search vs. Ad Relevance] [Evaluating Your Keyword Performance]
	Keyword Evaluation
	Objectives: Learn about keyword states and what each represents. Understand account slowing and what causes an account to be slowed by the AdWords system.
	[Keyword States] [Google's Performance Monitor] [Controlling Your Keyword Performance]

b.	Reports
	How to Create a Report
	Objective: Understand what reports are and how they are used. Learn where to find reporting features and how to create customised reports based on your needs.
	[Reports Explained] [AdWords Standard Reports] [Reports Graphs]
	Additional Reports Features
	Objectives: Learn how to download, save and email reports, and get some basic report troubleshooting tips.
	[Download Centre] [Creating AdWords Reports]

c.	Basic ROI and Conversion Tracking
	Understanding ROI
	Objective: Learn how to calculate your advertising ROI (return on investment)
	[Calculate Your ROI] [Example - Camera Shop]
	Introduction to Conversion Tracking
	Objective: Understand and implement AdWords conversion tracking.
	[Defining a Conversion] [Setting It Up] [Disabling It]
	Getting Your Conversion Tracking Code
	Objective: Understand how to select your settings and implement your conversion tracking code.
	[Site Security Level and Language] [Implementing Your Code] [The Google Site Stats Link] [Verifying Your Code]
	Using Conversion Data to Improve Your ROI
	Objective: Learn to: Analyse conversion statistics Determine the return on investment, or ROI, of your campaigns Improve campaign performance using your conversion data
	[Your Data] [Ad Group Data] [Report Centre Data] [Troubleshooting Tips] [Limitations]

d.	Advanced Conversion Tracking
	Introduction to Advanced Conversion Tracking
	Objectives: Understand the functions of advanced conversion tracking options.
	[Background] [Conversion Types]
	Getting Your Conversion Tracking Code
	Objective: You will learn how to: Define values for your conversions. Implement and verify your conversion tracking code.
	[Static Variables] [Non-Static (Dynamic) Variables] [Verifying Your Code]

e.	Cross-Channel Conversion Tracking
	Introduction to Cross-Channel Tracking
	Objectives: You will learn the benefits and pre-requisites of cross-channel conversion tracking and how to prepare to implement this feature for your campaigns.
	[Overview] [Definition of Terms] [How It Works] [Benefits of Tracking URLs]
	Basic Setup
	Objective: You will learn the basics of implementing cross-channel conversion tracking and how to verify your setup.
	[Overview of Setup] [The Site Stats Text Block] [Verifying Your Setup]
	Detailed Setup and Maintenance
	Objectives: Review cross-channel tracking setup and maintenance in more detail for various non-AdWords campaigns in your account.
	[Setup for One Channel] [PPC Setup - One vs. Multiple Tracking URLs] [PPC - Tracking With One URL] [PPC - Tracking With Multiple URLs] [Yahoo! Easy Track Enabled] [Yahoo! Easy Track Disabled] [Non-PPC Channel Campaign Setup] [Changing Destination URLs]

f.	Ad Visibility and Troubleshooting
	Account-Wide Issues
	Objective: Learn how to identify and correct issues at the account level that may prevent ads from showing.
	[Email Verification] [Billing Information] [Declined Payment or Credit Card]
	Campaign-Specific Issues
	Objective: Learn how to identify and correct issues at the campaign level that may prevent your ads from showing.
	[Campaign Status] [Daily Budget Settings] [Ads Targeted Outside Your Region] [Campaign Negative Keywords] [Opting in to the Google Network]
	Ad Group-Specific Issues
	Objective: Learn how to identify and correct issues at the Ad Group level that may prevent ads from showing.
	[Maximum CPC and Daily Budget] [Ad Group Status] [Ad Approval Status] [Adult Content] [Missing Keywords or Ad Text]
	Keyword-Specific Issues
	Objective: Learn how to identify and correct issues with your keywords that may prevent your ads from showing.
	[Keyword Maximum CPCs] [Keyword Status] [Increasing Your Maximum CPC to the Minimum Bid]

a.	Billing Cycle
	Basic Billing Process
	Learn how you are billed for advertising costs, and about different payment options that are available.
	[How Charges Accrue] [Payment Options] [The AdWords Billing Cycle]
	Billing Details & Issue Resolution

b.	Payments outside the U.S.
	Payment Options


	VAT for EU advertisers

c.	Billing
	Billing Basics


	Paying through bills

a.	Your Website
	Preparing to Optimise


	Choosing Landing Pages

b.	Keywords, Ad Text and Ad Groups
	Selecting Keywords


	Writing Targeted Ad Text


	Structuring Ad Groups

c.	Performance
	Increasing a Low CTR


	Increasing Traffic/Clicks


	Increasing Conversions


	Adjusting CPCs to Maximise ROI

a.	Time-saving Tools
	Find and Edit
	Objective: AdWords offers a variety of tools to help you quickly manage and modify your campaigns. Use our time-saving tools to make changes to ads, keywords and maximum cost-per-click bids (Max CPCs) across your entire account, or simply take advantage of their search capabilities to find exactly what you are looking for. These tools are especially beneficial for advertisers with numerous campaigns, ads and/or keywords to manage.
	[Ad Text] [Keywords] [Maximum CPCs] [Campaign Negatives]

b.	Account Performance Tools
	Keyword Tool
	Objective: Need more keywords? Learn to use this tool to find and add new keywords to your Ad Groups, refine your keyword list, find negative keywords and see additional keywords that can also trigger your ads (expanded matches).
	[About the Tool] [Using the Tool] [Reviewing Your Keyword Results]
	Site Exclusion
	Objective: Learn how to prevent your ads from appearing on certain web sites in the Google Network.
	[About the Tool] [Using the Tool]

c.	Analytics Tools
	The Traffic Estimator
	Objective: Thinking about adding a new keyword to your account? With the Traffic Estimator, you can see how your keyword might perform. Learn what this tool does and how to use it.
	[About the Tool] [Using the Tool] [Reviewing Your Traffic Estimates]

d.	Troubleshooting Tools
	Ads Diagnostic Tool
	Objective: Learn how to use the Ads Diagnostic Tool to troubleshoot your ads
	[About the Ads Diagnostic Tool] [Using the Ads Diagnostic Tool]
	Disapproved Ads Tool
	Objective: Learn how to use the Disapproved Ads Tool to find useful information about any ads in your account that AdWords Specialists have disapproved.
	[About the Disapproved Ads Tool] [Using the Disapproved Ads Tool]

a.	My Client Centre
	My Client Centre
	Objective: With My Client Centre, client managers (such as agencies, search engine marketers and automated bid managers) can more efficiently manage multiple AdWords accounts or large campaigns. Learn more about My Client Centre, including steps to setting one up.
	[What is My Client Centre?] [Benefits] [Getting a My Client Centre] [Linking Accounts] [Accessing Client Accounts] [Dashboard View and Reporting Features] [Limitations]

b.	Selling AdWords
	Selling the Benefits of AdWords
	Objective: Learn how to explain the advantages of Google search, distinguish search results from AdWords ads, and outline key points for making a successful AdWords sale.
	[The Google Search Experience] [AdWords Targeting] [Marketing Reach] [Google AdWords Costs] [AdWords Versatility]
	The Basic Google Sales Pitch
	Learn how to explain how to get started with the AdWords program, how Google advertising can drive profits, and what steps constitute a successful sale.
	[AdWords ROI] [Making AdWords Profitable for Clients] [Sample Project Milestones]
	Addressing Common Client Questions and Concerns

	[Why Choose Google?] [Search Marketing] [Advertiser Satisfaction] [Common Client Concerns] [Summary]