Fundamentals of Google|Pentagon

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Introduction
Course Details
Course Content
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A Quick Glance

Understanding Google AdWords authentication and functioning of its process
Exploring and analyzing the appearance of various Ads
Developing knowledge on how to set AdWords campaign with the help of experienced faculty
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Google AdWords has been developed as an online advertising service where advertisers pay to display brief advertising copy to web users. The system of Google AdWords is based on dealer’s determination which stands partly with cookies and partly with keywords.

Google places the advertising copy on pages where it can utilise the characteristics with appropriation and contentment. When users sidetrack their browsing to click on the advertising copy, advertisers pay them. A portion of the generated income is received by partner websites also.

Mainly, two types of services are offered by AdWords, pay-per-click (PPC) advertising and cost-per-acquisition (CPA) advertising. Furthermore, there are three types of distribution systems under AdWords namely, local, national and international.

Who should take this course

This course is intended for individual people who want to gain skills in AdWords fundamentals such as:

IT professionals who are trying to gain more exposure in the field.
System engineers who want to speed up their work.
Server administrators who need to get the system working fast.
Students who want to grab more knowledge of Google AdWords.
Marketing directors for ranking up their websites.
Third parties to build custom applications.
Content Writers who are into writing the content for various websites.
Web developers for developing various sites.
Online marketers who want to gain ideas on different website rankings.

Prerequisites

For this Fundamentals of Google course, the delegates must have administrative Google Adwords account.

What Will You Learn

The successful completion of this course will develop various skills in delegates. The detailed discussion is as follows:

Learn the fundamentals of online advertising on Google.
Learn how online advertising and AdWords help your clients meet their advertising goals.
Configuration on Google Search Network and Google Display Network campaign creation and management.
Understand how to measure ad performance and optimize campaigns.
Analysing the standard methodologies suitable for various types of website ranking.
Learning the use of key features and capabilities of Google AdWords.
Understand as to how to set up Google AdWords accounts and profiles.
Accessing the target audience for your Google AdWords Account.
Creating reports in Google AdWords and setting bids and budgets.
Learning and applying best practices for setting filters in Google AdWords.
Learning to use keyword planner and display planner in your Google AdWords account.
Making the interpretation of reports for analysing goals and funnels in Google AdWords.
Evaluating metrics relevant to your goals
Learning to work with tools to measure performances

Courseware

Tutor Support

Certificate

Manual

Refreshment

Key Learning Points

Course Overview

This course under Pentagon training will prepare the delegates with fundamental AdWords tools. The general information regarding features of online advertising and AdWords including the benefit of online advertising is given under the course. Apart from this, training regarding how to set up and manage AdWords campaign and how to measure and optimize the campaign’s performance is also provided.

AdWords allow you to make the most of online advertising by displaying ads to people over internet at the right time with instant clicks. Ads contain two types of components:

Visible components: It includes Ad title, Display URL, two lines of description, and
Non-visible components: it includes keywords, bidding, budget, targeting, quality score, destination URL.

For advertising online through Google and entering the auction, first one has to opt for targeting the customers. After that you have to input the Ad by choosing keywords through keyword planning tool. As a last resort, you have to create and finalise the budget for bidding purposes.

For creating good ads it is noticed that the Ad is relevant with the keywords in the query and gets a high click through rate (CTR). Additionally, it must stand out from your in line competitors and includes calls to action. The advertiser also needs to keep in mind regarding the quality of high score.

Following diagram shows the advertising spending growth in the year 2011-2012 at three standard levels including global, European and US. It is relevant from the diagram that the online advertising has gained enough attraction with the passage of time:

Course Content

The course includes detailed study regarding various contents of Google AdWords, which are:

Module 1: Understanding the value of online Advertising

Benefits of online advertising and AdWords
Google's advertising networks
Where your ads can appear
The quality of your ads
What you pay

Module 2: Setting up an AdWords campaign

Choosing a campaign type
Structuring your campaign
Targeting your audience
Setting bids and budgets
Creating ad groups
Tools to plan a campaign

Module 3: Measuring and Optimising Performances

Measure your results
Tools to measure your performance
Evaluate metrics relevant to your goals
Optimize your campaign

Fundamentals of Google

What is bidding?

Bidding in context to Google AdWords means the maximum cost per click (CPC) that you are willing to pay for a single click on your ad. A daily budget is maintained which controls and manages the amount you pay for a day.

What is a keyword?

A keyword is a word or a phrase that you identify as being relevant to your ad while putting it for online advertising. It can or cannot be a part of ad text and trigger it.

What is Quality Score?

It is an estimate of how Google expects the keyword to perform. It depends on three aspects which are shown in diagram.