Digital Marketing - Using Google AdWords

Digital Marketing - Using Google AdWords

DURATION
02:47:17
 
Description

This training course has been constructed to introduce you to the Google AdWords advertising system. Within the course I will show you how to get setup and start using it, how to use it as it is designed to be used, and I will show you some advanced techniques and strategies that will help you get the greatest bang for your buck when you use it. These are professional usage techniques that many advertisers who use this system never learn - or even know that these features exist and they can save you a lot of advertising money and can get you greater profitable returns on each dollar you spend within this system.

The course begins with an introduction to what Google AdWords is followed by two lectures on why it is also important to do a little SEO work on your website or at least the landing pages you will be sending people to through your ads - this includes some tips on how to make these pages look good to Google. Why? Well constructed landing pages that you target and that Google sees will have an impact on how well your ads get positioned in Google search results and how much you have to pay per click to get people to your site as Google analyzes it beforehand and gives it a "Quality Score" rating - which I then explain the components of to end Section One of the course.

Next I instruct you on how to access, setup and navigate through the Google AdWords system followed by the steps you take to actually build your ad campaigns, ad groups and ultimately, your advertisements themselves. In this section I also instruct on some of the strategies you should be employing to create ads that target and convert well including how to build your keyword and keyword phrase lists, your negative keywords and what they are and how to use Google Ad Extensions in your ads to give you competitive advantage over others also competing against you for coveted page one advertising locations on Google search results. I also discuss the different Google networks you can advertise on including YouTube, Google Search and the Display network which places ads on various websites around the Internet. Lastly, I talk about the different types of ads you can create and walk you through an example of setting up an ad.

I then discuss a number of more advanced ways that professional advertisers use Google AdWords to better target various audiences, attract customers, create better converting ads and build models of different ad strategies geared to positioning your ads well and to minimizing your costs of advertising. Here you will learn tasks that you can complete that will set you apart from most users of Google AdWords - and these strategies will save you advertising costs, help you position your ads better on search results pages, and help your ads convert to sales at higher percentages.

And lastly, I walk you through setting up a Google Merchant Center account which you will need to do if you are trying to create Shopping ads through Google AdWords.

Enjoy the course!

Best wishes,

Dan Grijzenhout - Course Creator

Who is the target audience?

• A business owner with a website
• A digital marketing student or new practitioner
• An online marketing professional.

Basic knowledge

• A basic knowledge of online marketing concepts
• A Google Account (G-Mail, YouTube, Google Plus, etc.)

What will you learn

• They will understand the importance of doing SEO prior to using Google AdWords
• learn how to setup a Google AdWords account
• learn how to create a digital marketing campaign using the New Google AdWords application
• learn how to use advanced Google AdWords features to improve paid advertising effectiveness

Course Curriculum

Course Overview and the World of Digital Marketing Today

• Introduction to the Course
• Changing Times for Digital Marketing Services Companies
• Truth and Statistics - Food for Thought
• The Reality of Online Marketing Today

Professionally Using Google AdWords for 

• What is Google AdWords
• Google AdWords Terminology - Glossary of Key Terms
• Google AdWords - Access, Menus, and Navigation
• Google AdWords Linked Accounts
• Setting Up Google AdWords Campaigns
• Setting Up Google AdWords Ad Groups

Creating Google AdWords Advertisements

• Create Google AdWords Ads
• Google Ad Extensions - Improving Your AdWords PPC Results
• Using Negative Keywords to Tighten Targeting
• Creating Video Ad Promotions Within Google AdWords
• Using The Keyword Planner and Forecasting Tool
• Google AdWords - Previews and Diagnostics Tool

Setting Up Your Google Merchant Center Ac

• Introduction to the Google Merchant Center
• Setting Up Your Google Merchant Center Account
• Creating Acceptable Merchant Center Logos Using Adobe Photoshop
• Verifying Your Website in Google Merchant Center
• Creating Your Product Feed Uploads to the Google Merchant Center
• Filezilla - An Excellent Free FTP Upload Tool
• Google Merchant Center - Product Data Specification
• Setting Up Tax in the Google Merchant Center
• Setting Up Shipping in the Google Merchant Center

Merchant Center Ad-Ons and Interfaces

• Linking Your Google AdWords and Other Accounts With Google Merchant Center
• Bulk Store Location Upload Guide - Needed for Google Express
• Interfacing Your Shopify Store with the Google Merchant Center
• Integrating Google Express - Buy and Ship Products Using Your Mobile Device

Advertising - Creating Shopping Ads Using 

• Creating Local Storefront - Local Inventory Adds for People Near Your Stores
• Using Dynamic Remarketing to Target Previous Website Visitors
• Implementing Merchant Promotions - Special Offers Links
• Create Standout Shopping Ads Using Google Merchant Center and Google AdWords

Summary Comments and Assignment

• Google AdWords - Quality Scores, Ad Rankings and Placements
• Google AdWords Sitelink Assignment Instructions