Pre Course Requirements
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 relevant 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.
Learning Outcomes
- You will gain a deep understanding of how to administer Google Adwords accounts
- You will review your existing Ads performance and find ways to improve them
- You will learn how to work more efficiently by creating sharable assets and setting up custom reporting options
- You will learn how to add more data and capability to Adwords by integrating other services like Google Analytics and Tag Manager
- You will look at more complex bidding options and methods
- You will learn how to set up and use a re-marketing list and audiences and working with other types of actions and conversions
- You will look at other types of ads besides search ads – Video, Display and Shopping.
Course Outline
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
Questions and Answers
Course Info
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