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Search Engine Marketing

Introduction to Google AdWords

• Benefits of Google AdWords
• Account Creation
• Billing Types
• Basic Ad Words Terminology
• Recent updates in Ad Words
• Account structure in Ad Words

Campaign Setup

• Types of Campaign
• Search, Display, Shopping, Online Video
• Location Settings and Advanced Settings

• Language, Networks and Devices
• Bidding Strategies
• Budget Settings
• Schedule: Start date, end date, ad scheduling
• Ad delivery and Ad Rotation

Ad group and Keyword setup

• Ad groups Structure
• Example Ad groups
• Keyword Match Types
• Broad Match o Phrase Match
• Exact Match o Negative Match
• Broad Match Modifier
• Keyword Planner
• Keyword Research Process

Understanding AdWords Bidding

• AdWords Auction
• What is Ad Rank
• What is Quality Score
• Factors affecting QS
• Actual CPC
• Relation between QS and CPC
• Types of Bidding o Bidding Strategies

Ad Format and Guidelines

• Structure of Ad
• Types of Ad Position
• Character Limits
• Landing Page Quality
• Best and Worst Ads Examples
• Guidelines for Ads Creation

Ad Extensions

• Location
• Site links
• Call

• App
• Reviews
• Call Extensions

Campaigns, Ad group, and Keywords

• Filters and Segments
• Column Customization
• Search Terms
• Auction Insights
• Keyword Reports
• Automate Rules
• Keyword Diagnosis
• Dimensions Tab

Conversion Tracking

• What is Conversion
• Types of Conversions
• Implementing Conversion Tracking
• Conversion Reports
• Practical Case Study
• ROI Calculation

Display ads/Remarketing

• Setting a Display Network Camp
• Types of Targeting
• Keyword Based
• Interest and Remarketing
• Topics o Placements Targeting
• Demographics
• Ad Formats for Display Network
• Display Ad Builder
• Display Planner Tool
• Remarketing Campaign
• Dynamic Remarketing
• Mobile Apps Campaign
• Mobile Ad Formats

Video Marketing

• Importance of Video Marketing

• Setting a Video Campaign
• YouTube Targeting Methods
• Bidding Types
• Type of YouTube Ads
• Reporting and Analysis
• Shopping Campaign
• Shopping Campaign Setup
• Google Merchant Centre
• Product Groups
• Ad Formats
• Reporting and Analysis

AdWords Tools

• Opportunities
• Change History
• Account Access Levels
• Display Planner
• Ad Preview and Diagnosis
• My Client Center
• AdWords Exam Guidelines

AdWords Certification Exams

• Exam Format and Pass Percentage
• Sample Exam Questions
• Interview Questions
• Exam Guides in PDF
• AdWords Mock Exam + Live AdWords Project

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