Google AdWords Fundamentals

This course provides a basic overview of the main principles of Google AdWords and some key areas to focus on when creating or managing AdWords campaigns.

On completion of this course, students should be able to demonstrate an understanding of the following:

• Have a basic understanding of what Adwords is and the terminology that comes with Adwords such as CPC (Cost Per Click), CTR (Clickthrough Rate) etc
• Learn a bit about the structure of Accounts, Campaigns, Ad Groups and Keywords
• Be introduced to the new Adwords interface and how to navigate around to undertake the basic tasks.
• Understand basic settings at the Campaign level, Ad Group level and we discuss what Quality Score is and the factors that affect it.
• We cover the basics of the Search Ads format and how to set up a basic Campaign and Ad Group. We go through what syntax is allowed and what is restricted.
• Learn about keywords, negative keywords and ad extensions.
• Cover briefly what conversions are and how they can be measured.