Certificate in Google Advertising - The Online Business Academy

Lesson Content

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1.1 Overview & Learning Outcomes

1.2 Google Ads Formula Calculator

1.3 AdWords Formula Calculator

1.3 What is Google Ads?

1.4 Where do Google Ads Show Up?

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2.1 Overview & Learning Outcomes

2.2 Creating Your First Google Ads Account

2.3 Understanding the Google Ads Account Hierarchy

2.4 Using Your Website Navigational Structure to Structure Your Google Ads Campaigns

2.5 Understanding Network Settings

2.6 Understanding Location Targeting

2.7 Configuring Location Targeting in Google Ads

2.8 Viewing Location Reports in Google Ads

2.9 Understanding Advanced Location Options

2.10 Setting and Configuring Languages

2.11 Setting Your Daily Budget and Understanding How Daily Budgets Work in Google Ads

2.12 Finding Your Hourly Reports in the Google Ads Interface

2.13 Using Google’s Default Bid Strategy (Clicks) And Optional Max CPC Bid Limit

2.14 Bidding Strategies: Target Search Page Location

2.15 Bidding Strategies: Target ROAS

2.16 Bidding Strategies: Target CPA

2.17 Bidding Strategies: Target Outranking Share

2.18 Bidding Strategies: Maximize Clicks

2.19 Bidding Strategies: Enhanced CPC Bidding

2.20 Bidding Strategies: Manual CPC Bidding

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3.1 Overview & Learning Outcomes

3.2 Ad Group Structure Basics and Organization

3.3 Ad Group Structure Ideas

3.4 Creating Our First Ad Group in Google Ads

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4.1 Overview & Learning Outcomes

4.2 The Anatomy of Google Text Ads

4.3 Compliance in Google Text Ads

4.4 Requesting a Manual Review of Your Ads and Expediting the Process

4.5 Best Practices for Successful Text Ads

4.6 Real Life Case Ad Copy Case Study: Medical Equipment Company

4.7 Creating Our First Ad in Google Ads

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5.1 Overview & Learning Outcomes

5.2 Configuring Your Billing Details in Google Ads

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6.1 Keyword Basics: Keywords vs Queries

6.2 The Basics of Keyword Research

6.3 The Basics of Keyword Planning

6.4 The Basics of Keyword Organization

6.5 Understanding Keyword Match Types

6.6 Keyword Match Types: Broad Match

6.7 Keyword Match Types: Broad Match Modified

6.8 Keyword Match Types: Phrase Match

6.9 Keyword Match Types: Exact Match

6.10 Keyword Match Types: Negative Match

6.11 Using the Search Term Report to Find Negative Keywords Part 1

6.12 Using the Search Term Report to Find Negative Keywords Part 2

6.13 Understanding Negative Keyword Lists

6.14 Traffic Sculpting: Negative Keywords at the Ad Group Level

6.15 Adding Negative Keywords at The Ad Group Level

6.16 Traffic Sculpting Using OPTMYZR

6.17 Keyword Research: Google Suggestions, Google Related Searches and Autocomplete

6.18 Using Additional Research Tools to Get Negative Keyword Ideas

6.19 Keyword Research: Using the Google Keyword Planner 1

6.20 Keyword Research: Using the Google Keyword Planner 2

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Lesson Content

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7.1 Overview & Learning Outcomes

7.2 Account Structure: How To Create A New Ad Group Within Your Campaign

7.3 Importing Your Keyword Lists From Excel Into Your New Ad Group

7.4 Creating Multiple, Relevant Ads For Your New Ad Groups

7.5 How To Navigate Between Ad Groups, Keywords and Ads Within A Campaign

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8.1 Overview & Learning Outcomes

8.2 Introduction To The AdWords Auction

8.3 Understanding Quality Score: Click Through Rate And Ad Relevancy

8.4 Understanding Quality Score: Landing Page Quality

8.5 Understanding Ad Rank and How It Is Calculated

8.6 When You Could Ignore Low Quality Scores (and when you can’t!)

8.7 Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables (1/3)

8.8 Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables (2/3)

8.9 Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables (3/3)

Lesson Content

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9.1 Overview & Learning Outcomes

9.2 Navigating The AdWords Dashboard

9.3 How To Edit, Pause And Enable Keywords, Ad Groups and Campaigns

9.4 Editing The Essential Campaign Settings

9.5 How To Create New Campaigns That Will Improve Your Results

9.6 How To Use Your Website To Make The Best Campaigns Possible

9.7 How To Set Up Powerful Custom Schedules For Your Campaigns

9.8 Understanding Bid Adjustments And Using Them To Enhance Your Custom Schedules

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10.1 Overview & Learning Outcomes

10.2 Understanding Negative Keywords In-Depth

10.3 Using Broad, Phrase and Exact Match With Your Negative Keywords

10.4 Adding and Removing Negative Keywords and Negative Keyword Lists

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11.1 Overview & Learning Outcomes

11.2 Introduction To Ad Extensions

11.3 The Benefits Of Using Ad Extensions

11.4 Different Types Of Ad Extensions and Best Practices

11.5 Adding Sitelink Extensions

11.6 Configuring Your Sitelink Extensions For The Best Results

11.7 Adding Callout Extensions And Phone Extensions

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12.1 Overview & Learning Outcomes

12.2 The 5 Primary Forms Of Remarketing

12.3 Realizing The Benefits And Importance Of Remarketing

12.4 How To Create And Add Your Remarketing Tag

12.5 Creating Your First Remarketing Audience

12.6 Configuring Your Remarketing Campaign Settings

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13.1 Overview & Learning Outcomes

13.2 Understanding The Basics Of Conversion Tracking

13.3 Exploring The Different Conversion Actions Visitors Take On Your Site

13.4 Setting Up Conversion Tracking For Form Submissions

13.5 Generating And Installing Your Conversion Tracking Tag

13.6 Understanding The Basics Of Phone Call Tracking

13.7 Setting Up Phone Call Tracking And Understanding How To Analyze Conversion Data

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14.1 Overview & Learning Outcomes

14.2 Return On Investment (ROI) vs. Return On Ad Spend (ROAS): Important Distinction

14.3 How To Mathematically Calculate ROI and ROAS

14.4 Calculating Max CPC Bids From Your Conversion Rate And Conversion Value

14.5 Calculating Profitable Keyword Bids Based On Revenue Per Click

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15.1 Overview & Learning Outcomes

15.2 Introduction To AdWords Scripts – What Are Scripts?

15.3 Bidding To Average Position AdWords Script Part 1

15.4 Bidding To Average Position AdWords Script Part 2

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16.1 Overview & Learning Outcomes

16.2 What is the Google Ads Editor

16.3 Creating a Campaign Using The Google Ads Editor

16.4 Updating an Existing Campaign Using the Google Ads Editor

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17.1 Overview & Learning Outcomes

17.2 Structure of a Google Ads Agency

17.3 How to Win Clients

17.4 Client Onboarding

17.5 Google Ads Agency pricing structure

17.6 Google Ads Agency Lead generation

17.7 Client Reporting

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