Google Ads for Beginners from Udemy

What's inside

Learning objectives

Fundamentals of adwords
Campaign targeting
Managing budgets and bids
Creating successful ads
Keyword research

Competitive research
Research tools
Optimization strategies
*bonus* intro into advanced adwords (display & remarketing)

Fundamentals of adwords
Campaign targeting
Managing budgets and bids
Creating successful ads
Keyword research
Competitive research
Research tools
Optimization strategies
*bonus* intro into advanced adwords (display & remarketing)

Syllabus

Google AdWords Fundamentals

Reminder: Enable HD quality video in the bottom right hand corner of the video player. If you don't do this it may be difficult to read the charts in the lectures. Also, go 'full-screen' if you are on a mobile device

To download your free copy of my AdWords eBook click here: https://gumroad.com/l/lcCIS

This lesson with go over the one of the most important concepts of AdWords – Ad Rank. Ad Rank is the metric that Google uses to sort, rank and display all available advertisements. This lesson is vital because understanding Ad Rank will help you to create better performing ads and optimize those ads over time.

Lesson 3 will go over landing pages which are also called destination pages within Google AdWords. They are what a user sees directly following a click of an advertisement. This lesson will discuss key points to include in your landing pages as well as examples of ideal landing pages.

Links to pages referenced in lesson:

Starbucks Landing Page

Lecture 4 will walk through three different types companies (software, ecommerce and local) and landing pages that they use in their AdWords campaigns. We will discuss the elements on the pages that work towards the goal of converting website visitors to paying customers.

In this lesson we will discuss campaign structure and setting up your first campaign. We will also dive into the difference between Campaigns and Ad Groups – a common area of misunderstanding with those new to AdWords.

Further Reading: How to structure a AdWords Account

Section 1: Links & Further Reading

Targeting and Bidding

In this lecture we will jump into creating your first campaign. This lesson will specifically talk about how to target by location each element from targeting by country, city, state, zip code and radius from a given location.

Reminder: If you do not already have a Google AdWords Account create one here. Also, if this is your first time creating a Google AdWords account enter your email address here and I will send you a free $100 voucher to create your first campaign.

In this walk through we will go through each option of location targeting in Google AdWords using a live account. We will go through targeting by country, state, city, zip code and radius and also how to add multiple locations.

Walk Through: Location Groups

Lecture 9 will discuss language targeting and the potential opportunities that it presents. We will discuss industries that language targeting can work well for and targeting opportunities for non-native speakers.

Sources for ad copy and keyword translators: Odesk & Elance

In this lecture we will talk through how to target different languages in a live Google AdWords account. This walk through will use the "All Features" options at the top of the campaign creation page.

This lecture will discuss the options for setting up your keyword bids, default bids and max bids. Also, we will discuss how to set up your daily budget and how to calculate your daily budget based on a specified monthly budget.

Walk Through: Bidding

Walk Through: Start/End Date

Walk Through: Audiences

In this lecture we will discuss the value of Ad Extension within Google AdWords. We will discuss location extensions, call extensions, social extensions, site linksand how each one of these items work.

Additional Walk Through: Adding Google+ to AdWords

Walk Through: Sitelinks

Walk Through: Call Outs

Walk Through: Call Extensions

Walk Through: Additional Settings

This walk through will go over how to set up conversion tracking on your website. Setting up conversion tracking is key to being able to effective managing and optimizing your campaigns. It is necessary if you want to use the 'Optimize for Conversions' bidding option.

Additional Reading: Setting Up Conversion Tracking

Section 2: Links & Further Reading

Creating Ads & Adding Keywords

In this lecture we will talk about each element that goes into writing a successful advertisement. We will break down the headline, description lines, display URL and destination URL. We will alsotalk about different styles of ads so that you can test what will work best for your business.

Walk Through: Creating Ad Groups

In this walk through we will write our first advertisement in a live Google AdWords campaign. We will talk about different styles and how punctuations can effect how the ads are displayed to users.

In this lecture we will discuss how to add keywords to your Ad Groups and how to look for new keyword opportunities using research tools provide in AdWords.

Google Keywords Tool

Google Keyword Planner

In this lecture we will discuss broad, phrase, and exact match keyword match types. We will also discuss the different strategies and ways to use these match type to your advantage in your campaigns.

In this walk through we will go over how to add negative keywords to your Ad Groups and Campaigns. This is an extremely important lesson because you will learn how to look for keywords that may be costing you money on unwanted phrases. Adding negative keywords is a key step to optimizing your camapigns.

Wordstream Negative Keyword Tool

Starter Negative Keyword Lists Here & Here

In this lesson we will discuss what dynamic keyword insertion is, how to use it in your campaigns and how it can be of benefit to your. Instead of guessing what to put in your ad copy you can use 'DKI' to exactly match what they searched for causing better relevance and often times better performance.

Additional Reading: Dynamic Keyword Insertion Syntax

In this walk through we will go through our live account and create an advertisement using Dynamic Keyword Insertion in the Headline and Display URL.

Section 3: Links & Further Reading

AdWords Strategies & Research Tools

In this walk through we will go through a few different tools and techniques that you can use to see what your competition is doing online. With spyfu and mix rank you can get a better idea of what your competitors are spending, what their ads look like and what keywords they are going after.

Google Keyword Planner

In this walk through we will go over how to look for opportunities in a live Google Analytics account. We will use organic traffic and engaged traffic to see how customers are currently finding your site and show how you can use that information in AdWords.

If you don't already have Google Analytics on your website your can sign up here: Google Analytics

Better Keyword Research

Section 4: Links & Further Reading

Optimization

Optimization Overview

Optimizing Campaign Settings

Optimizing Through A/B Testing

Optimizing with Ad Extensions

Optimizing Click Through Rates

Optimizing with Negative Keywords

Display and Remarketing

In this lecture we will discuss the Google Display network and how to create display campaigns. We will also discuss the opportunities of the display network, its differences between the search network and common pitfalls.

Banner Design Sources: RightBanners & 20dollar Banners & Elegant Banner & 99designs & BannerSnack

In this walk through we will use our live AdWords account to create our first display campaign using an image ad. We will walk through the different targeting and creation steps to get your first display campaign live.

In this lecture we will discuss how to use remarketing to target customers that have already shown an interest in your website. We will also discuss different strategies of remarketing and go over a Zappos case study to show how one of the best in the business does it.

Additional Reading: Yankee Candle Case Study , Advanced Remarketing Strategies

In this walk through we will use our live account to show how to step up a remarketing audience and how to create your first remarketing campaign. We will go through the different options that you can in your remarketing list and how to add an image ad that uses your remarketing list.

Additional Reading:How to add your remarketing code

Section 5: Links & Further Reading

Conclusion

The Wrap-up

Free AdWords eBook

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Taught by Corey Rabazinski, who is recognized for their work in Google AdWords

Explores Google AdWords fundamentals, which is standard in online marketing

Develops campaign targeting, which is a core skill for online advertisers

Builds a strong foundation for beginners in Google AdWords

Covers unique perspectives on AdWords strategies

Reviews summary

Excellent course for beginners

According to students, this is an excellent course especially for beginners who want to learn about creating and running Google Ads. Learners say the course is easy to understand, well-structured, and engaging.

Course is well-organized and easy to follow.

"The course is very well-structured and easy to follow."

"The course was very well-organized and easy to understand."

"The course is well-structured and the lessons are easy to follow."

Instructor is knowledgeable and supportive.

"The instructor is knowledgeable and supportive."

"The instructor was very knowledgeable and helpful."

"The instructor is very knowledgeable and passionate about the subject matter."

Content is relevant and presented in an engaging way.

"The content is very relevant to my work."

"The content was presented in a very engaging way."

"The course content is very well-presented and easy to understand."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Google Ads for Beginners with these activities:

Read Google AdWords for Beginners

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Review the fundamentals of Google AdWords to build a strong foundation for the course.

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Purchase the book from Udemy or Amazon.
Read the book cover-to-cover, taking notes on key concepts.
Complete the practice exercises in the book.

Follow Google's AdWords tutorials

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Supplement the course material with additional guidance from Google's official tutorials.

Browse courses on Online Learning

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Visit the Google AdWords Help Center.
Search for and review relevant tutorials.
Follow the step-by-step instructions to complete the tutorials.

Create a practice AdWords campaign

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Gain hands-on experience creating and managing AdWords campaigns to reinforce course concepts.

Browse courses on Keyword Research

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Create an AdWords account.
Choose a campaign goal and target audience.
Conduct keyword research and select relevant keywords.
Write compelling ad copy.
Set a budget and launch your campaign.

Five other activities

Expand to see all activities and additional details

Show all eight activities

Join an AdWords study group

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Engage with fellow learners to discuss course material, share insights, and support each other.

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Find or create a study group.
Meet regularly to discuss course topics.
Collaborate on projects and assignments.
Provide feedback and support to other group members.

Write blog posts about AdWords

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Create original content to reinforce your understanding of AdWords concepts and share your knowledge with others.

Browse courses on Content Creation

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Choose a topic related to AdWords.
Research the topic and gather information.
Write a compelling blog post.
Publish your blog post and promote it to your audience.

Contribute to the Google AdWords API

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Get involved in the AdWords community by contributing to the official API and expanding your technical skills.

Browse courses on Open Source

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Review the Google AdWords API documentation.
Identify an area where you can contribute.
Write and submit your code to the API repository.
Collaborate with other developers and contribute to the project.

Volunteer for a non-profit that uses AdWords

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Apply your AdWords skills to support a worthy cause and gain practical experience.

Browse courses on Volunteering

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Find a non-profit organization that uses AdWords.
Contact the organization and offer your services.
Assist the organization with their AdWords campaigns.
Provide training and support to the organization's staff.

Mentor a new AdWords user

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Share your knowledge of AdWords by mentoring a beginner and reinforcing your own understanding.

Browse courses on Mentoring

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Find someone who wants to learn about AdWords.
Create a mentoring plan.
Meet regularly to share knowledge and provide guidance.
Support your mentee through challenges and celebrate their successes.

Career center

Learners who complete Google Ads for Beginners will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing digital marketing campaigns. They work with teams to develop and implement marketing strategies, and they track the results of campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course can be helpful for Digital Marketing Managers because it provides a comprehensive overview of the Google Ads platform. The course covers everything from creating and managing campaigns to targeting and bidding. This knowledge can help Digital Marketing Managers to create more effective campaigns for their companies.

See salaries and explore the career path for Digital Marketing Manager

Marketing Consultant

Marketing Consultants are responsible for providing marketing advice to businesses. They work with clients to develop and implement marketing strategies, and they track the results of campaigns to ensure that they are meeting the client's objectives. The Google Ads for Beginners course can be helpful for Marketing Consultants because it provides a comprehensive overview of the Google Ads platform. The course covers everything from creating and managing campaigns to targeting and bidding. This knowledge can help Marketing Consultants to better advise their clients on how to use Google Ads.

See salaries and explore the career path for Marketing Consultant

Advertising Account Manager

Advertising Account Managers are responsible for managing advertising campaigns for their clients. They work with clients to develop and execute marketing strategies, and they track the results of campaigns to ensure that they are meeting the client's objectives. The Google Ads for Beginners course can be helpful for Advertising Account Managers because it provides a comprehensive overview of the Google Ads platform. The course covers everything from creating and managing campaigns to targeting and bidding. This knowledge can help Advertising Account Managers to create more effective campaigns for their clients.

See salaries and explore the career path for Advertising Account Manager

Marketing Analyst

Marketing Analysts are responsible for collecting, analyzing, and interpreting data to help companies make better marketing decisions. They work with teams to develop and implement marketing strategies, and they track the results of campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course can be helpful for Marketing Analysts because it provides a comprehensive overview of the Google Ads platform. The course covers everything from creating and managing campaigns to targeting and bidding. This knowledge can help Marketing Analysts to better understand how to use Google Ads to collect and analyze data.

See salaries and explore the career path for Marketing Analyst

SEO Specialist

SEO Specialists are responsible for optimizing websites to improve their visibility in search engine results pages (SERPs). They work with teams to develop and implement SEO strategies, and they track the results of campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course may be helpful for SEO Specialists because it provides a basic understanding of how Google Ads works. This knowledge can help SEO Specialists to better understand how to use Google Ads to complement their SEO strategies.

See salaries and explore the career path for SEO Specialist

Social Media Manager

Social Media Managers are responsible for planning and executing social media campaigns. They work with teams to develop and implement marketing strategies, and they track the results of campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course may be helpful for Social Media Managers because it provides a basic understanding of how Google Ads works. This knowledge can help Social Media Managers to better understand how to use Google Ads to complement their social media strategies.

See salaries and explore the career path for Social Media Manager

Copywriter

Copywriters are responsible for writing persuasive and engaging copy for marketing materials. They work with teams to develop and implement marketing strategies, and they ensure that copy is clear and concise. The Google Ads for Beginners course may be helpful for Copywriters because it provides a basic understanding of how Google Ads works. This knowledge can help Copywriters to better understand how to use Google Ads to promote their copy.

See salaries and explore the career path for Copywriter

Content Writer

Content Writers are responsible for creating and writing content for websites, blogs, and other marketing materials. They work with teams to develop and implement content strategies, and they ensure that content is engaging and informative. The Google Ads for Beginners course may be helpful for Content Writers because it provides a basic understanding of how Google Ads works. This knowledge can help Content Writers to better understand how to use Google Ads to promote their content.

See salaries and explore the career path for Content Writer

Freelance Writer

Freelance Writers are responsible for writing content for a variety of clients. They work independently to develop and write content for websites, blogs, and other marketing materials. The Google Ads for Beginners course may be helpful for Freelance Writers because it provides a basic understanding of how Google Ads works. This knowledge can help Freelance Writers to better understand how to use Google Ads to promote their services to potential clients.

See salaries and explore the career path for Freelance Writer

Web Developer

Web Developers are responsible for designing and developing websites. They work with teams to create and implement website designs, and they ensure that websites are functioning properly. The Google Ads for Beginners course may be helpful for Web Developers because it provides a basic understanding of how Google Ads works. This knowledge can help Web Developers to better understand how to integrate Google Ads into their websites.

See salaries and explore the career path for Web Developer

Sales Manager

Sales Managers are responsible for leading and managing sales teams. They work with teams to develop and implement sales strategies, and they track the results of sales campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course may be helpful for Sales Managers because it provides a basic understanding of how Google Ads works. This knowledge can help Sales Managers to better understand how to use Google Ads to support their sales teams.

See salaries and explore the career path for Sales Manager

Media Planner

Media Planners are responsible for planning and buying advertising space. They work with teams to develop and implement media strategies, and they track the results of campaigns to ensure that they are meeting the company's objectives. The Google Ads for Beginners course may be helpful for Media Planners because it provides a basic understanding of how Google Ads works. This knowledge can help Media Planners to better understand how to use Google Ads to plan and buy advertising space.

See salaries and explore the career path for Media Planner

Brand Manager

Brand Managers are responsible for developing and managing brands. They work with teams to create and implement brand strategies, and they ensure that brands are consistent across all channels. The Google Ads for Beginners course may be helpful for Brand Managers because it provides a basic understanding of how Google Ads works. This knowledge can help Brand Managers to better understand how to use Google Ads to build and promote their brands.

See salaries and explore the career path for Brand Manager

Business Analyst

Business Analysts are responsible for analyzing business processes and identifying opportunities for improvement. They work with teams to develop and implement solutions to business problems. The Google Ads for Beginners course may be helpful for Business Analysts because it provides a basic understanding of how Google Ads works. This knowledge can help Business Analysts to better understand how to use Google Ads to improve business performance.

See salaries and explore the career path for Business Analyst

Product Manager

Product Managers are responsible for developing and managing products. They work with teams to define product requirements, and they oversee the development and launch of new products. The Google Ads for Beginners course may be helpful for Product Managers because it provides a basic understanding of how Google Ads works. This knowledge can help Product Managers to better understand how to use Google Ads to promote their products.

See salaries and explore the career path for Product Manager