Course: Digital Marketing - Using Google AdWords

Digital Marketing - Using Google AdWords

  • Life Time Access
  • Certificate on Completion
  • Access on Android and iOS App
  • Self-Paced
About this Course

This training course has been constructed to introduce you to the Google AdWords advertising system. Within the course I will show you how to get setup and start using it, how to use it as it is designed to be used, and I will show you some advanced techniques and strategies that will help you get the greatest bang for your buck when you use it. These are professional usage techniques that many advertisers who use this system never learn - or even know that these features exist and they can save you a lot of advertising money and can get you greater profitable returns on each dollar you spend within this system.

The course begins with an introduction to what Google AdWords is followed by two lectures on why it is also important to do a little SEO work on your website or at least the landing pages you will be sending people to through your ads - this includes some tips on how to make these pages look good to Google. Why? Well constructed landing pages that you target and that Google sees will have an impact on how well your ads get positioned in Google search results and how much you have to pay per click to get people to your site as Google analyzes it beforehand and gives it a "Quality Score" rating - which I then explain the components of to end Section One of the course.

Next I instruct you on how to access, setup and navigate through the Google AdWords system followed by the steps you take to actually build your ad campaigns, ad groups and ultimately, your advertisements themselves. In this section I also instruct on some of the strategies you should be employing to create ads that target and convert well including how to build your keyword and keyword phrase lists, your negative keywords and what they are and how to use Google Ad Extensions in your ads to give you competitive advantage over others also competing against you for coveted page one advertising locations on Google search results. I also discuss the different Google networks you can advertise on including YouTube, Google Search and the Display network which places ads on various websites around the Internet. Lastly, I talk about the different types of ads you can create and walk you through an example of setting up an ad.

I then discuss a number of more advanced ways that professional advertisers use Google AdWords to better target various audiences, attract customers, create better converting ads and build models of different ad strategies geared to positioning your ads well and to minimizing your costs of advertising. Here you will learn tasks that you can complete that will set you apart from most users of Google AdWords - and these strategies will save you advertising costs, help you position your ads better on search results pages, and help your ads convert to sales at higher percentages.

And lastly, I walk you through setting up a Google Merchant Center account which you will need to do if you are trying to create Shopping ads through Google AdWords.

Enjoy the course!

Best wishes,

Dan Grijzenhout - Course Creator

Who is the target audience?

  • A business owner with a website
  • A digital marketing student or new practitioner
  • An online marketing professional.
Basic knowledge
  • A basic knowledge of online marketing concepts
  • A Google Account (G-Mail, YouTube, Google Plus, etc.)
What you will learn
  • They will understand the importance of doing SEO prior to using Google AdWords
  • learn how to setup a Google AdWords account
  • learn how to create a digital marketing campaign using the New Google AdWords application
  • learn how to use advanced Google AdWords features to improve paid advertising effectiveness
Number of Lectures: 35
Total Duration: 02:47:17
Course Overview and the World of Digital Marketing Today
  • Introduction to the Course  

    The Internet is huge and trying to stand out among millions upon millions of advertisements to get yourself or your business found is a daunting task. You can't possibly figure out every way available on the Internet today to reach people and get them thinking about you, your website, your business and your products and services. But there are certain places you start. That is what this course is about. to help you get found on the Internet - both by organic means and pay per click means with the objective of growing your presence and/or business successfully online.

  • Changing Times for Digital Marketing Services Companies  

    In recent times, a number of large companies that were advertising on YouTube pulled away from Google and many content creators who had monetized their videos were hurt revenue-wise as a result. This was just one incident of several in recent times that have occurred that has let the entire digital marketing industry become more aware than ever that they need to provide quality advertising locations for ad placements when they provide services. This video lecture discusses this in greater detail and paints the picture for what the future of digital marketing for clients will look like.

  • Truth and Statistics - Food for Thought  

    We as online marketers have a responsibility to present statistics correctly, as they were intended without mis-representing statistical information to those we are trying to market to - whether intentionally or accidentally. This lecture discusses this in more depth using some recent examples to make the point. Worth a look...

  • The Reality of Online Marketing Today  

    We all sell. You do it, I do it, we all do it. In today's world we are inundated with people and companies selling to us on a daily basis. So as a marketer, how do you cut through the sheer volume of marketing content that people receive to actually build relationships and ultimately sales? Watch this video for some insights into this common issue today.

Professionally Using Google AdWords for Pay Per Click Marketing
  • What is Google AdWords  

    This lecture provides an introduction to the Google AdWords application. It describes how the application works in overview and the value it has to advertisers and business owners trying to grow their ventures online.

  • Google AdWords Terminology - Glossary of Key Terms  

    This Glossary of Terms will provide the student with an improved understanding of what terms mean as they run across them when using Google AdWords. I've put some effort in describing these terms to levels that can help the new Google AdWords user both understand and use the related features and tools they will find within this application suite.

  • Google AdWords - Access, Menus, and Navigation  

    This video lecture walks the student through the various menus found within the Google AdWords product suite and it provides a number of insights on how to navigate through these menu options to get maximum value out of the product.

  • Google AdWords Linked Accounts  

    Want to get even more out of Google AdWords? Here are some applications - some owned by Google and some not - that you can link Google AdWords to so as to share information between applications.

  • Setting Up Google AdWords Campaigns  

    This video lecture instructs the student on how to setup new campaigns within the Google AdWords system.

  • Setting Up Google AdWords Ad Groups  

    Google Ad Groups are setup underneath Campaigns. This lecture shows you how to set them up and how to select keywords and keyword phrases for inclusion within Ad Groups to be usable for all ads published within these groups.

Creating Google AdWords Advertisements
  • Create Google AdWords Ads  

    This lecture instructs on the steps required to create a Google AdWords ad. It walks you through the types of ads you can create and through a step by step example of actually setting up an ad within an Ad Group within a Campaign.

  • Google Ad Extensions - Improving Your AdWords PPC Results  

    Probably the greatest innovation built into the entire Google AdWords suite of advertising features. If you are advertising online through Google AdWords, you absolutely have to be using these to stand out above the crowd when search results are rendered and at the same time, be able to keep your advertising costs to a minimum. You have got to watch this one!

  • Using Negative Keywords to Tighten Targeting  

    Use negative keywords in your created advertisements to lower your advertising costs while still targeting the viewers you want to. Use these to weed out people who you would spend money advertising to that you know are very unlikely to purchase something from you. using them will save you money and improve your CTR and conversion rates.

  • Creating Video Ad Promotions Within Google AdWords  

    This video lecture walks the student though the steps of creating video advertisements starting from published YouTube videos and ending up in Google AdWords to be processed and activated.

  • Using The Keyword Planner and Forecasting Tool  

    This tool is critical in designing good advertisements and keywords so your ads can be found by online searchers. Many use the front part of this tool to get ideas but go no farther than that and they miss out on a lot of benefit as a result. This lecture teaches you how to use this tool properly and completely so that your ads will place well against the competition.

  • Google AdWords - Previews and Diagnostics Tool  

    This is the right spot for you to see how your current running ad is performing, whether or not you have built you new ad so that it will appear on page one of a search and lastly, its a great place to get intelligence on those advertisers you will be competing against. Be sure to watch this video to learn how you can use this tool for competitive advantage - especially, as some competitors may be using this tool to compete better against you!

Setting Up Your Google Merchant Center Account
  • Introduction to the Google Merchant Center  

    This lecture provides an overview of what the student will learn by taking this section of the course.

  • Setting Up Your Google Merchant Center Account  

    This lecture provides instruction on the initial setup of your Google Merchant Center account.

  • Creating Acceptable Merchant Center Logos Using Adobe Photoshop  

    The Google Merchant Center has some stringent rules about the posting of business logos. This lecture provides information on those rules and shows the student step by step how acceptable logos can be created using Adobe Photoshop.

  • Verifying Your Website in Google Merchant Center  

    To complete a Google Merchant Center setup process, one important step that is required is to register and verify your ownership of your business website. This video shows you how to do it.

  • Creating Your Product Feed Uploads to the Google Merchant Center  

    This lecture teaches the student step by step how to create and upload product information to the Google Merchant Center.

  • Filezilla - An Excellent Free FTP Upload Tool  

    Here is a great FTP/SFTP file upload tool you can get for no cost. The video discusses this tool and shows the student how to use it.

  • Google Merchant Center - Product Data Specification  

    This document provides the product data specification information you will need to create your product feeds to the Google Merchant Center.

  • Setting Up Tax in the Google Merchant Center  

    This lecture describes how to set up - or not set up if your situation dictates this - tax in the Google Merchant Center. USA Nexus rules are discussed as are certain rules for setting up in Canada plus brief discussion on other countries. This is a very useful video for those setting up an online business locally and internationally where products are sold.

  • Setting Up Shipping in the Google Merchant Center  

    This lecture provides an overview of the process you will need to go through to setup shipping charges and rates for the products that you sell from your home, store or warehouse.

Merchant Center Ad-Ons and Interfaces
  • Linking Your Google AdWords and Other Accounts With Google Merchant Center  

    This lecture teaches the student how to link in Google AdWords, E-Commerce Platforms, and Google My Business - needed to make local storefront ads and the Google Express interface operative.

  • Bulk Store Location Upload Guide - Needed for Google Express  

    Provides detailed instructions for uploading bulk store locations into the Google Merchant Center - required for local storefront ads and Google Express.

  • Interfacing Your Shopify Store with the Google Merchant Center  

    This video teaches the student step by step how to interface a Shopify Store with the Google Merchant Center and how to upload product information to it so Google AdWords ads can be placed.

  • Integrating Google Express - Buy and Ship Products Using Your Mobile Device  

    Organizations with physical store locations and or warehouses have the opportunity to join Google Express to enhance their sales and product delivery efforts. Extending to mobile devices as well, participants in Google Express will obtain some great selling and local delivery tools for their business ventures. This video discusses how this all works.

Advertising - Creating Shopping Ads Using Google Adwords
  • Creating Local Storefront - Local Inventory Adds for People Near Your Stores  

    If you have a local "Brick and Mortar" storefront, you can use this Google Merchant Center add-on feature to create powerful local ads that consumers can view on the fly to get directions to your store, be notified of local sales, learn if you have available inventory available of a product they are interested in purchasing, and can find out your store's hours of business. Be sure to watch this video lecture to learn how to set this up for your storefront - it will bring you additional walk-in business!

  • Using Dynamic Remarketing to Target Previous Website Visitors  

    Teaches the student how to create dynamic re-marketing ad campaigns that target prior visitors to their websites.

  • Implementing Merchant Promotions - Special Offers Links  

    Implementing Merchant Promotions and Special Offers is not a difficult task if you know the steps to take. This lecture walks you through those steps so you can get these types of advertisements working for your business.

  • Create Standout Shopping Ads Using Google Merchant Center and Google AdWords  

    Now that you have setup your Google Merchant Center account and have uploaded your product feeds, you are ready to create some standout Shopping ad campaigns. This video lecture walks you through this process so be sure to view it.

Summary Comments and Assignment
  • Google AdWords - Quality Scores, Ad Rankings and Placements  

    This video lecture is the heart and soul of learning how to make optimized targeted ads that place well within the Google search engine, how to achieve greater conversion percentages and how to improve placement when search engine results pages are rendered. This is definitely a "Must View" lecture in this series.

  • Google AdWords Sitelink Assignment Instructions  

    Use this instruction video with the Assignment created at the end of this section.

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