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Creating a Google AdWords Campaign

Recommended Prerequisites

  • Basic Internet Marketing
  • Marketing with Social Media

Course Overview

Self Paced Short Courses

Many companies advertise with pay per click ads. This course focuses on the largest machine available: Google AdWords. In this course, participants will learn how Google AdWords work, what pay per click means, the importance of correctly setting an AdWord budget, how to select keywords and set up ad groups, how to design a compelling ad, and how to make adjustments to increase success.

Learning Objectives

  • Define Google AdWords and pay per click
  • Set up keywords lists and groups
  • Find tracking and statistical information
  • Describe conversions from clickthroughs
  • Decide whether you will write your own ads or enlist help

Course Outline

  1. Course Overview
  2. Understanding AdWords Lingo
    • First Up, SEO
    • Pre-Assignment Review
    • AdWords Defined
    • How PPC Works
  3. Creating an AdWords Strategy
    • Planning
    • Choosing Keywords
    • Getting Good with Keywords
    • Long Tail and Short Tail
    • Understanding Ad Groups
  4. Creating a PPC Campaign
    • Setting Your PPC Budget
    • The Quality Score
  1. Designing Your Ads
    • Choosing Your Language
    • Persuasive Techniques
    • Keeping Your Eyes Open
    • Structuring your Ad
  2. Looking at Success
    • Understanding Key Metrics
    • Higher Clickthrough Rates (CTR) Help
    • Setting Up Split Tests
    • Using Google’s Display Network (GDN)
    • When to Ask for Help
    • To Be Continued
  3. Personal Action Plan
  4. Recommended Reading List
  5. Post-Course Assessment

This course has been recognized by the following professional bodies as a recognized continuous professional development activity for their members:

Australian Natural Therapy Association (ANTA)

Acupuncture and Complementary Medicine Association of Australasia (ACMAA)