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1. 1. Introduction to AdWords

1.1 Overview of AdWords

An Introduction to Google AdWords

Search Engine Marketing (SEM)

Search Engine Optimization

Online Advertising

Direct Response


Use Cases

Benefits of AdWords

Common AdWords terms

Google Ad Auction

Ad Quality Basics

Google Adwords Quality

AdWords Bidding Tutorial

Things to practice for Google test ADWORDS-FUNDAMENTALS

Overview of Optimization

Different types of keyword targeting

What is the Search Engine Optimization (SEO)?

What is the Search engine marketing (SEM)?

What is the organic listings?

What is the clickthrough rate (CTR)?

What are the different elements of text ads?

What is the first page bid estimates?

1.2 Getting started with AdWords

Creating an AdWords account

Create AdWords Account

Guidelines for AdWords account

Hiring Someone to Manage Your Account

Working with an Agency or a Contractor

Getting Help to Create Ads

Chapter Summary

1.3 Getting Started with AdWords

What are the different account access levels in Adwords?

What are the two categories of online advertising goals?

What is PageRank?

What is Google Analytics\' _trackPageview?

How does Google\'s Hypertext-Matching Analysis analyze a page content?


Account statistics

Ad Market Place

Ad Performance reports

Ads Diagnostic Tool

AdWords API

AdWords Discounter

AdWords Discounter

AdWords Editor

Automatic bidding

Billing tab


Broad match keyword targeting

Campaign statistics

Campaign tab


Clickthrough rate

Client Manager

Conversion Optimizer

Conversion optimizer

Conversion report

Cost-per-impression (CPM)

Cost-per-thousand impressions (CPM) bidding

Country targeting



Customized targeting

Demographic bidding

Device platform targeting

Direct Response

Embedded match keyword targeting

Exact match keyword targeting

First page bid estimates

First-page-bid estimates

Google Analytics

Google Trends

Google Wonder Wheel

Hourly Report

IP exclusion tool

Keyword tool


Low search volume keywords

Managed placements

Manual bidding


My account tab

My Client Centre

Negative match keyword targeting

Network devices setting

Online Advertising

Opportunities tab

Organic listings

Phrase match keyword targeting


Placement Performance report


Position preference


Quality Factor

Quality Score

Query parsing

Region and city targeting

Reporting tab

Return On Investment (ROI)

Return on investment (ROI)


Search Engine Marketing

Search Engine Marketing

Search Engine Optimization

Search Engine Optimization

Search Terms Report



Share of voice

Smart Pricing

Statistical Reporting

The Google Network

2. 2. AdWords Account and Campaign Basics

2.1 Account Management Basics

Key Concepts of AdWords Account Management

Navigating an AdWords Account

About Billing Preferences and Billing Summary

About Account Preferences

To view and update Account Preferences:

Monitoring AdWords Account

To set preferences for receiving alerts and other communications

Set an Alert

What is AdWords Editor?

What is the AdWords API?

What are the different tabs present in the Google AdWords?

What are the different types of tabs in an Adwords account?

Conversion report

What is the campaign tab?

What is the reporting tab?

What is the opportunities tab?

2.2 Campaign Management Basics

Key Concepts of Campaign Management

Description of Table Columns

Key Features on the Campaigns tab

Actions which can be taken on the Campaigns tab

Troubleshooting Campaign Issues

Creating New AdWords Campaign

Editing existing campaigns

Editing more than one campaign at a time

Editing inline

Editing Campaign Settings

Settings which can be edited from the Campaigns tab

Effective ways of organizing a campaign

Key tips for successful campaigns

Factors used by Google to determine the keyword\'s Quality score

Statistical Reporting

Frequency capping

2.3 Ad Group Management Basics

Key Concepts of Ad Group Management

Creating Ad Groups

Editing Ad Groups

Shortcut for Editing an Ad Group

Monitoring Ad Groups

Ad Group Level Data Interpretation

Functions of the My account tab and reporting tab in Google AdWords

Ad groups tab

Location of the Ads Diagnostic tool in AdWords

Chapter Summary


Account Tree tab

Ad groups tab

Ad Rotation

Ad Scheduling

Bidding option

Billing tab


Campaign tab



Frequency Capping

Home tab

Keywords tab

Networks tab

Opportunities tab

Reporting tab

Settings tab

3. 3. AdWords Ad Formats

3.1 Overview of Ad Formats

Text Ad Key Concepts

Image Ad Key Concepts

Steps involved in creating an image ad

Principles of AdWords advertising

Restrictions and tips for naming an ad image

AdWords Video Ad Basics

Video Ad Key Concepts

Creating Video Ads with Display Ad Buffer

Integrating Video Ads Into Campaigns

Mobile Ad Key Concepts

Creating Mobile Ads

View Mobile Ad Formats

Rich Media Ad Formats Key Concepts

Integrating Rich Media Display Ads Into Campaigns

Steps for creating the Rich media display ads from Adwords account:

3.2 Ad Formats Guidelines & Best Practices

Text Ads Guidelines and Policies

Writing Targeted Ad Text

Writing Effective Ad Text

Best practices for text ads

Tips for creating compelling ad text

Types of images used in an image ad

Image Ad Best Practices

Video Ad Guidelines and Best Practices

Video Ad Policies

Video Ad Creation Best Practices

Video Ad Performance Best Practices

Find Options for Video Ad Types

Mobile Ad Guidelines and Policies

Mobile Ad Best Practices

Rich Media Display Ad Guidelines and Policies

Rich Media Display Ad Guidelines and Best Practices

Measuring the Impact of Rich Media Display Ads

Chapter Summary


Advertising Policies


Display Ad Buffer

Display Ad Builder



Image Ad

Mobile Ads

Placement Performance


Rich Media Ads

Sponsored links





4. 4. AdWords Targeting and Placements

4.1 Overview of Targeting and Placements

About the Google Network

Search Targeting

Display Network Placements

Automatic placements

Managed placements

Device platform targeting

Quality Score

Number of languages allowed by Google to be chosen by the participants

4.2 Keywords and Keyword Targeting

Broad match keyword targeting

Phrase match keyword targeting

Exact match keyword targeting

Negative match keyword targeting

Embedded match keyword targeting

Match types for a keyword

Developing and Managing Keyword List

Keyword Tool

Monitoring Keywords

Troubleshooting Keywords

Keyword Guidelines and Policies

Keyword Best Practices

4.3 AdWords Language & Location Targeting

Overview of Language and Location Targeting

Working of Language and Location Targeting

Setting and Enabling Language and Location Targeting

Set Language Targeting

Set Location Targeting

Choosing Languages to target

Ad Text Using Double-Width Characters

Country/Territory Targeting

Region/City Targeting

Proximity Targeting

Troubleshooting language and Location Targeted Campaigns

International Targeting Strategies

Best Practices for Language and Location Targeting

Query parsing

Keyword matching options

Difference between Phrase match keyword targeting and Exact match keyword targeting

4.4 Placement Targeting for the Display Network

Key Concepts of Display Network Placements

Features offered by AdWords to target ads to the placements

Difference between Exact match keyword targeting and Negative match keyword targeting

Using Keywords for Automatic Placements

Contextual Targeting

Placement Targeting

Pricing for Automatic Placements

Setting up Automatic Placements in a Campaign

Managed placements

Synchronous Working of Keywords and Managed Placements

Pricing for Keywords and Managed Placements

Selecting Managed Placements: Manually Add Managed Placements

Selecting Managed Placements: Copy for automatic Placements

Selecting Managed Placements: Use the Placement Tool

Add and Edit Placements

Monitoring Placement Performance

Excluding Placements from Display Network Targeting

Add Placement Exclusions:

Targeting Video Placements

Targeting Game Placements

Targeting Feed Placements

Add Game and Feed Placements

Targeting Mobile Placements

Best Practices for Placement Targeting

Chapter summary



Broad match keyword targeting

Contextual Targeting

Country/Territory Targeting

Device platform targeting

Embedded match keyword targeting

Exact match keyword targeting

Google Network

IP Address


Keyword Tool

Language Targeting

Managed Placements

Negative-matched keywords

Phrase-matched keyword


Proximity Targeting

Region/City Targeting


Search Targeting

5. 5. AdWords Bidding and Budgeting

5.1 Overview of Bidding

Working of AdWords Bidding

Ranking of an ad

Cost-per-click bidding

Automatic bidding

Manual bidding

Cost-per-thousand impressions (CPM) bidding

Demographic bidding

Cost per thousand impressions

Conversion Optimizer

Setting AdWords Bids

Tools for Managing AdWords Bids

Best Practices for AdWords Bidding

5.2 Overview of Budgets

Working Of Budget With AdWords

Types of Budgets in AdWords

Setting Budget in AdWords

Tools for Managing AdWords Costs

Changing the budget for an ad campaign

Best Practices for Budgets

Difference between CTR and CPM

Difference between one-per-click conversion and many-per-click conversion

Ways of delivery for ads

Chapter Summary

5.3 Ad and Site Quality

Definition of Ad Quality

Quality Score - An Introduction

Landing page Quality - An Introduction

Impact of Quality Score

Determination of Quality Score

Quality Score for Google and the Search Network

Variations to Quality Score

Quality Score for the Display Network

Contextually-targeted ads

Placement-targeted ads

An Overview of Landing Page

Improving the Landing Page and Site Quality

Relevancy of Content

Originality of Content

Transparency of Content

Site navigation

Types of Websites that receive low Landing Page Quality Scores

Types of Website to advertise with caution

Monitoring the Quality Score

Keyword Diagnosis

Website Optimizer

Google Analytics

Google quality score

Tools used by users to improve the Website\'s performance

Factors that influence the landing page quality

Chapter Summary


Accelerated Delivery

Ad Scheduling

Automatic Bidding

Conversion Optimizer

Cost-per-click Bid

Cost-per-thousand impressions Bidding

CPC bidding

CPM bidding

CTR column

Demographic Bidding


Keyword diagnosis

Manager Defined Spend

Manual Bidding




Quality of landing page

Quality Score

Quality Score column




Standard Delivery

Website Optimizer

6. 6. Performance Monitoring and Conversion Tracking

6.1 Overview of Performance Monitoring and Conversion Tracking 

Key Concepts of Performance Monitoring

Performance Measurement by Google

AdWords Tools for Monitoring Performance

Benefits of Tracking Performance

Overview of Common Performance Issues

Chapter Summary

7. Optimizing Performance

7.1 Overview of Optimization

An overview of Optimization

Campaign improvements through Optimization

Ad Group improvements through Optimization

Website improvements through Optimization

Benefits of Optimization

Goals of Optimization

Key Strategies for Optimization

Types of Optimization tools

Targeting Tools

Optimization Tools

Tracking Tools

Use Cases of Optimization Tools

Traffic Estimator

Return on investment (ROI)

Account statistics

7.2 Optimizing AdWords Campaigns and Ad Groups

Overview of Optimizing Campaigns and Ad Groups

Strategies considered while organizing an account

Tools and Strategies for Optimizing Campaigns and Ad Groups

Optimization of Keywords

Tools for Optimizing Keywords

Optimizing keywords for better CTR

Optimizing keywords for better ROI

Use appropriate keyword matching options

Use negative keywords to eliminate unwanted clicks

Reasons for using negative keywords

Optimizing Ad Text

Optimizing ad text for ROI

Optimizing ad text for CTR and Traffic

Optimizing ad text for Branding

Optimizing Ad Scheduling, Serving, and Positions

Tools and Strategies for Optimizing Ad Scheduling and Servings

Optimization of Bids and Budgets

Tools and Strategies for Optimizing Bids and Budgets

Optimizing Display Network Placements

Tools and Strategies for Optimizing Display Network Placements

Tools and Strategies for Optimizing Language and Location Targeting

Country targeting

Region and City targeting

Customized targeting

Best Practices for Optimizing Campaigns and Ad Groups

7.3 Optimizing Websites and Landing Pages

Overview of Optimizing Websites and Landing Pages

Techniques to achieve high optimization

Elements of Quality

Benefits of Optimizing Websites and Landing Pages

Benefits of Optimization

Example to show benefits of optimization

Optimization through Improved landing pages

Content optimization

Optimization through Transparency

Optimization in Navigation

Control script

Conversion script

Chapter Summary


Account Statistics


Conversion Optimizer


Google Analytics

Keyword tool

Landing pages


Placement tool

Return on investment (ROI)

Search Terms report

Traffic Estimator

Website Optimizer

8. 8. Selling and Representing Ad Words

8.1 The AdWords Value Proposition

The Value Proposition of AdWords Relevance

Targeting with Precision and Scale

Accurately Controlling Ad Campaigns to Meet Advertiser Goals

Targeting Aligns with Advertiser Goals

Keyword Tool

Searching Query Performance Report

Adding negative keywords manually

Negative keywords and the Display Network


Reporting and Metrics

Alignment of Brand Building with Advertisers Goals

Overview of Value Proposition for Metrics

Alignment of AdWords with Direct Response Advertiser Goals

Time taken in producing a Traditional TV Ad

Time taken in producing a Traditional Radio Ad

Time taken in producing an AdWords Ad

Overview of Value Proposition for Brand Building with AdWords

Alignment of Metrics With Advertising Goals

Wide Reach of the Google AdWords

Matching Features With Marketing Goals

Types of Google performance reports

Ad Performance reports

Placement Performance report

Search Terms Report

Hourly Report

AdWords Discounter

Network devices setting

Campaign statistics

Smart Pricing

8.2 Selling the Benefits of AdWords

Understanding Client Needs

Analysis of Client Needs

Alignment of Client Needs with Goals and Opportunities

Hiring Third Party for Account Management

AdWords and Google Marketing Reach

AdWords Relevance

AdWords Return on Investment (ROI)

AdWords Impact on conversion

AdWords Costs

AdWords Flexibility

Explanation of AdWords costs

Explanation of Paid Search vs. Organic Search

Proof of Publication

Explanation of AdWords Policies and Invalid Clicks issues

Google Combating with Invalid Clicks

Tools used by Google for protecting clicks on AdWords ads

Explanation Regarding Search Network

Explanation regarding Display Network

Google Wonder Wheel

Google Trends

Keyword tool

IP exclusion tool

Conversion optimizer

8.3 Maintaining Client Relationships

Best Practices for Transparency and Support

Best practices for sharing AdWords information with clients

Connecting with the customer

Value of hiring a third-party professional

Packaging AdWords

Advertiser possessing a Bundled product

Advertiser possessing a la carte product

Click Package Considerations

Contract Length Considerations


Content to be shared on Reports

The frequency of sharing Reports

Explaining the performance of a New Account

Optimization Considerations

Supporting your customers

Protecting customer information

Account Ownership

Pricing Model and Margins Considerations

Considerations on Segmenting the Market

Compensation as Sales Organization Consideration

Channels as Sales Organization Consideration

Primary elements of quality to be considered while optimizing a Website

Levels of inviting other users to share access of an AdWords account

Benefits of optimizing Website content

Google Wonder Wheel

Google Trends

Conversion Optimizer

Chapter Summary


Account Snapshot

Ad Performance Report

AdWords Discounter

Campaign statistics

Conversion Tracking

Google Analytics

Google Team

Hourly Report

IP Exclusion Tool

Placement Performance Report

Search Query Performance report

Search Query Performance Report

Search Terms Report

Site and Category Exclusion

Smart Pricing

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