Higher Technician in Online Advertising Campaign Management with Google Adwords

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• 6

  weeks

– Introduce the student to AdWords
– Establish guidelines to start working with Adwords
– Go deeper into Adwords targeting
– Establish the costs involved in using Adwords
– Delve into performance monitoring and optimization

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• 6

  weeks

MODULE I. THEORY MANAGEMENT OF ONLINE ADVERTISING CAMPAIGNS WITH GOOGLE ADWORDS
TOPIC 1. INTRODUCTION TO ADWORDS
1. Introduction to Adwords
2. Links policy
3. Registered trademarks
4. Copyright
5. Identification of invalid clicks
6. Pay for Adwords
7. Ad Ranking
TOPIC 2. START WORKING WITH ADWORDS
1. Account types, configuration and structure
2. Account navigation
3. Ad Group Management
4. My Account Tab
5. Organization, keywords, ad text
6. Use of different ad formats
7. Ad formats for traditional media
TOPIC 3. GUIDANCE
1. Ad Distribution
2. Contextual orientation
3. Orientation by locale and language
4. Keyword Targeting
TOPIC 4. COSTS
1. Cost control
2. Billing cycle
3. Payments outside the United States
4. Billing
TOPIC 5. AD PERFORMANCE MONITORING
1. Basic concepts about quality and performance
2. Ad Visibility and Troubleshooting
3. Specific questions about keywords and locations
4. Reports
5. Basics of conversion tracking and your return on investment
6. Track cross-channel conversions
7. Configuration Basics
TOPIC 6. OPTIMIZATION OF AD PERFORMANCE
1. Optimization overview
2. Your website
3. Your account
TOPIC 7. USE OF ADWORDS TOOLS
1. Account Performance Tools
2. Review of the obtained keywords
3. Exclusion of sites
4. Campaign optimization
5. Negative campaign keywords
6. Analysis tools
7. Ads Troubleshooting
8. Adwords Editor
TOPIC 8. GOOGLE ANALYTICS
1. Google Analytics Basics
2. Track your advertising campaigns
3. Reports
4. Improvements thanks to data with Google Analytics
TOPIC 9. MANAGE CUSTOMER ACCOUNTS
1. My Customer Center
2. How to sell Adwords
3. Adwords API Overview
MODULE II. PRACTICAL PART. COMPLEMENTARY CDROM
TOPIC 1. CREATION OF AN ADWORDS ACCOUNT
TOPIC 2. KNOW YOUR ADWORDS ACCOUNT
TOPIC 3. CREATION OF A SUCCESSFUL ADWORDS ACCOUNT
TOPIC 4. YOUR FIRST WEEK WITH ADWORDS
TOPIC 5. KEY SUGGESTIONS TO IMPROVE ADWORDS PERFORMANCE
TOPIC 6. OPPORTUNITIES TAB
TOPIC 7. GET VALUABLE NEW STATISTICS FROM ADWORDS
TOPIC 8. HOW TO TRACK ADWORDS ROI WITH GOOGLE ANALYTICS
TOPIC 9. USE OF ADWORDS REPORTS IN GOOGLE ANALYTICS
TOPIC 10. CONTROL THE RETURN ON INVESTMENT IN ADWORDS WITH CONVERSION TRACKING
TOPIC 11. TARGETTING ADS TO WEBSITES OF THE GOOGLE DISPLAY NETWORK
TOPIC 12. LINKS TO ADVERTISEMENT SITES
TOPIC 13. INTRODUCTION TO ONLINE ADVERTISING
TOPIC 14. HOW TO GENERATE BUSINESS WITH ADWORDS
TOPIC 15. OPTIMIZATION OF ADWORDS ACCOUNTS
TOPIC 16. MANAGEMENT OF VARIOUS ACCOUNTS
TOPIC 17. THE AUTHENTIC VALUE OF THE SEARCH NETWORK

• 1

• 6

  weeks