1. Understanding PPC (Pay Per Click) marketing
2. Overview of Adwords and Microsoft Adcenter
3. Understanding Adwords
- Learning Account Structure
- Campaigns, Ad groups, keywords, ads, etc.
- Types of advertising campaign –Search, display campaign, shopping campaign and video campaign
- Difference between search and display campaign
- Understanding targeting options for both search and display campaigns
4. Understanding Adwords algorithm
- How does Adwords rank ads on SERP
- Understanding their adrank in detail
- Understanding about quality score
- Why QS (quality score) is important
- What is CTR
- Why CTR is important
- Understanding bids
- Learning all types of bids from flexible bidding to enhanced CPC.
5. Creating search campaigns
- Types of search campaigns
- Shopping campaign
- Merchant center
- Creating 1st Adwords search campaign
- Setting targeting and keywords for the live campaign
- Understanding location targeting
- Setting bidding strategy
- Making the campaign go live
6. Understanding bidding structure
- Manual bidding
- Auto bidding
7. Advanced level bidding strategies
- Enchanced CPC
- CPA (Cost per action)
8. What is flexible bidding
9. Advanced details about bidding strategies
10. Understanding ad extensions
11. Adding ad extensions in the campaigns
- Creating adgroups
- Creating adgroups using tools
- Benefits of having adgroups
12. Understanding keywords
- Using keyword planner
- Finding relevant keywords
- Types of keyword matches
- Adding keywords in adgroups
- Examples of keyword matches and their pros and cons
13. Creating ads
- Understanding ad metrics
- Display and destination URL
- How to write a compelling ad copy and headline
- Best and worst ad examples
14. Tracking performance of ads using conversions
- What is a conversion?
- What is conversion tracking?
- How to setup conversion tracking
- Adding tracking code on the destination website
- Checking stats of conversions
- How to keep track of goals
15. Optimization of Search campaigns
- Important metrics to evaluate the campaigns
- Importance of CTR
- How to increase CTR of an ad
- Relationship of CTR with CPC
- Importance of QS
- How to improve QS of an ad
- How to analyze the performance of keywords
- How to add negative keywords
- Importance of adding negative keywords
- How to decrease CPC
- Analyzing competitors performance
