• Types of online advertising
• Basics of pay-per-click advertising
• Introduction to AdWords
  • Features
  • Benefits
  • Basic terminology

• How to Develop a List
• Using the Keyword Tool
• Using the Edit Campaign Negative Keywords Tool
• Creating Compelling Ad Text
• Developing ad variations
• Ad writing workshop

• Creating an account

Creating your Campaigns

• Creating a campaign, step-by-step

Understanding Your Statistics

• Understanding campaign, ad group, and keyword statistics
• Editing Campaign Settings
• Editing CPCs

Tracking ad performance

• Conversion Tracking
• Google Analytics

Optimizing to:

• Increase conversions
• Increase traffic
• Increase Quality Score
• Improve landing page quality

Using the Google Network

• Ad types (Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
• Placement targeted campaigns
• CPM bidding

Beginning Optimization

(Definition: Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.)

• Using the Report Center
• Campaign Optimizer
• Location targeting
• Demographic bidding

Introduction

• Definitions & terminology

Creative workshop

• Creating Compelling Ads
• Dynamic Keyword Insertion
• Small Group Ad Writing Workshop

Optimization Techniques

• Location targeting
• Demographic bidding
• Site and category exclusion
• IP Exclusion

Keyword List Optimization

• Determining the value of a keyword
• Refining your keyword list
• Other keyword generation tools

Understanding ROI

• What is ROI?
• Why should this be important to me?

Advanced bidding options

• Advanced Ad Scheduling
• Position Preference
• Conversion Optimizer

Managing Accounts

• My Client Center
• AdWords API

How to use AdWords Editor

• Making large-scale changes
• Copying or moving between campaigns, Ad Groups, and accounts
• Performing advanced searches and edits
• Collaboration

Why Can't I see my Ad?

• What are the reasons as to why my ad is not showing?
• How to self-diagnose
  • Ad Preview Tool

Introduction to Other Campaign Options

• Television Campaigns
• Audio Campaigns
• Print Campaigns
• Ad Creation Marketplace

Open Q&A

• Psychology of Search
• How do people search?

• Ad Planner
• Content Network Optimization
  • AdGroup Organization
  • Optimization Using Reports
  • Demographic Bidding
• Placement Targeting
  • Creation
  • Optimization
  • Utilizing content reports

• Keywords
  • Buying Cycle
  • Generating keyword lists
• Negative Keywords
  • Implementation
  • Negative embedded match
• Keyword tool

• Unique Selling Proposition
• Features vs Benefits

• Where to send users
• Best practices
• Conversions in the Buying Cycle

• How the technology works
• Reaching a local audience

• Campaign Optimization using Reports
• Site Optimization using Reports

• Receiving More Traffic
  • Dynamic keyword insertion
  • High CTR ad copy
  • Website page views
• Raising Conversion Rates
  • Effects on Ad Copy
  • Effects on Landing Pages

• What is quality score?
• How it works
• Minimum bids
• Improving your quality score

• Campaign settings
• What to test
• How to test
• Next steps after seeing results
• Profit per impression/click

• The Google Analytics story, introduction to complementary Google products
• Successful Web Analytics Approaches
• Case study

• Key Performance Indicators (KPIs)
• Traffic Sources analysis
• Lead Generation metrics
• Branding and Rich Internet Application (RIA) metrics
• Keyword analysis
• Website design/Site Content Optimization
• E-commerce

• Introduction to reports: Overview, Visitors, Traffic, Content, E-Commerce
• Discuss interface features
• Date selection tool
• Exporting and saving reports
• Customizing dashboards
• Emailing reports

• Campaign tracking
• Targeting campaigns around location, site, time of day, keyword position
• AdWords tips and tricks: budget controls, keyword types

• Ad Creatives, Landing Pages, Refining Keywords, Shopping Cart Funnels
• Manual Campaign Tracking
• Other Google products: Website Optimizer, Feedburner, Webmaster Tools

• Setting up an account and profile
• Adding users
• Overview of standard filters
• Overview of Goals and funnels
• Overview of Site Search
• Linking with AdWords

• Non e-commerce vs. e-commerce

• “Not set”, “other”, sampling, set up, linking
• Common errors and how to avoid them
• Help Center, GAAC program, Discussion Forum

• Architecture and process
• Intro: the .js file
• Managing Profiles
• Review: Emailing and Exporting
• Advanced Filters
• Case Study

• Dynamic Goals
• Cross-domain tracking
• Shopping Cart Funnels
• RegEx

• Segmenting Traffic
• Testing
• Raw Data profiles & other advanced situations

• Marketing campaign tracking
• Custom segmentation
• Event Tracking: Tracking Flash, Ajax, Javascript, Rich Internet Application
• Outbound link tracking
• Checkout integration
• Site Search report

• 3rd party developed
• Unsupported techniques and .js additions or modifications

• The conversion life-cycle
• Introduction to post-click optimization
• Introduction to landing pages
• What is a landing page?
• The economics of poor landing pages
• Top mistakes in landing page design and how to fix them
• Best practices to increase conversions

• What is testing?
• How does testing work?
• Understanding the two types of testing: A/B and Multivariate

• How Google Website Optimizer works
• How to Run an Experiment
• Picking the right pages to test
• Implementing tags
• Reading and understanding reports
• Lab Session- Implementation
• Implement Website Optimizer on your own page or observe instructor implementing Website Optimizer on an existing website

• Advanced implementation
• Running multi-page tests
• Google Analytics Integration
• More best practices and tips and tricks