Join Brad Batesole for an in-depth discussion in this video Before getting started, part of Google Ads (AdWords) Essential Training (2018).
- [Instructor] Throughout this course we'll be using terminology specific to online marketing and advertising. As we encounter new terms and concepts I'll do my best to explain them but I'm going to assume that you have a foundational understanding of terms such as cost per click, cost per acquisition, click-through rate, and so on. If you'd like to brush up before advancing deeper into AdWords take a look at chapter two of my course Online Marketing Foundations. I've spent a few minutes outlining most of the concepts we'll be encountering in this course.
Now another thing to note before we begin is that the AdWords interface changes from time to time. You might find that a tab name or a button that we're talking about has moved or changed. This is the nature of a constantly changing product. AdWords may introduce new features and shift elements on the screen around in an effort to make the product better and better. It's my goal to keep this course as up to date as possible. But if you don't see something exactly as it appears on my screen, it's probably not too far away.
I suggest clicking into a nearby menu or tapping on an unfamiliar icon, just see if you can find it. Please also consider leaving feedback on this course if you find a page or screen to be significantly different. You can also reach me on Twitter via @bradbatesole. You get stuck or have a question or just want a pointer feel free to send me a tweet. With that said I know you're eager to roll your sleeves up and dive head first into creating your first advertisement. But we're going to spend the next several chapters talking about the framework of Google AdWords.
I find that it's extremely important to know the ins and outs of what goes on behind the scenes, how the process works, and how to get organized before starting. AdWords is a paid platform and you'll save considerable amounts of money by thoroughly understanding how it works. At the surface it can look pretty straightforward but make no mistake, AdWords is an extremely powerful platform used by everyone from small businesses to Fortune 500s. A stray click or an incorrect setting might spell disaster for your project.
So please, resist the urge to skip through these sections. They're here to set you up for success.
Once you've set up a new campaign and written your first ad, you can learn how to use AdWords reporting and Google Analytics to monitor their performance. Instructor Brad Batesole also shows how to optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI). Finally, go beyond the basics of AdWords with ad extensions—a feature which can increase your click-through-rate by several percentage points. By the end of the training, you'll know everything you need to create effective PPC ads on the Google ad network.
- Defining your customers and your marketing goals
- Setting up an AdWords account
- Researching keywords
- Targeting with keywords
- Creating a campaign
- Adjusting your bid
- Creating an advertisement
- Writing a text ad
- Running reports
- Connecting Google Analytics
- Optimizing a campaign
- Using ad extensions
Skill Level Beginner
Q: This course was updated on 11/21/2018. What changed?
A: New videos were added that cover creating responsive search ads and adding a click-to-message extension.