How to Use This Guide
Session One: Course Overview
Session Two: Understanding AdWords Lingo
First Up, SEO
Pre-Assignment Review
AdWords Defined
How PPC Works
Session Three: Creating an AdWords Strategy
Planning
Choosing Keywords
Getting Good with Keywords
Long Tail and Short Tail
Understanding Ad Groups
Session Four: Creating a PPC Campaign
Setting Your PPC Budget
The Quality Score
Session Five: Designing Your Ads
Choosing Your Language
Persuasive Techniques
Keeping Your Eyes Open
Structuring your Ad
Session Six: Looking at Success
Understanding Key Metrics
Higher Clickthrough Rates (CTR) Help
Setting Up Split Tests
Using Google’s Display Network (GDN)
When to Ask for Help
To Be Continued
Recommended Reading List
Post-Course Assessment
Pre- and Post-Assessment Answer Keys
Personal Action Plan
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