PPC Advertising (GOOGLE ADWORDS)

Understanding in organic search results
Introduction to Google adwords & PPC advertising
Overview of Microsoft Adcenter (Bing & Yahoo)
Setting up Google adwords account
Understanding adwords account structure
Campaigns, Adgroups, Ads, Keywords, etc.
Types of Advertising campaigns-Search, Display, Video
Difference between search & display campaign
How does adwords rank ads
Understanding adwords algorithm (adrank) in detail with examples
What is quality score
Why quality score is important What is CTR?
Why CTR is important Understanding bids
Advanced level bid strategies
Enhanced CPC
What are flexible bidding strategies
Understanding ad-extensions
Types of ad-extensions
Adding ad-extensions in our Campaign
Creating adgroups

Finding relevant adgroups options using tool
Creating adgroups using tool
Understanding keywords
Finding relevant keywords
Adding keywords in ad-group using keyword planner tool
Understanding types of keywords Board, Phrase, Exact, Synonym & Negative
Examples of types of keywords
Creating ads
Understanding ad metrics Display & destination URL
How to write a compelling ad copy
Best & worst examples of ads Creating ads
Tracking Performance/Conversion
What is conversion tracking Why is it important
How to set up conversion tracking
Adding tracking code in your website
Checking conversion stats
Optimizing Search Campaigns
Remarketing
GOOGLE ADWORD CERTIFICATION

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