Digital Marketing using Google Adwords

Course Description

AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. AdWords has evolved into Google’s main source of revenue. Google’s total advertising revenues were USD $50 billion in 2014. AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost per mille (CPM) advertising, site-targeted advertising for text, banner, and rich-media ads, and remarketing. The AdWords program includes local, national, and international distribution.

This exponentially booming industry of online marketing requires expert level professionals having both marketing and AdWords technical skills. This course is the starting point.

Learning Outcomes

At the end of this course, you will be able to:

  • Identify, explain and strategize the Google Adwords operational methodology;
  • Create and manage your personal Adwords Account;
  • Design, develop and administer Advertisement Campaign using AdWords;
  • Manage a group of campaign or advertisement;
  • Conduct online marketing research for better understanding of keyword, targets and placement;
  • Explore and visualize the bidding and budgeting process of AdWords;
  • Manage the quality of advertisements;
  • Optimize the performance of your Google Online Marketing activities.
Learning Methodology
  • Learning by Doing
  • Powerpoint Presentation
  • Quiz
  • Interactive Lecture
  • Question and answer session
Training Sessions and Content

Day 1

Session1 (9.30AM-11.00AM)

Introduction to AdWords: Paid Search vs. Organic Search; the Psychology of Search.

Benefits & Features of AdWords: Search vs. Display, Costs & Payments, Targeting Reporting & Performance Metrics

Keywords Research & Selection: Researching and identifying keywords and keyword phrases, Review match types; Discussing negative keywords; Aligning keywords with ad groups


Session 2 (11.10AM-12.40PM)

Ad Formats: Text Ads, Image Ads, Video Ads, Mobile Ads, Rich Media Display Ads, Creating Enticing Ads, Testing New Ads, Best Practices

Targeting & Placements: Google Search Network, Google Properties, Google Display Network, Mobile Targeting, Keyword Targeting, Language & Location Targeting, Placement Targeting, Location Extensions


Session 3 (2.00PM-3.30PM)

Account registration and settings

Account Management:


Account Structure


Session 4 (3.40PM-5.10PM)

Components of a Campaign;

Creating a Campaign;

Campaign settings;

Editing a Campaign


Day 2

Session 5 (9.30AM-11.00AM)

Creating Ad Groups;

Editing Ad Groups;


Best Practices.


Session 6 (11.10AM-12.40PM)

Bidding & Budgets: Setting & Managing Bids, Setting & Managing Budgets, Impacts on Ranking, Best Practices.


Session 7 (2.00PM-3.30PM)

Ad & Site Quality:  Quality Score, How It’s Determined, Landing Page & Site Quality

Best Practices

Session 8 (3.40PM-5.10PM)

Performance Monitoring & Conversion Tracking: How Google Measures Performance, Troubleshooting

Optimization Performance: Benefits & Goals; Targeting Tools; Account Optimization Tools; Tracking Tools; Optimizing Keywords; Optimizing Ad Text; Optimizing Targeting; Optimizing Display Ads

Optimizing Ad Scheduling, Serving and Position; Optimizing Landing Pages & Sites