Google AdWords Fundamentals (Google Partners Academy MY)

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Why You Should Attend This Course:

The 2-day Google AdWords Fundamentals is a comprehensive Google AdWords course that covers topics from basic setup and configuration, to keyword list optimisation and conversion optimisation.

The AdWords Fundamentals course covers AdWords 101 on Day 1, and AdWords 201 on Day 2. Participants will take the Google AdWords Fundamentals Certification Exam at the end of Day 2.

AdWords 101 lays the groundwork for a successful search engine marketing (SEM) campaign. It equips participants (even those who are just getting started) with a better understanding on how the AdWords system works, how campaigns should be structured, and how keyword lists and ads are developed. It also explains analytics, conversion tracking, advertising options and billing cycle.

AdWords 202 expands on the 101 class by explaining how to optimise the campaigns for maximum performance. It also introduces the Google Display Network (GDN) to expand your campaign beyond search. Participants will also learn how to use My Client Center (MCC) to manage multiple AdWords account.

At the end of this course, participants will undertake a 2-hour AdWords Fundamentals certification exam.

Note:

To earn the full Google AdWords certification, participants need to pass 2 exams namely AdWords Fundamentals and either Advanced Display Advertising or Mobile Advertising.

Learning Outcomes:

  • Set up a Google AdWords account and start your first AdWords campaign
  • Structure your campaign, keyword list, ad groups, and ads
  • Optimise your campaign to improve conversions, traffic or other campaign objectives
  • Use the Google Display Network for advertising
  • Apply intermediate optimisation techniques
  • Self-diagnose and troubleshoot campaign problems
  • Use other bidding options like conversion optimiser or CPM bidding
  • Manage Google AdWords account with My Client Center and Adwords API
  • Take the Google AdWords Fundamentals exam

Course Outline:

Day 1: AdWords 101

Introduction to online advertising & Google AdWords

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

Understanding AdWords Auction

  • How does it work
  • Ad Rank and Quality Score

Structuring Your Account for Success

  • Creating an account
  • AdWords account hierarchy
  • Examples of account structure

Researching Keywords

  • Building a keyword list
  • AdWords Keyword Tool
  • Keyword match types including negative keywords

Writing Great Text Ads

  • Components of AdWords text ads
  • Ad editorial policies
  • Best practices for compelling ads

Setting Up Your First Campaign

  • Creating a campaign, step-by-step
  • Devices – computers, tablets and mobile
  • Location and languages
  • Bidding and budgeting
  • Ad settings
  • Leveraging ad extensions
  • Location extensions – location, call, sitelinks and others

Split Testing and Campaign Experiments

  • Types of tests and how to run tests
  • AdWords Campaign Experiment


Day 2: AdWords 201

Understanding Bidding Types

  • CPC, Enhanced CPC, CPM, & CPA, Bid Adjustments

Campaign Bid Adjustments

  • Location, Ad Scheduling & Device

Introduction to Display Advertising

  • Moving beyond Search
  • Building awareness with display advertising

Google Display Network (GDN)

  • How does the GDN works?
  • GDN targeting
  • Measuring success

Creating Display Ads

  • Display ad types
  • Display ad builder

Overview of Display Targeting

  • Contextual, Placement, and Topic targeting in more detail
  • Targeting audiences with remarketing
  • Creating a remarketing campaign

Using the My Client Center (MCC)

  • Overview of the My Client Center
  • Linking client accounts to My Client Center
  • Reporting in My Client Center

Google AdWords – AdWords Fundamentals certification exam

  • 2-hour online exam
  • A certification in AdWords demonstrates that you’ve mastered Google advertising best practices and stay up-to-date on Google’s best practices


Who Will Benefit?

Agencies, marketers, senior managers and business owners, or executives with responsibilities in the areas of marketing, advertising and sales will benefit from this comprehensive course.

Course Fees

  • RM2,500/pax (HRDF claimable)
  • Register 2 pax and above, RM2,300/pax is applicable.
    6% GST applicable
  • Call Lynn at +603 7887 2262, or email support@clickacademyasia.com

About The Instructor

Elena Tan
Elena Tan
Senior Trainer

ELENA TAN has over 12 years of experience in ecommerce, digital marketing and analytics. She is currently the Head of Ecommerce for Royal Selangor and was previously the Analytics Manager for South East Asia’s top online employment company, JobStreet.com.

In her current leadership role with Royal Selangor, she is responsible for increasing monetisation opportunities of Royal Selangor’s ecommerce sales across B2B and B2C channels. In addition, she is an expert in utilising Analytics to gain an in-depth understanding of customer behaviour as way to optimise the online shopping experience.

Elena is a Google AdWords Qualified Individual and also Google Analytics certified. She specializes in Web Analytics, Search Engine Marketing (SEM), Search Engine Optimization (SEO) and Ecommerce. Elena is also one of the certified trainers for the Double Certification in Digital Marketing program for ClickAcademy Asia in Kuala Lumpur and Google AdWords Certification trainer for Google Ignite.

  • 11 Sep
    12 Sep
  • 11 Sep - 12 Sep

    Monday - Tuesday

    9.00am to 5.00pm


RM2,500/pax (HRDF claimable)

Click here to get the course brochure

About The Instructor

Elena Tan
Elena Tan
Senior Trainer

ELENA TAN has over 12 years of experience in ecommerce, digital marketing and analytics. She is currently the Head of Ecommerce for Royal Selangor and was previously the Analytics Manager for South East Asia’s top online employment company, JobStreet.com.

In her current leadership role with Royal Selangor, she is responsible for increasing monetisation opportunities of Royal Selangor’s ecommerce sales across B2B and B2C channels. In addition, she is an expert in utilising Analytics to gain an in-depth understanding of customer behaviour as way to optimise the online shopping experience.

Elena is a Google AdWords Qualified Individual and also Google Analytics certified. She specializes in Web Analytics, Search Engine Marketing (SEM), Search Engine Optimization (SEO) and Ecommerce. Elena is also one of the certified trainers for the Double Certification in Digital Marketing program for ClickAcademy Asia in Kuala Lumpur and Google AdWords Certification trainer for Google Ignite.