Course outline for
Creating a Google AdWords Campaign

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