Getting started

• Logging in to Ads / Creating an account

• Walking through the interface

• Basic account administration

• Changing and showing different columns in reports

Overview of how Ads work

• What is PPC advertising

• How does Google operate Ads

• What different kind of Ads can I create

• How does Google select and rank the Ads it shows

• What is Quality Score and why is it important

Understanding Account structure

• Account level settings and billing

• What is a campaign

• What is an Ad Group and how do I use it

• Where do Ads live in my account

• What is the relationship between Ads and Keywords

• About status (enabled, paused, removed)

Historical Ad performance

• The overview report

• Which keywords are working well

• Which ads are working well

• Overview of conversions

Planning a simple campaign

• Pre planning your campaign

• Defining your landing page

• Thinking about some keywords

• Planning your campaign settings*

- Budget, Bid, Geography, Language, Scheduling, Audience

• Planning your Ad content*

- General ideas on good copy for Ads

• Planning your Extensions*

Keyword research and selection

• About the keyword planner

• Assessing keywords and traffic projections

• A better idea of costs and budget

• Adding words to a keyword plan

• Projected plan performance

• Adjusting Max CPC to hit targets

• Refining keywords with match modifiers

• About negative keywords

• Moving your plan into your account

Carrying out your campaign plan

• Adding a new search campaign to Ads and setting a key objective

• Allocating budget and setting bid method

• Working through the campaign settings

• Adding an Adgroup and your keywords

Creating an Ad

• Ad your ad copy (headings and descriptions)

• Insert the Final URL

• Adding the page path

• Assigning any extensions

Questions and answers