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AdWords Fundamentals

• Introduction
• About this study guide

Module 1: Understanding the value of online avertising

• Startpagina
• 1.1. Benefits of online advertising and AdWords
• 1.2. Google's advertising networks
• 1.3. Where your ads can appear
• 1.4. The quality of your ads
• 1.5. What you pay

Module 2: Setting up an AdWords campaign

• Startpagina
• 2.1. Choosing a campaign style
• 2.2. Structuring your campaign
• 2.3. Targeting your audience
• 2.4. Setting bids and budgets
• 2.5. Creating ad groups
• 2.6. Tools to plan a campaign

Module 3: Measuring and optimizing performance

• Startpagina
• 3.1. Measure your results
• 3.2. Tools to measure your performance
• 3.3. Evaluate metrics relevant to your goals
• 3.4. Optimize your campaign

Search Advertising exam

Startpagina

Module 1: Search advertising overview

• Consumer behavior and the impact of search
• Search advertising trends and opportunities
• How search advertising can fulfill client objectives

Module 2: Set up your Search Network campaign

• About AdWords campaign types
• About Shopping campaigns and Shopping ads
  • What makes up a Showcase Shopping ad
  • About engagements reporting
• About Dynamic Search Ads
  • When not to use
• Choose an ad format
  • About AdWords campaign types
• About text ads
• About mobile ads
  • Five mobile advertising strategies
  • Create Effective Text Ads: Google Best Practicses - Set up your ads for success
  • Micro-Moments - Learn more about this new consumer behavior, and what it means for brands
  • Connect with Mobile Users: Google Best Practices - Google's official checklist for mobile advertising
  • About IF-functions
• About ad customizers
• What makes up a Product Shopping ad
• Write succesful text ads
• About keyword insertion
• Understanding landing page experience
• Module 2.1: Showing your ads
• Module 2.2: Determine your bid and budget
  • Determine a bid strategy based on your goals
  • About Manual CPC bidding
  • About Enhanced CPC (ECPC)
  • About bid adjustments
  • About automated bidding
  • About Maximize clicks bidding
  • About Target search page location bidding
  • About Target CPA bidding
  • About Target outranking share bidding
  • About Target ROAS bidding
  • Set a budget for your campaign
  • Why costs might exceed your average daily budget
• Module 2.3: Manage your search network campaign → Hiero
  • About ad scheduling
  • About ad delivery
  • Using ad rotation and frequency capping
  • About the different types of URLs
  • About tracking in AdWords
  • About conversion tracking
  • About cross-account conversion tracking
  • About remarketing lists for search ads
  • Setting up automated rules
  • Bulk edits: Definition
  • Make changes with bulk uploads
  • Using scripts to make automated changes
  • Tools for advertising with multiple or large accounts
  • About keyword planner
  • Estimate your results with bid simulators
  • Improve your account with Opportunities
  • Create an AdWords manager account
  • About AdWords Editor
  • AdWords Application Programming Interface (API)

Module 3: Measure your Search Network campaign

• Inleiding
• Module 3.1
• Module 3.2

Search Advertising exam refresher guide (pdf)

Dit pdf-document bevat deels compleet andere informatie dan de site, (bv. ad extensions)

Display Advertising exam

Introduction

Module 1: About the google Display Network

• Where ads might appear in the Display Network
• About contextual targeting
• About the Display Network ad auction
• About "Search Network with Display Select"
• Create an effective mobile site

Module 2: Setting up a Display Network campaign

• About campaign settings
• About the AdWords Ad gallery
• Bidding features on the Display Network
• Choose a bid for your Display Network campaign
• Bid on viewable impressions using viewable CMP
• About Enhanced CPC (ECPC)
• About bid adjustments
• About automated bidding
• Create dynamic display ads
• Create a Lightbox ad
• Lightbox ad requirements
• Editorial
• Fix a disapproved ad or extension

Module 3: Showing your ads on the Display Network

• Targeting settings on the Display Network
• About managed placements
• Target content about relevant topics
• About negative keywords
• About language targeting
• About ad scheduling
• About device targeting
• Display Planner basics
• The Display Network tab

Module 4: Reaching your audience on the Display Network

• About targeting your ads by audience interests
• About similar audiences on the Display Network
• About demographic targeting
• About remarketing
• Use dynamic remarketing to show ads tailored to your site visitors
• Create a feed for your dynamic display ads

Module 5: Measuring and optimizing performance on the Display Network

• Drive sales and generate leads
• Increase brand awareness
• Evaluate ad performance on the Display Network
• Account, campaign, and ad group performance
• Explore your data on the Campaigns tab
• Optimize Display Network ads and campaigns
• Tips for creating effective display ads
• About automatic targeting in Display
• About conversion tracking

Display Advertising PDF download

• Download
• Tav. remarketing, staan hier geen toevoegingen in tov. de html-handleidingen hierboven.

Shopping Advertising exam

Module 1: Overview of how Product Listing Ads work

• About Google Merchant Center
• About Shopping campaigns and Shopping ads

Module 2: Create a Google Merchant Center account

• Set up your account
• Verify and claim your website URL
• Set up a multi-client account
• Navigate Google Merchant Center

Module 3: Create your product data feed

• Product data specification
• Provice high-quality data
• Register a feed
• Supported file formats
• Upload a feed

Module 4: Create Shopping campaigns in AdWords

• Requirements for Shopping campaigns
• Create a Shopping campaign
• Manage a Shopping campaign with product groups
• Use custom labels for a Shopping campaign
• Use campaign priority for Shopping campaigns
• Monitor and optimize your Shopping campaigns
• Use the bid simulator with Shopping campaigns