Module 2: Google AdWords Advanced Search

This e-learning program was done in collaboration with Jun Baranggan of Cebu Digital Hub.

This module tackles the following:

I – Review on Search Fundamentals

• Organize campaigns for maximum results
• Adwords Accounts Limit
• Keyword Match Types
• Understanding Ad Position and Ad Rank
• Actual Cost-Per-Click (CPC)

II – Ad Formats

• Text Ads Best Practices
• When to Use dynamic Search Ads
• Ad Extensions

III – Ad Quality

• Understanding Quality Score
• How Landing Page Experience is determined
• Understanding Invalid Traffic

IV – Adwords Tools

• Account change history
• The keywords and targeting tools
• Bidding and Budget Tools
• Adwords Editor

V – Performance Monitoring & Reporting

• Interpreting Adwords Reports
• Additional Performance Insights
• Optimizing Performance

VI – Performance, Profitability & Growth

• Understanding impact of budget
• Scaling budget by performance
• Performance-based bidding
• How to estimate conversion value