Adword Advance Search Exam

Chapter 1: Understanding the Fundamentals of Search Network

• Introduction to Search Network
• Creating campaigns, Adgroups and Ads in Your Account
• Using different Keyword Matching Options – Broad, Phrase and Exact
• Using Broad Match Modifier
• Measuring the performance of Account, campaign and Adgroup
• Understanding the Ad position and Adrank
• Actual Cost Per Click (CPC), CPM, ECPC

Chapter 2: Different Ad Formats

• Textual Ads
• How to create a compelling Textual Ad?
• Getting Customer Engaged with Your Ads
• Promote your products with Product Listing Ads
• Using Dynamic Search Ads
• Creating Targets for Dynamic Search Ads

Chapter 3: Using Ad Extensions

• Location Extensions – How it Works?
• Enhancing Your Ads with Extensions
• How to use social extensions with your Ad?
• Benefits of using Google Business or Places
• Adding Call extension to Your Ads
• Adding rating extensions with your ads
• Adding sitelink extensions with Your Ads

Chapter 4: Enhancing Ads and Site Quality

• How to check and enhance the Quality Score?
• How to Improve Landing page experience?
• How to create an effective Mobile Site?
• How to measure Invalid clicks and Traffic?

Chapter 5: Different Adwords Tools

• Overview of Adwords Tools
• Utilizing the Account History
• Keyword Planner Tool
• Different Targeting Tools
• Bidding and Budgeting Tools
• Troubleshooting Tools
• Google Analytic Tool
• Adwords Editor Tool

Chapter 6: Overview of Adwords Reporting

• Introduction to Adwords Reports
• Analyzing the data on Adwords Campaigns Tab
• Customizing the Performance Data
• Using Columns to find out particular performance data
• Creating, saving and Scheduling Reports
• Find, Edit and Removing Adword Reports

Chapter 7: Understanding Adwords Reports

• Measuring the Performance of Account, Campaigns, Adgroups and Ads
• Analyzing the Ad Performance on Search Network
• Evaluating the Ad Performance on Display Network
• Evaluating the Conversion Tracking and Conversion Data
• Search Funnel Reports
• Measuring the Performance of Keywords on Search Network
• Evaluating the Reach and Frequency
• Evaluating the Geographical Performance
• Evaluating and comparing the performance of periods of time.

Chapter 8: Understanding the Additional Performance Insights

• Using Auction Insights in Adwords
• Evaluating campaign performance on Home Tab.
• How to use labels in Adwords
• How to use Segments to view performance data
• Tracking the search terms reports
• Measuring the Ad extensions Performance

Chapter 9: Optimizing Performance of Adwords Campaign

• How to Use Opportunities Tab?
• Experiments within Your Campaign
• How to use Custom Ad Scheduling?
• How to Use Keyword Insertion?
• How to Get Ideas to Enhance Campaign Performance?

Chapter 10: Understanding the Budget in Search Network

• Understanding the budget Impact on Profit
• Scaling the budget according to performance
• How to create a profitable campaign
• Growth in Practice
• Enhance the performance of campaign when your daily budget is depleted
• Understanding the basics of online budget strategy

Chapter 11: Bidding for better Performance of Campaign

• Understanding the overview of performance-based bidding
• Choosing different metrics to maximize profit

Chapter 12: Profitability & Lifetime Value

• Achieving profitability
• How to calculate conversion value?

Chapter 13: Understanding the AdWords API

• Overview to AdWords Application Programming Interface (API)
• Benefits & languages
• About AdWords API Versioning
• Using AdWords API Practically