Adwords Learning Center

1. Introduction to AdWords

a. AdWords Basics

Google and Google AdWords - 5 min.

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Basic AdWords Features - 5 min.

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Benefits of AdWords - 4 min.

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b. AdWords Policies

Link Policy - 7 min.

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Editorial Policy - 12 min.

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Image Ads Policy - 4 min.

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Trademarks - 7 min.

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Copyrights - 4 min.

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Google's Invalid Clicks Policy - 3 min.

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Identifying Invalid Clicks - 6 min.

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d. Pricing and Ranking

Paying for AdWords - 7 min.

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Ad Ranking - 3 min.

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2. Getting Started with AdWords
a. Account Types, Setup and Structure

Starter Edition and Standard Edition Accounts - 5 min.

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AdWords Account Structure - 2 min.

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b.Account Navigation

Campaign Management - 10 min.

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Ad Group Management - 9 min.

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My Account Tab - 2 min.

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c. Starting Off Right, Organization, Keywords, Ad Text

Selecting Keywords - 8 min.

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Writing Targeted Ad Text - 8 min.

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d. Using Different Ad Formats

Image Ads - 3 min.

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Video Ads - 3 min.

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Local Business Ads - 3 min.

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Mobile Ads - 3 min.

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3. Targeting

a. Search and Contextual Targeting



The Google Network - 5 min.

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b. Site Targeting



Introduction - 7 min.

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Creating a Site-Targeted Campaign - 4 min.

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Pricing and Ranking - 4 min.

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c. Language and Location Targeting



How AdWords Targets Users - 7 min.

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Language and Country/Territory Targeting - 7 min.

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Region and City Targeting - 7 min.

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Customized Targeting - 7 min.

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d. Keyword Targeting



Keyword Matching Options - 5 min.

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Implementing Keyword Matching Options - 5 min.

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4. Costs and Billing

a. Cost Control



How AdWords Controls Costs - 4 min.

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b. Billing Cycle



Basic Billing Process - 6 min.

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Billing Details & Issue Resolution - 7 min.

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c. Payments Outside the U.S.



Payment Options - 6 min.

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VAT or EU Advertisers - 5 min.

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d. Invoicing



Invoicing Basics - 6 min.

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5. Tracking Ad Performance

b. Ad Visibility and Troubleshooting



Account-Wide Issues - 7 min.

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Campaign-Specific Issues - 15 min.

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Ad Group-Specific Issues - 15 min.

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Keyword- and Site-Specific Issues - 15 min.

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c. Reports



How to Create a Report - 7 min.

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Additional Reports Features - 3 min.

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d. Basic ROI and Conversion Tracking



Understanding ROI - 7 min.

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Introduction to Conversion Tracking - 3 min.

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e. Advanced Conversion Tracking



Introduction to Advanced Conversion Tracking - 3 min.

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Getting Your Conversion Tracking Code - 3 min.

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f. Cross-Channel Conversion Tracking



Intro to Cross-Channel Tracking - 3 min.

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Detailed Setup and Maintenance - 3 min.

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6. Optimizing Ad Performance

a. Optimization Overview



Preparing to Optimize - 4 min.

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b. Your Website



Choosing Landing Pages - 5 min.

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c. Your Account



Account Optimization - 5 min.

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Advanced Optimization Features - 7 min.

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d. Specific Optimization Strategies



Increasing Traffic/Clicks - 5 min.

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Increasing Conversions - 5 min.

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Adjusting CPCs to Maximize ROI - 6 min.

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7. The AdWords Toolbox
a. Time-savers



Find and Edit - 4 min.

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b. Account Performance Tools



The Keyword Tool - 4 min.

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Site Exclusion - 1 min.

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c. Analytics Tools



The Traffic Estimator - 3 min.

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My Change History Tool - 2 min.

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d. Troubleshooting Tools



Ads Diagnostic Tool - 2 min.

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Disapproved Ads Tool - 2 min.

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e. AdWords Editor



Introduction to AdWords Editor - 5 min.

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Add, Edit and Delete - 21 min.

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View and Sort Information - 12 min.

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Share and Post Changes - 6 min.

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8. Google Analytics
a. Google Analytics Basics



Introduction to Google Analytics - 5 min.

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Introduction to Google Analytics Settings - 5 min.

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Tracking Your Advertising Campaigns - 5 min.

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9. Managing Client Accounts

a. My Client Center



My Client Center - 5 min.

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b. Selling AdWords



Selling the Benefits of AdWords - 7 min.

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Understanding the Basic Google Sales Pitch - 3 min.

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Handling Common Questions and Concerns - 5 min.

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c. AdWords API



AdWords API Overview - 4 min.

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Getting Started - 5 min.

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API Implementation - 8 min.

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