➢ What is Search Engine Advertising?
➢ Google Adwords Overview
• Understanding inorganic search results
• Introduction to Google adwords & PPC
• advertising
• Overview of Microsoft Adcenter (Bing & Yahoo)
• Setting up Google adwords account
• Understanding adwords account structure
Campaigns, Adgroups, Ads, Keywords, etc
Types of Advertising campaigns- Search, Display, Shopping & video
Difference between search & display campaign

➢ Understanding Adwords Algorithm
• How does adwords rank ads
• Understanding adwords algorithm (adrank) in
• detail with examples
• What is quality score
• Why quality score is important
• What is CTR?
• Why CTR is important?
• Understanding bids
➢ Creating Search Campaigns
• Types of Search Campaigns – Standard,
• All features, dynamic search & product listing
• Google merchant center.
• Creating our 1st search campaign
• Doing campaign level settings
• Understanding location targeting
• Different types of location targeting
• What is bidding strategy? CPC
➢ Understanding different types of bid strategy
• Manual
• Auto
➢ Advanced level bid strategies
• Enhanced CPC
• CPA

➢ What are flexible bidding strategies?
➢ Understanding flexible bidding strategy
➢ Pros & Cons of different bid strategies
➢ Understanding ad-extensions
➢ Types of ad-extensions
➢ Adding ad-extensions in our campaign
➢ Creating adgroups
➢ Finding relevant adgroups options
➢ using tools
➢ Creating adgroups using tool
➢ Understanding keywords
• Finding relevant keywords

• Adding keywords in ad-group
• Using keyword planner tool
• Understanding types of keywords
• Board, Phrase, exact, synonym & negative
• Examples of types of keywords
• Pros and cons of diff. types of keywords
➢ Creating ads
• Understanding ad metrics
• Display & destination URL
• How to write a compelling ad copy
• Best & worst examples of ads Creating ads
➢ Tracking Performance/Conversion
• What is conversion tracking?
• Why is it important
• How to set up conversion tracking
• Adding tracking code in your website
• Checking conversion stats
➢ Optimizing Search Campaigns
• How to optimize campaigns at the time of creation?
• Optimizing campaign via adgroups
• Importance of CTR in optimization
• How to increase CTR
• Importance of quality score in optimization
• How to increase quality score
• Importance of negative keywords in optimization
• Evaluating campaign stats
• Optimizing with conversion report
• Optimizing with keywords
• Optimizing performing keywords
• Optimizing non performing keywords
• How to decrease CPC
• Analyzing your competitors performance
➢ Creating Display Campaign
• Types of display campaigns- All features, Mobile app, Remarketing, Engagement

• Creating 1st display campaign
• Difference in search & display campaign settings
• Doing campaign level settings
• Understanding CPM bid strategy
• Advance settings
• Ad-scheduling
• Ad-delivery
• Understanding ads placement
• Creating diff. adgroups
• Using display planner tool
• Finding relevant websites for ads placement
• Creating text ads
• Creating banner ads using tools
• Uploading banner ads

➢ Optimizing Display Campaign
➢ Remarketing
• What is remarketing?
• Setting up remarketing campaign
• Creating Remarketing lists
• Advanced Level list creation
• Custom audience