Friday, March 23, 2012

Online Advertising - Google Adwords Certification Examination Study Materials

 
 
A search engine helps users find the things they want to see and read online. The user types a word, phrase,  or group of words into the search box, and the search engine  then displays a set of results that are relevant to the query. The terms typed in the search box by the user are called as query.
 
Most search engines provide two types of results listings in response to the user query: organic (also referred to as  "natural" or "free") listings, and paid listings (i.e., advertisements).
 
Search engines rank the results within each type of listing and show results in an order  -- according to how relevant the result is to the user's query, with the most relevant appearing at the top of the page.  Each search engine calculates relevancy in a different way for each type of result (organic and paid). This is one of the main differences between one search engine and another.
 
 
On Google, although both organic and paid results appear in response to the same user query, the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, even if their site isn't present in the top organic search results.
 
In Google's organic results, relevancy to the user's query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B's PageRank.
Google AdWords also uses a combination of factors to rank paid listings, which will be explained in depth later in this lesson.
 
 
How Search Engine Marketing Works
 

Organic and paid listing have different types of marketing approach associated with them.
 
Search engine optimization

Search engine optimization (SEO) involves building new websites, or changing existing websites, so that they rank highly in a search engine's organic listings when users search on terms that are related to the site's content.
 
Search engine marketing

Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines.
 
Google Seach Advertising
 
On Google, both organic and paid results appear in response to the same user query, but the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, even if their site does not show up in the top organic search results.
 
In Google's organic results, relevancy to the user's query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B's PageRank.
 
 
Google AdWords is the search  advertising product of Google.  also uses a combination of factors to rank paid listings, which will be explained in depth later in this lesson.

In order to create an ad for Google  search engine, one has to create AdWords account. After creating an account, an ad is to be created and is to be  entered with a list of user search queries -- called "keywords" -- that can trigger the  ad to be shown.
 
Ads on most search engines operate on a pay-per-click (PPC) model, meaning that you pay only when a user clicks your ad, and not for the ad impression (the instance in which the ad appears on the page). The other common pricing model in online advertising is cost-per-thousand impressions (CPM), in which you pay per impression, not for any clicks on your ad.
 
 

Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces. In AdWords, these other sites make up the Google Display Network.
 
Ads on the Google Display Network can be in a number of formats, such as basic text ads, graphical image ads in a variety of sizes, audio streams, or interactive and video ads. You can also choose many different targeting options for your ads: whether defining the user's device (a computer or a mobile phone) you'd like your ad to show on, or specifying the user's location, language, or demographic.
 
Online advertising offers so many options that it's useful to define your advertising goals before beginning. This can help you determine where to place ads (search engines, Display Network pages, or both) and what format of ads to place, and also help guide your budgeting decisions
 
 
The Adwords certifiaction program provides you the knowledge to use Google adwords facility effectively and efficiently to help a firm to gain the benefits on online advertising or search advertising.
 
 
 
 
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1. Introduction to AdWords

 

1.1 Overview of AdWords

1.2 Getting Started with AdWords

 

2. AdWords Account and Campaign Basics
2.1 Account Management Basics
2.2 Campaign Management Basics

2.3 Ad Group Management Basics

 

3. AdWords Ad Formats
3.1 Overview of Ad Formats

3.2 Ad Formats Guidelines & Best Practices

 

4. AdWords Targeting and Placements
4.1 Overview of Targeting and Placements
4.2 Keywords and Keyword Targeting
4.3 AdWords Language & Location Targeting
4.4 Placement Targeting for the Display Network

4.5 Location Extensions

 

5. AdWords Bidding and Budgeting
5.1 Overview of Bidding

5.2 Overview of Budgets

 

6. Policies and Ad Quality Topics
6.1 AdWords Policies
6.2 Ad and Site Quality

6.3 Invalid Clicks Issues

 

7. AdWords Billing and Payments
7.1 Overview of Billing and Payments
7.2 AdWords Billing - Postpay Options
7.3 AdWords Billing - Prepay Options

7.4 AdWords Billing - Monthly Invoicing

 

8. Display Advertising on the Google Display Network
8.1 Communicating Value of Display and the Google Display Network
8.2 Plan a Campaign
8.3 Generate Creatives
8.4 Implement a Campaign and Ad Groups
8.5 Measure Performance

8.6 Optimize and Refine

 

9. Display Advertising on YouTube
9.1 Communicating the Value of Display on YouTube
9.2 Plan a Campaign
9.3 Generate Creatives
9.4 Implement a Campaign and Ad Groups
9.5 Measure Performance

9.6 Optimize and Refine

 

10. AdWords Tools
10.1 Overview of AdWords Tools

10.2 AdWords Editor

 

11. Performance Monitoring and Conversion Tracking
11.1 Overview of Performance Monitoring and Conversion Tracking
11.2 AdWords Reporting
11.3 Conversion Tracking Basics

11.4 Advanced Conversion Tracking and Best Practices

 

12. Google Analytics
12.1 Overview of Google Analytics
12.2 Getting Started with Google Analytics
12.3 Google Analytics Goals and Funnels
12.4 Google Analytics Filters
12.5 Overview of Google Analytics Reporting
12.6 Google Analytics Report Types
12.7 Related Google Analytics Tools and Services

12.8 Driving Improvements with Google Analytics Data

 

13. Optimizing Performance
13.1 Overview of Optimization
13.2 Optimizing AdWords Campaigns and Ad Groups
13.3 Optimizing Websites and Landing Pages
13.4 About Google Website Optimizer
13.5 Using Google Website Optimizer

13.6 Optimizing for Greater Conversions

 

14. Managing Multiple Accounts
14.1 Overview of Managing Multiple Accounts
14.2 Managing Accounts with My Client Center (MCC)

14.3 Using AdWords API

 

15. Selling and Representing AdWords
15.1 The AdWords Value Proposition
15.2. Selling the Benefits of AdWords
15.3 Maintaining Client Relationships
 
 
 
 
 
 
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Original Knol - http://knol.google.com/k/narayana-rao/online-advertising-google-adwords/ 2utb2lsm2k7a/ 3086

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