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Google Adwords Practice Exam

Google Adwords

Google Adwords is an online advertising platform that is used by numerous advertisers to display their ads on Google’s search engine results page. It uses certain defined keywords to lead the results page to maximise interaction with the customers. This is a good way for small business owners to increase their engagement.


Roles and Responsibilities

To function and communicate via emails 

To research trending keywords and trends, algorithms to ensure that one is targeting the right keywords

To create content based on exclusive and new trends

To analyse feedback 

To manage ad campaigns 

Handling and adjust the targets

Undertaking statistics, data and analysis


Who should take this exam?

Anyone who is looking for job opportunities in the search engine marketing department can take this exam. Moreover, graduates can take this exam to boost their resume.


Skills Required

Analytical skills

Management skills

Ad writing skills

Business analysis skills

SEO


Career Prospects

PPC Executive

SEO trainer

Digital marketing expert


Table of Content

Search Engine Marketing Overview

Understanding Google search

Learning rule based personalization of marketing at internet scale

Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing

Pay per click overview

Learning PPC Definition & how it function

Learning Important Terms – Quality Score, Conversion Rate, etc.

Quality Score Overview Understanding

Strategizing PPC campaigns

Learning Setting objectives, goals & expectations

Actionable metrics for performance measurements

Learning Formulating account structure

Effective segmentation of keywords

Learning Usage of multiple match types

Learning Non overlapping Ad Groups

Market Analysis

Understanding industry key drivers

Learning Competitive Analysis

Learning Organizational positioning

Targeting

Ad writing Techniques

Compelling ads that increase click through rates (CTR) lower costs

Learning, Understanding, Analyzing & Improving – Relevance & Quality score

Improve conversion rates Targeted ads & relevant landing pages

Learning Ad Preview tool

Learning Best Practices like using features such as reviews, +1 button etc

Campaign Management

Overview of the tools

Understanding advance functionality

Bid Management Plan

Understand bidding strategy

Learning Manual vs. Automated bid management

Learning Different bid management features CPA bidding, position preference etc

Effective landing pages

Learning Importance of UI/UX design

Call to Action

Performance Tracking

Learning Set campaign objectives & goals

Learning Define Performance metrics

Learning Monitor PPC activity with Google Analytics

Decipher User Psychology

Understand & connect with the user

Benefit from search behavior of prospective customer

Reporting & Analysis

Learning Integrate PPC account with Google Analytics

Understanding reports and define the future plan of action

Testing

Learning Multivariate Testing

Learning A/B split Testing

SEM Management (Other Opportunities)

Remarketing

Learning Mobile Advertising

Learning Display & Video Formats

Optimize the display network campaigns

Learning Track & measure view through conversions

Affiliate Marketing

Understanding Advertiser

Understanding Publisher

Understanding Consumer

Mobile Marketing

Introduction

Understanding Mobile Advertising

Understanding the market


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