Google AdWords: Fundamentals

Google advertising platform known as Google AdWords earned Google $60 million in 2014. To earn my Google AdWords certification, one must take Fundamental AdWords exam and one other exams (Advertising Search, Display Advertising, Shopping Advertising or Video Advertising). I have chosen to take the Advertising Search exam. The fundamental exam covers the basic elements of AdWords as well as best practices for using and managing a campaign. Search Advertising goes in depth on creating, managing, measuring and optimizing a search campaign. I will begin by diving into the 300 page studying for the fundamental exam.

Fundamental AdWords Certification Exam Key Takeaways

Google AdWords allows your business to target people who are most interested in your product or service. Unlike more traditional advertising methods, such as billboards or magazine ads, AdWords allows you to track how many people are interested in your ad through clicks.

Keywords trigger where your advertisement show up and allows you to target your audience. AdWords use your specific keywords to match your ad to a users search terms. Negative keywords can also be used to exclude your produce offering. For example, if you are selling running shoes but our out of the color red, using the negative keyword red will make sure people searching for red running shoes do not come across your ad.

According to Google Partners Adverting Network, your advertisements will be shown on Google Search Networks and or Google Display Networks.

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Text Ads
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Text Ads with Extension

A Search Network, “includes Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) that show AdWords ads matched to search results.” The search network will in able an advertiser to reach customer actively looking for a specific product or service. There are two types of ads that will appear in your search network, texts ads and ads with extensions. Text ad’s (see image to the right) are made up of a headline, a display URL and a brief description. Text ads with an extension give more information about your business (see image to the right). The extensions give information about your business location, contact information and links to other relevant information.

A Display Network, “includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page”. Display as allow you to show your ads across the internet in order to reach a wider audience. These ads are more complex and can consists of text ads, image ads, media and video ads. A benefit of display ads is the ability to have higher control where and who sees your advertisement.

A Search Network only campaign works by linking AdWords keywords to other words or phrases a user is searching for. This type of campaign is useful for connecting with potential customers right away. A Display Network only campaign, works by matching your ads text, image, media and videos ads to other websites based on relevant content. For example, a diet supplement advertisement could be displayed next a health foods blog.

Once you choose your campaign type, the next step is to organize your account. Your Screen Shot 2015-05-17 at 1.13.50 PMaccount will be organized by separate campaigns with each campaign having specific business goals. I think the best way to understand the structure is by reviewing the image to the left. A well organized account will help you create an effective campaign.

Inbound marketing is all about getting traffic to your website. Google AdWords does just that. Earning a Google certification is a great away to demonstrate your expertise and credibility with the platform. Preparing to take my Google AdWords has been time consuming. Google has excellent study guide materials to help you along the way.  To earn my certification I must answer 100 questions in a 120 minutes and earn a 80%.

Google AdWords: Fundamentals

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