Google AdWords

Overall Course Objective:

By the end of this course, you will have the skills and knowledge to create, manage, and optimize Google AdWords campaigns to improve online visibility, increase traffic, and maximize ROI.

Module 1: Introduction to Google AdWords

Module Learning Objectives:

• Understand the basic concepts of Google AdWords.
• Identify the structure and functionality of Google AdWords.
• Recognize the role of Google AdWords in digital marketing.

Introduction:

In this module, you will learn the foundation of Google AdWords, including its purpose, key features, and how it fits into the broader world of digital marketing.

Lessons:

1. What is Google AdWords?
   • Overview of the platform.
2. AdWords Account Structure
   • Campaigns, ad groups, and keywords.
3. Why Use Google AdWords?
   • Benefits of using AdWords for businesses.

Real-World Applications:

• Setting up an actual Google AdWords account.
• Reviewing real-life case studies of businesses that succeeded using AdWords.

Discussion Question:

• How does Google AdWords differ from other online advertising platforms, and what makes it unique?

Assessment/Quiz:

• Multiple-choice questions covering the basics of Google AdWords and its components.

Accessibility:

• Screen reader-friendly content and video captions for learners with visual or hearing impairments.

Module 2: Setting Up Your Google AdWords Campaign

Module Learning Objectives:

• Learn to create a new AdWords campaign.
• Understand targeting and keyword strategies.
• Master budget setting and bidding techniques.

Introduction:

In this module, we’ll dive into the steps needed to set up your first Google AdWords campaign, focusing on key elements like targeting, keywords, and budgeting.

Lessons:

1. Creating Your First Campaign
   • Step-by-step guide to campaign creation.
2. Targeting Your Audience
   • Geography, demographics, and interests.
3. Keyword Research
   • Selecting and using keywords effectively.

Real-World Applications:

• Create a live AdWords campaign using your own business or a case study.
• Analyze real keyword performance data to improve campaigns.

Discussion Question:

• What are the most important factors to consider when selecting keywords for your Google AdWords campaign?

Assessment/Quiz:

• Short answers and scenario-based questions on campaign setup and keyword selection.

Accessibility:

• Use of high-contrast visuals and simple navigation for easy access to information.

Module 3: Optimizing Google AdWords Campaigns for Performance

Module Learning Objectives:

• Analyze and optimize AdWords performance.
• Learn to use Google Analytics and other tools to track success.
• Understand the importance of A/B testing.

Introduction:

This module is all about improving your Google AdWords campaigns by optimizing them for maximum effectiveness through analysis and adjustments.

Lessons:

1. Using Google Analytics
   • Tracking and interpreting data.
2. A/B Testing
   • Experimenting with ad variations to optimize performance.
3. Performance Metrics
   • Understanding CTR, conversion rates, and ROI.

Real-World Applications:

• Conduct A/B testing on an existing campaign to see which ads perform better.
• Use Google Analytics to evaluate campaign performance.

Discussion Question:

• What are some of the key metrics you should monitor to determine the success of a Google AdWords campaign?

Assessment/Quiz:

• Multiple-choice questions on Google Analytics, A/B testing, and performance metrics.

Accessibility:

• Provide audio descriptions for video content and include downloadable transcripts.

Module 4: Advanced AdWords Strategies

Module Learning Objectives:

• Implement advanced strategies like remarketing.
• Learn about automation and scripts for campaign management.
• Understand advanced bidding strategies.

Introduction:

Building on what you’ve learned, this module explores advanced strategies to take your Google AdWords campaigns to the next level.

Lessons:

1. Remarketing
   • Re-engaging customers who’ve visited your site.
2. Ad Automation
   • Using scripts and automation to save time and improve efficiency.
3. Advanced Bidding Strategies
   • Techniques for maximizing conversions.

Real-World Applications:

• Implement a remarketing campaign for a real or hypothetical business.
• Use automated bidding strategies to optimize an existing campaign.

Discussion Question:

• How can remarketing improve your overall AdWords performance, and what are the best practices for using it?

Assessment/Quiz:

• Scenario-based questions on advanced strategies like remarketing and automated bidding.

Accessibility:

• Include keyboard shortcuts and alternative navigation methods for students with mobility impairments.

Module 5: Managing and Scaling Your AdWords Campaign

Module Learning Objectives:

• Understand how to manage ongoing campaigns.
• Learn strategies for scaling campaigns for growth.
• Discover troubleshooting techniques for common AdWords challenges.

Introduction:

In this module, you will learn how to maintain, troubleshoot, and scale your Google AdWords campaigns for sustained growth and improved ROI.

Lessons:

1. Campaign Management
   • Best practices for daily campaign maintenance.
2. Scaling AdWords
   • Expanding your campaign reach and budget effectively.
3. Troubleshooting Common Issues
   • Solutions to common AdWords problems like low conversion rates.

Real-World Applications:

• Scale an existing campaign while maintaining a positive ROI.
• Troubleshoot a real campaign issue, such as poor keyword performance or low-quality scores.

Discussion Question:

• What are the most effective methods for scaling a successful AdWords campaign without sacrificing ROI?

Assessment/Quiz:

• Scenario-based and troubleshooting exercises focused on campaign management and scaling.

Accessibility:

• Provide larger font options for easier readability and include voiceover descriptions for all visual content.

Module 6: Final Project and Course Wrap-Up

Module Learning Objectives:

• Apply all learned concepts in a final project.
• Review key strategies and best practices.
• Prepare for ongoing Google AdWords campaign management.

Introduction:

In this final module, you’ll apply everything you’ve learned throughout the course in a comprehensive project and review all the critical strategies for successful Google AdWords management.

Lessons:

1. Final Project Overview
   • Guidelines for applying the concepts learned to a real-world scenario.
2. Key Takeaways and Best Practices
   • A summary of critical Google AdWords strategies.

Real-World Applications:

• Create a comprehensive Google AdWords campaign plan for a business of your choice.

Discussion Question:

• Reflecting on the course, what was the most impactful lesson, and how will you apply it moving forward?

Assessment/Quiz:

• Final project submission that includes a full Google AdWords campaign.

Accessibility:

• Offer flexible submission options (e.g., video, written, or presentation format).