? Advert group labelling ? Ad groups ? granular is best ? Keyword variations ? Keyword choices ? thinking laterally ? The Google Adwords Keywords Tool ? Other keyword generation tools
Quality Score ? and its importance
? The quality score ? quality based bidding ? Quality score ? how?s it calculated? ? Quality score and landing pages
Keyword match types
? Broad ? Phrase ? Exact ? Negative ? ?See search terms? analysis ? Google Keyword Tool and negative words
Advert copywriting
? Ad copy ? it?s about the customers? needs ? Ad copy and search terms ? What?s the purpose of the ad? ? Ad text ? every character counts! ? Set ting the right language tone ? URL text ? The importance of headlines ? Testing ad variations ? Where should you send people when they click?
Landing pages ? for high ROI
? Landing pages and rapid conversion pages ? Landing pages ? best practice ? Landing pages ? common mistakes
Budget and bidding considerations
? Setting your default bids ? Use ?Power-Posting? for better bid control on important words ? Budget and bidding considerations ? ?Bid discounter? in Google AdWords ? Billing on Adwords accounts
How to track success ? analytics
? Conversion tracking ? Types of conversion ? How do you set-up conversion tracking? ? Generating conversion code ? Conversion code placement ? Tracking AdWords performance the easy way ? Linking Google Analytics to Google Adwords
Which metrics are worth analysing?
? Return on Investment ? Clicks and conversions ? Bounce rate metric ? Cost per click ? Time spent on site (how engaged they are) ? Pages viewed (what they are interested in) ? Geographic location (local language opportunities) ? Compare like for like
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