1. Introduction

2. Why Advertise with Google AdWords

• Statistical trends driving the adoption of search advertising
• 7 reasons to advertise with AdWords
• Is AdWords suitable for all business types?
• AdWords success stories

3. Now Hear This!

• A short orientation and terminology session

4. Goal Definition and Key Performance Indicators

• Goal definition for service industries
• Goal definition for direct response advertisers
• Conversion events and other KPIs

5. Campaign Structure

• Introduction to AdWords account structure
• How AdGroup strategy improves clickthrough rates
• How to get started on campaign design
• Is there an optimal campaign structure?

6. The Quality Score Ad Ranking System

• Quality Scores and their role in ad positioning
• How ad position is determined
• The AdWords Bid Discounter
• The components of Quality Score

7. Keyword Status & Minimum Bids

• How Quality Score determines your minimum cost per click
• How minimum CPC affects keyword status
• The 4 'must know' features of the minimum bid system

8. Your First Ad

• Activating your AdWords account for the first time
• Your first keyword ad: step-by-step

9. Navigating the AdWords Control Panel

• Control panel overview
• How to add, edit, pause or delete ad campaigns
• How to drill down to keyword level performance statistics
• Identifying Inactive keywords
• Bid management 101
• How to add up to 800 keywords at a time with Power Posting
• Assigning a unique CPC or destination url to individual keywords
• Creating and editing text ads
• Your new tool shed

10. The Google Ad Distribution Network

• Google properties that carry AdWords
• Introduction to contextual advertising
• Content partners vs. Search partners
• Customizing your network distribution settings

11. Contextual Advertising

• The pros and cons of contextual advertising
• Smart Pricing - what it is and how it affects you
• Content Bidding; how to place separate bids in dual purpose campaigns
• Using the Site Exclusion Filter to create a Content Network blacklist

12: The Case for Separation

• Quality Score and the Content Network
• 4 reasons to separate search from contextual campaigns
• The default campaign setting you'll want to turn off

13. Geographical Targeting Options

• Why local search is hot
• What makes geo-targeting attractive to local advertisers
• Regional and city targeting in North America, the UK and Australasia
• How to specify custom defined geo-targeting worldwide

14. Geo-Targeting: the Fine Print

• The #1 way to capitalize on local targeting
• How to identify locally targeted ads
• Geo-targeting caveats
• Localized keywords - what they are and when to use them
• What local targeting means for national advertisers

15. Local Business Ads for Google Maps

• The special characteristics of Local Business Ads (LBAs)
• Why LBAs beat geo-targeting in some circumstances
• Making your company eligible to use LBAs
• Creating your first LBA

16. Keyword Match Mode Options

• The 4 keyword matching options - how and when to use them
• The system default Expanded Match mode . . . and how to opt out

17. Targeting the Tail

• The 'Buying Cycle' and how it manifests itself in the keywords people use
• 'The Long Search Tail' and what it means for your keyword strategy

18. Keyword List Development

• 6 questions to ask about search user intent
• 10 keyword variation cues
• How to discover your competitor's keyword list
• Bidding on trademarked terms

19. Automated Keyword Tools

• Using the official AdWords Keyword Tool
• Wordtracker - the professionals tool of choice
• PhraseMate - our free phrase permutation tool
• Where to find a free comprehensive keyword research guide
• Keyword list generation summary - our 5 step checklist

20. Meet the Editor

• An overview of Google's editorial rules and guidelines . . . and why they matter

21. How to Write an Effective Ad

• The facts about search user attention span
• The real objective of your ad
• The golden rule of effective search ad headlines
• 7 tips for writing better ads

22. Landing Pages Demystified

• Why landing page design and copy is so important
• The single biggest landing page mistake
• 7 specific tactics to optimize landing page conversion rate
• Landing page Quality Score - how to avoid the “Google Slap”

23. Hand Me That Scalpel, Igor!

• Real-time testing . . . the professionals favorite AdWords feature
• How to avoid the biggest mistake when testing ad copy
• Maxmizing click through with customized URL's
• Why the default ad serving optimization feature may not be optimal
• A/B landing page split run testing the easy way

24. What's a Click Worth?

• How campaign objectives determine the value of a click
• Setting appropriate objectives
• Calculating your break even point
• Calculating your maximum cost per click
• Using BudgetMate . . . our automated budgeting tool

25. Setting a Budget

• Budgeting with search volume forecasts
• The AdWords Traffic Estimator
• 3rd party search volume statistics
• How conversion rate affects your cost per click budget
• Average conversion rate statistics
• 'What-if' scenario testing
• 6 questions to ask about your proposed budget

26. Daily Budget Management

• Daily budget settings and how they affect ad delivery
• The AdWords Budget Optimizer
• Making your budget go further
• Customizing ad delivery with scheduling

27. Quality Score Optimization

• Quality Scores and competing cost effectively
• How a keyword can become uneconomic even when you're the only bidder
• Qualifying for the 'Premium Listing' positions above organic search results
• Quality Score optimization checklist

28. Bidding Strategies

• Do I need to be # 1?
• The effect of search behavior on strategy
• How campaign objectives drive strategy
• Bidding wars and how to avoid them
• Launch strategy for new keywords
• Strategic ad scheduling

29. Bid Management

• Managing bids across multiple AdGroups & campaigns
• Targeting specific ad positions
• Automated bid management options

30. Troubleshooting Ads that Don't Display

• 10 reasons why your ad may not display . . . and how to fix them
• How to view ads without affecting your impression count
• How to find that geo-targeted ad you normally can't see

31. Track or Perish

• Setting up Google's free conversion tracking tool step-by-step

32. Tracking Offline Conversions

• The numbers behind offline conversion trends.
• Adapting your ad copy to suit consumer behaviour
• How to track web-2-store conversions
• The leading software solution for tracking web-2-call center conversions

33. Control Panel Reporting Tools

• Overview of the Control Panel reporting tools
• Contextual ad reporting
• Search ad position reporting
• Click trail reporting

34. Performance Analysis

• Setting up your AdWords campaign as a profit center
• Campaign profitability at the aggregate level
• Appropriate reporting periods & analysis level by business type
• Key Performance Indicator (KPI) analysis
• How to deal with under-performing keywords

35. ROI Campaign Management

• Calculating your Return on Investment
• What's a good ROI?
• How to prioritize budget spending by ROI
• How to refine bidding strategy by ROI

36. Before You say . . . You're Fired!

• A 7 point checklist to consider before you remove a keyword from your campaign

37. Click Fraud: Fact or Fiction?

• Click fraud - how bad is it?
• Google's response to the claims
• The two most prevalent forms of click fraud
• Preventative measures
• Monitoring your account for fraudulent click activity

38. Closing Comments

• Where to from here
• Where to find the best buyers guide to 3rd party campaign managment service providers
• How to get $300 worth of professional campaign design help for free.