1. Getting to Know AdWords
Dissecting online advertising
Understanding pay-per-click advertising
Valuing the benefits of AdWords
Understanding AdWords ad types
Understanding where ads show up
2. Getting Started
Creating your account
Exploring the AdWords account structure
Organizing campaigns and ad groups
Learning the interface
3. Researching Keywords
Valuing keyword research
Understanding keyword match types
Using negative keywords
Evaluating a keyword
Using the Keyword Planner tool
4. Creating Your First Search Campaign
Creating a new campaign
Targeting locations and languages
Setting your bidding strategy and budget
Setting your delivery and advanced settings
Using ad extensions
Using callout extensions NEW
5. Creating Your First Ad Group
Writing effective text ads
Creating a new ad group
Working with additional ad groups
Using bid adjustments
Mobile Marketing
Ads On Mobile Device
6. Understanding Quality Score
Understanding the AdWords auction
Understanding Quality Score
Identifying Quality Score issues
7. Tracking Ad Performance
Defining conversions
Using AdWords Conversion Tracking
Installing Conversion Tracking code
Using website call conversions NEW
Linking Google Analytics to AdWords
8. Optimizing for Performance
Measuring return on investment (ROI)
Enabling and finding conversion metrics
Using the Conversion Optimizer
Testing your ads with split tests
Understanding the balance between performance and volume.
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SEO (On Page Optimisation)
What is On-Page Optimization?
Keyword Research with Google Keyword Planner.
Keywords Research and Analysis
Types of Keywords
Keyword Research Methodology
Keywords Analysis Tools
Competition Analysis
Preparing a Keyword List for Project
How to Select a Domain Name?
Page Naming {URL Structuring} and Folder
Naming
Image Naming, Image Title and ALT Tags
Creation
What are Meta Tags
Description
Country Robots
Keywords Author
Redirection Tags
Headings Tags {H1 to H6}
What is Content Writing?
SEO (OFF Page Optimisation)
Introduction to Offsite Optimization
Submission to search engines
Linking Building Methodology
Types of Linking Methods
Free Links / Paid Links
Directory Submissions for SEO
Social Bookmarking
Local Business Listing (Local SEO)
Classifieds Posting
Forum Signatures and Commenting
Using Blogs for SEO
Blog Commenting
Press Release Submission
Article Submissions
Video Submissions
RSS Feeds Submissions
Tracking the Links and Page Rank
Reports and Management
Website Position Analysis
Google WebMasters Tools
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