Contenido del Curso. Modalidad de Cursado. Recursos adicionales entregados

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1 Certificarte en Google Advertising Fundamentals te permitirá obtener el reconocimiento de Google como profesional cualificado que demuestra que tienes conocimiento de las técnicas y herramientas recomendadas por Google más recientes. Muchas empresas a lo largo del mundo buscan empleados certificados, ya que tienen un mayor potencial de crecimiento así como mayores oportunidades de desarrollo de carrera. Duración: 36 hs Nivel del Curso Contenido del Curso En la mayoría de los casos, el candidato que realiza por primera vez una certificación desconoce el tipo de examen que se la va a tomar como el nivel de complejidad de los problemas a resolver. Los simuladores constan de modelos de examen para que el alumno pueda vivir una experiencia lo más similar posible a entorno real de una certificación y dar cuenta de la metodología de examen y el tipo de ejercicios con los que se puede llegar a enfrentar. Realizar un simulador de exámenes tiene múltiples beneficios. En primer lugar, es la posibilidad tangible de rendir un examen en un entorno muy similar al real, tomando todos los beneficios de la experiencia y el aprendizaje pero sin el riesgo asociado. En segundo lugar, sirve como una herramienta de medición de conocimientos. Por último, es el principal proceso de preparación y entrenamiento hacia el objetivo final que es obtener la certificación. Los simuladores están en IDIOMA INGLÉS Por qué certificarse internacionalmente? Si deseas conocer más información sobre la importancia de las Certificaciones Internacionales haz click AQUI Modalidad de Cursado Los simuladores se realizan de modo online a través de una plataforma virtual llamada Alumni y son corregidos en el momento dándoles a conocer las respuestas correctas así como las incorrectas con la explicación correspondiente. Los simuladores no tienen fechas predeterminadas sino que se realiza en el momento que quieras desde tu casa a través de la plataforma Alumni. Recursos adicionales entregados

2 Este curso incluye el acceso a un plataforma online donde encontrarás el material de lectura del curso, los laboratorios del mismo, practicas resueltas otra información de interes como: documentos adicionales, descargas, videos relacionados, etc. Tendrás disponible la ejercitación y podrás realizar exámenes de autoevaluación luego de cada clase. Te permitirá también estar conectado con tu docente y compañeros del curso. Requisitos Haber realizado los cursos de PAQUETE CERTIFICACIÓN GOOGLE Plan de Estudio 1. Introduction to AdWords 1.1 Overview of AdWords An Introduction to Google AdWords Search Engine Marketing (SEM) Search Engine Optimization Online Advertising Direct Response Branding Use Cases Benefits of AdWords Common AdWords terms Google Ad Auction Ad Quality Basics Google Adwords Quality AdWords Bidding Tutorial Things to practice for Google testâ ADWORDS-FUNDAMENTALS Overview of Optimization Different types of keyword targeting What is theâ Search Engine Optimization (SEO)? What is theâ Search engine marketing (SEM)? What is theâ organic listings? What is theâ clickthrough rate (CTR)? What are the different elements ofâ text ads? What is theâ first page bid estimates? 1.2 Getting started with AdWords Creating an AdWords account Create AdWords Account Guidelines for AdWords account Hiring Someone to Manage Your Account Working with an Agency or a Contractor Getting Help to Create Ads 1.3 Getting Started with AdWords What are the differentâ account accessâ levels in Adwords? What are the two categories of online advertising goals? What isâ PageRank? What isâ Google Analytics\' _trackpageview? How does Google\'s Hypertext-Matching Analysis analyze a page content? Account statistics Ad Market Place Ad Performance reports Ads Diagnostic Tool AdWords API

3 AdWords Discounter AdWords Discounter AdWords Editor Automatic bidding Billing tab Branding Broad match keyword targeting Campaign statistics Campaign tab Click-Through-rate Clickthrough rate Client Manager Conversion Optimizer Conversion optimizer Conversion report Cost-per-impression (CPM) Cost-per-thousand impressions (CPM) bidding Country targeting CPA CTR Customized targeting Demographic bidding Device platform targeting Direct Response Embedded match keyword targeting Exact match keyword targeting First page bid estimates First-page-bid estimates Google Analytics Google Trends Google Wonder Wheel Hourly Report IP exclusion tool Keyword tool Keywords Low search volume keywords Managed placements Manual bidding MCC My account tab My Client Centre Negative match keyword targeting Network devices setting Online Advertising Opportunities tab Organic listings Phrase match keyword targeting Placement Placement Performance report Placements Position preference PPC Quality Factor Quality Score Query parsing Region and city targeting Reporting tab Return On Investment (ROI) Return on investment (ROI) ROI

4 Search Engine Marketing Search Engine Marketing Search Engine Optimization Search Engine Optimization Search Terms Report SEM SEO Share of voice Smart Pricing Statistical Reporting The Google Network 2. AdWords Account and Campaign Basics 2.1 Account Management Basics Key Concepts of AdWords Account Management Navigating an AdWords Account About Billing Preferences and Billing Summary About Account Preferences To view and update Account Preferences: Monitoring AdWords Account To set preferences for receiving alerts and other communications Set an Alert What isâ AdWords Editor? What is theâ AdWords API? What are the different tabs present in theâ Google AdWords? What are the different types of tabs in anâ Adwords account? Conversion report What is theâ campaign tab? What is theâ reporting tab? What is theâ opportunities tab? 2.2 Campaign Management Basics Key Concepts of Campaign Management Description of Table Columns Key Features on the Campaigns tab Actions which can be taken on the Campaigns tab Troubleshooting Campaign Issues Creating New AdWords Campaign Editing existing campaigns Editing more than one campaign at a time Editing inline Editing Campaign Settings Settings which can be edited from the Campaigns tab Effective ways of organizing a campaign Key tips for successful campaigns Factors used by Google to determine the keyword\'s Quality score Statistical Reporting Frequency capping 2.3 Ad Group Management Basics Key Concepts of Ad Group Management Creating Ad Groups Editing Ad Groups Shortcut for Editing an Ad Group Monitoring Ad Groups Ad Group Level Data Interpretation Functions of the My account tab and reporting tab in Google AdWords Ad groups tab Location of the Ads Diagnostic tool in AdWords Account Tree tab Ad groups tab

5 Ad Rotation Ad Scheduling Bidding option Billing tab Budget Campaign tab CPC CPM Frequency Capping Home tab Keywords tab Networks tab Opportunities tab Reporting tab Settings tab 3. AdWords Ad Formats 3.1 Overview of Ad Formats Text Ad Key Concepts Image Ad Key Concepts Steps involved in creating an image ad Principles of AdWords advertising Restrictions and tips for naming an ad image AdWords Video Ad Basics Video Ad Key Concepts Creating Video Ads with Display Ad Buffer Integrating Video Ads Into Campaigns Mobile Ad Key Concepts Creating Mobile Ads View Mobile Ad Formats Rich Media Ad Formats Key Concepts Integrating Rich Media Display Ads Into Campaigns Steps for creating the Rich media display ads from Adwords account: 3.2 Ad Formats Guidelines & Best Practices Text Ads Guidelines and Policies Writing Targeted Ad Text Writing Effective Ad Text Best practices for text ads Tips for creating compelling ad text Types of images used in an image ad Image Ad Best Practices Video Ad Guidelines and Best Practices Video Ad Policies Video Ad Creation Best Practices Video Ad Performance Best Practices Find Options for Video Ad Types Mobile Ad Guidelines and Policies Mobile Ad Best Practices Rich Media Display Ad Guidelines and Policies Rich Media Display Ad Guidelines and Best Practices Measuring the Impact of Rich Media Display Ads Advertising Policies Copyright Display Ad Buffer Display Ad Builder Geo-Targeting Geo-targeting Image Ad Mobile Ads

6 Placement Performance Privacy Rich Media Ads Sponsored links URL WAP WML XML 4. AdWords Targeting and Placements 4.1 Overview of Targeting and Placements About the Google Network Search Targeting Display Network Placements Automatic placements Managed placements Device platform targeting Quality Score Number of languages allowed by Google to be chosen by the participants 4.2 Keywords and Keyword Targeting Broad match keyword targeting Phrase match keyword targeting Exact match keyword targeting Negative match keyword targeting Embedded match keyword targeting Match types for a keyword Developing and Managing Keyword List Keyword Tool Monitoring Keywords Troubleshooting Keywords Keyword Guidelines and Policies Keyword Best Practices 4.3 AdWords Language & Location Targeting Overview of Language and Location Targeting Working of Language and Location Targeting Setting and Enabling Language and Location Targeting Set Language Targeting Set Location Targeting Choosing Languages to target Ad Text Using Double-Width Characters Country/Territory Targeting Region/City Targeting Proximity Targeting Troubleshooting language and Location Targeted Campaigns International Targeting Strategies Best Practices for Language and Location Targeting Query parsing Keyword matching options Difference between Phrase match keyword targeting and Exact match keyword targeting 4.4 Placement Targeting for the Display Network Key Concepts of Display Network Placements Features offered by AdWords to target ads to the placements Difference between Exact match keyword targeting and Negative match keyword targeting Using Keywords for Automatic Placements Contextual Targeting Placement Targeting Pricing for Automatic Placements Setting up Automatic Placements in a Campaign Managed placements Synchronous Working of Keywords and Managed Placements Pricing for Keywords and Managed Placements

7 Selecting Managed Placements: Manually Add Managed Placements Selecting Managed Placements: Copy for automatic Placements Selecting Managed Placements: Use the Placement Tool Add and Edit Placements Monitoring Placement Performance Excluding Placements from Display Network Targeting Add Placement Exclusions: Targeting Video Placements Targeting Game Placements Targeting Feed Placements Add Game and Feed Placements Targeting Mobile Placements Best Practices for Placement Targeting Chapter summary AOL Broad match keyword targeting Contextual Targeting Country/Territory Targeting Device platform targeting Embedded match keyword targeting Exact match keyword targeting Google Network IP Address ISP Keyword Tool Language Targeting Managed Placements Negative-matched keywords Phrase-matched keyword Placements Proximity Targeting Region/City Targeting RSS Search Targeting 5. AdWords Bidding and Budgeting 5.1 Overview of Bidding Working of AdWords Bidding Ranking of an ad Cost-per-click bidding Automatic bidding Manual bidding Cost-per-thousand impressions (CPM) bidding Demographic bidding Cost per thousand impressions Conversion Optimizer Setting AdWords Bids Tools for Managing AdWords Bids Best Practices for AdWords Bidding 5.2 Overview of Budgets Working Of Budget With AdWords Types of Budgets in AdWords Setting Budget in AdWords Tools for Managing AdWords Costs Changing the budget for an ad campaign Best Practices for Budgets Difference between CTR and CPM Difference between one-per-click conversion and many-per-click conversion Ways of delivery for ads

8 5.3 Ad and Site Quality Definition of Ad Quality Quality Score - An Introduction Landing page Quality - An Introduction Impact of Quality Score Determination of Quality Score Quality Score for Google and the Search Network Variations to Quality Score Quality Score for the Display Network Contextually-targeted ads Placement-targeted ads An Overview of Landing Page Improving the Landing Page and Site Quality Relevancy of Content Originality of Content Transparency of Content Site navigation Types of Websites that receive low Landing Page Quality Scores Types of Website to advertise with caution Monitoring the Quality Score Keyword Diagnosis Website Optimizer Google Analytics Google quality score Tools used by users to improve the Website\'s performance Factors that influence the landing page quality Accelerated Delivery Ad Scheduling Automatic Bidding Conversion Optimizer Cost-per-click Bid Cost-per-thousand impressions Bidding CPC bidding CPM bidding CTR column Demographic Bidding ecpm Keyword diagnosis Manager Defined Spend Manual Bidding MDS PPCSE PR Quality of landing page Quality Score Quality Score column SEP SERP(S) SEU Standard Delivery Website Optimizer 6. Performance Monitoring and Conversion Tracking 6.1 Overview of Performance Monitoring and Conversion Tracking Key Concepts of Performance Monitoring Performance Measurement by Google AdWords Tools for Monitoring Performance Benefits of Tracking Performance Overview of Common Performance Issues

9 Optimizing Performance 7.1 Overview of Optimization An overview of Optimization Campaign improvements through Optimization Ad Group improvements through Optimization Website improvements through Optimization Benefits of Optimization Goals of Optimization Key Strategies for Optimization Types of Optimization tools Targeting Tools Optimization Tools Tracking Tools Use Cases of Optimization Tools Traffic Estimator Return on investment (ROI) Account statistics 7.2 Optimizing AdWords Campaigns and Ad Groups Overview of Optimizing Campaigns and Ad Groups Strategies considered while organizing an account Tools and Strategies for Optimizing Campaigns and Ad Groups Optimization of Keywords Tools for Optimizing Keywords Optimizing keywords for better CTR Optimizing keywords for better ROI Use appropriate keyword matching options Use negative keywords to eliminate unwanted clicks Reasons for using negative keywords Optimizing Ad Text Optimizing ad text for ROI Optimizing ad text for CTR and Traffic Optimizing ad text for Branding Optimizing Ad Scheduling, Serving, and Positions Tools and Strategies for Optimizing Ad Scheduling and Servings Optimization of Bids and Budgets Tools and Strategies for Optimizing Bids and Budgets Optimizing Display Network Placements Tools and Strategies for Optimizing Display Network Placements Tools and Strategies for Optimizing Language and Location Targeting Country targeting Region and City targeting Customized targeting Best Practices for Optimizing Campaigns and Ad Groups 7.3 Optimizing Websites and Landing Pages Overview of Optimizing Websites and Landing Pages Techniques to achieve high optimization Elements of Quality Benefits of Optimizing Websites and Landing Pages Benefits of Optimization Example to show benefits of optimization Optimization through Improved landing pages Content optimization Optimization through Transparency Optimization in Navigation Control script Conversion script Account Statistics

10 Audience Conversion Optimizer Goals Google Analytics Keyword tool Landing pages Optimization Placement tool Return on investment (ROI) Search Terms report Traffic Estimator Website Optimizer 8. Selling and Representing Ad Words 8.1 The AdWords Value Proposition The Value Proposition of AdWords Relevance Targeting with Precision and Scale Accurately Controlling Ad Campaigns to Meet Advertiser Goals Targeting Aligns with Advertiser Goals Keyword Tool Searching Query Performance Report Adding negative keywords manually Negative keywords and the Display Network Pricing Reporting and Metrics Alignment of Brand Building with Advertisers Goals Overview of Value Proposition for Metrics Alignment of AdWords with Direct Response Advertiser Goals Time taken in producing a Traditional TV Ad Time taken in producing a Traditional Radio Ad Time taken in producing an AdWords Ad Overview of Value Proposition for Brand Building with AdWords Alignment of Metrics With Advertising Goals Wide Reach of the Google AdWords Matching Features With Marketing Goals Types of Google performance reports Ad Performance reports Placement Performance report Search Terms Report Hourly Report AdWords Discounter Network devices setting Campaign statistics Smart Pricing 8.2 Selling the Benefits of AdWords Understanding Client Needs Analysis of Client Needs Alignment of Client Needs with Goals and Opportunities Hiring Third Party for Account Management AdWords and Google Marketing Reach AdWords Relevance AdWords Return on Investment (ROI) AdWords Impact on conversion AdWords Costs AdWords Flexibility Explanation of AdWords costs Explanation of Paid Search vs. Organic Search Proof of Publication Explanation of AdWords Policies and Invalid Clicks issues Google Combating with Invalid Clicks Tools used by Google for protecting clicks on AdWords ads

11 Explanation Regarding Search Network Explanation regarding Display Network Google Wonder Wheel Google Trends Keyword tool IP exclusion tool Conversion optimizer 8.3 Maintaining Client Relationships Best Practices for Transparency and Support Best practices for sharing AdWords information with clients Connecting with the customer Value of hiring a third-party professional Packaging AdWords Advertiser possessing a Bundled product Advertiser possessing a la carte product Click Package Considerations Contract Length Considerations Reporting Content to be shared on Reports The frequency of sharing Reports Explaining the performance of a New Account Optimization Considerations Supporting your customers Protecting customer information Account Ownership Pricing Model and Margins Considerations Considerations on Segmenting the Market Compensation as Sales Organization Consideration Channels as Sales Organization Consideration Primary elements of quality to be considered while optimizing a Website Levels of inviting other users to share access of an AdWords account Benefits of optimizing Website content Google Wonder Wheel Google Trends Conversion Optimizer Account Snapshot Ad Performance Report AdWords Discounter Campaign statistics Conversion Tracking Google Analytics Google Team Hourly Report IP Exclusion Tool Placement Performance Report Search Query Performance report Search Query Performance Report Search Terms Report Site and Category Exclusion Smart Pricing