Google Adwords Advertising Fundamentals Practice Exam
The Google Ads Advertising Fundamentals exam is an excellent first step towards mastering the world of online advertising with Google Ads (now known as Google Ads). Earning this free certification demonstrates your understanding of core Google Ads concepts and best practices, making you a valuable asset for businesses seeking to leverage the power of pay-per-click (PPC) advertising.
Who Should Take This Exam?
This exam is ideal for individuals, including:
- Marketing professionals: Enhance your skillset and gain a foundational understanding of Google Ads to manage campaigns effectively.
- Business owners: Learn how to create and manage your Google Ads campaigns to reach potential customers online.
- Entrepreneurs: Equip yourself with the knowledge to promote your business or venture through Google Ads.
- Recent graduates: Build a strong foundation in online advertising, making you a more competitive job candidate.
Are There Prerequisites?
There are no formal prerequisites to take the Google Ads Advertising Fundamentals exam. However, a basic understanding of digital marketing concepts like keyword research and website traffic will be beneficial.
Roles
A Google Ads certification can be advantageous for various roles, including:
- Search Engine Marketing (SEM) Specialist
- Digital Marketing Specialist
- PPC Specialist
- Marketing Manager
- Business Development Manager
Course outline
Module 1: Introduction to Google Ads
- Understanding online advertising & PPC model
- How Google Ads works: auctions, bidding, and ranking
- Account structure: Account → Campaigns → Ad Groups → Ads → Keywords
- Key benefits of Google Ads for businesses
Module 2: Google Ads Account Setup
- Creating a Google Ads account
- Account hierarchy and campaign types (Search, Display, Video, Shopping, App)
- Understanding billing and payment methods
- Setting up conversion tracking
Module 3: Campaign Types & Objectives
- Search Network campaigns
- Display Network campaigns
- Video campaigns (YouTube Ads)
- Shopping campaigns
- App install and engagement campaigns
- Selecting the right campaign based on goals (awareness, consideration, conversion)
Module 4: Keywords & Targeting
- Keyword match types: Broad, Broad Match Modifier, Phrase, Exact, Negative
- Keyword research tools & strategies
- Audience targeting (demographics, interests, remarketing)
- Geographic and language targeting
- Device targeting (desktop, mobile, tablet)
Module 5: Ad Formats & Creative
- Expanded text ads
- Responsive search ads
- Display ads (image & rich media)
- Video ads (skippable, non-skippable, bumper)
- Shopping ads
- Best practices for writing effective ad copy
Module 6: Bidding & Budgeting
- How bidding works in Google Ads auctions
- Manual CPC vs. automated bidding strategies (Maximize Clicks, Target CPA, Target ROAS, Enhanced CPC)
- Setting campaign budgets
- Factors influencing Ad Rank: bid, quality score, expected impact of ad extensions
Module 7: Quality Score & Ad Rank
- Components of Quality Score (CTR, ad relevance, landing page experience)
- Improving Quality Score through optimization
- Understanding Ad Rank and how it determines ad position
- Practical examples of QS improvement strategies
Module 8: Extensions in Google Ads
- Types of ad extensions: Sitelinks, Callouts, Structured Snippets, Location, Call, Price, App, Promotion
- Benefits of extensions for CTR and Quality Score
- Setting up and managing extensions
Module 9: Campaign Measurement & Reporting
- Key performance metrics: CTR, CPC, CPA, ROAS, Conversion Rate
- Conversion tracking setup and importance
- Using Google Ads dashboard for insights
- Linking Google Ads with Google Analytics
- Custom reports and automated rules
Module 10: Display Advertising Fundamentals
- Display Network vs. Search Network
- Contextual targeting, placement targeting, and topic targeting
- Remarketing strategies for display ads
- Display ad formats and responsive display ads