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Dan Grijzenhout, Instructor -  Google AdWords: From Setup to Professional Techniques - Digital Marketing

Dan Grijzenhout

Is an online business and marketing Instructor with 9 published books. He has 35 years enterprise systems delivery experience including Internet, mobile/web & telecommunications large projects. He worked for large enterprises like: JP Morgan Chase; Air Canada & WestJet; Gateway; E&J Gallo Wines; TRW; USAF; Blue Cross & Blue Shield; 3M HIS; Nextel; Tong Yang Insurance; MCI; NYPD; and more.

Instructor: Dan Grijzenhout

Learn The New Google AdWords System - From Setup to Professional Techniques

  • Understand the importance of doing SEO prior to using Google AdWords.
  • Create a digital marketing campaign using the new Google AdWords application.
  • Instructor has 35 years enterprise systems delivery experience working at large enterprises like JP Morgan Chase; Air Canada; Nextel; Tong Yang Insurance; MCI; NYPD; and more.

Duration: 2h 46m

Course Description

This training course has been constructed to introduce you to the Google AdWords advertising system. Within the course, I will show you how to get setup Google AdWords. I will show you how to use it, with some advanced techniques and strategies that will help you get the greatest bang for your buck. These are professional usage techniques that many advertisers who use this system never learn – or even know that these features exist. They can save you a lot of advertising money & get you greater profitable returns on each dollar you spend within this system. The course begins with an introduction to the world of digital marketing today, followed by how Google AdWords is an important component to advertising online. I then take you through the setup process for your new Google AdWords account with an instruction on how to create "standout" Google advertisements. As many of you may be trying to promote products online from shopping websites of some sort, I also include an entire section on how to setup your "Google Merchant Center" which is a necessary adjunct if you are trying to create shopping ads for products. I follow this with a lecture on the "Google Quality Score" and its importance to having your ads rank highly and cost-effectively within the Google Search Engine and other Google advertising locations. Strategically, I will be discussing a number of more advanced ways that professional advertisers use Google AdWords to better target various audiences, attract customers, create better converting ads, and build models of different ad strategies geared to positioning your ads well and to minimizing your costs of advertising. Here you will learn tasks that you can complete that will set you apart from most users of Google AdWords - these strategies will save you advertising costs, help you position your ads better on search results pages, and help your ads convert to sales at higher percentages. So signup for this course - I look forward to seeing you on the inside. Best wishes, - Dan Grijzenhout - Course Creator

What am I going to get from this course?

  • Understand the importance of doing SEO prior to using Google AdWords
  • Setup a Google AdWords account and a Google Merchant Center account
  • Create a digital marketing campaign using the new Google AdWords application
  • Use advanced Google AdWords features to improve paid advertising effectiveness

Prerequisites and Target Audience

What will students need to know or do before starting this course?

  • A basic knowledge of online marketing concepts
  • A Google Account (G-Mail, YouTube, Google Plus, etc.)
  • A website would be useful for those doing this for their own business

Who should take this course? Who should not?

  • A business owner with a website
  • A digital marketing student or new practitioner
  • An online marketing professional


Module 1: Course Overview and the World of Digital Marketing Today

Lecture 1 Introduction to the Course

The Internet is huge and trying to stand out among millions upon millions of advertisements to get yourself or your business found is a daunting task. You can't possibly figure out every way available on the Internet today to reach people and get them thinking about you, your website, your business and your products and services. But there are certain places you start. That is what this course is about. to help you get found on the Internet - both by organic means and pay per click means with the objective of growing your presence and/or business successfully online.

Lecture 2 Changing Times for Digital Marketing Services Companies

In recent times, a number of large companies that were advertising on YouTube pulled away from Google and many content creators who had monetized their videos were hurt revenue-wise as a result. This was just one incident of several in recent times that have occurred that has let the entire digital marketing industry become more aware than ever that they need to provide quality advertising locations for ad placements when they provide services. This video lecture discusses this in greater detail and paints the picture for what the future of digital marketing for clients will look like.

Lecture 3 Truth and Statistics - Food for Thought

We as online marketers have a responsibility to present statistics correctly, as they were intended without misrepresenting statistical information to those we are trying to market to - whether intentionally or accidentally.  This lecture discusses this in more depth using some recent examples to make the point. Worth a look...

Lecture 4 The Reality of Online Marketing Today

We all sell.  You do it, I do it, we all do it. In today's world we are inundated with people and companies selling to us on a daily basis. So as a marketer, how do you cut through the sheer volume of marketing content that people receive to actually build relationships and ultimately sales?  Watch this video for some insights into this common issue today.

Module 2: Professionally Using Google AdWords for Pay Per Click Marketing

Lecture 5 What is Google AdWords?

This lecture provides an introduction to the Google AdWords application. It describes how the application works in overview and the value it has to advertisers and business owners trying to grow their ventures online.

Lecture 6 Google AdWords Terminology - Glossary of Key Terms

This Glossary of Terms will provide the student with an improved understanding of what terms mean as they run across them when using Google AdWords. I've put some effort in describing these terms to levels that can help the new Google AdWords user both understand and use the related features and tools they will find within this application suite.

Lecture 7 Google AdWords - Access, Menus, and Navigation

This video lecture walks the student through the various menus found within the Google AdWords product suite and it provides a number of insights on how to navigate through these menu options to get maximum value out of the product.

Lecture 8 Google AdWords Linked Accounts

Want to get even more out of Google AdWords? Here are some applications - some owned by Google and some not - that you can link Google AdWords to so as to share information between applications.

Lecture 9 Setting Up Google AdWords Campaigns

This video lecture instructs the student on how to setup new campaigns within the Google AdWords system.

Lecture 10 Setting Up Google AdWords Ad Groups

Google Ad Groups are setup underneath Campaigns. This lecture shows you how to set them up and how to select keywords and keyword phrases for inclusion within Ad Groups to be usable for all ads published within these groups.

Module 3: Creating Google AdWords Advertisements

Lecture 11 Create Google AdWords Ads

This lecture instructs on the steps required to create a Google AdWords ad. It walks you through the types of ads you can create and through a step by step example of actually setting up an ad within an Ad Group within a Campaign.

Lecture 12 Google Ad Extensions - Improving Your AdWords PPC Results

Probably the greatest innovation built into the entire Google AdWords suite of advertising features.  If you are advertising online through Google AdWords, you absolutely have to be using these to stand out above the crowd when search results are rendered and at the same time, be able to keep your advertising costs to a minimum.  You have got to watch this one!

Lecture 13 Using Negative Keywords to Tighten Targeting

Use negative keywords in your created advertisements to lower your advertising costs while still targeting the viewers you want to.  Use these to weed out people who you would spend money advertising to that you know are very unlikely to purchase something from you.  using them will save you money and improve your CTR and conversion rates.

Lecture 14 Creating Video Ad Promotions Within Google AdWords

This video lecture walks the student though the steps of creating video advertisements starting from published YouTube videos and ending up in Google AdWords to be processed and activated.

Lecture 15 Using The Keyword Planner and Forecasting Tool

This tool is critical in designing good advertisements and keywords so your ads can be found by online searchers.  Many use the front part of this tool to get ideas but go no farther than that and they miss out on a lot of benefit as a result. This lecture teaches you how to use this tool properly and completely so that your ads will place well against the competition.

Lecture 16 Google AdWords - Previews and Diagnostics Tool

This is the right spot for you to see how your current running ad is performing, whether or not you have built you new ad so that it will appear on page one of a search and lastly, its a great place to get intelligence on those advertisers you will be competing against.  Be sure to watch this video to learn how you can use this tool for competitive advantage - especially, as some competitors may be using this tool to compete better against you!

Module 4: Setting Up Your Google Merchant Center Account

Lecture 17 Introduction to the Google Merchant Center

This lecture provides an overview of what the student will learn by taking this section of the course.

Lecture 18 Setting Up Your Google Merchant Center Account

This lecture provides instruction on the initial setup of your Google Merchant Center account.

Lecture 19 Creating Acceptable Merchant Center Logos Using Adobe Photoshop

The Google Merchant Center has some stringent rules about the posting of business logos. This lecture provides information on those rules and shows the student step by step how acceptable logos can be created using Adobe Photoshop.

Lecture 20 Verifying Your Website in the Google Merchant Center

To complete a Google Merchant Center setup process, one important step that is required is to register and verify your ownership of your business website.  This video shows you how to do it.

Lecture 21 Creating Your Product Feed Uploads to the Google Merchant Center

This lecture teaches the student step by step how to create and upload product information to the Google Merchant Center.

Lecture 22 Filezilla - An Excellent Free FTP Upload Tool

Here is a great FTP/SFTP file upload tool you can get for no cost. The video discusses this tool and shows the student how to use it.

Lecture 23 Google Merchant Center - Product Data Specification

This document provides the product data specification information you will need to create your product feeds to the Google Merchant Center.

Lecture 24 Setting Up Tax in the Google Merchant Center

This lecture describes how to set up - or not set up if your situation dictates this - tax in the Google Merchant Center. USA Nexus rules are discussed as are certain rules for setting up in Canada plus brief discussion on other countries. This is a very useful video for those setting up an online business locally and internationally where products are sold.

Lecture 25 Setting Up Shipping in the Google Merchant Center

This lecture provides an overview of the process you will need to go through to setup shipping charges and rates for the products that you sell from your home, store or warehouse.

Module 5: Merchant Center Ad-Ons and Interfaces

Lecture 26 Linking Your Google AdWords and Other Accounts With Google Merchant Center

This lecture teaches the student how to link in Google AdWords, E-Commerce Platforms, and Google My Business - needed to make local storefront ads and the Google Express interface operative.

Lecture 27 Interfacing Your Shopify Store with the Google Merchant Center

This video teaches the student step by step how to interface a Shopify Store with the Google Merchant Center and how to upload product information to it so Google AdWords ads can be placed.

Lecture 28 Integrating Google Express - Buy and Ship Products Using Your Mobile Device

Organizations with physical store locations and or warehouses have the opportunity to join Google Express to enhance their sales and product delivery efforts. Extending to mobile devices as well, participants in Google Express will obtain some great selling and local delivery tools for their business ventures.  This video discusses how this all works.

Module 6: Advertising - Creating Shopping Ads Using Google Adwords

Lecture 29 Creating Local Storefront - Local Inventory Adds for People Near Your Stores

If you have a local "Brick and Mortar" storefront, you can use this Google Merchant Center add-on feature to create powerful local ads that consumers can view on the fly to get directions to your store, be notified of local sales, learn if you have available inventory available of a product they are interested in purchasing, and can find out your store's hours of business. Be sure to watch this video lecture to learn how to set this up for your storefront - it will bring you additional walk-in business!

Lecture 30 Using Dynamic Remarketing to Target Previous Website Visitors

Teaches the student how to create dynamic re-marketing ad campaigns that target prior visitors to their websites.

Lecture 31 Implementing Merchant Promotions - Special Offers Links

Implementing Merchant Promotions and Special Offers is not a difficult task if you know the steps to take. This lecture walks you through those steps so you can get these types of advertisements working for your business.

Lecture 32 Create Standout Shopping Ads Using Google Merchant Center and Google AdWords

Now that you have setup your Google Merchant Center account and have uploaded your product feeds, you are ready to create some standout Shopping ad campaigns. This video lecture walks you through this process so be sure to view it.

Module 7: Summary Comments and Assignment

Lecture 33 Google AdWords - Quality Scores, Ad Rankings and Placements

This video lecture is the heart and soul of learning how to make optimized targeted ads that place well within the Google search engine, how to achieve greater conversion percentages and how to improve placement when search engine results pages are rendered.  This is definitely a "Must View" lecture in this series.

Lecture 34 Google AdWords Sitelink Assignment Instructions

Use this instruction video with the Assignment created at the end of this section.


1 Review

Firas B

April, 2018

Excellent comprehensive content, insightful teacher, and practical permanent access Experfy layout.