> Google Ads overview
- What are sponsored links?
- Difference between Search and Display
- The different formats: text, image, video
- Ads platform overview and account structure
- Google Ads
> Keywords
- Keyword concept
- Keyword quality and "Quality Score"
- Strategic choice of keywords / Auctions
> Ads
- Ads fundamentals
- Extensions (textual / ads / location / telephone / links and ad-links)
- Product extensions
- Video and image ads
> Performance and quality level
- Setting campaign goals
- Organizing a campaign
- Ad performance & keyword performance
- Landing pages
- General information on quality level
- Quality Level control and impact
> Google AdWords tools
- Evaluating the ROI of a campaign
- Google Ads and Google Analytics
- Other Google Ads tools
- Installing and using Google Editor
