If you know anything about paid digital advertising, you likely know Google accounts for the vast majority (78%) of US search ad revenue. If you are doing paid search, you’re likely running AdWords.
I recently passed the Search Advertising exam (again). It’s a pretty thorough exam covering the following areas:
- Consumer behavior and the impact of search
- Trends and opportunities
- Campaign types
- Account organization
- Ad formats
- Text and mobile ads
- Keyword matching options
- Negative keywords
- Building a keyword list
- Targeting geo locations
- Budgeting
- Bid strategies
- Manual CPC
- ECPC
- Bid adjustments
- Automated bidding
- Maximize Clicks
- Target Search Page Location
- Target CPA
- Target outranking share
- Target ROAS
- Daily vs. monthly budget (30.4 times daily, etc)
- Managing campaigns
- Scheduling, rotation & frequency capping
- Different types of URLs
- Conversion tracking
- Remarketing for search ads
- Multiple accounts and bulk changes (AdWords manager accounts and AdWords Editor)
- Measurement
- Finding insights
- Evaluating performance
- Clicks and impressions (and impression share)
- Conversions and ROI
- Reporting
- Search terms report
- Paid and organic search results
- Attribution reports
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