By the end of this course, you will be able to:

• Define the terms keyword, ad group and broad match
• Recognise and explain the acronyms CTR and CPA
• Explain how to set up a dynamic search campaign
• Select a suitable target audience
• Recall the process to set up a remarketing display campaign
• Identify the steps used in conversion tracking
• Compare the advantages and disadvantages of the remarketing display campaign
• State the importance of a standard keyword campaign
• Outline the method to select an appropriate bidding strategy
• Explain the relevance of your ad to its landing page
• Select a suitable campaign budget
• Indicate the process of adding an extension
• Describe the use of Google Analytics
• Select the most relevant keywords in a keyword list using Excel
• Summarise the importance of an Adwords Editor