Then you'll learn how to set up a new AdWords account and start researching your keywords: the foundation of all great ads. Once you've set up your campaign, you'll learn how to use AdWords reporting and Google Analytics to monitor the performance of ads and optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI) in search advertising. Plus, learn about audience remarketing and what ad extensions can do for you. Because Google frequently adds new features and functionality, we're committed to keeping this course up to date with the latest training. Check back often for updates!This course is part of a Learning Path approved by the American Marketing Association. <img src="http://files2. lynda. com/files/images/AMA_Logo. jpg" height="50%" width="50%">Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.

Topics include:
* Understanding Quality Score and the auction system
* Setting realistic expectations for your AdWords campaigns
* Creating an AdWords account
* Researching keywords with the Keyword Planner tool
* Setting campaign budgets and bidding
* Writing great ad headlines and copy
* Using ad groups
* Creating and exporting reports
* Measuring ROI
* Setting up Google Analytics for conversion tracking
* Optimizing ads
* Adjusting bids
* Creating a remarketing campaign
* Using ad extensions