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@j_t_moore / @ASPE_ROI

The Google AdWords Certification Explained

Presented By: JT Moore

Google Certified Advertising Professional…


Agenda

• Why Get Certified?

• Certification Requirements

• Certified Individual vs. Certified Company/Partner

• The Fundamentals Exam

• The ‘Advanced’ Exams

• Tips & Tricks for Passing

• Sample Questions from the Fundamentals Exam


Why Certification? Stand Out From the Crowd

• Bigger Budgets

• Increased Trust

• Win New Business

• Increased Compensation


Become a Certified Individual

• Pass the Google Advertising

Fundamentals Exam – 113 questions in 3 hours

– Passing Score is 85%

• Pass one of the three Advanced Exams – The Search Advertising Advanced Exam

– The Display Advertising Exam

– The Reporting & Analysis Advanced Exam

• Benefits: – Use logo, get profile page, & 20 coupons for

$100 AdWords credit (new accounts only)


Become a Certified Company

• Manage $10,000 spend over 90 days – Account must be linked to an MCC

– Have spend on 60 of the 90 days

– Must maintain spend or lose status

• Have one individually certified employee

• Benefits: – Use logo, get profile listing in Google Partner Search


Covers the most basic aspects of AdWords and

online advertising, including account management

and the value of search advertising.

Fundamentals Exam


Fundamentals Exam

• Account Management

• Campaign Management

• AdGroup Management

• Ad Formats

• Targeting & Placement

• Bidding & Budgeting

• Ad & Site Quality

• Performance Monitoring

• Conversion Tracking

• Optimization

• Selling & Representing AdWords


Covers intermediate-to-advanced best practices

for managing AdWords campaigns.

Search Advertising Advanced Exam


Search Advertising Advanced Exam

• Ad Formats

• Targeting & Placements – Adds Location Extensions

• Bidding & Budgeting

• Policies & Ad Quality – Adds Invalid Click Issues

• AdWords Tools/Editor

• Monitoring & Conversion Tracking

• Optimization – Adds Website Optimizer

• Managing Multiple Accounts (MCC) – Plus Using the API



for advertising on YouTube and the Google

Content Network.

Display Advertising Exam


Display Advertising Exam

• Selling/Value of the Display Network

• Planning a Campaign

• Generating Creative

• Implementing Campaigns

• Utilizing AdGroups

• Measuring Performance

• Optimization

• YouTube Advertising



for maximizing account performance using Google

Analytics, Website Optimizer, the AdWords Report

Center, and other analysis techniques.

Reporting & Analysis Advanced Exam


Reporting & Analysis Advanced Exam

• Performance Monitoring

• Conversion Tracking

• Analytics

– Goals

– Filters

– Reports

– Tools

• Optimization

– Website Optimizer


Tips & Tricks for Passing

• Google AdWords Learning Center – Must Do! – Breaks out sections by each exam

– Includes elearning for some sections

• AdWords Online Classroom – High-level videos…gets kind of salesy

• Google Testing Center – Locks you down to only 1 window

• Training Courses – Look for courses that focus on the Certification

– Watch out for multiple 1-day session courses


www.aspe-roi.com/google-adwords-certification

Google AdWords Certification Course:

Foundations Exam

• 3-Day Certification Course

• Prepares you for the Foundations Exam

• Take the Exam on the Last Day


a.) Keyword Level

b.) Campaign Level

c.) AdGroup Level

d.) Ad Level

Budget is set at what level?

Sample Questions From the

Fundamentals Exam…


a.) Keyword Level

b.) Campaign Level (ANSWER)

c.) AdGroup Level

d.) Ad Level

Budget is set at what level?




What is a best practice when creating

effective ad text?



a.) Mention your company address

b.) Use exclamation points on each line

c.) Include information on prices & promotions

d.) Include the name of your campaign


What is a best practice when creating

effective ad text?



a.) Mention your company address

b.) Use exclamation points on each line

c.) Include information on prices & promotions (ANSWER)

d.) Include the name of your campaign


Prices and free offers in ad text must

always be supported with how many

clicks of your landing page?



a.) 1-2 Clicks

b.) 3-4 Clicks

c.) 5-6 Clicks

d.) 7-8 Clicks


Prices and free offers in ad text must

always be supported with how many

clicks of your landing page?



a.) 1-2 Clicks (ANSWER)

b.) 3-4 Clicks

c.) 5-6 Clicks

d.) 7-8 Clicks


______ keywords only show your ad

when the precise phrase is used in

the search query – without any other

words before, between, or after.



a.) Broad Match

b.) Phrase Match

c.) Exact Match

d.) Negative Match


______ keywords only show your ad

when the precise phrase is used in

the search query – without any other

words before, between, or after.



a.) Broad Match

b.) Phrase Match

c.) Exact Match (ANSWER)

d.) Negative Match


How does Google AdWords help a

client reach consumers that are ready

to make a purchase?



a.) AdWords allows you to target by location.

b.) AdWords allows you to target by language.

c.) AdWords targets consumers who are actively

searching for what you are offering

d.) AdWords allows you to target to the content network


How does Google AdWords help a

client reach consumers that are ready

to make a purchase?



a.) AdWords allows you to target by location.

b.) AdWords allows you to target by language.

c.) AdWords targets consumers who are actively

searching for what you are offering (ANSWER)

d.) AdWords allows you to target to the content network


Q&A Session

Thank You for Joining Us!


Enjoyed Today’s Event?

• AdWords Certification Course

http://aspe-roi.com/google-adwords-certification

• Learn more about our other AdWords and

Internet Marketing Courses and Free Web

Seminars

http://aspe-roi.com/

• Follow the conversation on Twitter!

– @ASPE_ROI or @j_t_moore

– Hashtag #ASPEEVENTS

google certified advertising professional…j_t_moore / @aspe_roi become a certified individual...

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