- Introduction to AdWords
- AdWords Account and Campaign Basics
- Google AdWords Formats
- AdWords Targeting and Placements
- AdWords Bidding and Budgeting
- Policies and Ad Quality Topics
- Google AdWords Tools
- Performance Monitoring and Conversion Tracking
- Optimizing Performance
- Managing Multiple Accounts
If you've passed the Google Advertising Fundamentals exam, your next step to certifying yourself as a Google Individual or your company is to pass one of the advanced exams. You've three to choose from (decisions, decisions!), and the most logical step is the Search Advertising Advanced Exam. I say it's the most logical step as it has many of the same objectives and concepts you've already mastered with the Google Advertising Fundamentals exam.
The Search Advertising Advanced exam requires that you earn an 80 percent to pass the test. You'll be faced with 120 questions to answer within 120 minutes (for the math-challenged, that's one question per minute). This exam, like all of the Google Certification exams, costs $50 and you'll complete the test online through the exam browser. You'll need to be well-versed in the concepts of online advertising, account management, and search advertising.
For starters you'll want to check out the free AdWords Certification Program Learning Center. This page provides you with detailed explanations of the exam objectives and video training, and you can see which exam objectives overlap with the Google Advertising Fundamentals exam that you've already completed (I'm assuming you've taken the Fundamentals exam before you attempt the advanced exam).
Let's take a gander at the objectives for this exam.
Introduction to AdWords
Like the Fundamentals exam, you'll be tested on what search engine marketing is and how online advertising plays a role in helping businesses sell more products and services. You'll compare and contrast search engine optimization (SEO) and search engine marketing (SEM).
One of the concepts you'll see throughout search advertising is direct response advertising versus branding advertising. Direct response means you want the user to do something after they click your ad, such as make a purchase or sign up for a newsletter. Branding is when you want people to become aware of your product or servicenot necessarily a call to action, but that's nice too. Depending on what the purpose of the ad is, direct response or branding, will determine the how you'll administer your AdWords Account for your company and clients.