As you might know already, Google Partners offers three AdWords certification exams and one advanced certification exam:
- Fundamentals
- Advanced Search
- Advanced Display
- Video Advertising
If you are not planning to pass the exams, but if you just want to keep up with AdWords updates or you want a deeper understanding of how AdWords works, you will find this article quite helpful. Just go to the level section you believe you currently are at: 1. basic knowledge, 2. or 3. if you are an expert.
If you are also interested in SEO and you feel a bit lost, we have also created a post about free tutorials, tools and blogs to learn about SEO.(link to article in EN)
[Updates] many of our followers have asked us for practical information on how to pass the new AdWords certification exam, so we have created a syllabus. (link to article in EN)Here you will find tips and advice on how to pass the exam with sample questions and mock exams.
Let’s start!
1. Fundamentals certification exam
1.1. Google study guide
– Here is the link to the exam study guide Fundamentals.
– Google glossary is very handy for beginners to familiarise with the vocabulary.
– If once having read Google study guide, you still have some doubts, the official AdWords Community,can also be very helpful.
– if you rather prefer to study with the aid of visual and interactive material, there is a Youtube channel where you can find online Adwords Tutorial videos suitable for all levels.
– Here you can find more Google’s videos.
– AdWords currently offer two basic courses on online marketing to help you optimise your campaigns.
– Finally the link to Google Partners Help, where you will find detailed information about Google Partners, all the advantages it provides and how to become AdWords certified.
1.2. Other sources
1.2.1. General information
Please see below a list of the most interesting sources I have found to learn about AdWords from scratch
– Getting started with Google AdWords by Lynn Truong
– AdWords Dummies by Howard Jacobson
– AdWords – Google adWords by Randy Duermyer
– How Exactly Does Google AdWords Work? by Chuck Topinka
– How to manage a low budget AdWords Campaign… by Manish Bhalla
– Google Advertising Fundamentals Exam Practice Test ( With Answers) by Gyani Akash
1.2.2. Bidding system
One of the most difficult AdWords’ concept is undoubtedly the bidding and the Ad Auction. Below a few sources to get a better understanding:
– A brief guide to AdWords Bidding Strategies, by Dorian Travers
– Insights on the AdWords Auction, by Hal Varian
– Google AdWords Bidding Strategies: The Complete Guide by Lisa Raehsler
1.2.3. Keywords and Ads: definition and implementation
I have found a few very helpful links to better understand how Ads work and on how to use relevant keywords and the different match types:
– Google AdWords Keyword Match Types and Negatives: The Ultimate Guide by Lisa Raehsler
– Do you understand AdWords keyword match types? by Joel Chudleigh
– Top 12 Tips To Writing Effective Google AdWords Select Ads by Michael Wong
1.2.4. Tools
AdWords provides several tools to help you out with your tasks, below a selection of articles on how to use and implement these tools:
– Google Keyword planner: The Ultimate Guide by Ian Cleary
– Using Google Keyword Planner (and Other Tools Instead) for Keyword Volume by Ruth Burr Reedy
– 70+ Keyword Research Tool Alternatives to Google Keyword Planner by Brian Lang
1.2.5. Reports
So far we have been learning how AdWords works and it is pretty simple and straight forward, but what happens when you have a real account? Below a few helpful sources to help you implement acquired knowledge:
– Understanding AdWords reports and statistics by Google Ads
– These 10 Analytics Reports will Improve Your AdWords Results by Frederick Vallaeys
– 5 Adwords Tips to improve Your Pay-Per-Click Advertising byJonathan Long
2. Advanced Search certification exam
2.1. Google study guide
– Google Partners Advanced Search
– Are you still unsure about some AdWords terminology? Take a look at Google’s up to date Glossary
– If once having read Google study guide, you still have some doubts, the official AdWords Community,can also be very helpful.
– if you rather prefer to study with the aid of visual and interactive material, there is a Youtube channel where you can find online Adwords Tutorial videos suitable for all levels.
– Here you can find more Google’s videos.
– On this page you can find out about upcoming Google Webinars, or view recorded Webinars.
– To keep up with new updates and changes in AdWords policies, best to check Google own blog on regular basis.
– Finally the link to Google Partners Help, where you will find detailed information about Google Partners, all the advantages it provides and how to become AdWords certified.
2.2. Other sources
2.2.1 General information
Please see below a list of the most interesting sources I have found to learn about AdWords at an advanced level:
– Google Adwords manual in PDF by Impawa
– Adwords Blog by SEW
– 5 Steps To Adwords Success – Mini-Course by Jeff Spires
2.2.2. Keywords and Ads: definition and implementation
Below a few helpful sources to help you implement acquired knowledge as well as most recent updates:
– 5 AdWords Tips to Improve Your PPC Campaign by Jonathan Long
– 10 Ways to Breathe New Life into a Floundering Google AdWords Campaign by Tommy Landry
– Maximizing Your AdWords Video Advertising Campaign by Brock Causer
– AdWords by Search Engine Land
2.2.3. Tools
– Newest AdWords Editor Support App Install Ad Campaign by Ginny Marvin
– Google AdWords Launches New Bulk Editing Tool by Barry Schwarz
– Google Announces New AdWords Ad Types & Management Tools by Sam Mazaheri
– Google Merchant Center Adds Shipping Tool by Ashley Zeckman
– Google Shopping, videos on Youtube
– RLSA – 10 Step Google Search Remarketing Setup Guide for AdWords by Alan Mitchell
2.2.4. Reports
– Google AdWords Tutorial – How to Create AdWords Reports by how2instructionalvid
– 3 Google AdWords Reports That will Get you a Raise by Kate Morris
– Understanding AdWords reports and statistics by Google Ads
– Resolving Differences in Data between Google AdWords and Analytics by Mark
3. Advanced Display certification exam
3.1. Google study guide
– Google Partners Display Advanced
– Are you still unsure about some AdWords terminology? Take a look at Google’s up to date Glossary
– If once having read Google study guide, you still have some doubts, the official AdWords Community,can also be very helpful.
– In this Display Network Getting Started guide Google clearly explain what Display Network is all about.
– if you rather prefer to study with the aid of visual and interactive material, there is a Youtube channel where you can find online Adwords Tutorial videos suitable for all levels.
– Here you can find more Google’s videos.
– On this page you can find out about upcoming Google Webinars, or view recorded Webinars.
-To keep up with new updates and changes in AdWords policies, best to check Google own blog on regular basis.
3.2. Other sources
3.2.1. General information
Personally, I believe that the Display Network is the most complicated one backed up by the fact that you only need 70% to pass this exam as opposed to 80% for the other 2 exames.. I have found a few very helpful links to give you a better understanding:
– A Beginners Guide to the Google display Network PDF
– How to set up a Google AdWords Display Network Campaign
– How to set up “Google Display Network only” Campaigns by Francesco Garofano
– Google AdWords Display Network – Do it The right Way by Jeremy Decker
3.2.2. Tools and recent updates
En esta sección, a parte de artículos sobre el Display Ad Planner, he añadido otra información que si bien no son herramientas como tal, sí que sirven para ayudarnos a realizar nuestras campañas:
– Google Display Network Exclusion Tactics: Don’t Drink from the Fire Hose by Joseph Kerschbaum
– How do Placements and Keywords work together in an AD Group? by Group Blogger Team
– Google Display Planner Tool to replace Ad Planner, Placement Tool & Contextual Targeting Tool by Barry Schwartz
3.2.3. Reports
Below a few tips and ideas on what to do and what not to do in a Display Network:
– Real Time Bidding (RTB) by SEW
– What is Real Time Bidding? by Paul Gill
– Selecting The Right Placement for your Display Network Campaign by Rocco Baldassarre
– 5 Easy Ways to Improve the Performance of your Google Display Network Campaigns by Joe Martinez
That’s all folks, but I am sure you can find a lot more information on the net, however, AdWords changes so fast that you continuously need to update the info you have just read.
Good luck!
