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Programme Overview

Get equipped with the latest industry relevant skillsets of setting up and running paid ad-word campaigns to promote and analyze your business through google ads in Realtime.

This course will provide practical, hands-on knowledge of setting up google adwords account, running paid ad campaigns for better click through rate (CTR), visibility, relevant traffic generation and higher lead conversions.

Programme Highlights

  • Weekend batch, Online Live Classes
  • Placement Assistance
  • Industry accepted Professional Programme
  • Industry and Career oriented Curriculum
  • LMS to access study resources


      AIMA’s Certificate Programme in Search Engine Optimization (SEO)


LIVE Classes by Industry Experts, Weekend batch (2 hours each weekend)

Classes Commencing

Classes Commencing from: 15th October 2022

Programme Duration

2 months - 18 hrs of LIVE Classes + 20 hrs of Recording + LIVE Project

Programme Fee

Rs 6000 + 18% GST (Total payable – Rs 7080)

For Whom:

The programme is specifically designed for entrepreneurs, working professionals and fresh graduates, who want to make advancement in their career and job prospects through the most sought, Digital Marketing skills.

This programme also useful for those professionals who need to understand and gain hands-on knowledge of latest, industry relevant tools.

Course Contents

1. Understanding Search Theory and Google Adwords
  • The psychology of search
  • Turning concepts into words
  • Goal alignment – Google vs you vs the searcher
  • Understanding Remarketing and Engagement
2. Performing keyword research
  • Positive and Negative keywords
  • Understanding the buying funnel
  • Types of commercial keywords
  • Creating keywords lists
  • Discerning keyword match types
  • Implementing negative keywords
  • Using advanced organizational techniques
  • Taking control of ad display
  • Best practices for conducting keyword research
3. Extracting valuable data from Google
  • Adwords keyword planning
  • Traffic estimates
  • Google trends
  • Determining consumer interests and messaging
  • Bing ads intelligence
  • Best practices for using keywords tools
4. Writing compelling ads for Google
  • Calls to action
  • Googles editorial guidelines
  • Developing selling propositions
  • Employing themes
  • Utilizing numbers in ads
  • Controlling mobile ads
  • Working with extensions
  • Showcasing products with PLAs
  • Best practices
5. Landing pages to convert searchers to buyers
  • Destination URLS
  • Differentiating local business queries
  • Using segmentation pages and forms
  • Using web technology to implement usability and user security
  • Psychological factors that increase conversion rates
  • Best practices
6. Advanced optimization techniques
  • Optimizing for traffic Dynamic keywords insertion Optimizing for conversion
7. Demystifying Quality Score
  • What is Quality Score?
  • Quality Score Factors for Search
  • Viewing Your Quality: Making Your Pages Relevant
  • Spider ability
  • Estimating your First Page Bid
  • Understanding the Display Network Quality Score
  • Quality Score for Managed Placements
  • Diagnosing Your Quality Scores
  • Creating Highly Relevant Ad Groups
  • Ad Testing to Increase Quality Scores
  • Best Practices for Optimizing Quality Scores
8. Beyond Text: Employing Image, Video and Mobile Ads
  • Beyond Text: Employing Image, Video and Mobile Ads
  • Reaching Other Mobile Users: WAP Mobile Ads
  • Beyond Static Text: Creating Rich Media Ads
  • Developing Profitable Video Ads
  • AdWords Ad Gallery
9. Understanding the Display Network
  • What is the Display Network?
  • Display Targeting Methods
  • Creating Search and Display –Only Campaigns
  • Managing Ad Group Targeting
  • Creating a Successful Display Network Campaign
  • Creating Keyword Based Display Ad Groups
  • Display Network Topic Targeting
  • Smart Pricing: Measuring Success with Cost per Conversion
  • Choosing CPM or CPC Bidding
  • Using the Display Planner Tool
  • Best Practices for the Display Network
10. Utilizing Advanced Display Network Techniques
  • Remarketing: Bringing Visitors Back to Your Site
  • Remarketing Strategies
  • Flexible Targeting: Mixing and Matching Every Display Targeting Option
  • Optimizing Your Display Campaigns
  • Writing Effective Display Ads
  • Best Practices for Advances Display Network Advertising
11. Utilizing Advanced Geographic Targeting Techniques
  • What is Geographic Targeting?
  • Finding Locations to Target
  • Advanced Location Targeting Options
  • A Case Study into Local Belief Systems
  • Viewing Geographic Results
  • Geographic Performance Reports
  • Best Practices for Geographic Targeting
12. Saving Time and Scaling Accounts with AdWords Editor
  • AdWords Editor Overview
  • Choosing Your Viewpoint
  • Viewing Your Account in AdWords Editor
  • Scaling Your Account
  • Importing Keywords
  • Optimizing Display with AdWords Editor
  • Best Practices for Using AdWords Editor
13. Devising Profitable Bid Strategies
  • Setting Your Marketing Goals
  • Measuring Results with Google’s Conversion – Tracking Code
  • AdWords Conversion Tracking Code
  • Google Analytics Tracking
  • Accessing Valuable Conversion Data in AdWords Reports
  • Tracking Phone Calls
  • Exploring Phone Calls
  • Conversion Optimizer
  • Profitable Bidding Strategies
  • Tacking Long Sales Cycles with Conversion Funnels
  • Bidding for Exposure
  • Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices and more
  • Ads scheduling
  • Creating Time Sensitive Offers
  • Device Modifiers
  • Understanding Attributions Management
  • Examining AdWords Reports to Make ROAS Bid Decisions
  • Best Practices for Utilizing Profitable Bid Strategies
14. Organizing Accounts Successfully
  • What is an AdWords Account
  • Managing Multiple Accounts the Easy Way
  • Becoming a Google Partner
  • Developing a Successful Campaign Structure
  • Structuring Campaigns to Achieve Business Goals
  • Best Practices for Account Organization Strategies
15. Implementing Testing Techniques that will increase Profits
  • Why testing
  • Testing Ad Copy to increase Conversions
  • Test Discounts Instead of Prices
  • General Guidelines for Statistical Significance
  • Measuring the Results of Your Ad Test
  • Testing Profit per Click and Profit per impression
  • AdWords Campaign Experiments
  • Best Practices for Testing Techniques that will Increase Profits
16. Adwords Reports : Extracting Actionable Information
  • Choosing General AdWords Report Settings
  • Downloading Your Data
  • Using Reports to Optimize Your Account
  • Creating Custom Alerts
  • Best Practices for Using AdWords Reports
17. Creating and Monitoring Your AdWords Account
  • Before you Create Your Account
  • Creating various types of Campaigns
  • Optimizing various Campaigns
  • Creating an Optimization Schedule
  • Best Practices for Creating and Managing Your AdWords Account

For further clarification, please contact the undersigned

Ekta Nayyar
Programme Manager

All India Management Association - Center for Management Education (CME)

15, Link Road, Lajpat Nagar - 3,

New Delhi, India-110024

Mob: +91 9250127573 | Email :

AIMA’s PGCM Specializations

Website :

Programme Fees

The programme fees is Rs 6000 + 18% GST (Total payable – Rs 7080)

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