- 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
Policies and Ad Quality Topics
This exam objective first defines the AdWords policies you and your clients must abide by in order to participate in the Google AdWords program. This is more than just editorial and format policies, but also ad serving policies, editorial policies of what you're allowed to advertise and sell, trademark and copyright policies, and what Google considers when it approves (or declines) a potential ad for its Search and Content partners. Not all ads are approved, but usually with some quick edits ads are allowed in. You'll also need to be aware of how advertisers may need to adapt their content to be compliant with the local laws where an ad may not be allowed to be displayed.
This exam objective also covers the ad and site quality concerns and requirements, and how Google AdWords handles invalid clicks. You don't want your completion clicking away on your ad just to eat up your daily budget, do you? No, me either.