The official textbook from Google™ for students preparing for careers in marketing. Learn to: Create effective Internet advertising, target advertising to people when they're ready to buy, control you advertising budget, and build your brand.

Lesson 1 - Google Search Marketing: AdWords Topic 1 - Online Advertising: A Brief History of a Young Medium Topic 2 - Online Advertising Joins the Marketing Mix Topic 3 - Behind the Scenes: How Google Search Works Topic 4 - AdWords Ads Fundamentals Topic 5 - AdWords Ads Appear Across Many Websites Lesson 2 - Overview of Google AdWords Accounts Topic 1 - Getting Started: AdWords Starter Edition Topic 2 - How Ads Are Shown: The AdWords Auction Topic 3 - Ad Rank, AdWords Discounter, and Basic Tenets of Optimization Topic 4 - Introduction to Site-Targeted Campaigns Topic 5 - Ad Formats Lesson 3 - Successful Keyword-Targeted Advertising Topic 1 - Choosing the Right Keywords Topic 2 - Writing Successful Ad Text Topic 3 - Choosing Relevant Landing Pages Topic 4- Monitoring Performance and Analyzing an Ads Quality Score Topic 5 - How Do Advertisers Know Their Quality Score Topic 6 - Optimize Ads to Boost Performance and Quality Score Lesson 4 - Image and Video Ads Topic 1 - Overview of Image Ads Topic 2 - Video Ads Topic 3 - Tips on Creating Successful Video Ads Topic 4 - Integrating Different Ad Formats into an Ad Campaign Lesson 5 - LocalandMobile Advertising Topic 1 - Going Local: About Local Business Ads Topic 2 - Getting on the Map: Creating Local Business Ads Topic 3 - Mobile Ads: Advertising on the Go Topic 4 - Integrating Local with Mobile: Google Maps for Mobile Lesson 6 - Tracking Performance Topic 1 - Performance Basics: Conversions and ROI Defined Topic 2 - Quick Performance Tracking: Campaign Summary Metrics and the Report Center Topic 3 - AdWords Conversion Tracking Topic 4 - Cross-Channel Conversion Tracking Topic 4 - Google Analytics: Advanced Tracking Topic 5 - Tracking ROI Across Multiple Ad Campaigns & Online and Offline Topic 6 - Google Checkout - Don't Lose Your Customers at the Last Step of the Sale Lesson 7 - Future of AdWords Advertising Topic 1 - The Changing AdWords Landscape Lesson 8 - AdSense Topic 1 - AdSense Overview Topic 2 - AdSense Programs: ContentandSearch Topic 3 - PaymentandReports