Blue Belt Certification – Detailed Curriculum

Blue Belt Level Certification

The Blue Belt-level is the first level of certification on the way towards your data-driven black belt.  By achieving the Blue Belt-level of mastery, you will be able to build a well-optimized campaign with well-selected keywords, and strong ads. Your campaign will follow all of the most important fundamental best practices, and as you progress further in your training you will be well-positioned to optimize the campaign.

The lessons in this course below include 3 hours and 55 minutes of material.

Previous Level: white belt.

Next level: red belt

LESSON OUTLINE

Blue Belt Course Curriculum: 3 hours 55 minutes

Part 1: Keyword Research (2 hours)

Part 2: Intro To Basic Metrics (20 minutes)

Part 3: Basic Ad Writing (20 minutes)

Part 4: Auditing AdWords Accounts + Weekly AdWords Optimization (1 hour)

Part 5: Intro to Client Relations (15 minutes)

Evaluation: Proctored Exam + Project


Part 1: Keyword Research – The Building Blocks of SEM and SEO (2 hours)

Learning Objectives: understand how to create a keyword list for any industry, know the difference between a keyword and a query, produce keyword deliverables for clients, understand the difference between all the match types, and how to structure SEM campaigns according to KAL alignment.

  1. Introduction to Making Keyword Lists (free)
  2. The Best Tools for Keyword Research (free)
  3. Using the Google Keyword Planner To Make Quick Keyword Lists
  4. How To Make 3 KW Deliverables: Massive List, Refined List, & Approved List
  5. KAL Alignment: 9 Things You Must Memorize About AdWords (free)
  6. KAL Alignment: Understanding KAL Alignment: Keyword –> Ad Text –> Landing Page
  7. What Are Broad Match Keywords? – 2:24
  8. What Are Phrase Match Keywords? – 2:18
  9. When Should You Use Broad Match Keywords? 4:40
  10. What Are Broad Match Modified Keywords? – 4:22
  11. How to perform “keyword sculpting” using:
    • the search query report
    • positive keywords and
    • ad group-level negative keywords.
  12. Creating a “Keyword Sculpting” report (basic + advanced)
  13. Keyword Optimization: the three most common methods for adding negative keywords
  14. Keyword Optimization: the “scanning” method of adding positive keywords to an AdWords campaign
  15. Keyword Expansion: “Method 1” keyword expansion – performing keyword research based on top-performing keywords

Part 2: An Introduction to Data-Driven Metrics + Analysis

Learning Objectives: understand the most important AdWords metrics, segmentation, and the relationship between key metrics. 

  1. The 11 most common Google AdWords metrics to understand
  2. How To Use AdWords Segments for Analysis
  3. Understanding the Relationship Between Key Metrics

Part 3: Ad Writing Basics

Learning Objectives: understand how and why text ads are different than display ads, how to get your ads through the client AND Google approval process quickly, how to keep your ads KAL compliant, and how to determine which ads are performing best. 

  1. The Foundation of Data-Driven Ad Writing (DV)
  2. Introduction to AdWords Ad Writing –
  3. Mastering Method 1 Ad Writing (Adopting Client Website Language)
  4. Mastering Method 2 Ad Writing (Keyword Headline Formula)

Part 4: Structure, Settings, Processes

Learning Objectives: understand how to pick the right settings for SEM campaigns; how to audit the work of others, and diagnose problems quickly; how to analyze basic results, and to be prepared for ongoing optimization. 

  1. Conducting AdWords Audits
  2. AdWords Audit TEMPLATES: the basic audits (DV)
  3. AdWords Audit TEMPLATES: the advanced audits (DV)
  4. 10-Step AdWords Weekly Account Optimization

Part 5: Client Management

Learning Objectives: understand how to communicate and deliver value to digital marketing clients, and to function as a part of a high performing team. 

  1. What Is the Role of a Client Relations Manager?
  2. What Is the Role of a Technical Analyst? (DV)
  3. What Is the Role of a Weekly Client Meeting? [Templates]
  4. Name the 3-Step Preparations for Client Discovery Meeting Prep

Exam + Testing

The blue belt level of training is the first level of data-driven advertising, and will emphasize keyword research, ad writing, as well various concepts that touch on settings and judgment.  You should reach out to your instructor to ask questions in advance of completing the tests below, and should make sure you are prepared before submitting your work.  Your work will be reviewed as part of a video and screenshare discussion.

  1. Keywords + Ad Creation Assignment
  2. Short Answer Questions