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Search Advertising – AdWords Fundamentals Training

This workshop is perfect for business owners, marketing managers, media planners, web developers, copywriters, advertising executives and practitioners who want to get started with Google AdWords. Our hands-on training focuses on how AdWords works, how to create and structure your account, and how to create a campaign from start to finish.

On Day 2, participants will attempt to take a Google AdWords Fundamental Certification exam. This course includes mock questions for preparation. The exam is free and computer-based, and requires your own laptop.

WHAT WILL I LEARN

Understanding what online advertising is and where AdWords fits in
Creating your first campaign and targeting users by geography, language, device, day of week and time of day
How Quality Score works and why it is so important in the AdWords auction
How to structure your account, campaigns and ad groups to position yourself for success
How to research, identify and refine the keywords and match types you will be bidding on
Tips for writing great text ads that will stand out from the competition
Cost per Click (CPC), Cost per Acquisition (CPA) and Cost per Impression (CPM) bid types
Understanding the reporting features of AdWords and leveraging key user interface components
Tracking conversions and measuring ROI from your campaigns
How to extend your text ads with location, call, product, sitelink, social and mobile app extensions

WHO SHOULD SIGNUP FOR THIS WORKSHOP/COURSE

Business owners
Marketing managers
Media planners
Web developers
Copywriters
Advertising executives
Advertising practitioners

WHAT’S INCLUDED

Lunch & Refreshments

Your brain needs food too. We want you to stay alive and energetic throughout the workshop.

Printed Handouts

We want you to take note important bits and pieces of this workshop so you can refer now and then when you need to.

Certificate of Completion

We give certificate for attending this course/workshop.

CORE TOPICS

Google AdWords 201

Google Display Network (GDN)
Contextual Targeting
Placement Targeting
Audience Targeting & Remarketing
Dynamic Keyword Insertion (DKI)
Advanced Measurement with Google Analytics

Google AdWords 101

Introduction to Online Advertising
- Why Use AdWords?
- History of Advertising
Fundamentals of AdWords
- Benefits of AdWords
- Do Ads Show?
- Definition of Terms
- Creating Your AdWords Account
- Creating Your First Campaign
Search Advertising
- Structuring Your AdWords Account for Success
- Developing Keyword Lists
- Writing Great Ads
- Ad Extensions
Working with the User Interface
Tracking Performance

PREREQUISITE

You are required to bring your own laptop. This workshop assumes very little prior knowledge of AdWords.