Google Adwords

Building, optimising and managing search campaigns

Google AdWords 101 is an in-depth, hands-on training day that starts with the fundamentals of Google AdWords, moves-on to defining and understanding key concepts and explores how to structure campaigns, research targeted keywords and write compelling adverts. The feedback we receive suggests that both those new to Google AdWords and, those much more experienced with Google AdWords find the day equally valuable and enlightening.

How will you benefit?

You will end the day feeling confident about how AdWords works, how to create targeted search campaigns based on relevant keyword research, how to create compelling ads and record conversions.

What is the syllabus?

The day is split into four sessions, separated by a fifteen-minute break in the morning and afternoon, with a one-hour break for lunch. Registration opens at 9:00am and training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Search marketing, account structure, the auction process, quality score, ad rank and creating a new campaign

  • Introductions, your objectives and building your action plan
  • A brief history of AdWords
  • Defining paid search (cpc, ppc & pfp), organic search, structured search and SEO
  • Understanding the power of search marketing
  • Defining and understanding search, display, remarketing and dynamic remarketing
  • Exploring Google search and Google search partners
  • Accessing Google AdWords with your Google account
  • Understanding accounts, campaigns, adgroups, keywords, ads and landing pages
  • Introducing the AdWords auction, ad rank and quality score
  • Introducing the perfect keyword, ad and landing page experience
  • Introducing micro moments and bid adjustments for time, location and device
  • Creating an AdWords search network campaign
  • Understanding search campaign settings

Session 2 – Targeting ads, keyword research, keyword match types and ad preview testing

  • Targeting ads with location targeting
  • Targeting ads with location options
  • Targeting ads with ad scheduling
  • Targeting ads to devices
  • Selecting initial bid strategy
  • Selecting initial budget
  • Selecting preferred delivery method
  • Exploring, understanding and using the AdWords interface
  • Exploring, understanding and analysing search metrics
  • Exploring, understanding and using columns
  • Exploring, understanding and using filters
  • Exploring, understanding and using segments
  • Researching and targeting keywords
  • Introducing keyword match types
  • Introducing and using the AdWords keyword planner
  • Introducing and using negative keywords
  • Exploring and using the ad preview tool
  • Finding, diagnosing and solving keyword, ad and landing page issues

Session 3 – Creating compelling text ads and using ad extensions

  • Understanding and creating compelling expanded text ads
  • Understanding and exploring ad delivery options
  • Introducing and understanding the AdWords editorial policy
  • Introducing and using ad extensions
  • Creating and using sitelinks extensions
  • Creating and using callout extensions
  • Creating and using structured snippet extensions
  • Creating and using call extensions
  • Creating and using message extensions
  • Creating and using location extensions
  • Creating and using affiliate location extensions
  • Creating and using affiliate location extensions
  • Creating and using price extensions
  • Creating and using review extensions
  • Using seller ratings extensions

Session 4 – Bidding strategies, conversions, analysis, reporting, user access and billing

  • Understanding and setting IP address exclusions
  • Introducing standard and portfolio (flexible) bidding strategies
  • Introducing manual bidding
  • Introducing automated bidding strategies for traffic optimisation
  • Understanding, defining and measuring conversions
  • Creating and deploying AdWords Conversion Tracking
  • Linking Analytics to Adwords
  • Importing goals and or E-commerce conversions into AdWords
  • Introducing automated bidding strategies for conversion optimisation (Conversion Optimiser)
  • Introducing and using bid simulators
  • Introducing and using AdWords reporting
  • Introducing and reviewing change history
  • Understanding and controlling user access
  • Understanding and selecting AdWords billing options
  • Wrap up, conclusions, your action plan and feedback

How do I prepare for the on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites for Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. A test account can be created on the day if required.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.



"Easy to understand, perfect for beginners or to cement basic k..."

The essential Google Adwords course not only cemented my basic knowledge but has shown me ways to immediately improve my marketing strategy and therefore, my business. I can't wait to get started on monitoring the effectiveness of my online campaigns! Thank you.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 22/06/2010 16:41:57
4 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"The essential Google Adwords course not only cemented my basic knowledge but has shown me ways to immediately improve my marketing strategy and therefore, my business. I can't wait to get started on monitoring the effectiveness of my online campaigns! Thank you."

on 22/06/2010 16:41:57

Company: First Intuition



"An excellent all round programme for those new or needing a re..."

An excellent all round programme for those new or needing a refresh on the advantages and the power of Google Adwords. Very informative and helpful.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 11/07/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"An excellent all round programme for those new or needing a refresh on the advantages and the power of Google Adwords. Very informative and helpful."

on 11/07/2011

Company: Ashridge Business School



"Very informative and well delivered - always opportunity to as..."

I looked at using Adwords some years ago and found it a bit clunky and difficult to apply. Although the user interface has improved it stiil requires knowledge in order to apply effectively - this training provides that knowledge and equips the user with the skills to use Adwords to advantage..
Google AdWords 101 – Introduction to Paid Search Management
Date published: 25/05/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"I looked at using Adwords some years ago and found it a bit clunky and difficult to apply. Although the user interface has improved it stiil requires knowledge in order to apply effectively - this training provides that knowledge and equips the user with the skills to use Adwords to advantage.."

on 25/05/2011

Company: Business Link



"Excellent and very well covered."

The course was very well covered with excellent material. Sharron was great and explained all content very clearly.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 11/05/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"The course was very well covered with excellent material. Sharron was great and explained all content very clearly."

on 11/05/2011

Company: Business Link



"A comprehensive overview of all of the features - with hints a..."

Informative with some tools to improve campaigns
Google AdWords 101 – Introduction to Paid Search Management
Date published: 12/03/2012
4 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"Informative with some tools to improve campaigns"

on 12/03/2012

Company: Anglia Ruskin University



"The tutor's knowledge and delivery was excellent and he took t..."

The course was thorough and well paced. We covered a lot of ground but Sharron kept the subject matter interesting. Sharron's extensive real world experience showed throughout the course and enabled her to answer our questions with practical examples.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 08/07/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"The course was thorough and well paced. We covered a lot of ground but Sharron kept the subject matter interesting. Sharron's extensive real world experience showed throughout the course and enabled her to answer our questions with practical examples."

on 08/07/2011

Company: Ashridge Business School



"Very worthwhile, while I had some knowledge of Adwords it allo..."

A very thorough but quick paced review of Google Adwords and its features. Honest appraisals of different techniques and policies! The trainer's real world experience kept subject matter interesting and relevant at all times.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 08/07/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"A very thorough but quick paced review of Google Adwords and its features. Honest appraisals of different techniques and policies! The trainer's real world experience kept subject matter interesting and relevant at all times."

on 08/07/2011

Company: Ashridge Business School



"Very good, highly professional presentation by Sharron, well p..."

The content of the course was excellent, and very well presented. So much to absorb but Sharron made it all very understandable.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 24/05/2011
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"The content of the course was excellent, and very well presented. So much to absorb but Sharron made it all very understandable."

on 24/05/2011

Company: Business Link



"The tutor, Matt Trimmer made an excellent job analyzing every ..."

I attended 101 and 201 section. Sharron really made an excellent presentation of how Google Adwords works and even suggested ways that we could use things been said in order to optimize our company's account. Very useful!
Google AdWords 101 – Introduction to Paid Search Management
Date published: 12/05/2012
5 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"I attended 101 and 201 section. Sharron really made an excellent presentation of how Google Adwords works and even suggested ways that we could use things been said in order to optimize our company's account. Very useful!"

on 12/05/2012

Company: Buldoza S.A.



"A solid all round intorduction to Google Adwords."

A solid all round intorduction to Google Adwords.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 13/03/2012
4 / 5 stars

On-site, private training
Google AdWords 101
Introduction to Paid Search Management

"A solid all round intorduction to Google Adwords."

on 13/03/2012

Company: Anglia Ruskin University

Adwords Courses

On-site, Private
Training

[ Google Adwords ]

Google Adwords

Training Curriculum:

Four days of in-depth, in-detail, hands-on Google AdWords training

Google Adwords 101:

Building, optimising and managing search campaigns

Google Adwords 201:

Optimising search campaigns through analysis, structure and control

Google Adwords 301:

Extending search campaigns with display advertising and remarketing

Google Adwords 302:

Extending search campaigns with feeds, dynamic remarketing and shopping


Enquire & book

All your team trained!

£1,450 per day* No matter how many attendees!

*£1,450 per day, no matter how many attendees!


Enquire & book

Attendee Reviews


Certified Since 2005

Google Certified Since 2005

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