Google Adwords

Optimising search campaigns through analysis, structure and control

Google Adwords 201 is an in-depth, hands-on training day that starts where Google AdWords 101 finished - introducing you to account analysis, controlling which ads appear through keyword research and match-type control, how to create better ads, how to test, use automation and how to improve account structure and management.

How will you benefit?

You will end the day feeling confident about how to analyse your account’s current performance, how to improve your keyword research, match-type control, ad creation, landing page selection and overall account structure. You will also feel confident about how to best test your campaigns, how to use automation and learn a number of account management techniques.

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 – Analysing current performance for future improvements

  • Introductions, your objectives and building your action plan
  • Understanding the psychology of search
  • Creating the perfect keyword, ad and landing page experience on the right device, in the right place at the right time
  • Exploring and understanding the AdWords auction, ad rank and quality score
  • Exploring, understanding, analysing and improving quality score
  • Exploring, understanding, analysing and using search query reports
  • Exploring, understanding and analysing time, location and device metrics
  • Exploring, understanding, analysing and using the search impression share metric
  • Exploring, understanding, analysing and using the search lost impression share (rank) metric
  • Exploring, understanding, analysing and using the search lost impression share (budget) metric
  • Exploring, understanding, analysing and using the search exact match impression share metric
  • Exploring, understanding, analysing and using the auction insights report
  • Exploring, understanding, analysing and using the keyword diagnosis tool
  • Exploring, understanding, analysing and using the Google Analytics match types report
  • Exploring, understanding, analysing and using the Google Analytics search queries report

Session 2 – Keyword research, match types, negative keywords and optimum account structure

    • Researching keywords with Google suggestive text
    • Researching keywords with Google Trends
    • Researching keywords with the AdWords Keyword Planner
    • Exploring and using keyword match types
    • Understanding and using negative keywords
    • Controlling which ad appears for which keyword
    • Introducing and using negative keyword lists
    • Planning, organising and structuring accounts, campaigns and adgroups

    Session 3 – Creating compelling ads, finding optimum landing pages and testing for success

    • Creating compelling expanded text ads
    • Exploring and using dynamic keyword insertion
    • Creating, using and testing ad variations
    • Understanding and exploring ad delivery options
    • Finding and using compelling landing pages
    • Exploring and understanding keyword or ad level landing pages
    • Finding, using and testing landing page variations
    • Introducing A/B and multivariate landing page testing
    • Introducing, exploring and using campaign drafts and experiments

    Session 4 – Bidding strategies and adjustments, shared budgets, automation and improving management

    • Exploring, understanding and using standard and portfolio (flexible) bidding strategies
    • Exploring, understanding and setting manual bidding
    • Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for traffic optimisation
    • Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for conversion optimisation
    • Exploring, understanding and making bid adjustments for time, location and device
    • Introducing and using shared budgets
    • Introducing and using automated rules
    • Introducing and using automated scripts
    • Introducing and using ad customisers
    • Introducing and using the shared library business data
    • Introducing and using labels
    • Introducing and using dynamic search ads
    • Introducing and campaign URL options
    • Introducing and using the AdWords editor
    • Wrap up, conclusions, your action plan and feedback

    How do I prepare for the in-house, 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.
  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.



"This was very much a bespoke course for 5 IT advisers and as s..."

Very, very good
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 27/06/2011
5 / 5 stars

On-site, private training
Google AdWords 201
Building Profitable Paid Search Campaigns

"Very, very good"

on 27/06/2011

Company: Business Link East



"Very informative, at the pace required for our understanding. ..."

Very informative, at the pace required for our understanding. Lots of ground covered and an overall good training day. Thank you.
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 09/03/2010 13:19:28
5 / 5 stars

On-site, private training
Google AdWords 201
Building Profitable Paid Search Campaigns

"Very informative, at the pace required for our understanding. Lots of ground covered and an overall good training day. Thank you."

on 09/03/2010 13:19:28

Company: Cost Cutters UK

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

Enquire & book

Share this page

Subscribe to our e-shots

Subscribe to our email shots to receive regular email updates about our training courses including schedules, special events, early birds, and other special offers.

Please enter the relevant details on our E-shots page, link below:
Subscribe

SiteLock