Google Adwords

Extending search campaigns with display advertising and remarketing

Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.

How will you benefit?

You will end the day having understood the ways in which you can extend your AdWords campaigns into display, display remarketing and search remarketing, the powerful targeting options available and the creative formats you could build yourself or commission.

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 – The Google Display Network, initial targeting and set-up

  • Introductions, your objectives and building your action plan
  • Introducing the Google Display Network (GDN)
  • Understanding and exploring display keywords targeting - content targeting
  • Creating a display network campaign
  • Exploring and understanding display campaign settings
  • Targeting your ads with location targeting
  • Targeting your ads with location options
  • Targeting your ads with ad scheduling
  • Targeting your ads to devices, networks and operating systems
  • Selecting your initial bid strategy
  • Selecting your initial budget
  • Selecting your preferred delivery method
  • Creating a display ad through copying

Session 2 – Planning your display campaign, targeting options, optimisation and analysis

  • Introducing and using the AdWords display planner
  • Understanding and exploring affinity audiences targeting
  • Understanding and exploring in-market audiences targeting
  • Understanding and exploring topics targeting
  • Understanding and exploring placements targeting
  • Understanding and exploring demographics targeting
  • Understanding and exploring combination targeting
  • Introducing and understanding target and bid versus bid only
  • Introducing and understanding the display campaign optimiser
  • Exploring, understanding and analysing display metrics

Session 3 – Creating simple display ads, creative options, video and Google Sponsored Promotions

  • Understanding dynamic display ads
  • Understanding and creating responsive ads
  • Understanding and creating expanded text ads
  • Understanding and creating image ads
  • Understanding and using the ad gallery
  • Understanding lightbox ads
  • Introducing the rich media gallery
  • Understanding video ads
  • Creating general purpose ads
  • Targeting gmail ads and Google Sponsored Promotions
  • Creating gmail ads and Google Sponsored Promotions
  • Advanced targeting of gmail ads and Google Sponsored Promotions
  • Exploring, understanding and analysing gmail metrics

Session 4 – Simple and advanced remarketing to website users, customer e-mails, apps and Youtube users

  • Introducing and understanding website remarketing
  • Introducing and understanding remarketing with AdWords tagging
  • Introducing and understanding remarketing with Google Analytics tagging
  • Introducing and understanding membership duration
  • Introducing and understanding frequency capping
  • Creating remarketing audiences/lists
  • Creating advanced behavioural remarketing audiences/lists
  • Introducing and understanding similar remarking audiences
  • Introducing and understanding remarking list for search ads (RSLA)
  • Creating search campaigns for RSLA audiences
  • Optimising search campaigns for RSLA audiences
  • Introducing and understanding customer email remarketing
  • Introducing and understanding similar customer emails audiences
  • Introducing and understanding Youtube channel remarketing
  • Introducing and understanding Mobile App remarketing
  • Exploring, understanding and analysing remarketing metrics
  • 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. 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.



"Insightful, interactive, inspiring."

It was very useful, providing a lot of detailed information on the features of Google AdWords as well as strategic insights and case studies. I left the room with a head full of ideas.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 15/05/2015 17:29:38
5 / 5 stars

On-site, private training
Google Adwords 301
Advanced Optimization Techniques

"It was very useful, providing a lot of detailed information on the features of Google AdWords as well as strategic insights and case studies. I left the room with a head full of ideas."

on 15/05/2015 17:29:38

Position: Digital Marketing Manager
Company: Mail Travel



"Excellent course. Provided great insights to manage and optimi..."

Excellent course. Provided great insights to manage and optimize Adwords accounts, and solved many doubts me and my colleagues had on managing our accounts and campaigns.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 09/04/2013 17:15:00
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"Excellent course. Provided great insights to manage and optimize Adwords accounts, and solved many doubts me and my colleagues had on managing our accounts and campaigns."

on 09/04/2013 17:15:00

Position: Digital Acquisition Manager
Company: Just-Eat



"The courses covered most of the basics in Adwords. However, th..."

The courses covered most of the basics in Adwords. However, there were some good tips and tricks that I definitely will implement into my daily Adwords optimisation. Might be a good idea to show some different strategies on managing small or large accounts. Overall, the course was very good and I recommend it highly!
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 14/03/2012
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"The courses covered most of the basics in Adwords. However, there were some good tips and tricks that I definitely will implement into my daily Adwords optimisation. Might be a good idea to show some different strategies on managing small or large accounts. Overall, the course was very good and I recommend it highly! "

on 14/03/2012

Company: Just Eat



"Enjoyed the course and learned a few tricks here and there tha..."

Enjoyed the course and learned a few tricks here and there that I definitely will implement right away. The analytics insight was great. Overall a good course that I can recommend!
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 15/03/2012
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"Enjoyed the course and learned a few tricks here and there that I definitely will implement right away. The analytics insight was great. Overall a good course that I can recommend!"

on 15/03/2012

Company: Just Eat



"Well rounded, well taught, well good!"

Well rounded, well taught, well good!
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 09/04/2013 17:35:00
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"Well rounded, well taught, well good!"

on 09/04/2013 17:35:00

Position: International Marketing Manager
Company: Just Eat



"Great course, learned some new ways to approach account optimi..."

Great course, learned some new ways to approach account optimisation. Could have benefited from some case studies. But overall well worth taking the course.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 14/03/2012
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"Great course, learned some new ways to approach account optimisation. Could have benefited from some case studies. But overall well worth taking the course."

on 14/03/2012

Company: Just Eat



"We recommend this course to anyone who wants to further develo..."

We organised a 2 day course for our in-house team. We learnt a few tips and techniques; however it was good to see we are doing most things correctly which has given confidence to the team. Sharron has excellent in-depth knowledge and really helped to explain technical concepts in a simple way.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 14/03/2012
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"We organised a 2 day course for our in-house team. We learnt a few tips and techniques; however it was good to see we are doing most things correctly which has given confidence to the team. Sharron has excellent in-depth knowledge and really helped to explain technical concepts in a simple way."

on 14/03/2012

Company: Just Eat



"The content of the course was excellent, and very well present..."

The content of the course was excellent, and very well presented. Really great insight into Google Adwords.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 27/03/2012
5 / 5 stars

On-site, private training
Google AdWords 301
Advanced Optimisation Techniques

"The content of the course was excellent, and very well presented. Really great insight into Google Adwords."

on 27/03/2012

Company: Just Eat

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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