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

What are the prerequisites for attending?

For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training.

A prerequisite of attending the 201 course is having completed the 101 course or possessing equivalent knowledge. A prerequisite of attending the 301 and 302 courses is having completed the 101 and 201 courses or possessing equivalent knowledge.

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.



"Having no practical experience in adwords, it was hard for me ..."

Having no practical experience in adwords, it was hard for me to relate to something concrete. I liked the examples given, which helped me to get a better insight. I'm not sure I would recommend the course to someone like me that had no experience because naturally I sometimes felt lost. However I'm pleased I followed the course and it really gave me the envy to push in this direction and get my company to set me on SEM in the future.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 16/04/2015 15:21:00
4 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Having no practical experience in adwords, it was hard for me to relate to something concrete. I liked the examples given, which helped me to get a better insight. I'm not sure I would recommend the course to someone like me that had no experience because naturally I sometimes felt lost. However I'm pleased I followed the course and it really gave me the envy to push in this direction and get my company to set me on SEM in the future."

on 16/04/2015 15:21:00

Company: ESL Education



"Very positief. Good tutor. Great insights. Now my task is it t..."

Very positief. Good tutor. Great insights. Now my task is it to put it to practise!
Google Adwords 101 – Introduction to Paid Search Management
Date published: 31/03/2015 08:39:18
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Very positief. Good tutor. Great insights. Now my task is it to put it to practise!"

on 31/03/2015 08:39:18

Position: digital brand manager
Company: Alpro



"I did not understand AdWords at all prior to this course. This..."

I did not understand AdWords at all prior to this course. This was a great introduction!
Google Adwords 101 – Introduction to Paid Search Management
Date published: 13/11/2014 14:55:24
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"I did not understand AdWords at all prior to this course. This was a great introduction!"

on 13/11/2014 14:55:24

Position: Marketing Coordinator
Company: MSAB



"Great. An introduction to Google Adwords right from the begi..."

Great. An introduction to Google Adwords right from the beginning to ensure correct account set up before you start.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 09/07/2014 17:26:37
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Great. An introduction to Google Adwords right from the beginning to ensure correct account set up before you start."

on 09/07/2014 17:26:37

Position: Marketing Manager
Company: Nederlander Dominion Limited



"A very insightful course run in a professional but friendly at..."

A very insightful course run in a professional but friendly atmosphere. I can highly recommend Sharon and Ivantage.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 30/04/2013 12:24:00
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"A very insightful course run in a professional but friendly atmosphere. I can highly recommend Sharon and Ivantage."

on 30/04/2013 12:24:00

Position: Head of E-Commerce
Company: Cologne and Cotton



"Great course for rolling your sleeves up and diving into the w..."

Great course for rolling your sleeves up and diving into the world of Adwords. Be prepared to use adwords therefore come ready to register or take on your account for the day - if someone else does your media, make sure you speak to them to understand the structure as this will aid immensely your learning.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 01/04/2015 13:12:02
4 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Great course for rolling your sleeves up and diving into the world of Adwords. Be prepared to use adwords therefore come ready to register or take on your account for the day - if someone else does your media, make sure you speak to them to understand the structure as this will aid immensely your learning."

on 01/04/2015 13:12:02

Position: Digital Brand Manager
Company: Alpro UK Ltd



"Great introduction to AdWords and usefull tips to get started ..."

Great introduction to AdWords and usefull tips to get started right away and get some good results.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 19/03/2015 17:09:10
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Great introduction to AdWords and usefull tips to get started right away and get some good results."

on 19/03/2015 17:09:10

Position: International Digital Marketing Responsible
Company: Provamel



"Brilliant! Sharron is a great trainer. Personable and extremel..."

Brilliant! Sharron is a great trainer. Personable and extremely well informed.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 13/11/2014 16:36:34
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Brilliant! Sharron is a great trainer. Personable and extremely well informed."

on 13/11/2014 16:36:34

Position: Auction Manager & Client Liaison
Company: Ingles & Hayday



"Sharron was a fantastic teacher, covering all aspects of the c..."

Sharron was a fantastic teacher, covering all aspects of the course at the right pace. I am so glad that I did 101, there is so much more to Ad words than I realised! I learnt more on this one day than I have with years of self teaching and everything now slots very nicely into place! Thank you Sharron. I have come away excited and looking forward to putting all my new skills into place.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 28/05/2013 11:27:00
4 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"Sharron was a fantastic teacher, covering all aspects of the course at the right pace. I am so glad that I did 101, there is so much more to Ad words than I realised! I learnt more on this one day than I have with years of self teaching and everything now slots very nicely into place! Thank you Sharron. I have come away excited and looking forward to putting all my new skills into place."

on 28/05/2013 11:27:00

Position: Director
Company: Access Plus Ltd



"The course was great from the beginning. Even though I worked ..."

The course was great from the beginning. Even though I worked on the tool for two months, I still feel I learned specific information that will help me in the future. I already had done some of the task outlined in the training course by working on my own for two months, but I feel there were small details that helped me and will continue to help in the future.
Google Adwords 101 – Introduction to Paid Search Management
Date published: 20/04/2013 15:46:00
5 / 5 stars

Open, public training
Google Adwords 101
Introduction to Paid Search Management

"The course was great from the beginning. Even though I worked on the tool for two months, I still feel I learned specific information that will help me in the future. I already had done some of the task outlined in the training course by working on my own for two months, but I feel there were small details that helped me and will continue to help in the future."

on 20/04/2013 15:46:00

Position: eCommerce Manager
Company: Careington International Corporation

Adwords Courses

Open, public
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


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Day or Masterclasses

From as low as:

£374.25 per attendee per day*

*Multi-day masterclasses, booked 21 days ahead. Day classes £499.00 per attendee.

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