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

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.



"If you use Google add words then you need this course"

Very clear and practical giving me skill i could use right away
Google Adwords 201 – Building Profitable Paid Search Campaigns
Date published: 24/01/2016 11:10:08
5 / 5 stars

Open, public training
Google Adwords 201
Building Profitable Paid Search Campaigns

"Very clear and practical giving me skill i could use right away"

on 24/01/2016 11:10:08

Position: Internal Sales
Company: Densitron Europe Ltd



"Bit too quick! Extremely useful course to do and I have learnt..."

Bit too quick! Extremely useful course to do and I have learnt the basics but I think only half a day on GDN was probably a bit too short and some stuff was galloped through.
Google Adwords 201 – Building Profitable Paid Search Campaigns
Date published: 01/04/2015 13:20:57
4 / 5 stars

Open, public training
Google Adwords 201
Building Profitable Paid Search Campaigns

"Bit too quick! Extremely useful course to do and I have learnt the basics but I think only half a day on GDN was probably a bit too short and some stuff was galloped through."

on 01/04/2015 13:20:57

Position: Digital Brand Manager
Company: Alpro UK Ltd



"As there were only a few of us at this course we got good feed..."

As there were only a few of us at this course we got good feedback on how to customize AdWords for our specific needs. Great course!
Google Adwords 201 – Building Profitable Paid Search Campaigns
Date published: 13/11/2014 14:58:17
5 / 5 stars

Open, public training
Google Adwords 201
Building Profitable Paid Search Campaigns

"As there were only a few of us at this course we got good feedback on how to customize AdWords for our specific needs. Great course!"

on 13/11/2014 14:58:17

Position: Marketing Coordinator
Company: MSAB



"My knowledge of AdWords was fairly thin prior to this, and whi..."

My knowledge of AdWords was fairly thin prior to this, and while I can't call myself an expert after just this course, I am certainly on much stronger ground when talking with my agencies clients about what PPC can do for their business and how we can make it work.
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 17/05/2013 04:18:00
5 / 5 stars

Open, public training
Google AdWords 201
Building Profitable Paid Search Campaigns

"My knowledge of AdWords was fairly thin prior to this, and while I can't call myself an expert after just this course, I am certainly on much stronger ground when talking with my agencies clients about what PPC can do for their business and how we can make it work."

on 17/05/2013 04:18:00

Position: Analytics and SEM Specialist
Company: Callahan Creek



"The course was an amazing experience! Although it was complex ..."

The course was an amazing experience! Although it was complex and difficult material, Matt had everything laid out very nicely to explain the context for all learning styles and all learning paces. Great job Matt!
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 30/04/2013 12:27:00
5 / 5 stars

Open, public training
Google AdWords 201
Building Profitable Paid Search Campaigns

"The course was an amazing experience! Although it was complex and difficult material, Matt had everything laid out very nicely to explain the context for all learning styles and all learning paces. Great job Matt!"

on 30/04/2013 12:27:00

Position: SEO/Webmaster
Company: Barnsco Inc.



"Very Good"

Really good, hands on and theoretical with real life examples.
Google Adwords 201 – Building Profitable Paid Search Campaigns
Date published: 22/01/2016 21:46:09
5 / 5 stars

Open, public training
Google Adwords 201
Building Profitable Paid Search Campaigns

"Really good, hands on and theoretical with real life examples."

on 22/01/2016 21:46:09

Position: Online marketing & sales
Company: Kaiser + Kraft Ltd



"Great insights. Good extra tips & tricks. "

Great insights. Good extra tips & tricks.
Google Adwords 201 – Building Profitable Paid Search Campaigns
Date published: 31/03/2015 10:36:00
5 / 5 stars

Open, public training
Google Adwords 201
Building Profitable Paid Search Campaigns

"Great insights. Good extra tips & tricks. "

on 31/03/2015 10:36:00

Position: digital brand manager
Company: Alpro



"I couldn't believe there was so much more to learn after havin..."

I couldn't believe there was so much more to learn after having completed Adwords 101 and before the advance course! Today was exciting, learning all different tools for analysing, reporting and other advertising techniques. Lots of times throughout the day I found my self saying "I am loving that!" or "This is brilliant" it felt as though just when you thought it couldn't get any better, Sharron would teach us something else! Brilliant course, I learnt so much yet again. Thank you
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 28/05/2013 11:33:00
5 / 5 stars

Open, public training
Google AdWords 201
Building Profitable Paid Search Campaigns

"I couldn't believe there was so much more to learn after having completed Adwords 101 and before the advance course! Today was exciting, learning all different tools for analysing, reporting and other advertising techniques. Lots of times throughout the day I found my self saying "I am loving that!" or "This is brilliant" it felt as though just when you thought it couldn't get any better, Sharron would teach us something else! Brilliant course, I learnt so much yet again. Thank you"

on 28/05/2013 11:33:00

Position: Director
Company: Access Plus Ltd



"Very comprehensive in terms of info obtained, very well organi..."

Very comprehensive in terms of info obtained, very well organized, great venue choice - all boxes ticked.
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 29/04/2013 11:46:00
5 / 5 stars

Open, public training
Google AdWords 201
Building Profitable Paid Search Campaigns

"Very comprehensive in terms of info obtained, very well organized, great venue choice - all boxes ticked."

on 29/04/2013 11:46:00

Position: Marketing & Events Manager
Company: Aztec Money



"Excellent, Sharon really knew her stuff and I felt at ease the..."

Excellent, Sharon really knew her stuff and I felt at ease the whole day.
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 29/04/2013 09:19:00
5 / 5 stars

Open, public training
Google AdWords 201
Building Profitable Paid Search Campaigns

"Excellent, Sharon really knew her stuff and I felt at ease the whole day."

on 29/04/2013 09:19:00

Position: Search Executive
Company: Key Retirement Solutions

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


Pick date & book

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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