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

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.



"Remarketing Masterclass"

Display remarketing was particularly interesting, and going into more depth with the AdWords interface.
Google AdWords 301 – Advanced Optimization Techniques
Date published: 08/02/2018 16:28:26
5 / 5 stars

Open, public training
Google AdWords 301
Advanced Optimization Techniques

"Display remarketing was particularly interesting, and going into more depth with the AdWords interface."

on 08/02/2018 16:28:26

Position: Marketing Team Leader
Company: ProspectSoft Ltd



"Clear and professional Adwords training."

Sharron Lonsdale was very comprehensible. A good training which covers all aspects of Advanced Adwords. Most important of all the topics are also practical. A good training 5/5.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 05/05/2016 09:29:32
5 / 5 stars

Open, public training
Google Adwords 301
Advanced Optimization Techniques

"Sharron Lonsdale was very comprehensible. A good training which covers all aspects of Advanced Adwords. Most important of all the topics are also practical. A good training 5/5."

on 05/05/2016 09:29:32

Position: Online Marketeer
Company: HA! Marketing



"Informative, thorough, and delivered by a friendly character."

Informative, thorough, and delivered by a friendly character.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 20/05/2015 17:00:25
4 / 5 stars

Open, public training
Google Adwords 301
Advanced Optimization Techniques

"Informative, thorough, and delivered by a friendly character."

on 20/05/2015 17:00:25

Position: PPC Manager
Company: Just Eat



"The course for me was completely to my satisfaction. I was alr..."

The course for me was completely to my satisfaction. I was already familiair with most of the subjects, but only had the basic knowledge. In the training we went in depth in almost all subjects and almost always directly related to my own campaigns. At the end of the day I immediately learned several practices I could immediately put in place.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 13/10/2014 10:20:34
5 / 5 stars

Open, public training
Google Adwords 301
Advanced Optimization Techniques

"The course for me was completely to my satisfaction. I was already familiair with most of the subjects, but only had the basic knowledge. In the training we went in depth in almost all subjects and almost always directly related to my own campaigns. At the end of the day I immediately learned several practices I could immediately put in place."

on 13/10/2014 10:20:34

Position: Online advertiser coordinator
Company: Eoniantec



"Very useful for someone who already knows the basics but is lo..."

Very useful for someone who already knows the basics but is looking to optimize his/her budget and make the most of it.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 25/03/2013 10:04:00
5 / 5 stars

Open, public training
Google AdWords 301
Advanced Optimisation Techniques

"Very useful for someone who already knows the basics but is looking to optimize his/her budget and make the most of it."

on 25/03/2013 10:04:00

Position: Marketing Manager
Company: Merci Maman - Personalised Gifts



"Get value for your Re-Marketing spend"

This course will allow me to focus our Re-Marketing efforts to much much better effect. I will feel way more confident that I have control over the results & therefore can increase the budget.
Google AdWords 301 – Advanced Optimization Techniques
Date published: 08/02/2018 16:25:21
5 / 5 stars

Open, public training
Google AdWords 301
Advanced Optimization Techniques

"This course will allow me to focus our Re-Marketing efforts to much much better effect. I will feel way more confident that I have control over the results & therefore can increase the budget."

on 08/02/2018 16:25:21

Position: Sales & Marketing Director
Company: ProspectSoft



"Clear and professional Adwords training."

Sharron Lonsdale was very comprehensible. A good training which covers all aspects of Advanced Adwords. Most important of all the topics are also practical. A good training 5/5.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 05/05/2016 09:29:32
5 / 5 stars

Open, public training
Google Adwords 301
Advanced Optimization Techniques

"Sharron Lonsdale was very comprehensible. A good training which covers all aspects of Advanced Adwords. Most important of all the topics are also practical. A good training 5/5."

on 05/05/2016 09:29:32

Position: Online Marketeer
Company: HA! Marketing



"Informative, thorough, and delivered by a friendly character."

Informative, thorough, and delivered by a friendly character.
Google Adwords 301 – Advanced Optimization Techniques
Date published: 20/05/2015 17:00:25
4 / 5 stars

Open, public training
Google Adwords 301
Advanced Optimization Techniques

"Informative, thorough, and delivered by a friendly character."

on 20/05/2015 17:00:25

Position: PPC Manager
Company: Just Eat



"This course is a great training class to anyone who manages Go..."

This course is a great training class to anyone who manages Google Adword campaigns.
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 17/04/2013 22:04:00
5 / 5 stars

Open, public training
Google AdWords 301
Advanced Optimisation Techniques

"This course is a great training class to anyone who manages Google Adword campaigns."

on 17/04/2013 22:04:00

Position: Digital Marketing Specialist
Company: Ecolab



"An excellent refresher for adwords professionals seeking a san..."

An excellent refresher for adwords professionals seeking a sanity check
Google AdWords 301 – Advanced Optimisation Techniques
Date published: 28/02/2013 09:06:00
5 / 5 stars

Open, public training
Google AdWords 301
Advanced Optimisation Techniques

"An excellent refresher for adwords professionals seeking a sanity check"

on 28/02/2013 09:06:00

Position: marketing manager
Company: telefonix

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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