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Google AdWords 101 - 1 Day

£499.00 + VAT (After 21 Day Early Bird: £499.00 + VAT)
Level Beginner (101)Format ClassroomDuration 1 Day

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

Masterclasses

Book our masterclasses and save 25% off the day class price!

Team bookings on day classes

Book a team of 2 or more on a day class and each person get 25% off! Our booking system automatically discounts team bookings.

Charity discounts

Registered charity? Use the discount code “ivnonprofit” for 15% off your entire training booking.

Masterclass loyalty discounts

When you book a Masterclass, you are rewarded with up to £100 credit towards your next Masterclass booking:

2 day
Masterclass
booking
£25.00

3 day
Masterclass
booking
£50.00

4 day
Masterclass
booking
£75.00

5 day
Masterclass
booking
£100.00


FAQs

'How much does the training cost?'
£499 per day per attendee or £374.25 when you book multiple days, 21 days ahead on our masterclasses. Single day bookings enjoy 25% off when two or more people book.
'How can I save the most?'
Book our masterclasses - you'll save 25%!
'Do you offer non-profits a discount?'
Yes, send us your registration number for a 15% discount.
'How can I pay for the training?'
We offer pay now by credit/debit card or pay later by bank transfer and credit/debit card. If you are self funded we offer flexible payments. See our terms and conditions for more information.
'What happens if I need to reschedule?'
Providing you inform us before the start of your course, you may transfer your scheduled course booking to an alternative date free of charge.
'What happens if someone needs to attend in my place?'
Providing you inform us before the start of your course, you may transfer your scheduled course booking to another attendee free of charge.
'Is lunch included?'
Of course, nice sandwiches and sometimes a restaurant or pub!
'Are there refreshments?'
Tea, coffee, water and snacks are free throughout the day.
'Do I need a laptop?'
Yes, but we provide it or you can bring your own.
'Do I get the slide printouts?'
No, we think permanant access to all slides on Slideshare.net is better.
'How should I dress?'
Business casual is the norm, but be comfortable.
'Do you offer support?'
Yes, via email for 60 days after the course.
'What else do I get for attending?'
Apart from increased knowledge, enhanced skills, more experience, a chance to meet industry peers, you get a ivantage Pad and Pen! Oh yes and a free book if you want one!
'What are your loyalty discounts?'
Book a masterclass, receive up to £100 credit to the next. See our terms and conditions for more information

Any further questions?
Please contact us.

Reviews



"Great end to the 4 day course"

Great to go into finer detail in the AdWords system and see how it links to your Google Analytics,
Google AdWords 302 – Advanced Conversion Optimization
Date published: 08/02/2018 16:30:12
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimization

"Great to go into finer detail in the AdWords system and see how it links to your Google Analytics,"

on 08/02/2018 16:30:12

Position: Marketing Team Leader
Company: ProspectSoft Ltd



"Relevant & Actionable!"

Another great part of the course - it was great to cover display and search, and also get more familiarised with the Google AdWords interface.
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 08/02/2018 16:25:51
5 / 5 stars

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

"Another great part of the course - it was great to cover display and search, and also get more familiarised with the Google AdWords interface."

on 08/02/2018 16:25:51

Position: Marketing Team Leader
Company: ProspectSoft Ltd



"A must for any serious Marketer"

Excellent Detail building Adwords knowledge
Google AdWords 201 – Building Profitable Paid Search Campaigns
Date published: 08/02/2018 16:22:15
5 / 5 stars

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

"Excellent Detail building Adwords knowledge"

on 08/02/2018 16:22:15

Position: Sales 7 Marketing Director
Company: ProspectSoft



"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



"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



"Learn from a Google Guru"

An Excellent introduction to Analytics
Google AdWords 101 – Introduction to Paid Search Management
Date published: 08/02/2018 16:19:30
5 / 5 stars

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

"An Excellent introduction to Analytics"

on 08/02/2018 16:19:30

Position: Sales & Marketing Director
Company: PropsectSoft Ltd



"Cool information on shopping feeds"

Great insights on shopping feeds
Google AdWords 302 – Advanced Conversion Optimization
Date published: 08/02/2018 16:28:11
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimization

"Great insights on shopping feeds"

on 08/02/2018 16:28:11

Position: Sales & Marketing Director
Company: ProspectSoft



"Brilliant!"

Excellent training from Matt - I'm now much more confident with using Google AdWords and can now start to better analyse the success of our campaigns.
Google AdWords 101 – Introduction to Paid Search Management
Date published: 08/02/2018 16:23:38
5 / 5 stars

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

"Excellent training from Matt - I'm now much more confident with using Google AdWords and can now start to better analyse the success of our campaigns."

on 08/02/2018 16:23:38

Position: Marketing Team Leader
Company: ProspectSoft Ltd



"Useful"

Useful
Google AdWords 302 – Advanced Conversion Optimization
Date published: 16/03/2017 15:00:12
5 / 5 stars

Open, public training
Google AdWords 302
Advanced Conversion Optimization

"Useful"

on 16/03/2017 15:00:12

Position: Web Insight Analyst
Company: Jet2

Starts Ends Venue Price Seats Register
Monday-04-Feb-2019 9:00 am Monday-04-Feb-2019 5:00 pm London, (5 mins from Subway 1, Old Street Tube) £499.00
+ VAT
4
Monday-29-Apr-2019 9:00 am Monday-29-Apr-2019 5:00 pm London, (5 mins from Subway 1, Old Street Tube) £499.00
+ VAT
4
This course is also available for:
On-site, Private Training
£1,450 + VAT per day
No matter how
many attendees!
£499.00 3

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