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Google AdWords 201 - 1 Day

£499.00 + VAT (After 21 Day Early Bird: £499.00 + VAT)
Level Intermediate (20x)Format ClassroomDuration 1 Day

Google AdWords 201 - 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 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
Tuesday-05-Feb-2019 9:00 am Tuesday-05-Feb-2019 5:00 pm London, (5 mins from Subway 1, Old Street Tube) £499.00
+ VAT
4
Tuesday-30-Apr-2019 9:00 am Tuesday-30-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 4

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