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AdWords 101 lays the groundwork for a successful campaign. If you are just getting started with AdWords, this is the seminar for you. Attendees leave with a better understanding of how the AdWords system works, how campaigns should be structured, and how keyword lists and ads are developed. We also introduce Google Analytics and conversion tracking, provide an overview of your advertising options, and explain the billing cycle.
What does this cost include?
AdWords 101 is our most basic seminar. It is helpful if you have already created an AdWords account and have familiarized yourself with the user interface. However, if you are completely new, we do start from the beginning, with opening an account.
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Introduction to
online advertising & Google
AdWords
- Types of online advertising
- Basics of pay-per-click advertising
- Introduction to AdWords
- Features
- Benefits
- Basic terminology
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Developing Quality Keyword Lists
- How to Develop a List
- Using the Keyword Tool
- Using the Edit Campaign Negative Keywords Tool
- Creating Compelling Ad Text
- Developing ad variations
- Ad writing workshop
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| Creating Your Account
Creating your Campaigns
- Creating a campaign, step-by-step
Understanding Your Statistics
- Understanding campaign, ad group, and keyword statistics
- Editing Campaign Settings
- Editing CPCs
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Tracking ad performance
- Conversion Tracking
- Google Analytics
Optimizing to:
- Increase conversions
- Increase traffic
- Increase Quality Score
- Improve landing page quality
Using the Google Network
- Ad types (Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
- Placement targeted campaigns
- CPM bidding
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Beginning Optimization
(Definition: Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.)
- Using the Report Center
- Campaign Optimizer
- Location targeting
- Demographic bidding
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Billing & Reports
- Understanding Billing
- Billing Cycle
Open Q&A
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AdWords 101 and AdWords 201 are always offered on back-to-back days so that you can continue and build on your learnings. Taking both classes together is useful because one day is not enough to cover all of the tools and features of the system. AdWords 101 focuses on how the system works, and how to set it up properly. The second day, AdWords 201, allows you to learn about fine-tuning campaigns, using additional tools, and more advanced techniques.
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