The AdWords 201 class expands on the basics introduced in AdWords 101. Now that you know how AdWords works, we move on to how to optimize your campaign for maximum performance. We spend more time on keyword list optimization and introduce additional tools, including AdWords Editor and third party tools. Attendees also learn how to self-diagnose the health of their campaigns, determine return on investment (ROI), and adjust bids.
AdWords 201 attendees should have either attended AdWords 101, or have an existing, active AdWords account. To get the most out of the seminar, we suggest that you already be familiar with the basics of campaign creation, keyword match types, and creating ads.
- Definitions & terminology
How to Use AdWords Editor
- Features and benefits
- Tips and tricks
Advertising in a Down Economy
- How to succeed in a downturn
Intermediate Optimization Techniques
- How to geotarget your campaign
- How to use demographic bidding
- How to create a placement-targeted campaign
- How to use site and category exclusion
- How to use IP Exclusion
- How to use Position Preference
- How to use Ad Scheduling
Keyword List Optimization
- Understanding how people search
- Refining your keyword list
- Other keyword tools
- Search-based keyword tool
- Insights for Search
- Dynamic keyword insertion
- What is ROI?
- Determining the value of a keyword
Other bidding options
- Budget Optimizer
- CPM Bidding
- Conversion Optimizer
- My Client Center
- AdWords API
How to Self-Diagnose
- Why can't I see my ad?
- Why is my Quality Score low?
- How to use the disapproved ads tool
- How to use the ads diagnostic tool
Search Engine Optimization (SEO)
Take-Aways, To-Dos, and Resources
AdWords 101 and 201 provide you with all of the basics you need to know to run a good campaign, but AdWords 301 and 302 take you a step further, introducing the strategies and advanced tools that the professionals use. If you are looking to become a more savvy online marketer, you should check out AdWords 301 and 302.