AdWords 301 & 302

What is AdWords 301 & 302?

AdWords 301 & 302 are our advanced AdWords courses, designed for seasoned advertisers that are seeking the up-to-date, in-depth techniques the pros are using to achieve their advertising goals with Google AdWords. AdWords 301 & 302 take you beyond the basics into strategies for long-term online advertising success. Among other topics, the seminars dive in-depth into how to test your ads to determine your ideal ad, assess buyer intent to choose the most effective keywords, implement landing page tests to maximize your conversions, and best utilize your Analytics data.

Can I attend only AdWords 301 or only AdWords 302?

Yes. Each seminar is a full day, and you may attend either day – or both days. Please check the course descriptions below to see which seminar best fits your needs.

Is AdWords 301 or 302 the right course for me?

This full-day, in-person course requires that an attendee already understand AdWords terminology, account navigation, search engine marketing concepts and AdWords tool usage. Marketers that have previously attended the AdWords 101 or AdWords 201 seminars will learn how to use the skills learned in those seminars to create a successful long-term strategy for their campaigns.

What does AdWords 301 cover?

AdWords 301 focuses on advanced optimizations that you can use to drive more profit from your campaigns. It also dives into some of the more advanced tools and features that AdWords has to offer.

Day 1 - Morning Day 1 - Afternoon
  • Psychology of Search
  • Best Practices for PPC Success
    • Understanding Keywords
      • Keyword research
        • Long Tail keywords
        • Wide vs Deep keywords
      • Negative Keywords
      • Search Query Reports
      Discovering Effective Keywords
      • AdWords Keyword Tool
      • Spidering websites
      • Competitive research
      Writing Effective Ad Copy
      • Connecting with the searcher
      • Unique Selling Proposition
      • Benefits vs Features
      Landing Pages that Convert
      • Showcasing the answer
      • Where to send traffic
      • Best practices
      • Usability overview
  • Advanced optimization techniques
    • Boosting Your PPC Traffic
      • Dynamic Keyword Insertion
      • Ad Preview Tool
      • Increasing Page Views
      Increasing PPC Conversion Rates
      • Ad Copy Calls to action
      • Optimizing landing pages
      Morning Question & Answer
  • Quality Score Demystified
    • What is quality score
    • How actual CPC is calculated
    • Quality score factors
    • How to increase your quality score
    • Using keyword reports
  • Beyond Text– Multimedia Ads
    • Video ads
    • Image ads
    • Widget ads
    • Display Ad Builder
  • Display Network Deep Dive
    • Overview of the Display Network
    • Data:
      • Placement performance report
      • Demographic Reports
    • Display Network Optimization
    • Placement Targeting
    • Enhanced campaigns
    • Content campaign organization
    • AdSense Preview Tool
    • Ad Planner
  • Advanced Geographic Targeting
    • The technology
    • Effectively reaching local audiences
    • Local business ads
    • Geographic performance reports
  • AdWords Editor – Quick & Easy Account changes
    • Demo of editor
    • Making large account changes in minutes
  • Google Analytics Implementation
  • Question & Answer

*** Special Bonus: Marketing in a Down Economy ***

What does AdWords 302 cover?

AdWords 302 focuses on advanced measuring and building on your success through conversion tracking, ROI analysis, and advanced bidding strategies. It also explores the benefits of testing various elements of your online advertising and gives you actionable tips on how to implement strategic tests.

Day 2 - Morning Day 2 - Afternoon
  • Setting Profitable Business Goals
  • Putting Your Ad Dollars to Work
    • Ad delivery
    • Bidding types
      • Max CPC
      • Preferred Bidding
      • Conversion Optimizer
      • Budget Optimizer
  • Learn how to Track Conversions
    • Implementation
    • Measurement
  • Exploring ROI & Profit
    • Calculating bids
  • Effective Bidding Strategies
    • Position preference
    • Ad scheduler
      • Basic
      • Advanced
      • Time sensitive ads
    • By Location
  • My Client Center
  • Successful Account Organization
    • When to create campaigns
      • Content vs Search
      • Budget
      • Geography
      • Product or service types
      • Ad Scheduling
      • Mobile vs desktop
    • When to create ad Groups
    • Organizing ads and keywords
  • Find Effective Messages through Split Testing
    • Overview of testing
      • Ad delivery methods
      • Statically relevant information
    • Ad Copy Testing
      • Advanced ad writing
      • Split Testing Ad Copy
      • Ad performance reports
    • Landing Page Testing
      • Where to send traffic for testing
      • How to test page layouts
      • Split testing landing pages
      • URL Performance Reports
    • Profit Per Impression
      • Combined landing page and ad testing variations
      • Understanding the reports
      • Lifetime visitor values
  • Be more productive using AdWords Reports
    • Keyword Report
    • Search Query Performance
    • Other reports
  • Google Analytics Reporting
    • Site Overlay
    • Conversion Funnels
    • AdWords account navigation
  • Click quality and reporting
  • Even more Tools for Effective Research
    • Ad Planner
    • SK Tool
    • Trends
    • Widget ads
  • Resources
  • Q&A

*** Special Bonus: Actionable Items: Step by Step: How to maximize results for your limited time ***

What's next after AdWords 301 & 302?

AdWords 301 and 302 are the most advanced course we offer. But in order to help you implement the seminar topics and continue your AdWords education, all attendees receive bound presentation books, a flash drive with course materials, and emails about all future updates to the presentation.


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