Events
AdWords™ Seminars for Success
The AdWords Seminar for Success Advanced series are two days of interactive education that will help you make the most of the time and money you invest in AdWords. Officially sponsored by Google, you can trust that you are receiving the most accurate and up-to-date information on the best practices for advertising with Google AdWords.
Seminar Overview
AdWords 301: Advanced Account Optimization focuses on best practices for Keywords, Ad Copy, and Landing Pages in addition to a deep dive into Quality Score, the Content Network, and Geographic Targeting. This day is jam-packed full of tips and techniques you can functionally use to improve your accounts overall performance.
AdWords 302: Advanced Conversion Optimization concentrates on how to increase your conversions and your profits! Topics include Bidding Types and Strategies, Tracking Conversions, Split Testing, and Account Organization. The information included in this session can have a positive, dramatic impact on your bottom line – this is a must attend event!
Who should attend these seminars? The 301 and 302 Advanced AdWords seminars are designed for seasoned Search Enginge Marketing professionals. If you are an experienced ppc analyst, manager,or executive these courses are for you.
Seminar Testimonials
Seminar Instructor
Brad Geddes is the Founder of Certified Knowledge and is currently the only person selected by Google to conduct the Advanced AdWords seminar series. Learn more about Brad.
Seminar Agenda
Advanced AdWords Daily Agenda
| 8:30 am | Registration |
| 9:00 am | Morning Session |
| 10:00 am | Break |
| 10:45 pm | Morning Session |
| 12:00 pm | Lunch Break |
| 1:00 pm | Afternoon Session |
| 2:30 pm | Break |
| 2:45 pm | Afternoon Session |
| 4:30 pm | Open Q&A |
| 5:00 pm | End of Session |
Seminar Curriculum
You can either view the full agendas in video format or read them below. You can see the videos in a larger size on our YouTube AdWords Seminar playlist page. On that page, we suggest watching them in the 480 format (the default is a lower quality 360).
AdWords 301: Advanced Account Optimization
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
Creating Compelling 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
- Website usability
Open Q&A
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
- Mobile Ads
- Product extensions
- Phone Extensions
- Display Ad Builder
Content Network Deep Dive
- Overview of the Content Network
- Placement Performance Report
- Demographics Reports
- Content Network Optimization
- Placement Targeting
- Enhanced Campaigns
- Content Campaign Organization
- Ad Planner
Advanced Geographic Targeting
- The Technology
- Effectively Reaching Local Audiences
- Google Places
- Location Extensions
- Geographic Performance Reports
AdWords Editor: Quick and Easy Account Changes
- Live AdWords Editor Demo
- Making Large Account Changes in Minutes
Google Analytics Implementation
Open Q&A
AdWords 302: Advanced Conversion Optimization
Setting Profitable Business Goals
Putting Your Ad Dollars to Work
- Ad Delivery
- Bidding Types
- Max CPC
- Enhanced CPC
- Conversion Optimizer
- Budget Optimizer
Learn How to Track Conversions
- Implementation
- Measurement
Exploring ROI and Profit
- Calculating Bids
Effective Bidding Strategies
- Position Preference
- Ad Scheduler
- 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
- When to Create AdGroups
- 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
- Google Trends
- Other Tools
Resources
Open Q&A
Seminars for Success are wholly conducted and operated by independent search engine marketing professionals who are not affiliated with, endorsed by, or employed by Google. All Seminar Leaders are Qualified Individuals in the Google Advertising Professionals Program, and/or Google Analytics Authorized Consultants.
