Events


AdWords Seminar Training

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.

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