Events


SMX AdWords Workshop

SMX Advanced AdWords Workshop

The SMX workshops are one day intensive training session about Google AdWords and how to extract the most value from your AdWords Account. We have partnered with SMX to bring you this interactive learning experience. You can attend a full day workshop, attend the conference, or do both if you desire.


Workshop Agenda

Brad Geddes explains what to expect when you attend the Advanced AdWords Workshop at SMX.
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Workshop Topics


Comprehensive Keyword Research: The absolute center of every PPC campaign is keywords. We'll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue. We will cover how to organize your account based upon match types, positive, and negative keywords.

Introduction to Effective Ads: There's a reason it's called AdWords, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. Your ads are your companies introduction to a user. In this section, we will cover what is an effective ad and how to control your ads across devices.

Ad Extensions: Extensions can spice up your ad by adding additional information to them, such as phone numbers, sitelinks, and driving directions. In this section, we will ensure that you know how to use each extension to help increase your interaction with searchers.

Ad Testing Insights: Ad Testing can give you insights into a single ad group or market research information across entire account segments. We will cover how to design tests, work with minimum data, confidence factors, test by device type, and then applying the results across your account and even into other aspects of your marketing. By the time this section is over, you will be able to create an entire ad testing framework, which will enable you to significantly increase the performance of your ads.

Demystifying Quality Score: Quality Score has a larger effect on your account’s visibility than any other setting inside of AdWords. Quality Score can be a challenge to increase. Receive step-by-step instructions in how Quality Score is calculated, how to prioritize Quality Score improvement, and what actions to take to increase your Quality Scores.

Dynamic Advertising: Remarketing, Dynamic Search Ads, Customer Match, Remarketing Lists for Search Ads, Remarketing Dynamic Search Ads are all ad and targeting methods that let you target users based upon your website, your data, and user behavior. In this section, we will go through these ad and targeting options and show you how to move beyond just using keywords to increase your advertising coverage and reach new and existing customers in interesting ways.

Learn how to Audit Your Account: There are two reasons to audit your account: 1) Find insights to improve your overall goals 2) Ensure you are following best practices and that your account is consistent across your marketing. In this section, we will cover how to do an in-depth audit for those who want to deep dive into their data and then how to do a fast audit to ensure you are following best practices across your account.

Case Studies: Do you want some examples of what has worked for other companies? In this rapid-fire case study section, we will quickly cover several case studies that will give you new and interesting ideas of what you can do with your AdWords accounts.

Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.

Networking Opportunities: Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.


You did a great job in the seminars this week. You totally are an expert on the subject and that was great to see. Well worth the money for the seminar and the education I got. I have been working on adwords for about 4 years now mostly part time, took the basic classes two years ago in Dallas and so it was great to move to the next level of knowledge. I feel empowered! Please email me when your new book comes out.

Kenneth H. Butler, Butler Information Technologies, Inc.


Within a few hours my goals for this Seminar in Toronto had already been achieved, I thought it was a very interesting and helpful Seminar. Brad, I admire your enthusiasm and wide range of knowledge. Keep up the good work! I would recommend this Seminar to anyone who has a basic knowledge about Adwords and Analytics. For Analytics you need to know a bit more about the technical implementation though.

Dennis, Wicked Media NV

The seminar was probably worth far more than 10 times the cost. I was astounded to see how much useful information Brad was able to deliver in one day. My only quasi-negative comment: It might have been too much good information. I’m a little overwhelmed just thinking about where to start with all the positive changes I can now make with our internet marketing.

Rick D, Minneapolis/p>


Workshop Instructor


Brad Geddes is the founder of Certified Knowledge a online paid search training and toolset provider.

He is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members. He is the first advanced AdWords Seminar Leader and works directly with Google to train companies on Google AdWords. He has written extensively about internet marketing for more than a decade.

Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing every month. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Some brands he has worked with include: Amazon, Yahoo, RH Donnelley, Business.com, World Directories, Encyclopedia Britannica, and Red Lobster.

One of his trademarks has been demystifying the complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Learn more about Brad.

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