google-adwords (2)

Building on the foundation of AdWords 101, this seminar expands upon the basics to show you how to optimize and power up your campaigns. We’ll dig into Enhanced Campaigns, diagnostic and campaign expansion tools, optimization techniques, and leveraging AdWords for display advertising. And to be sure that you see how it fits together, we’ll work live from the interface using real-world account data. This includes integrating Google Analytics with your AdWords campaigns to truly measure the return on your advertising investment.

NEW! We’ll also take some time to explore more deeply the many benefits of expanding your paid search initiatives to the Bing platform.

WHAT’S COVERED?    google-adwords

This Google AdWords 201 training course picks up where AdWords 101 leaves off, focusing on display advertising formats as well as managing and optimizing your AdWords search campaigns to really power through your performance objectives. Like 101, this is hands-on, which means you’ll learn how to:

  • Use contextual, placement, topic and audience targeting techniques to find the right places to put your ads
  • Connect with your audience on millions of websites using image, video, and rich media display ad formats
  • Use tools like the Google Ad Planner, the Placement Targeting Tool and the Contextual Targeting Tool to find display opportunities
  • Use remarketing to identify and target prospective customers with laser focused messaging
  • Leverage the opportunity created by mobile devices and effectively advertise to smart phone and tablet users
  • Use dynamic keyword insertion (DKI) to quickly and efficiently create text ads on the fly that speak the specific language of the searcher
  • Expand and refine keyword lists and continually optimize bidding strategies
  • Extending your text ads with location, call, product, sitelink, social, and mobile app extensions
  • Diagnose problems ¬and find areas for improvement

  • Beyond the basics of Bing: how to effectively extend your PPC advertising reach past the AdWords search network, advanced keyword techniques through the use of the Bing Ads Intelligence Tool, driving relevancy with help from the Bing quality score, and how to leverage effective targeting methods to reach the right customer at the right time.


  • Google Display Network (GDN)
  • Contextual Targeting
  • Placement Targeting
  • Audience Targeting & Remarketing
  • AdWords Tools and Advanced Features
  • Dynamic Keyword Insertion (DKI)
  • Advanced Measurement with Google Analytics
  • Optimizing Keywords, Ads and Landing Pages
  • Google Certified Partners (GCP) Program
  • Beyond Bing Basics