The AdWords 201 class expands on the basics introduced in AdWords 101. Now that you know how AdWords works, we move on to how to optimize your campaign for maximum performance. We spend more time on keyword list optimization and introduce additional tools, including AdWords Editor and third party tools. Attendees also learn how to self-diagnose the health of their campaigns, determine return on investment (ROI), and adjust bids.
AdWords 201 attendees should have either attended AdWords 101, or have an existing, active AdWords account. To get the most out of the seminar, we suggest that you already be familiar with the basics of campaign creation, keyword match types, and creating ads.
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Introduction
- Definitions & terminology
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Creative workshop
- Creating Compelling Ads
- Dynamic Keyword Insertion
- Small Group Ad Writing Workshop
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Optimization Techniques
- Location targeting
- Demographic bidding
- Site and category exclusion
- IP Exclusion
Keyword List Optimization
- Determining the value of a keyword
- Refining your keyword list
- Other keyword generation tools
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Understanding ROI
- What is ROI?
- Why should this be important to me?
Advanced bidding options
- Advanced Ad Scheduling
- Position Preference
- Conversion Optimizer
Managing Accounts
- My Client Center
- AdWords API
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How to use AdWords Editor
- Making large-scale changes
- Copying or moving between campaigns, Ad Groups, and accounts
- Performing advanced searches and edits
- Collaboration
Why Can't I see my Ad?
- What are the reasons as to why my ad is not showing?
- How to self-diagnose
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Introduction to Other Campaign Options
- Television Campaigns
- Audio Campaigns
- Print Campaigns
- Ad Creation Marketplace
Open Q&A |
AdWords 101 and 201 provide you with all of the basics you need to know to run a good campaign, but AdWords 301 and 302 take you a step further, introducing the strategies and advanced tools that the professionals use. If you are looking to become a more savvy online marketer, you should check out AdWords 301 and 302.
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