Cardinal Path's Adwords training courses cover the full range of online paid advertising, from PPC fundamentals to advanced SEM strategies and tactics. The content is continually updated and includes current information on new PPC products and trends such as remarketing and Google Enhanced Campaigns. Dave Booth

Google AdWords 101

If you're just getting started with Google AdWords or could use a refresher on the fundamentals, then this is the seminar for you. Our new hands-on Google AdWords training focuses on how AdWords works, how to create and structure your account, and how to create a campaign from start to finish. Quizzes and real-world examples using live accounts help make the learning tangible and stick. This course is ideal for anyone who needs to clean up campaigns or start them from scratch.

NEW! Given the growth of Bing search usage, and the compelling cost advantages, we now include an hour of Bing training at the end of each day. Learn the basics of how to reach 20% more visitors.

N What's Covered?

This Google AdWords course will cover:

  • Understanding what online advertising is and where AdWords fits in
  • How Quality Score works and why it’s so important in the AdWords auction
  • How to structure your account, campaigns and ad groups to position yourself for success
  • How to research, identify and refine the keywords and match types you'll be bidding on
  • Tips for writing great text ads that will stand out from the competition
  • Creating your first campaign and targeting users by geography, language, device, and even day of week and time of day
  • Cost per Click (CPC), Cost per Acquisition (CPA) and Cost per Impression (CPM) bid types
  • How to manage your account with the AdWords Editor
  • Understanding the reporting features of AdWords and leveraging key user interface components
  • Tracking conversions and measuring ROI from your campaigns
  • Bing: account basics, keyword selection, ad set-up and how to bid

N Pre-requisites

This course assumes no prior knowledge of AdWords. While having an account is not a prerequisite, past attendees have found it helpful to have an AdWords account and some experience in the interface prior to attending.

n Agenda

  • Introduction to Online Advertising
  • Fundamentals of AdWords
  • Structuring Your AdWords Account for Success
  • Developing Keyword Lists
  • Writing Great Ads
  • Creating Your AdWords Account
  • Creating Your First Campaign
  • Working with the User Interface
  • Tracking Performance
  • Getting more bang for your Bing: the basics of Bing advertising

Google AdWords 201

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.

N What's Covered?

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.

n Agenda

  • 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