Google Adwords 101

AdWords 101 lays the groundwork for a successful campaign. If you are just getting started with Google AdWords, this is the seminar for you. Attendees leave with a better understanding of how the Google AdWords system works, how campaigns should be structured, and how keyword lists and ads are developed. Google Adwords 101 runs from 9:00am - 3:30pm

If you attended the AdWords 101 session, here's the support files and a copy of the PPT that Anastasia provided: Adwords 101 Powerpoint and Support Files

Google Adwords 101 will cover the following topics:

Introduction to online advertising & Google AdWords
    Types of online advertising
    Basics of pay-per-click advertising
    Introduction to AdWords
        Features
        Benefits
        Basic terminology

Creating Your Account
    Creating an account

Creating your Campaigns
    Creating a campaign, step-by-step

Understanding Your Statistics
    Understanding campaign, ad group, and keyword statistics
    Editing Campaign Settings

Beginning Optimization
(Definition: Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.)
    Using the Report Center
    Campaign Optimizer
    Location targeting
    Demographic bidding

Developing Quality Keyword Lists
    How to Develop a List
    Using the Keyword Tool
    Using the Edit Campaign Negative Keywords Tool
    Creating Compelling Ad Text
    Developing ad variations
    Ad writing workshop
    Editing CPCs

Tracking ad performance
    Conversion Tracking
    Google Analytics

Optimizing to:
    Increase conversions
    Increase traffic
    Increase Quality Score
    Improve landing page quality

Using the Google Network
    Ad types (Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
    Placement targeted campaigns
    CPM bidding

Billing & Reports
    Understanding Billing
    Billing Cycle

Open Q&A

About the instructor

Anastasia Holdren
http://ppc-boot-camp.com/

Stasia became a Qualified Individual in the Google Advertising Professionals program in January 2005. Since then she has helped numerous clients build and optimize their AdWords campaigns. Stasia has ten years experience managing Web technology projects and online marketing programs. She recently accepted the position of vice president for Sitening, a Nashville-based information technology company focused on search engine optimization (SEO) and search engine marketing (SEM). Before joining Sitening, she managed the Web departments for two Nashville-based custom publishing companies.

Stasia has extensive experience training people how to understand and use Web-based software. Her primary goal for AdWords Seminar participants is to increase their understanding and comfort level with the software. Stasia will provide strategies for maximizing campaign performance that can fit into a business owner's busy schedule and available budget.

Stasia started her career in the Boston area. Before moving to Nashville, she worked for The Boston Globe's website, Boston.com, and at a Boston-area Web consulting agency. Stasia has worked for a wide range of clients, including Osram Sylvania, Harvard Business School Executive Education, eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Federation of Independent Business, Psychiatric Services and TravelCenters of America. Stasia earned degrees in English Literature and Journalism from the University of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family and an odd assortment of critters. Although most of her free time is spent with her two-year-old child, she finds balance by running, gardening and volunteering in her community.