Google Adwords 201

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. 9:00am - 4:30pm

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.

Google Adwords 201 will cover the following topics:

• Definitions & terminology

• Features and benefits
• Tips and tricks

• How to succeed in a downturn

• How to geotarget your campaign
• How to use demographic bidding
• How to create a placement-targeted campaign
• How to use site and category exclusion
• How to use IP Exclusion
• How to use Position Preference
• How to use Ad Scheduling

• Understanding how people search
• Refining your keyword list
• Other keyword tools
• Search-based keyword tool
• Insights for Search
• Dynamic keyword insertion

• What is ROI?
• Determining the value of a keyword

• Budget Optimizer
• CPM Bidding
• Conversion Optimizer

• My Client Center
• AdWords API

• Why can't I see my ad?
• Why is my Quality Score low?
• How to use the disapproved ads tool
• How to use the ads diagnostic tool

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.