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Mastering Google AdWords

3 Days Classroom Session   |  
3 Days Live Online
Classroom Registration
Group Rate:
(per registrant, 2 or more)
GSA Individual:
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Live Online:
Private Onsite Package

This course can be tailored to your needs for private, onsite delivery at your location.

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Professional Credits


ASPE is an IIBA Endorsed Education Provider of business analysis training. Select Project Delivery courses offer IIBA continuing development units (CDU) in accordance with IIBA standards.


Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.


Google AdWords can be confusing and frustrating, with ever-changing details and program updates, but the power behind pay-per-click (PPC) advertising is monumental. During this Google AdWords training you will learn the terminology, in-depth knowledge and strategy to achieve results with Google AdWords. The hands-on format and exercises allow you to immediately apply what you learn to your unique situation, helping you combine the real-world marketing experience you already possess with proven tips and best practices to enhance your understanding of PPC and Google AdWords. By the end of class you will be able get the most out of your campaigns budgets, giving you the confidence to return to the office and improve your PPC strategy and achieve higher return on investment (ROI) for your business.

You will leave having passed the Google Advertising Fundamentals Exam and be on your way to becoming certified in Google AdWords. This achievement is one of the only standard evaluations in the marketing profession today. If you are an agency professional, your AdWords certification is likely a requirement. Mastering Google AdWords training is a way to improve your skills and pass the Google Advertising Fundamentals Exam quickly without having to go through weeks of self-study materials or decipher the Google lingo.

*Please note, if you are taking this class as part of the St. Louis University Certificate requirements, there is a $500 fee to claim your certificate once you have completed ALL requirements.

Research and evaluate which keywords your competitors use
Incorporate keywords into your web copy to rank higher and drive more traffic
Save AdWords campaign money by learning about negative keywords
Use paid search to find buyers—not just leads
Build a Google AdWords campaign from start to finish
Get more clicks on your ads using bidding strategies and the Quality Score
Use the Google Display Network within AdWords
Use Remarketing in a way that works for your organization
Analyze your campaigns to get the most out of your AdWords Budget
Effectively target your ads to get them seen by the right people in the right places
Upcoming Dates and Locations
All Live Online times are listed in Eastern Time Guaranteed To Run
Jan 14, 2019 – Jan 16, 2019    10:30am – 5:30pm Live Online Register
Jan 14, 2019 – Jan 16, 2019    10:30am – 5:30pm San Diego, California

San Diego Training and Conference Center
450 B Street
Suite 650
San Diego, CA 92101
United States

Feb 11, 2019 – Feb 13, 2019    10:30am – 5:30pm Live Online Register
Mar 11, 2019 – Mar 13, 2019    10:30am – 5:30pm Live Online Register
Apr 15, 2019 – Apr 17, 2019    9:30am – 5:30pm Live Online Register
Apr 15, 2019 – Apr 17, 2019    10:30am – 5:30pm Columbus, Ohio

The Fawcett Center
2400 Olentangy River Rd
Columbus, OH 43210
United States

May 13, 2019 – May 15, 2019    10:30am – 5:30pm Live Online Register
Jun 10, 2019 – Jun 12, 2019    10:30am – 5:30pm Live Online Register
Jul 15, 2019 – Jul 17, 2019    10:30am – 5:30pm Live Online Register
Jul 15, 2019 – Jul 17, 2019    10:30am – 5:30pm Seattle, Washington

Allied Business Systems - Computer Classrooms
10604 NE 38th Place, Suite 118
Yarrow Bay Office Park-1 North
Kirkland, WA 98033
United States

Aug 12, 2019 – Aug 14, 2019    10:30am – 5:30pm Live Online Register
Sep 16, 2019 – Sep 18, 2019    10:30am – 5:30pm Live Online Register
Oct 15, 2019 – Oct 17, 2019    10:30am – 5:30pm Live Online Register
Oct 15, 2019 – Oct 17, 2019    10:30am – 5:30pm New York, New York

NYC Seminar and Conference Center
71 West 23rd
Suite 515-Lower Level
New York, NY 10010
United States

Nov 4, 2019 – Nov 6, 2019    10:30am – 5:30pm Live Online Register
Dec 2, 2019 – Dec 4, 2019    10:30am – 5:30pm Live Online Register
Course Outline

I. Introduction to AdWords

  • Paid Search vs. Organic Search
  • The Psychology of Search

II. Benefits & Features of AdWords

  • Relevance, ROI, Reach
  • Targeting
  • Ranking
  • Costs & Payments
  • Search vs. Display
  • Reporting & Performance Metrics

III. Account Management

  • Navigation
  • Account Structure

LAB: Create a Google AdWords account.

IV. Campaign Management

  • Components of a Campaign
  • Creating a Campaign
  • Campaign settings
  • Editing a Campaign

LAB: Campaign Creation: Develop a campaign for you business that includes targeted Ad Groups, keywords, and ad text to help you get the best Quality Score.

V. Ad Group Management

  • Creating Ad Groups
  • Editing Ad Groups
  • Monitoring
  • Best Practices

VI. Keywords Research & Selection

  • Researching and identifying keywords and keyword phrases
  • Review match types
  • Discussing negative keywords
  • Aligning keywords with ad groups

LAB: Keyword Research: Finding the top keywords for your company.

VII. Ad Formats

  • Text Ads
  • Image Ads
  • Video Ads
  • Mobile Ads
  • Rich Media Display Ads
  • Creating Enticing Ads
  • Testing New Ads
  • Best Practices

VIII. Targeting & Placements

  • Google Search Network
  • Google Properties
  • Google Display Network
  • Mobile Targeting
  • Keyword Targeting
  • Language & Location Targeting
  • Placement Targeting
  • Location Extensions

IX. Bidding & Budgets

  • Setting & Managing Bids
  • Setting & Managing Budgets
  • Impacts on Ranking
  • Best Practices

X. Review Terminology

XI. AdWords Policies

  • Editorial & Format Policies
  • Content Policies
  • Link Policies
  • Trademark & Copyright Policies
  • Ad Approval Issues

XII. Ad & Site Quality

  • Quality Score
  • How It's Determined
  • Landing Page & Site Quality
  • Best Practices

LAB: Writing Better Ads: Hands-on, mini-workshop on writing more compelling ad text

XIII. Performance Monitoring & Conversion Tracking

  • How Google Measures Performance
  • Troubleshooting

XIV. Optimization Performance

  • Benefits & Goals
  • Targeting Tools
  • Account Optimization Tools
  • Tracking Tools
  • Optimizing Keywords
  • Optimizing Ad Text
  • Optimizing Targeting
  • Optimizing Display Ads
  • Optimizing Ad Scheduling, Serving and Position
  • Optimizing Landing Pages & Sites

LAB: Campaign Optimization: Practice analyzing campaigns in order to find how to get the most out of the budget, the campaign, the Ad Groups, and the ads.

XV. Selling & Representing AdWords — The Dirty Work

  • The 'Official' Value Proposition
  • Selling the Benefits
  • Maintaining Client Relationships

XVI. Create, Edit and Optimize Your Campaigns

XVII. AdWords Certification Review

  • Certification Requirements
  • The Tests
  • Review / Prep
  • Maintaining Certification

LAB: Exam Test Prep: Prepare for the AdWords exam with sample test questions.

XVIII. Take Google AdWords Fundamentals Exam in Class

Who should attend

Whether you are a career marketer or small business owner, this comprehensive Google AdWords training course will teach you to be more efficient and effective in setting up and running Google AdWords campaigns:

  • Marketing professional from entry-level to management
  • Online marketer seeking credibility, authority and advantage
  • Agency professional
  • Business owner (small, medium and large)
  • Traditional marketer looking to get up-to-speed on today's marketing channels
  • Communication Specialist