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Mastering Google AdWords

3 Days Classroom Session   |  
3 Days Live Online
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Group Rate:
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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.


NASBA continuing professional education credits (CPE) assist Certified Public Accountants in reaching their continuing education requirements.

This course offers 25.00 NASBA CPEs.


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
Sep 17, 2018 – Sep 19, 2018    10:30am – 5:30pm Live Online Register
Oct 22, 2018 – Oct 24, 2018    10:30am – 5:30pm Live Online Register
Nov 12, 2018 – Nov 14, 2018    10:30am – 5:30pm Live Online Register
Dec 17, 2018 – Dec 19, 2018    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