AdWords Training Courses

AdWords Training Course

AdCom designs and delivers AdWords Training Courses tailored to the client’s profile and needs.

Our courses are based on our experience of working with hundreds of different AdWords customers over the years. The courses are custom built and have a very strong practical component.

We enrich the course as well, with real examples of situations, challenges and problems that we had to face over the last few years. We share best practices as well so that the audience really understands the best way to create, manage and optimise AdWords campaigns.

Who is this course aimed at?

The AdWords Training Courses are aimed at:

CEOs and top level management:
- Identify the best way to take advantage of AdWords and the competitive advantage of using this online channel
- Which and how many resources need to be allocated to get good results using AdWords
- How does AdWords work and why should a company invest in it?
- Which metrics should be tracked and monitored to evaluate AdWords success?
Marketing Manager and Marketing Teams
- How to create, manage and optimise AdWords campaigns
- How to work with AdWords in a day to day basis
- Which metrics are essential to success?
- How to manage the full AdWords process from keyword research to web analytics tracking and landing page optimisation
- How to report on AdWords performance to upper management
IT Personnel
- Which codes need to implemented and where?
- How to work with AdWords and Web Analytics from a technical point of view?
- How to work and collaborate with the AdWords management team/person?

Features of Your AdWords Training

Complete understanding of the AdWords process from start to finish
Very strong practical component
Based on real examples and benchmarking
Clear understanding of the best practices that need to be followed and implemented
Learn how to create, manage and optimise AdWords campaigns
List of tasks and work that needs to be done on a daily basis on an AdWords account
Delivered by Ex-Googlers with an insider’s view on Google and AdWords
Learn all the elements of the AdWords universe: keywords and placement research, market data, campaign creation and optimisation best practices, web analytics, website and landing page optimisation, etc
Understand all the AdWords features, tools and betas.
Ask all the questions you’d like

AdWords Course Contents

The AdWords training course’s content is completely adapted to the audience’s and company’s needs and to the attendees AdWords level.

Example of the content of a standard AdWords course (click on the contents to see more details):

1. Getting to Know AdWords

Dissecting online advertising
Understanding pay-per-click advertising
Valuing the benefits of AdWords
Defining supported ad types Learning terms and definitions
Knowing advertiser requirements

2. Getting Started

Exploring where ads show up

Understanding the structure

Creating an account

Choosing between billing options

3. Navigating the AdWords Interface

Learning the interface

Exploring the My Account tab

Understanding the updates to the Billing tab

4. Starting Your First Campaign

Organizing campaigns and ad groups in your account

Exploring the Campaigns tab

Creating a campaign using the default options

5. Customizing Your Campaign Settings

Targeting by location and language

Targeting different networks and devices

Understanding bidding options and setting a budget

Setting your delivery method

Adding your business location

Showing products from your Google Merchant Center

Adding extension features to your text ads

Setting dates and scheduling ads

Defining ad delivery options

Using demographic bidding

6. Creating Your First Ad Group

Structuring ad groups in your campaign

Creating text ads

Creating image ads and using the display ad builder

Understanding and creating mobile ads

Adding keywords Bidding at the keyword and ad group levels

7. Optimizing Your Ads

Learning rules and guidelines for great ads

Learning rules for image ads

Writing great ads

Using dynamic keyword insertion (DKI)

8. Researching Keywords

Valuing keyword research

Understanding keyword match types

Including negative keywords

Evaluating a keyword Using the Keyword tool

Creating ad groups from keyword research

9. Understanding the Auction and Quality Score

Understanding how the auction works

Understanding Quality Score

Identifying Quality Score issues

Addressing Quality Score issues

10. Using the Google Display Network

Learning about the Google Display Network (GDN)

Evaluating your performance on the GDN

Creating a placement-targeted campaign

Understanding CPM bidding

Using the Site and Category Exclusion feature

Remarketing with audiences

11. Tracking Ad Performance

Understanding conversion types

Understanding Conversion Tracking

Installing Conversion Tracking code

Learning the basics of AdWords reports

Integrating Google Analytics with AdWords

Importing Google Analytics goals

12. Understanding Landing Pages

Understanding how landing pages affect Quality Score

Testing landing pages with Website Optimizer

13. Optimizing for Traffic

Understanding reach and market share

Using the Traffic Estimator

Widening the net with keywords

Getting more clicks with bids

14. Optimizing for Conversions

Defining your goals and measuring ROI

Understanding conversion metrics and using the Conversion Optimizer

15. Working Offline with AdWords Editor

Understanding AdWords Editor Using AdWords Editor

16. AdWords Troubleshooting

Using the Ad Preview and Diagnosis tool Diagnosing keyword problems

How does the AdWords Course work?

Definition of Training goals by the client
Creation of Content by AdCom
Validation of the training’s agenda by the client
Delivery of the training
Follow-up post training

Where does the training take place?

Client’s Office
- Our team goes to the client’s office and delivers the training on-site (no extra cost)
AdCom’s Office
- Our team delivers the training in AdCom’s office
- Lunch, tea, coffee and refreshments are included in the price of the training

How long is the training?

The duration of the training can be adapted to the client’s needs

The normal training lasts one day – from 10am to 5pm.

Trainer and our experience

Pedro delivers the AdWords training at AdCom. He has a vast experience in teaching AdWords and he was responsible for delivering training at Google to outsourcing Google partners and clients.

AdWords Training Courses