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Day 2 – Google AdWords 302 – Advanced Conversion Optimisation

Google AdWords training - Seminars for Success

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Day 1 Analytics 101	Day 2 Analytics 201	Day 3 Analytics 301	Day 4 Website Optimizer 101
Day 1 AdWords 301	Day 2 AdWords 302	Day 3 AdWords 101	Day 4 AdWords 201

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What is Google AdWords 302?

AdWords 301 and 302 are our advanced AdWords courses, designed for seasoned advertisers who are seeking the up-to-date, in-depth techniques the pros use to achieve their advertising goals with Google AdWords. AdWords 301 and 302 take you beyond the basics into strategies for long-term online advertising success. Among other topics, the seminars dive in-depth into how to test your ads to determine your ideal ad, assess buyer intent to choose the most effective keywords, implement landing page tests to maximize your conversions, and best utilize your Analytics’ data.

Is AdWords 302 the right course for me?

This course requires that an attendee already understands AdWords terminology, account navigation, search engine marketing concepts and AdWords tool usage. Marketers who have previously attended the AdWords 101 and/or AdWords 201 courses will learn how to use the skills gained from them so as to create successful long-term strategies for their campaigns.

AdWords 302 focuses on both advanced measurement and building on your success through conversion tracking, ROI analysis, and advanced bidding strategies. It also explores the benefits of testing various elements of your online advertising and gives you actionable tips on how to implement strategic tests.

Timetable for the day and detailed course contents

The day is split into four sessions, separated by a fifteen minute break in the morning and afternoon, with a one hour break for lunch. Registration opens at 9:00am and sessions start promptly at 9:30am with the day finishing around 4:30pm.

Morning sessions

Setting profitable business goals
Putting your ad budget to work
- Ad delivery
- Bidding types
  - Max CPC
  - Budget optimiser
  - Enhanced CPC
  - Conversion Optimiser
Learn how to track conversions
- Implementation
- Measurement
Exploring ROI and profit
- Calculating bids
Effective bidding strategies
- Ad scheduler
  - Basic
  - Advanced
  - Time sensitive ads
My Client Center
Successful Account Organisation
- When to create campaigns
  - Display vs. search
  - Budget
  - Geography
  - Product or service types
  - Ad scheduling
  - Mobile vs. desktop
- When to create adgroups
Organising ads and keywords

Afternoon sessions

Find effective messages through split testing
- Overview of testing
  - Ad copy testing
  - Statistically relevant information
- Ad copy testing
  - What to test
  - Split testing ad copy
  - Ad performance reports
- Landing page testing
  - Where to send traffic for testing
  - How to test page layouts
  - Split testing landing pages
  - Google Website Optimizer
- AdWords experiments tool
Rules and Alerts
- Customised rules
- Automatic alerts
Google Analytics reporting
- AdWords reporting
- Measuring other paid search advertising
- Conversion funnels
- Multi channel funnels and assisted conversions
Invalid clicks reporting
Even more tools for effective research
- Ad planner
- Google Insights for Search
- Other tools
Open Q&A
Feedback and wrap-up

Pre-requisites for Google AdWords Training

For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. If you do not have access to a Google AdWords account, the trainer will help create one on the day.
A prerequisite of attending the 201 course is having completed the 101 course or possessing equivalent knowledge. A prerequisite of attending the 301 and 302 courses is having completed the 101 and 201 courses or possessing equivalent knowledge.

Read the Google AdWords 101 course description

Read the Google AdWords 201 course description

Read the Google AdWords 301 course description

Accredited training

In association with Google's

Your Google AdWords
Trainer

Sharron Lonsdale

See Sharron’s latest reviews here

View Sharron Lonsdale’s profile

Your Google Analytics
Certified Trainer

Matt Trimmer

See Matt’s latest reviews here

View Matt Trimmer’s profile

. . . in a city near you

USA	Austin	May	15–18
UK	London	May	28–31

UK	London	Jun	25–28
USA	Houston	Jul	10–13
UK	London	Jul	16–19

UK	London	Sep	3–6

UK	Manchester	Oct	9–12
UK	London	Oct	22–25
USA	Dallas	Nov	6–9
UK	London	Nov	26–29

UK	London	Dec	10–13

Accreditations

Contact ivantage

Client reviews

“Anyone trying to get a grip on AdWords should definitely attend this course. I will come back for the advanced course.”

General Manager, BelowZero Restaurant and Lounge, London, UK

“Fantastic course, would recommend to anyone – tutor was excellent.”

E-Marketing Manager, TP Toys, Stourport on Severn, UK

“I've run two AdWords campaigns, one set up by Google by phone, and one I did myself. I would have saved a huge amount of time and money by doing this excellent course first.”

Regents Psychotherapy Practice, London, UK

“Excellent course and content. Experienced tutor who was very knowledgeable and answered all questions effectively”

Account Manager – Service Delivery, Apogee, Bracknell, UK

“The course was very well presented with lots of hands-on tips and best practice notes. Achieved everything that I wanted to, thank you.”

Director of Finance, Remet UK, Rochester, UK

“The essential Google AdWords course not only cemented my basic knowledge but has shown me ways to immediately improve my marketing strategy and therefore, my business. I can't wait to get started on monitoring the effectiveness of my online campaigns!”

Customer Services Executive, FirstIntuition, London, UK

“I found this course very good and will enable me to move forward!”

Director, Intent Group, London, UK

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