Google AdWords authorized training

Overview and format

ivantage runs a pair of courses on Google AdWords. The first, Google AdWords Essentials, is for novice users of the service who need to make a start with devising, setting up and running AdWords campaigns. The second, Google AdWords Advanced, is designed for users with some AdWords experience – especially those who have completed the Essentials course – who need to develop, manage and optimise campaigns and become fluent in using the advanced features.

These popular, hands-on training courses for Google AdWords are available as public, scheduled courses in our modern London training centre or as private courses delivered at your own premises.

Our Google AdWords training courses are not seminars; they are hands-on courses where attendees use their own Google AdWords account and their own data, completing exercises under the direction of an experienced instructor. Our experience is that this format is the most effective for adult learning and knowledge retention. Our instructor presents material using PowerPoint, engaging students with relevant theory, practical examples and exercises to re-enforce key concepts.

How to book courses

Audience – who should attend and on which day

Google AdWords Essentials workshop is a one day course aimed at online marketers, web executives, webmasters, agency account managers/directors, and campaign managers who need to set-up, manage and optimise Google AdWords paid search campaigns, following industry best practice to start generating profitable website traffic.

Google AdWords Advanced is aimed at an audience similar to that of the Essentials course, but is for those who require a deeper appreciation of Google AdWords' many advanced concepts and who need to further optimise AdWords campaigns to improve profitability.

Objectives – the benefits of attending

After successful completion of the Google AdWords Essentials workshop, students will be able to plan, set-up, manage and optimise, following industry best practice, basic Google AdWords campaigns for themselves and/or on behalf of clients.

After successful completion of the Google AdWords Advanced workshop, students will be able to manage, optimise and develop sophisticated Google AdWords campaigns for themselves and/or on behalf of clients.

Course contents

Both days are split into four sessions, each separated by a fifteen minute break and a one hour lunch break. Registration opens at 9:00am and sessions start promptly at 9:30am.

Day 1 – Google AdWords Essentials hands-on workshop

Session 1 – Introduction to Google AdWords

Google AdWords overview

Where are Google ads displayed?

Accessing Google AdWords

The Google AdWords interface

Billing details and Account preferences

Session 2 – Planning your paid search campaign

AdWords Account structure

Initial planning for your paid search campaign

Detailed planning

Keyword research and estimating search traffic volumes

AdWords keyword tool

Advert structure

Google editorial policy

Session 3 – Setting up your Google AdWords account, campaigns, ad-groups and keywords

How to setup a campaign

Creating and editing a campaign

Editing ad groups and keywords

Writing compelling ad copy

Ad scheduling

Position Preference bidding

Monitoring results

Session 4 –Quality score and reporting

AdWords quality score

Google AdWords reports interface

Running and scheduling reports

 

Day 2 – Google AdWords Advanced hands-on workshop

Session 1 – Budget management and the Content Network

Where are Google ads displayed?

My Client Centre (MCC)

Enabling and disabling access

Manager defined spend and budgets

Content network advertising

Controlling where on the content network

Ad formats available

Create a content network campaign

Identifying placement sites

Session 2 – Copy writing for increased click-through rate

Creating image and video ads

Writing compelling ad copy

Advanced techniques

Using dynamic keyword insertion

Keyword based landing pages

Session 3 – Keyword research, testing and using Google Analytics

Detailed keyword research techniques

A/B testing ad copy

Planning your tests

What to test

Local Business ads

Mobile ads

Google AdWords quality score

Integrating AdWords with Google Analytics

Understanding auto-tagging

Session 4 – The AdWords Editor

Google AdWords Editor

 

Course instructors

Most of our Google AdWords workshops are delivered by Sharron Lonsdale, Senior Consultant and Account Manager at ivantage, who possesses a thoroughness and attention to detail which ensures that students do not leave a course without having got the most from it. Read Sharron's biography on our team page.

To give Sharron an occasional break, Matt Trimmer replaces her as the instructor. Matt is Principal Consultant and Managing Director of ivantage, and brings his practical consulting experience and passion for the Internet into the classroom to vitalize the sessions. Read Matt's biography on our team page.

Choose a public, scheduled or private, on-site course

Public training courses are limited to twenty attendees per day with no more than 3 attendees from a single organisation. Students learn in a pleasant, modern environment with a dedicated desktop PC. The syllabus is the same as for the on-site courses, but may be delivered at a slower pace to ensure all attendees understand the content, practical examples and exercises. Due to the diversity of organisations attending, specific help and advice about individual websites cannot normally be given.

Private onsite training courses represent better value with an audience of three or more students and allow the instructor to focus on the client’s specific website, environment and challenges. Courses work best in a quiet training room, where students should be individually equipped with Internet-connected PCs. In the absence of an on-site training room, a board room or meeting room works well with attendees bringing their own laptops with them or using previously set-up desktop PCs.

Course pre-requisites

For the Essentials course, students should be equipped with Administration-level access to an active (credit card approved and activated) Google AdWords account for the duration of the course.

For the Advanced course, in addition to the AdWords account access required for the Essentials course, students should have previously completed the Google AdWords Essentials workshop or have equivalent knowledge before attending the Advanced workshop.

For on-site courses, it is recommended that each student is equipped with his/her individual PC connected to a network having full Internet access. It is acceptable for students to work in pairs with one PC to a pair. The instructor requires a similar network connection for his/her PC and a data projector with screen for displaying course materials and examples.

Ways to pay

All our public training courses can be paid for by credit card or by requesting an invoice. For invoiced payments, (which are subject to credit approval) payment will be due within 30 days. Private training will be invoiced on the same terms.