On-site, private training
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Why on-site, private Google Adwords training with ivantage?

ivantage has been teaching digital professionals about Google AdWords since 2000. Our Google AdWords course is the most in-depth and comprehensive Google AdWords training course available. Key highlights of our Google AdWords training are:

  • Experienced practitioner leading and teaching
  • Practical learning and doing
  • Use your own Google AdWords account
  • Updated for the latest features
  • Google AdWords Certified since 2005
  • Key theory, backed up by slide and whiteboard sessions
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Google AdWords training curriculum

Our Google AdWords training offers you the opportunity to learn about Google AdWords at an introductory but fast moving 101 and 102 level through to advanced campaign management and optimisation on the 301 and 302 courses. Each course runs for two days on two separate occasions, enabling you to gain experience between attendances.

Google Adwords - Course Stream
Adwords 301 Adwords 302 Adwords 201 Adwords 101

What is the training format?

Log-on to your Google Analytics account using your computers as you follow the instructor showing you how to use key Google Analytics features and reports, backed-up by key theory sessions using slides and white-board explanations.

How do I prepare for the on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Pre-requisites for on-site, private Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

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Building, optimising and managing search campaigns

Google AdWords 101 is an in-depth, hands-on training day that starts with the fundamentals of Google AdWords, moves-on to defining and understanding key concepts and explores how to structure campaigns, research targeted keywords and write compelling adverts. The feedback we receive suggests that both those new to Google AdWords and, those much more experienced with Google AdWords find the day equally valuable and enlightening.

How will you benefit?

You will end the day feeling confident about how AdWords works, how to create targeted search campaigns based on relevant keyword research, how to create compelling ads and record conversions.

What is the syllabus?

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 training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Search marketing, account structure, the auction process, quality score, ad rank and creating a new campaign

  • Introductions, your objectives and building your action plan
  • A brief history of AdWords
  • Defining paid search (cpc, ppc & pfp), organic search, structured search and SEO
  • Understanding the power of search marketing
  • Defining and understanding search, display, remarketing and dynamic remarketing
  • Exploring Google search and Google search partners
  • Accessing Google AdWords with your Google account
  • Understanding accounts, campaigns, adgroups, keywords, ads and landing pages
  • Introducing the AdWords auction, ad rank and quality score
  • Introducing the perfect keyword, ad and landing page experience
  • Introducing micro moments and bid adjustments for time, location and device
  • Creating an AdWords search network campaign
  • Understanding search campaign settings

Session 2 – Targeting ads, keyword research, keyword match types and ad preview testing

  • Targeting ads with location targeting
  • Targeting ads with location options
  • Targeting ads with ad scheduling
  • Targeting ads to devices
  • Selecting initial bid strategy
  • Selecting initial budget
  • Selecting preferred delivery method
  • Exploring, understanding and using the AdWords interface
  • Exploring, understanding and analysing search metrics
  • Exploring, understanding and using columns
  • Exploring, understanding and using filters
  • Exploring, understanding and using segments
  • Researching and targeting keywords
  • Introducing keyword match types
  • Introducing and using the AdWords keyword planner
  • Introducing and using negative keywords
  • Exploring and using the ad preview tool
  • Finding, diagnosing and solving keyword, ad and landing page issues

Session 3 – Creating compelling text ads and using ad extensions

  • Understanding and creating compelling expanded text ads
  • Understanding and exploring ad delivery options
  • Introducing and understanding the AdWords editorial policy
  • Introducing and using ad extensions
  • Creating and using sitelinks extensions
  • Creating and using callout extensions
  • Creating and using structured snippet extensions
  • Creating and using call extensions
  • Creating and using message extensions
  • Creating and using location extensions
  • Creating and using affiliate location extensions
  • Creating and using affiliate location extensions
  • Creating and using price extensions
  • Creating and using review extensions
  • Using seller ratings extensions

Session 4 – Bidding strategies, conversions, analysis, reporting, user access and billing

  • Understanding and setting IP address exclusions
  • Introducing standard and portfolio (flexible) bidding strategies
  • Introducing manual bidding
  • Introducing automated bidding strategies for traffic optimisation
  • Understanding, defining and measuring conversions
  • Creating and deploying AdWords Conversion Tracking
  • Linking Analytics to Adwords
  • Importing goals and or E-commerce conversions into AdWords
  • Introducing automated bidding strategies for conversion optimisation (Conversion Optimiser)
  • Introducing and using bid simulators
  • Introducing and using AdWords reporting
  • Introducing and reviewing change history
  • Understanding and controlling user access
  • Understanding and selecting AdWords billing options
  • Wrap up, conclusions, your action plan and feedback

How do I prepare for the on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites for Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. A test account can be created on the day if required.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

Please accept marketing-cookies to Enable Social Sharing

Extending search campaigns with display advertising and remarketing

Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.

How will you benefit?

You will end the day having understood the ways in which you can extend your AdWords campaigns into display, display remarketing and search remarketing, the powerful targeting options available and the creative formats you could build yourself or commission.

What is the syllabus?

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 training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – The Google Display Network, initial targeting and set-up

  • Introductions, your objectives and building your action plan
  • Introducing the Google Display Network (GDN)
  • Understanding and exploring display keywords targeting - content targeting
  • Creating a display network campaign
  • Exploring and understanding display campaign settings
  • Targeting your ads with location targeting
  • Targeting your ads with location options
  • Targeting your ads with ad scheduling
  • Targeting your ads to devices, networks and operating systems
  • Selecting your initial bid strategy
  • Selecting your initial budget
  • Selecting your preferred delivery method
  • Creating a display ad through copying

Session 2 – Planning your display campaign, targeting options, optimisation and analysis

  • Introducing and using the AdWords display planner
  • Understanding and exploring affinity audiences targeting
  • Understanding and exploring in-market audiences targeting
  • Understanding and exploring topics targeting
  • Understanding and exploring placements targeting
  • Understanding and exploring demographics targeting
  • Understanding and exploring combination targeting
  • Introducing and understanding target and bid versus bid only
  • Introducing and understanding the display campaign optimiser
  • Exploring, understanding and analysing display metrics

Session 3 – Creating simple display ads, creative options, video and Google Sponsored Promotions

  • Understanding dynamic display ads
  • Understanding and creating responsive ads
  • Understanding and creating expanded text ads
  • Understanding and creating image ads
  • Understanding and using the ad gallery
  • Understanding lightbox ads
  • Introducing the rich media gallery
  • Understanding video ads
  • Creating general purpose ads
  • Targeting gmail ads and Google Sponsored Promotions
  • Creating gmail ads and Google Sponsored Promotions
  • Advanced targeting of gmail ads and Google Sponsored Promotions
  • Exploring, understanding and analysing gmail metrics

Session 4 – Simple and advanced remarketing to website users, customer e-mails, apps and Youtube users

  • Introducing and understanding website remarketing
  • Introducing and understanding remarketing with AdWords tagging
  • Introducing and understanding remarketing with Google Analytics tagging
  • Introducing and understanding membership duration
  • Introducing and understanding frequency capping
  • Creating remarketing audiences/lists
  • Creating advanced behavioural remarketing audiences/lists
  • Introducing and understanding similar remarking audiences
  • Introducing and understanding remarking list for search ads (RSLA)
  • Creating search campaigns for RSLA audiences
  • Optimising search campaigns for RSLA audiences
  • Introducing and understanding customer email remarketing
  • Introducing and understanding similar customer emails audiences
  • Introducing and understanding Youtube channel remarketing
  • Introducing and understanding Mobile App remarketing
  • Exploring, understanding and analysing remarketing metrics
  • Wrap up, conclusions, your action plan and feedback

How do I prepare for the in-house, on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites for Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. A test account can be created on the day if required.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

Please accept marketing-cookies to Enable Social Sharing

Extending search campaigns with feeds, dynamic remarketing and shopping

Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.

How will you benefit?

You will end the day having understood the ways in which you can extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by feeds and page tagging and how to build, optimise and manage shopping campaigns using product listing ads and the Google merchant centre.

What is the syllabus?

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 training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Planning, targeting, and optimising dynamic remarketing campaigns

  • Introductions, your objectives and building your action plan
  • The business case for remarketing
  • Understanding dynamic remarketing
  • Creating AdWords dynamic remarketing tags with AdWords
  • Exploring and selecting business feed types: flights, hotels and rentals, local deals, property, retail, travel or custom format
  • Exploring and understanding custom campaign parameters for business types
  • Exploring and understanding code customisations to populate dynamic parameters
  • Exploring, understanding and using Google Tag Manager to populate dynamic parameters
  • Creating a display network campaign for dynamic remarketing
  • Exploring and understanding display campaign settings
  • Targeting ads with location targeting
  • Targeting ads with location options
  • Targeting ads with ad scheduling
  • Targeting ads to devices, networks and operating systems
  • Selecting initial bid strategy
  • Selecting initial budget
  • Selecting preferred delivery method
  • Selecting dynamic ad settings

Session 2 – Creating dynamic ads, bidding, bid adjustments and analysing performance

  • Creating dynamic display text ads
  • Creating dynamic display image ads
  • Creating dynamic responsive ads
  • Exploring, understanding and setting manual bidding strategies for dynamic remarketing
  • Exploring, understanding and setting automated (RTB - Real Time Bidding) bidding strategies for dynamic remarketing
  • Exploring, understanding and making dynamic remarketing bid adjustments for time, location and device
  • Introducing and understanding similar remarking audiences
  • Introducing and understanding conservative or aggressive (display campaign optimiser) targeting
  • Exploring, understanding and analysing remarketing metrics

Session 3 –Product listing ads, merchant centre and feed optimisation

  • Introducing and exploring Google Shopping
  • Introducing and exploring product listing ads
  • Introducing and exploring the merchant centre
  • Creating a merchant centre account
  • Linking AdWords to the merchant centre
  • Exploring and understanding feed attributes and specification
  • Building and uploading a feed
  • Troubleshooting the feed
  • Optimising and enhancing the feed
  • Titles, Images, Variants and Colours
  • Differentiating the feed with merchant promotions
  • Understanding and creating custom labels

Session 4 – Planning, targeting, and optimising shopping campaigns

  • Creating a shopping campaign
  • Linking your Adwords account to merchant center
  • Exploring and understanding display campaign settings
  • Targeting your ads with location targeting
  • Targeting your ads with location options
  • Targeting your ads with ad scheduling
  • Targeting your ads to devices, networks and operating systems
  • Selecting your initial bid strategy
  • Selecting your initial budget
  • Selecting your preferred delivery method
  • Understanding and using campaign priority
  • Understanding and using negative keywords in shopping campaigns
  • Exploring, understanding and making bid adjustments for shopping>/li>
  • Exploring, understanding and analysing shopping campaign metrics
  • Exploring, understanding, analysing and using shopping impression share metrics
  • Exploring, understanding and setting automated bidding strategies for shopping
  • Exploring, understanding and making shopping bid adjustments for time, location and device
  • Optimising shopping with multiple campaigns for core products, high priority products and seasonal promotions
  • Wrap up, conclusions, your action plan and feedback

How do I prepare for the on-site, private training?

The ideal training environment

In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

A whiteboard or flip chart is always a good idea too.

Connecting the Instructor's Laptop

  1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
  2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites for Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training. A test account can be created on the day if required.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

Please accept marketing-cookies to Enable Social Sharing

Optimising search campaigns through analysis, structure and control

Google Adwords 201 is an in-depth, hands-on training day that starts where Google AdWords 101 finished - introducing you to account analysis, controlling which ads appear through keyword research and match-type control, how to create better ads, how to test, use automation and how to improve account structure and management.

How will you benefit?

You will end the day feeling confident about how to analyse your account’s current performance, how to improve your keyword research, match-type control, ad creation, landing page selection and overall account structure. You will also feel confident about how to best test your campaigns, how to use automation and learn a number of account management techniques.

What is the syllabus?

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 training starts promptly at 9:30am with the day finishing around 5:00pm.

Session 1 – Analysing current performance for future improvements

  • Introductions, your objectives and building your action plan
  • Understanding the psychology of search
  • Creating the perfect keyword, ad and landing page experience on the right device, in the right place at the right time
  • Exploring and understanding the AdWords auction, ad rank and quality score
  • Exploring, understanding, analysing and improving quality score
  • Exploring, understanding, analysing and using search query reports
  • Exploring, understanding and analysing time, location and device metrics
  • Exploring, understanding, analysing and using the search impression share metric
  • Exploring, understanding, analysing and using the search lost impression share (rank) metric
  • Exploring, understanding, analysing and using the search lost impression share (budget) metric
  • Exploring, understanding, analysing and using the search exact match impression share metric
  • Exploring, understanding, analysing and using the auction insights report
  • Exploring, understanding, analysing and using the keyword diagnosis tool
  • Exploring, understanding, analysing and using the Google Analytics match types report
  • Exploring, understanding, analysing and using the Google Analytics search queries report

Session 2 – Keyword research, match types, negative keywords and optimum account structure

    • Researching keywords with Google suggestive text
    • Researching keywords with Google Trends
    • Researching keywords with the AdWords Keyword Planner
    • Exploring and using keyword match types
    • Understanding and using negative keywords
    • Controlling which ad appears for which keyword
    • Introducing and using negative keyword lists
    • Planning, organising and structuring accounts, campaigns and adgroups

    Session 3 – Creating compelling ads, finding optimum landing pages and testing for success

    • Creating compelling expanded text ads
    • Exploring and using dynamic keyword insertion
    • Creating, using and testing ad variations
    • Understanding and exploring ad delivery options
    • Finding and using compelling landing pages
    • Exploring and understanding keyword or ad level landing pages
    • Finding, using and testing landing page variations
    • Introducing A/B and multivariate landing page testing
    • Introducing, exploring and using campaign drafts and experiments

    Session 4 – Bidding strategies and adjustments, shared budgets, automation and improving management

    • Exploring, understanding and using standard and portfolio (flexible) bidding strategies
    • Exploring, understanding and setting manual bidding
    • Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for traffic optimisation
    • Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for conversion optimisation
    • Exploring, understanding and making bid adjustments for time, location and device
    • Introducing and using shared budgets
    • Introducing and using automated rules
    • Introducing and using automated scripts
    • Introducing and using ad customisers
    • Introducing and using the shared library business data
    • Introducing and using labels
    • Introducing and using dynamic search ads
    • Introducing and campaign URL options
    • Introducing and using the AdWords editor
    • Wrap up, conclusions, your action plan and feedback

    How do I prepare for the in-house, on-site, private training?

    The ideal training environment

    In our experience, courses work best with a quiet training room, preferably with Internet-connected PCs or Macs for each attendee and a data projector for the instructor’s laptop (PC or Mac) which will also need to be connected easily and quickly to the Internet (wired or wireless) and to an accessible, working power supply!

    If you don't have an on-site training room, a board room type office works well with attendees bringing Internet connected laptops with them or previously set-up desktop PCs or Macs. We would recommend a minimum of one PC or Mac between two attendees.

    A whiteboard or flip chart is always a good idea too.

    Connecting the Instructor's Laptop

    1. It is preferable for the Instructor's Mac or PC Laptop to be able to connect quickly and easily to a wireless or wired network with unrestricted Internet access, a bright hi-resolution (1024x768) projector (projecting a large, well focused image onto a clean back-drop) and a working power supply!
    2. If network security restrictions prohibit the instructor's laptop from connecting to the Internet, then a PC connected to the Internet must be supplied. The instructor will be required to display PowerPoint slides on the PC so a way of transferring the slides onto the computer must be provided and a PowerPoint slide viewer application or PowerPoint itself must also be loaded. The PC must be loaded with the latest versions of Internet Explorer, Chrome and Firefox and each browser must have JavaScript enabled. The PC or Mac should be tested for display and security issues by logging into Google Analytics before the training. To do this log-in to google.com/analytics using username:gatesting@ivantage.co.uk and password:gatest123. Click on one of the accounts and, if you see the graphs displaying, no more action is required. If there is still a display problem, then please contact support@ivantage.co.uk.

For video conferencing attendees

In our experience, professional video conferencing facilities work best where the instructor's slides and browser, along with their visual and an audio presentation can be displayed to all locations. In addition, attendees should be able to openly interact with other attendees and the instructor.

Suggested timings

Timings are very flexible to fit around your people and the organisation, but as a guideline 9:30 is a good time to start and 17:00 to finish with two 15min breaks and an hour for lunch - this keeps all minds fresh! Your instructor will to arrive for 9:00 to set-up your projector, Internet connection and laptop power. We leave lunch arrangements to you and we are happy to fit-in with whatever you decide. Don’t feel you have to entertain the trainers, as they are more than happy to be left to their own devices. We would advise, though, against a working lunch, as a break is important, more for the attendees than the instructor!

Confidentially

A mutual NDA can be provided for your and our protection.

Prerequisites for Google AdWords Training

  1. For Google AdWords training, attendees will require on-line administration access to an active Google AdWords account for the duration of the training.
  2. If attendees would like actual AdWords data to be used in some of the training sessions then access will need to be granted to the trainer. To do this send the AdWords customer-id (found top right of the AdWords screen) to matt.trimmer@ivantage.co.uk and Matt will then initiate the process for access to the account.
  3. In addition, all attendees's PCs and Macs should have the latest version of an Industry leading browser and must have JavaScript enabled. All PCs and Macs should also be able to download and install the latest AdWords Editor as part of the training.

What did past attendees think?

All our attendees are asked to complete our continuous feedback survey and submit an honest, considered and fair review which we publish on our site and via eKomi. You can read these reviews on our site and on eKomi.

Analytics Courses

Google Analytics

Training Curriculum:

Four days of in-depth, in-detail, hands-on Google Analytics training with Matt Trimmer, Google Seminar Leader.

Google Analytics 101:

Fundamentals, key concepts and reporting basics

Google Analytics 201:

Goals, events, views, basic filters, segments, alerts and best practice campaigns

Google Analytics 202:

Analysing organic search, paid search, in-bound social media and attribution modelling

Google Analytics 301:

Architecture, processing, configuration, extending and auditing


Tag Manager Courses

Google Tag Manager

Training Curriculum:

A day of in-depth, in-detail, hands-on Google Analytics training with Matt Trimmer, Google Seminar Leader.

Google Tag Manager 101:

Fundamentals, key concepts, basic tagging and advanced event listener tagging


Adwords Courses

Google Adwords

Training Curriculum:

Four days in two sessions of in-depth, in-detail, hands-on Google AdWords training with Sharron Lonsdale, Google Seminar Leader

Google Adwords 101:

Building, optimising and managing search campaigns

Google Adwords 201:

Optimising search campaigns through analysis, structure and control

Google Adwords 301:

Extending search campaigns with display advertising and remarketing

Google Adwords 302:

Extending search campaigns with feeds, dynamic remarketing and shopping


SEO Courses

Google SEO

Training Curriculum:

Full training curriculum of our Google SEO courses


Enquire & book

All your team trained!

£1,450 per day* No matter how many attendees!

*£1,450 per day, no matter how many attendees!


Attendee Reviews

Enquire & book

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