Even with all of the new marketing channels that have opened up over the years, AdWords is still the core of many companies interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line.
Join Brad Geddes for a full day of AdWords education and discussion that will teach you not only the best practices, but also advanced concepts and strategies that are based upon a decade of research and testing.
What Will I Learn?
Comprehensive Keyword Research: The absolute center of every PPC campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue. We will cover how to organize your account based upon match types, positive, and negative keywords.
Introduction to Effective Ads: There’s a reason it’s called AdWords, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. Your ads are your companies introduction to a user. In this section, we will cover what is an effective ad and how to control your ads across devices.
Ad Extensions: Extensions can spice up your ad by adding additional information to them, such as phone numbers, sitelinks, and driving directions. In this section, we will ensure that you know how to use each extension to help increase your interaction with searchers.
Insights for Ad Testing: Ad Testing can give you insights into a single ad group or market research information across entire account segments. We will cover how to design tests, work with minimum data, confidence factors, test by device type, and then applying the results across your account and even into other aspects of your marketing. By the time this section is over, you will be able to create an entire ad testing framework, which will enable you to significantly increase the performance of your ads.
Demystifying Quality Score: Quality Score has a larger effect on your account’s visibility than any other setting inside of AdWords. Quality Score can be a challenge to increase. Receive step-by-step instructions in how Quality Score is calculated, how to prioritize Quality Score improvement, and what actions to take to increase your Quality Scores.
Dynamic Advertising: Remarketing, Dynamic Search Ads, Customer Match, Remarketing Lists for Search Ads, Remarketing Dynamic Search Ads are all ad and targeting methods that let you target users based upon your website, your data, and user behavior. In this section, we will go through these ad and targeting options and show you how to move beyond just using keywords to increase your advertising coverage and reach new and existing customers in interesting ways.
Learn how to Audit Your Account: There are two reasons to audit your account: 1) Find insights to improve your overall goals 2) Ensure you are following best practices and that your account is consistent across your marketing. In this section, we will cover how to do an in-depth audit for those who want to deep dive into their data and then how to do a fast audit to ensure you are following best practices across your account.
Case Studies: Do you want some examples of what has worked for other companies? In this rapid-fire case study section, we will quickly cover several case studies that will give you new and interesting ideas of what you can do with your AdWords accounts.
Networking Opportunities: Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.