adwords / seminars for success

Find a Seminar in Your City

Foster City CA
January 19, 2009 (Monday) AdWords 101: San Francisco Area Register Now!
January 20, 2009 (Tuesday) AdWords 201: San Francisco Area Register Now!
January 19 & January 20 Two Day Seminar Package Register Now!
Fort Lauderdale FL
February 12, 2009 (Thursday) AdWords 101: Fort Lauderdale Register Now!
February 13, 2009 (Friday) AdWords 201: Fort Lauderdale Register Now!
February 12 & February 13 Two Day Seminar Package Register Now!
Atlanta GA
March 2, 2009 (Monday) AdWords 101: Atlanta Register Now!
March 3, 2009 (Tuesday) AdWords 201: Atlanta Register Now!
March 2 & March 3 Two Day Seminar Package Register Now!
Austin TX
April 6, 2009 (Monday) AdWords 101: Austin Register Now!
April 7, 2009 (Tuesday) AdWords 201: Austin Register Now!
April 6 & April 7 Two Day Seminar Package Register Now!
Tampa FL
May 4, 2009 (Monday) AdWords 101: Tampa Register Now!
May 5, 2009 (Tuesday) AdWords 201: Tampa Register Now!
May 4 & May 5 Two Day Seminar Package Register Now!

AdWords Seminar LeaderWhat are AdWords Seminars?

Led by leading search engine advertising professionals, these full-day, in-person seminars will help you learn how to make the most of the time and money you invest in Google AdWords. Whether you're a new advertiser interested in learning more about AdWords or a seasoned veteran ready to take your account to the next level, AdWords Seminars can help you meet your goals and make the most out of the time and money you invest.

There are two class levels to choose from; you may attend one or both classes:

Seminar Fee: $249 (USD)

 

Who are they for?

You can attend one or both seminar tracks. AdWords 101 is best for new advertisers or advertisers looking for a refresher class. Please see the curriculum breakout below for more information.

AdWords 201 class goes deeper into topics critical for optimization. We provide expert tips and tricks for truly maximizing your ROI. Learn how to use the latest tools and cutting edge technologies to get the results you have been reaching to attain. Please see the curriculum breakout below for more information.

 

Curriculum

 

AdWords 101

A how-to session designed to introduce (or refresh) advertisers to AdWords and begin the process of optimization. Ideal for novice - intermediate advertisers.

 

Morning session Afternoon session
Introduction to Online Advertising & Google AdWords
  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
    • Features
    • Benefits
    • Basic terminology

Creating Your Account
  • Starter vs. Standard edition


Creating Your Campaigns

  • Proper account structure
  • Creating a campaign, step-by-step

Understanding Your Statistics

  • Understanding campaign, Ad Group, and keyword statistics
  • Editing campaign settings
  • Editing CPCs

Beginning Optimization

Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.

  • Using the Report Center
  • Campaign Optimizer
  • Location targeting
  • Demographic bidding
 Developing Quality Keyword Lists
  • How to develop a list
  • Using the Keyword Tool
  • Using the Edit Campaign Negative Keywords Tool

 
Creating Compelling Ad Text

  • Developing ad variations
  • Ad writing workshop

Tracking Ad Performance

  • Conversion Tracking
  • Google Analytics

Optimizing to:
  • Increase conversions
  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality

Using the Google Network

  • Ad types (image ads, local business ads, mobile ad,s click-to-play video ads)
  • Placement targeted campaigns
  • CPM bidding

Billing & Reports

  • Understanding billing
  • Billing cycle


Take-Aways, To-Dos, and Resources

Open Q&A

ADWORDS 201

A how-to session designed to introduce intermediate AdWords concepts. This sessions builds off the concepts introduced in AdWords 101. Ideal for novice after attending AdWords 101, through intermediate advertisers.

 

Morning session Afternoon session

Introduction

  • Definitions & terminology

Optimization Techniques

  • Location targeting
  • Demographic bidding
  • Site and category exclusion
  • IP Exclusion

Keyword List Optimization

  • Determining the value of a keyword
  • Refining your keyword list
  • Other keyword generation tools

How to use AdWords Editor

  • Making large-scale changes
  • Copying or moving between campaigns, Ad Groups, and accounts
  • Performing advanced searches and edits
  • Collaboration


Why Can't I see my Ad?

  • What are the reasons?
  • How to self-diagnose
  • Ad Preview Tool

Creative workshop

  • Creating compelling Ads
  • Dynamic keyword insertion
  • Small group ad writing workshop

Understanding ROI

  • What is ROI?
  • Why is this more important for me than clicks or conversions?

Advanced bidding options

  • Advanced Ad Scheduling
  • Position Preference
  • Conversion Optimizer

Managing Accounts

  • My Client Center
  • AdWords API

Introduction to Other Campaign Options

  • Television campaigns
  • Audio campaigns
  • Print campaigns
  • Ad creation marketplace

Take-Aways, To-Dos, and Resources


Questions and Answers

 

Meet the AdWords Seminar Leader

 

Anastasia Holdren

Anastasia Holdren

Stasia became a Google Advertising Professional Qualified Individual in January 2005, and an authorized AdWords Seminar Leader in 2006. Since then she has trained thousands of people to build and optimize AdWords campaigns. Stasia has eleven years experience managing Web technology projects and online marketing programs. She is senior vice president for Sitening, a Nashville-based information technology company focused on search engine optimization (SEO) and search engine marketing (SEM). Before joining Sitening, she managed the Web departments for two Nashville-based custom publishing companies.

Stasia has extensive experience training people how to understand and use Web-based software. Her primary goal for the beginner and intermediate AdWords Seminar participants is to increase understanding and comfort level with the software. The advanced class builds on the first seminar with advanced techniques used by top professionals worldwide. Stasia will provide strategies for maximizing campaign performance that can fit into a business owner's busy schedule and available budget.

Stasia started her career in the Boston area. Before moving to Nashville, she worked for The Boston Globe's website Boston.com and a Boston-area Web consulting agency. Stasia has worked for a wide range of clients, including Osram Sylvania, Harvard Business School Executive Education, eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Federation of Independent Business, Psychiatric Services and TravelCenters of America.

SEMPO Individual MemberStasia earned degrees in English Literature and Journalism from the University of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family. When she is not online, she finds balance by running, gardening and volunteering in her community.

Frequently Asked Questions

 

Q: What are AdWords Seminars?

AdWords Seminars are in-person training sessions designed to help you better manage your AdWords account and learn how to make the most out of your search advertising investment. These seminars can also help new advertisers learn how to use their accounts.

Q: Should I take both classes?

The two-day track provides a comprehensive training session, and the curriculum is separate so your days will not overlap However, you can attend on individual class days if you prefer. If you attend both seminar days, you will receive a $100 advertising credit from Google. If you attend one day, you will receive a $50 advertising credit.

Q: Is Google running these seminars?

No. AdWords Seminars are being conducted by independent search marketing professionals who are not affiliated with, or employed by Google.

Q: How do I sign up?

Click here to register. Select the seminar you wish to attend. You will then be asked to submit some registration information. Then, you will be given the option to pay via PayPal. You may also submit payment using a different method, if you prefer. To do so, register for the seminar, then contact us immediately at seminar@sitening.com to arrange payment details.

Q: Can I attend more than one seminar?

You are welcome to attend more than one seminar, but bear in mind that the course topics will not vary from one session of the same level to another of the same level.

Q: When is the registration deadline?

While there is no set registration deadline, we encourage you to sign up early as seminars may become full. In addition, all attendees who register at least 7 days before the seminar start date will receive a $50 USD AdWords advertising credit. Click here to view the terms and conditions of advertising credits.

Q: What is the cancellation policy?

Registration fees are non-refundable unless the seminar is cancelled. Scheduled seminars are subject to cancellation up to seven days before the scheduled date. If a class is cancelled, registrants will receive a full refund. You may transfer your registration to another person at your company at any time by providing written authorization.

Q: Should I bring a laptop?

You will not need a laptop for this session. We recommend bringing a notebook and pen to take notes. Some locations may have wireless available, but this is not guaranteed.

Q: May I videotape or make an audio recording of the session?

Video and audio taping will not be allowed. All materials will be provided on a USB drive for your future reference.

Q: Will lunch be provided? How about a snack?

No, lunch will not be provided for attendees. There will be a one-hour break between the morning and afternoon sessions. There will be a continental breakfast and two refreshment breaks.

Q: I have another question - how can I contact you?

You can email us at seminar@sitening.com if you have any additional questions.

Q: I am interested in attending a session in Canada — do you accept payment in Canadian dollars?

All seminar fees are quoted in US dollars. While PayPal (our payment processor) will accept Canadian credit cards, you will be charged the seminar fee in US dollars.

The Fine Print

*AdWords Seminars are designed for individual AdWords advertisers managing their own AdWords accounts. Agencies, SEOs, SEMs, and resellers are not eligible for these events.

**Promotional credit must be applied to an AdWords account within 30 days of attending an AdWords Seminar and is valid only for Google AdWords customers with self-managed signup. Advertisers will be charged for advertising that exceeds the promotional credit. Advertisers will need to suspend their ads if they do not wish to receive additional charges beyond the free credit amount. Subject to ad approval, valid registration and acceptance of the Google AdWords Program standard terms and conditions. The promotional credit is non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. One promotional credit per customer. New advertisers with self-managed signup accounts are subject to an $5 activation fee that will be deducted from the promotional credit. Expires 30 days after Advertiser's registered AdWords Seminar session.

Register Now!

AdWords™ Seminars for Success

  • Want to learn how to get more out of your AdWords campaigns?
  • Looking for account management tips from an industry professional?
  • Ready to boost your ROI and drive more business to your site?

Sign Up & Receive These Bonuses

Testimonials

The AdWords class provided our small business with actionable takeaways that we were able to implement immediately to improve our AdWords campaigns. We adjusted our campaigns quickly to more effectively use Adwords to reduce our costs and improve our results. -Jim M.

I wanted to let you know that I really enjoyed the seminar. It got me thinking about other things we can do to make our ads better, confirmed that I'm on the right track, and what to work on. Thank you so much for an enlightening time, your patience and humor. -Julie H.

I wanted to send a "Thank you" email for the wonderful presentation you gave regarding Google! I learned many tools that I am sure will be of value to the school. -Mary M.

Stasia, thank you for giving such a fine presentation. I would like to come again for Course 11. -Marie J.

Hello.  I attended your AdWords seminar this past fall.  I have been meaning to email you and say that I had a great time and learned quite a bit about advertising on Google.  Your training has been instrumental in my work. -Chris G.

Just a quick note to thank you for an excellent seminar presentation. It was definitely worthwhile & I only wish it could be expanded into a 2-3 day workshop. -Dave R.

I just wanted to follow up to let you know how much I enjoyed your seminar yesterday. I was very impressed with not only your knowledge of AdWords, SEO and the like, but your presentation skills are absolutely first class. I thought you did an excellent job of covering the material, staying on schedule, keeping control of the audience, all with an energy level that seemed to be endless. -John M.

Thanks for the good AdWords seminar. I walked away with some new insights. Thanks especially for not turning it into a 'motivational' seminar. -Dorian J.

Just a quick note to say how much I appreciated your thorough and concise presentation.  In terms of value, this was probably one of the best business seminars I have attended. -Richard B.

The seminar was fantastic; I'm looking forward to the next level! -Claire M.

Just a note to let you know what a great job I think you did at the AdWords seminar. You kept the seminar moving, demonstrated all the important concepts about AdWords with great screen visuals and no access to the web and answered people's questions directly and clearly. I especially appreciated the effort you went to in updating all your visuals to have relevancy to a the audience - and loading the PPT onto all those USB keys went above and beyond the call. Congrats - I'll recommend the seminar to my peers. -Andrew B.

Thanks for sending out the code. I went on the Google web site and the code was accepted. I enjoyed your seminar! It was very informative and really explained a lot of key things about working with Google. -Ken L.

Please enjoy this really-quick THANK YOU for sharing so much with us at the AdWords Seminar. -Bev W. & Melissa B.

I enjoyed the Adwords seminar very much. I thought you did a great job! You are one of the best seminar instructors I've ever had, and I've had quite a few over the years. I've also taught seminars before so I was really able to appreciate how well you handled the various situations that came up during the class. You were professional, patient, and somehow managed to keep the seminar moving but still answer a vast array of questions. -Miles B.

Stasia, this is  going to sound over the top and all gaga -- because it is and you deserve it. I have not been at a better seminar. You did an amazing job today -- I actually think the whole Google thing is quite simple and at the same time complex. It is an amazing, powerful and innovative tool -- the more you learn the more there is to master. You did an eloquent, spirited and informative presentation -- I still don't know how you got through that much material on time.  I knew a little but learned a lot. -Michael G.

Thanks for your time, I so enjoyed learning more - extremely helpful and you did an awesome job of moving it along - everything discussed was explained so that even a beginner could understand. I personally gained from what you discussed and hope to have time this weekend to apply what I learned. Thank you again and Thousands of KUDOS!!!!! -Mary M.

The day was more than informative, and you are outstanding. We have "downloaded" some of the information to others on the staff so far. The seminar was indeed a value. -Mike D.

Thanks for the AdWords credit. Your presentation was excellent! In my business, I sit through many presentations that are not informative or interesting. Your seminar was both. I have already changed our use of AdWords to take advantage of the information you shared. -David G.

I just wanted to thank you again for such a great seminar today. You made a potentially VERY long day into an extremely educational experience as well as an enjoyable one. You are clearly a professional in every sense of the word. -Alison E.

Thanks for the personal attention. That credit redemption process was as easy as it gets. I enjoyed your seminar and believe it was worth it for what I learned. We are currently in the process of implementing four of you major points. -Lee D.

Your seminar was outstanding. -Greg R.

You were energetic (despite your cold), well prepared, very informative, well cadenced, unfailingly patient, answered all questions authoritatively, and you stayed on task. We all received a great deal of helpful information which can be directly applied to our websites. -John S.

Thank you so much for the Google AdWords workshop! It was very informative and helpful. After the workshop, I separated the content campaign and keyword campaign, and the CTR for our keyword campaigns went up to 2-3% immediately! Very exciting! -Ting Ting W.

Thank you for the excellent seminar and the prompt notification of the credit for attending. I learned some valuable information, and I appreciate your presentation. -Dennis D.

I enjoyed the seminar.  You're a fantastic presenter! I'll be looking for more inside tips at the advanced session. -Rom C.

Thank you for a very informative session Monday. You packed a lot of great content into a relatively short period. I look forward to implementing many of your suggestions. -Steve S.

It was a real pleasure to meet you. Your demeanor and presentation were about as professional as I've seen~ well done. You've inspired me to redouble our SEM efforts and engage in a number of tests. -Eric Q. Director, Marketing & Sales Appellation America