Google AdWords 201
Search Network vs. Display Network
It’s essential to understand the differences between the Search Network and the Display Network, and when to use each to reach your goals.
Many times advertisers only want to their Paid Search ads to show in certain geographical areas where they do business, or want to ensure ads do not show up where they don’t do business. Geo-targeting solves those problems by ensuring you reach where you need to.
Are there times of the day your campaigns experience strong conversion rates, and times when you’d like to limit your Paid Search coverage due to low conversion rates? Learn how to turn ads off and on based on time of day, or lower maximum cost-per-click bids based on certain conditions.
Thankfully, Google has provided us with multiple tools that allow us to set rules to make automatic changes to our campaigns, making account management easier and more efficient.
Many reporting techniques are available to evaluate the performance of your campaigns, which all advertisers should use in order to make PPC optimizations.
New Features Review
Many training attendees return to the 201 session year after year to refresh their memory and learn about new features in the account. This section keeps attendees in the know about the latest AdWords tools.
The day usually ends with workshop time to implement campaign tactics and design broader account strategies.