Our tips, tricks and techniques will help optimize your efforts by giving you real-life examples from companies of all sizes, ultimately showing how to coordinate your message and achieve your PPC and Online Marketing goals.

Our trainers are actually consultants here at LunaMetrics, working every day in the materials they’ll be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

Not sure which course will be the best fit? Take our short quiz to help you decide!

AdWords 101

You can use online advertising to bring targeted users to your website, but first you need to understand the basics of AdWords. In this interactive one-day course, you will learn all about pay-per-click (PPC) advertising and experiment with how it can help you to effectively promote your products or services online.

Key Takeaways:
• Write effective ad copy
• Target the right audience
• Enhance your ads to increase visibility and reach

What is PPC?

This section is all about understanding AdWords opportunities and learning about the risks and rewards of PPC advertising.

Account Navigation and Organization

Before diving into the nitty, gritty world of keywords, best practices and strategy, it is essential to become familiar with your tools. In this section, we navigate through AdWords features, looking at account-level settings, key metrics and campaign organization at the most fundamental levels.

Choosing the Right Keywords

Keyword research and targeting are crucial to the success of your campaigns. You will learn how to evaluate your audience, select the most suitable match types and use tools, like the Google AdWords Keyword Planner and search term reports, to build a list of quality keywords to power your ad groups.

Writing Effective Ad Copy

Writing AdWords ads is often the most challenging part of the process. Learn the rules, best practices and the little known “tricks of the trade” that can help take a good ad and make it a really great ad. You will also discover how to test your ads to select the best landing pages for your keywords.

Using Ad Extensions

Ad extensions like sitelinks, call extensions and location extensions enhance your ad experience by improving your visibility and providing a better ROI. We’ll discuss the options and use cases for each to find your perfect strategy.

Targeting Audiences with Campaign Settings

AdWords campaign settings can make or break your ad performance. You will get an overview of the settings available in your campaigns from bidding options to geo-targeting and more. We’ll also look at common mistakes and how you can avoid making them yourself.

Understanding Quality Score

Online advertising should provide a quality, relevant user experience. In order to achieve this proficiency, we’ll learn about importance of Quality Score—Google’s method of ranking your ads. This lesson will carry on throughout the day as we demonstrate how to deliver the best ad experience possible.

Capturing Attention with GDN

You’ll learn to construct visual ads that quickly capture the attention of your audience. We’ll cover the inner workings of the GDN, targeting and bidding options, best practices and tools to help you build the perfect ads.

I was hesitant to enroll in AdWords 101 after working with it for 18 months. However, after the first hour with Michael, I was confident I made the right decision. Michael helped me get on the right track with AdWords and uncover features that weren’t immediately obvious. I would highly recommend LunaMetrics training to anyone working in digital marketing!

James Britton

Purdue Convocations – Chicago 2016

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AdWords 201

In this interactive one-day course, we will provide solutions to your toughest AdWords questions. Now that you’re creating great ad copy, learn to create advanced campaigns and efficiently spend your advertising budget.

Key Takeaways:
• Understanding and using data to improve your ads
• Enhance your ads to boost visibility and reach
• Online brand management
• Automate campaigns to save time and money
• Advanced advertising and targeting strategies

Tracking Success Metrics

You’ll discover how to use Google Analytics metrics and goals, as well as AdWords conversion tracking, to measure the success of your campaigns. We’ll review which goals can be track and which options make sense for your account.

Reporting & Metrics

Discover how to create reports that focus on your advertising goals and use them to optimize your campaigns. We’ll talk about the results of pausing keywords, editing bids, or reallocating budgets. Audience willing, we will work with your account to demonstrate how to turn analysis into action using real-world examples.

Google Analytics Power Reporting for AdWords

Combine your Google Analytics and AdWords accounts to perform AdWords reporting against all other digital marketing channels. How does your AdWords spend influence organic search, email marketing and social media advertising? We’ll teach you how to evaluate AdWords in the broader context of your marketing budget.

Campaign Management

Understanding the campaign settings was the first step. Now, you’ll learn to monitor your ad settings to improve campaigns over time. Have you checked the location of your converters? Are you checking the Search Term report and adding negative keywords? Does it make sense to schedule your ads? We’ll examine all of these settings and more to help you perfect your campaigns.

Automation Tips and Tricks

Marketers, like yourself, are filled to the brim with great ideas. But, before you know it, your ideas have turned into massive AdWords campaigns and you’re overwhelmed. That’s where automation comes in. We’ll walk you through AdWords automation features and tools like Flexible Bid Strategies and the AdWords Editor that help with account maintenance and save you precious time.

Managing Your Brand

Segmenting your ads into branded and non-branded campaigns can help to maintain your presence in search, control your reputation and capture high-quality leads. You will learn what results to expect and how to achieve them with a review of this account strategy.

Remarketing Strategies

Remarketing is a powerful advertising strategy that allows you targets an audience who’s already interested in your offerings. We’ll start by outlining your implementation options, and, more importantly, help you develop a strategy that ensures your ads reach the right audience at the right time.

Did You Get Value Out of Attending?

I recently attended the LunaMetrics Google AdWords 101 and 201 sessions in Boston. Working for an advertising agency means managing many accounts all at once. The first day went through the basics of AdWords, which was a great refresher, as well as a way to learn more about the program. We learned about the many reporting tools and ways to enhance your campaigns in a timely manner. The second day was a deeper dive into the program which allowed us hands on experience to work on our campaigns. The small class setting allowed us one-on-one time with the instructor to learn about techniques best for our individual campaigns.

The seminar helped immensely. With just a couple of changes I made in some our clients PPC and display campaigns, we have seen great improvements. I can’t wait to see how much more we can improve! I definitely recommend this class to anyone wanting to both learn about the basics of AdWords and more advanced techniques.

Samantha DiDio

Junior Media Buyer – ChappellRoberts – Boston 2016

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