Introduction to AdWords

Gina Valo, Google AdWords Expert & Digital Media Strategist

Session 1: Tuesday, August 21st from 8:00 pm to 9:30 pm
Session 2: Tuesday, August 28th from 8:00 pm to 9:30 pm

New customer acquisition is one of the biggest challenges facing businesses today. With so many channels available - both online and offline - it’s difficult to know what will work best for your business. Google AdWords is notorious for being expensive, confusing, and difficult to manage. This series is designed to help you understand whether or not AdWords is right for your business and how to run a cost-effective, ROI-positive campaign.

Session I (8/21): (Before) Getting Started with Google AdWords

Is Google AdWords right for your business? Is your website ready for paid traffic? If so, what is it going to cost you to run an effective campaign and should you manage it yourself? How will you know whether or not it’s working?

So often advertisers fail at using search engine marketing because they were not properly set up for success before starting their campaigns. Knowing the right steps to take before launching an AdWords campaign will save you a great deal of time and money. This session will guide you through how Google AdWords works and the preparation required for running a successful campaign.

Session II (8/28): Basic AdWords Optimization, Tools, and Best Practices

This session will focus on the nuts and bolts of building a high-performing AdWords campaign. We’ll start with basic campaign structure, keyword selection, and ad text creation. After a walkthrough of the AdWords interface we’ll take a deeper dive into quality score, reporting, and keyword match types. The course will also cover important campaign management tools, eventually building up to optimization case studies.

You should leave this session with an understanding of how to analyze your campaign’s performance and make changes accordingly OR feeling empowered to ask the right questions of the person/agency managing your campaign.

Gina Valo spent three years at Google as an AdWords Strategist specializing in e-commerce, tech B2B, and agency campaigns. She has launched and trained AdWords support teams in India for both Google and Clickable, where she worked as an operations manager and account director. Gina runs her own digital consultancy where she develops custom advertising and marketing solutions for a wide range of clients.