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Introduction to Google Adwords

General Assembly Boston

Monday, March 18, 2013 from 6:30 PM to 8:00 PM (EDT)

Cambridge, MA

Introduction to Google Adwords

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Ticket Type Sales End Price Fee Quantity
Single Ticket - Early Bird Ended $5.00 $1.27
Single Ticket Ended $15.00 $1.82

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Event Details

Introduction to Google AdWords

Dale Bertrand, Managing Partner at Greenway Media

Monday, March 18th from 6:30 pm to 8:00 pm

Finding new customers is a challenge for every business. Getting started with AdWords as a customer acquisition channel can be confusing, expensive and time consuming. In this gentle introduction to AdWords, we will walk through the AdWords interface and explore campaign structure, reporting, keyword match types and quality score. In addition, we will cover new campaign setup, landing page basics, and how to measure success and optimize your campaign.

This class is designed for marketers who have decided to try AdWords advertising, but need
help setting up a cost-effective, ROI positive campaign. In particular, it will explain:

  • How Google AdWords works
  • What preparation is required to launch a successful campaign
  • How to select keywords
  • How to write ad copy
  • How to track your progress
  • How to work within a limited budget

Students will leave this session with the knowledge needed to build their own AdWords
campaigns or confidently manage an outside AdWords agency/consultant.

About the Instructor

Dale Bertrand runs Greenway Media, a digital marketing agency in Kendall Square, Cambridge. He has over a decade of search marketing experience. In his current role, Dale oversees projects involving organic SEO, AdWords and lead generation. His clients are primarily venture-backed startups, including several TechStars Boston companies. Prior to founding Greenway, Dale started two online lead generation businesses providing search engine based customer acquisition services to clients in the wedding, corporate events and education industries. In his spare time, Dale enjoys tennis, skiing and urban adventures with his two kids.

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When & Where



Cambridge Innovation Center, 5th Floor
101 Main Street
Cambridge, MA 02142

Monday, March 18, 2013 from 6:30 PM to 8:00 PM (EDT)


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General Assembly Boston

General Assembly is a campus for technology, design, and entrepreneurship. We provide educational programming, space, and support to facilitate collaborative practices and learning opportunities across a community inspired by the entrepreneurial experience.

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