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