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Google AdWords for Beginners
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Google AdWords for Beginners

When: 9/25/2017
10:00 am to 12:00 pm
Where: McDonogh School Edward St. John Student Center
8600 McDonogh Road
Owings Mills, Maryland  21117
United States

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Did you know that when you search Google with a keyword, the first few results that pop up are often "sponsored" The primary way that prospective parents search for schools is a google search. So, are you taking advantage of Google's AdWords, the program that ensured that your results (ads) are at the top of the search results?

Google AdWords is an extremely effective way to advertise products and services online. As the go-to digital advertising platform for small organizations and enterprise corporations alike, AdWords provides the opportunity to be in front of the right audience at the right time - precisely when they are looking to engage with your brand.

However, with the innumerable options that Google AdWords provides, it can be difficult to know where to start. And even when you have the basics down, how do you determine which of the advanced capabilities are right for your organization - and which are a waste of time and resources? In this two-part workshop, we will dive into the Google AdWords platform and discuss how to make AdWords a critical component of your organization's comprehensive digital strategy.

We'll start by covering the fundamentals of AdWords in our Beginner workshop. Here we'll walk through the AdWords account hierarchy (Campaigns > Ad Groups > Keywords + Ads), focusing on the best practices of each component. We'll also go over some of basics when it comes to keyword research, setting keyword bids, managing your budgets, and more.

Our Advanced workshop will build on what we've learned in the Beginner workshop. We'll cover things like advanced reporting, competitive research, secondary KPIs, display and remarketing ads, goal tracking implementation, and more.

Who are these workshops for? Both workshops are designed for nonprofit and/or educational institutions, especially those with limited technical, digital, and/or marketing capabilities.

The Beginner workshop is geared toward individuals with little to no hands-on AdWords experience. You've heard about AdWords, perhaps you even have an account set up, but you've never had a chance to learn the platform and make it work for your organization.

The Advanced workshop assumes a basic level of familiarity with the AdWords platform. You've created a few campaigns before, understand the difference between exact and phrase match keywords, and perhaps you've even set up conversion tracking and remarketing lists. Now you're ready to take your AdWords performance to the next level.

Workshop Syllabus: Beginner
I. Getting Started
Benefits of online advertising and Google AdWords

Is AdWords right for your organization?
Establishing your digital advertising goals
AdWords vs AdWords Express
Creating your Google AdWords account

II. The AdWords Hierarchy
Understanding the Google AdWords account hierarchy
Account structure best practices
Creating your first campaign
Settings, targeting options, etc.

III. Ad Groups, Keywords, and Ads
Quality Score (QS) Overview
Organizing your ads groups
Choosing keywords
Keyword research
Group keywords by themes
Keyword match types
Writing your first ad
Best practices, etc.

IV. Bids and Budgets
Setting your campaign budget
How much should I spend?
Review bid available bidding options
Which one is right for my goals?

V. Monitor and Measure
How do I know if my campaign is performing well?
Business/marketing goal alignment
Goal tracking
Primary KPIs
Where to look in your AdWords account
Running basic reports within AdWords
Diving deeper into your data: linking AdWords with Google Analytics

This offering is limited to the first 40 people to register and will be held in the Mullan Board Room of the Edward St. John Student Center at McDonogh. Specific directions can be found here. Coffee and tea will be served.

Please Bring:
- Laptop
- Google AdWords account (participants should ideally have an AdWords account already created)
- Supplies for taking notes (optional)

About the Instructor: Zac Heisey is the founder of Sage Web Co., a Baltimore-based web consulting agency dedicated to helping nonprofits and socially responsible organizations develop effective digital strategies to further their cause online. He is also the co-founder of Ad Grant Alliance, which helps nonprofit organizations secure & maximize free advertising dollars through the Google Ad Grants program.

AIMS Members: $50 (through September 11th) or $60 (After September 11th)
NON AIMS Members: $75  (through September 11th) or $85 (After September 11)
Please note that NO REFUNDS will be issued for cancellations for this class after September 15th.

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