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Advanced Google AdWords
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Advanced Google AdWords

When: 10/02/2017
10:00 am to 12:00 pm
Where: AIMS
890 Airport Park Road #103
Glen Burnie, Maryland  20161
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.

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.


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: Advanced
I. Advanced Features 101
Ad Extensions
Advanced Settings
Location and Device bid adjustments
Ad scheduling

II. Advanced Features 201
Shared Library
Bulk Operations

III. Remarketing
What is remarketing?
Getting started with remarketing in Google AdWords
Remarketing best practices

IV. Advanced Tools & Tactics
Diving Deeper
Auction Insights
Audience Insight.
Search Terms Report
Secondary KPIs
AdWords Editor
Landing Page Testing (Unbounce, Instapage, etc.)
Heat Mapping (Crazy Egg, Hotjar, etc.)

V. Advanced Reporting
Segmenting and Filtering Data
Customizing your reports in AdWords
Google Data Studio
3rd Party Reporting Tools
Raven, Swydo, NinjaCat, etc.

This offering is limited to the first 16 people to register and will be held in the AIMS office conference room.

Please Bring:
- Laptop
- Google AdWords account
- Google Analytics account
- 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 18th) or $60 (After September 18th)
NON AIMS Members: $75  (through September 18th) or $85 (After September 18)
Please note that NO REFUNDS will be issued for cancellations for this class after September 22nd.

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