AdWords™ Seminars for Success

Advanced AdWords Seminars For Success™ Schedule
San Jose, CA
February 1 & 2, 2011

Embassy Suites Milpitas –
Silicon Valley
901 East Calaveras Boulevard
Milpitas, California, 95035


Austin, TX
February 14th & 15th

Doubletree Guest Suites Austin
303 W. 15th Street
Austin, Texas 78701

 

Atlanta, GA
TBD

Sign Up to be notifed when the dates and venue are launched

 


2011 Schedule
TBD

Sign up to be notified of upcoming events in your area

 


AdWords Seminar for Success – Overview

AdWords Seminar Leader Logo

What are Google™ AdWords Advanced Seminars?

The AdWords Seminar for Success Advanced series are two days of interactive education that will help you make the most of the time and money you invest in AdWords. Officially sponsored by Google, you can trust that you are receiving the most accurate and up-to-date information on the best practices for advertising with Google AdWords.

You can choose to attend only one day, or receive a $50 discount if you choose to register for both days! Plus, if you register today, you will also receive:


AdWords Seminar Bonuses

* $100 AdWords Credit ($50 if you register for a single day) **Must Register 7 Days in Advance

* 2 USB Thumb Drives with Presentation Materials (1 for each day)
* Other Google Goodies
* Bonus Presentations:
Day 1: Marketing in a Down Economy: Superior Profits on a Minimal Budget
Day 2: Actionable Items: Step-by-Step: How to Maximize Results for Your Limited Time


Advanced AdWords Seminars Overview

AdWords 301: Advanced Account Optimization focuses on best practices for Keywords, Ad Copy, and Landing Pages in addition to a deep dive into Quality Score, the Content Network, and Geographic Targeting. This day is jam-packed full of tips and techniques you can functionally use to improve your accounts overall performance. You can see the in-depth curriculum here.

AdWords 302: Advanced Conversion Optimization concentrates on how to increase your conversions and your profits! Topics include Bidding Types and Strategies, Tracking Conversions, Split Testing, and Account Organization. The information included in this session can have a positive, dramatic impact on your bottom line – this is a must attend event! You can see the in-depth curriculum here.

Who should attend these seminars?

The 301 and 302 Advanced AdWords seminars are designed for seasoned Search Enginge Marketing professionals. If you are an experienced ppc analyst, manager,or executive these courses are for you.


AdWords Seminar Leader – Brad Geddes

Brad Geddes

Brad Geddes is the founder of bgTheory.com; a company dedicated to consulting, educating, and training businesses on internet marketing theory and best practices. He is currently the only person selected by Google to conduct the Advanced AdWords seminar series.

Before forming bg Theory, Brad was the Director of Search for RH Donnelley, a leading publisher of Yellow Pages. He has also provided usability, PPC, and SEO consulting services to a wide range of companies over the years. He has been involved in online advertising since 1999, and was one of the first 100 Qualified Individuals in the Google Advertising Professionals program.

Brad is the author of Advanced Google AdWords. One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and internet advertising. He has written and published extensive articles on various online marketing topics. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.


 

Advanced AdWords Seminar Agenda

Advanced AdWords Daily Agenda
8:30 – 9:00 am Registration
9:00 – 10:30 am Morning Session
10:00 – 10:45 am Break
10:45 – 12:00 pm Morning Session
12:00 – 1:00 pm Lunch Break
1:00 – 2:30 pm Afternoon Session
2:30 – 2:45 pm Break
2:45 – 4:00 pm Afternoon Session
4:00 – 5:00 pm Open Q&A


Advanced AdWords Seminar Curriculum


You can either view the full agendas in video format or read them below. You can see the videos in a larger size on our YouTube AdWords Seminar playlist page. On that page, we suggest watching them in the 480 format (the default is a lower quality 360).

AdWords Seminar 301: Advanced Account Optimization
Morning Session Afternoon Session

Psychology of Search

Best Practices for PPC Success

  • Understanding Keywords
    • Keyword Research
      • Long Tail Keywords
      • Wide vs. Deep Keywords
    • Negative Keywords
    • Search Query Reports
  • Discovering Effective Keywords
    • AdWords Keyword Tool
    • Spidering Websites
    • Competitive Research
  • Creating Compelling Ad Copy
    • Connecting with the Searcher
    • Unique Selling Proposition
    • Benefits vs. Features
  • Landing Pages that Convert
    • Showcasing the Answer
    • Where to Send Traffic
    • Best Practices
    • Usability Overview

Advanced Optimization Techniques

  • Boosting Your PPC Traffic
    • Dynamic Keyword Insertion
    • Ad Preview Tool
    • Increasing Page Views
  • Increasing PPC Conversion Rates
    • Ad Copy Calls to Action
    • Optimizing Landing Pages

Open Q&A

Quality Score Demystified

  • What is Quality Score
  • How Actual CPC is Calculated
  • Quality Score Factors
  • How to Increase Your Quality Score
  • Using Keyword Reports

Beyond Text – Multimedia Ads

  • Video Ads
  • Image Ads
  • Widget Ads
  • Display Ad Builder

Content Network Deep Dive

  • Overview of the Content Network
  • Data:
    • Placement Performance Report
    • Demographics Reports
  • Content Network Optimization
  • Placement Targeting
  • Enhanced Campaigns
  • Content Campaign Organization
  • AdSense Preview Tool
  • Ad Planner

Advanced Geographic Targeting

  • The Technology
  • Effectively Reaching Local Audiences
  • Local Business Ads
  • Geographic Performance Reports

AdWords Editor: Quick and Easy Account Changes

  • Live AdWords Editor Demo
  • Making Large Account Changes in Minutes

Google Analytics Implementation

Open Q&A

**Bonus Presentation: Marketing in a Down Economy


AdWords Seminar 302: Advanced Conversion Optimization
Morning Session Afternoon Session

Setting Profitable Business Goals

Putting Your Ad Dollars to Work

  • Ad Delivery
  • Bidding Types
    • Max CPC
    • Preferred Bidding
    • Conversion Optimizer
    • Budget Optimizer

Learn How to Track Conversions

  • Implementation
  • Measurement

Exploring ROI and Profit

  • Calculating Bids

Effective Bidding Strategies

  • Position Preference
  • Ad Scheduler
    • Basic
    • Advanced
    • Time Sensitive Ads
  • By Location

My Client Center

Successful Account Organization

  • When to Create Campaigns
    • Content vs. Search
    • Budget
    • Geography
    • Product or Service Types
    • Ad Scheduling
  • When to Create AdGroups
  • Organizing Ads and Keywords
Find Effective Messages through Split Testing

  • Overview of Testing
    • Ad Delivery Methods
    • Statically Relevant Information
  • Ad Copy Testing
    • Advanced Ad Writing
    • Split Testing Ad Copy
    • Ad Performance Reports
  • Landing Page Testing
    • Where to Send Traffic for Testing
    • How to Test Page Layouts
    • Split Testing Landing Pages
    • URL Performance Reports
  • Profit Per Impression
    • Combined Landing Page and Ad Testing Variations
    • Understanding the Reports
    • Lifetime Visitor Values

Be More Productive Using AdWords Reports

  • Keyword Report
  • Search Query Performance
  • Other Reports

Google Analytics Reporting

  • Site Overlay
  • Conversion Funnels
  • AdWords Account Navigation

Click Quality and Reporting

Even More Tools for Effective Research

  • Ad Planner
  • SK Tool
  • Trends
  • Widget Ads

Resources

Open Q&A

**Bonus Presentation: Actionable Items: Step-by-Step: How to Maximize Results for Your Limited Time
Testimonials:

First, I flew down to your conference in Houston not really having any expectations on what I was going to learn in a one day seminar over something that has paralysis by analysis written all over it like Adwords. However, I feel afterwards, it was one of the most positive and understandable conferences that I have ever attended.

You did a great job in explaining and relating the information into a plan that even an amateur like myself can understand. I have taken a lot of the information and began to implement the ideas into actual measurable results.

I just wanted to send you a note in appreciation for your time and thank you for all the information that you provided. I hopefully will get to goto another seminar in the future.

Neal Freeman
Catalog/Assistant eCommerce Manager
Dallas Cowboys Merchandising

Scott Wilson
President
RankHigher.ca

I flew from Japan just for this seminar, and it was worth every penny. I know there are many people who teach AdWords, but no one is as specific as he is, and he doesn’t mind sharing the information with you. When it comes to AdWords, he is the one to listen.

Taka
President
lpo-consulting.com/

Great seminar. A lot of interesting information. You can tell that Brad knows exactly what he is talking about. Thank you so much.

Valeri Volkov
United City Group Clearwater, FL

Brad I wanted to write and thank you again. My staff and I came away with a lot of very useful information. Having been a long time user, I thought I understood AdWords, Analytics and landing pages well. I wasn’t even close to the level of what I know now. I should have done this long ago. If the ideas running through my head were gears in a machine there would be smoke coming from them. Truly eye opening.

Jay Papineau
IT Manager
Northwest Clinical Research Center

I learned an amazing amount from in the Seminars for Success Advanced Adwords course in two short days early this week. Brad taught us a huge number of you-gotta-know-this Adwords lessons that are turning into money in the bank for us already 3 days later. I think this seminar was probably the best money I have ever invested in a seminar.

Walt Monk
Owner
WebWelcomer.com

You did a great job in the seminars this week. You totally are an expert on the subject and that was great to see. Well worth the money for the seminar and the education I got. I have been working on adwords for about 4 years now mostly part time, took the basic classes two years ago in Dallas and so it was great to move to the next level of knowledge. I feel empowered! Please email me when your new book comes out.

Kenneth H. Butler
Butler Information Technologies, Inc.

Within a few hours my goals for this 2 day Seminar in Toronto had already been achieved, I thought it was a very interesting and helpful Seminar. Brad, I admire your enthusiasm and wide range of knowledge. Keep up the good work! I would recommend this Seminar to anyone who has a basic knowledge about Adwords and Analytics. For Analytics you need to know a bit more about the technical implementation though.

Dennis
Wicked Media NV

The seminar you lead was awesome. My only regret is that I did not fire the consultant I had about 3 months earlier! He was a good guy, but just did not get it. Your course saved me weeks of self study, and I am already seeing much better results than I have ever seen using a consultant.

St. Clair Newbern IV

I attended Brads 301 and 302 google adwords seminar in Toronto this past week and was a little skeptical at first if i would learn anything useful. Well I was quite impressed with his knowledge and actually did learn a lot about adwords and google analytics and how to get to the proper reports that show you how to fine tune your account. I highly recommend the workshop to SEM professional. Brad has a lot of tools and advice that you can don’t find on the standard web sites about how to use adwords. thanks!

John MacKenzie
President
EthicalHost.ca

The seminar was probably worth far more than 10 times the cost. I was astounded to see how much useful information Brad was able to deliver in one day. My only quasi-negative comment: It might have been too much good information. I’m a little overwhelmed just thinking about where to start with all the positive changes I can now make with our internet marketing.

Rick D. from Minneapolis

I attended Brad’s Google Adwords 301 and 302 seminars in San Diego and felt that I must let others know about how much I have gained from it. Let’s put it this way: for 7 hours each day of the seminar, you are so indulged in the important information that you don’t want to even goto the bathroom. The seminar will pay for itself 10 fold within the first few months. Brad will teach you so many money saving and money making tips. Thanks Brad.

Payam

I attended your AdWords seminar a few days ago in Chicago. I just wanted to thank you for the excellence in the material you have provided to me. I really appreciate your passion for internet marketing as I have similar passions. I have loved designing and developing websites since I discovered them when I was 12… The tools that you gave me will now allow me to cause the websites that I work on for clients truly be successful and not just sit on the web doing nothing. I am also inspired by your story and career. Thank You so much!

Brian Groce
Clear Notions Studio

Brad, great job with the seminar. It was taught well and at a good learning pace. You handled the array of questions from simple to hard with great explainations and analogies. I will probably be calling you for some personal phone consultations for my larger ppc clients. All the best!

Tony Mandarich
Mandarich.com

Advanced AdWords Seminars For Success™ Schedule
San Jose, CA
February 1 & 2, 2011

Embassy Suites Milpitas –
Silicon Valley
901 East Calaveras Boulevard
Milpitas, California, 95035


Austin, TX
February 14th & 15th

Doubletree Guest Suites Austin
303 W. 15th Street
Austin, Texas 78701

 

Atlanta, GA
TBD

Sign Up to be notifed when the dates and venue are launched

 


2011 Schedule
TBD

Sign up to be notified of upcoming events in your area

 


 

Testimonials Continued

Very informative for me – I was concerned most of it would go over my head but it was about right. Great presentation and question handling; the Adwords ‘tour’ explained the tools available and led to a number of changes to my ads, keywords and website. Excellent value.

Anonymous

I really enjoyed the 2 days of advanced seminars in Chicago. Brad is obviously very educated in the ins and outs of AdWords. My only suggestion is I would have personally benefited from a little more time spent on more advanced AdWord bidding and advertising tactics.

Anonymous

Thank you, Brad, for a terrific presentation. Right on target, insightful, and full of strategy.

Debbie Formica
Martindale’s Natural Market

I really enjoyed the 2 days of advanced seminars in Chicago. Brad is obviously very educated in the ins and outs of AdWords. My only suggestion is I would have personally benefited from a little more time spent on more advanced AdWord bidding and advertising tactics.

Bill S.

I think you are going to save me thousands and hopefully one day 100′s of thousands once my campaigns get bigger.

James Bird
marshalfirth.com

I’m an affiliate and this type of training is essential and you guys delivered the best quality in content I’ve even seen about the subject of adwords. I left the seminar feeling more confident about this interface, but I sure would have been glad to pay extra for access to recorded video sessions. Maybe that’s something you guys could offer soon? :) Thanks very much.

Charlie Perez.

Brad is a genius–and I don’t say that about a lot of people. He knows Google adwords inside and out. I was thoroughly impressed by his presentation.

Anonymous

I attended your Google Adwords Seminar for Success sessions in Austin earlier this week. I just wanted to say I really appreciated the content you offered. Your material was well balanced. I was fearful that because my company is not a product-selling company that we would not benefit from your information. That couldn?t have been further from the truth. Your seminar validated to me that the direction we have taken so far is appropriate. It is good to see and hear from an expert that we have made good decisions about our Adwords strategy. Your information and tips have given me new things to think about and to use when looking for new keywords to use, and as well to examine our existing keyword performance.

Stu Roberts
Director of Information Technology Nelson Architectural Engineers, Inc.
Investigative Engineering & Forensic Technology

The Google Adwords seminar by Brad Geddes was the most informative and enlightening one I have ever attended. The day flew by and the information gleaned was more than most two-day sessions I have attended.

Jeff Cunningham
Cunninghamn Gas Products
CunninghamLiving.com

Brad – GREAT JOB! you managed multiple experience levels beautifully. I learned a lot. Already seeing better results from my Adwords campaigns. I’m sure I’ll attend another session.

Steve Hodgdon

Very informative for me. I was concerned most of it would go over my head but it was about right. Great presentation and question handling; the Adwords tour explained the tools available and led to a number of changes to my ads, keywords and website. Excellent value.

Matt Nelson

I recently attended the 2-day Google Seminar for Success in Houston and I must say, it was extraordinarily helpful! Brad was super thorough with the material and presented it in a way that kept our interest and provoked thought and constructive questions the entire time… and this is no easy task for an intensive, information-jammed course like this one. I was very excited to put this new knowledge to work and I fully expect that my business will see measurable progress as a result of Brad’s seminar. THANKS AGAIN!

Danny Shaftel
Shaftel Diamond Co.

I attended this conference in order to learn the latest Adwords developments, and in this respect, I found it to be most useful. We are using Adwords tools daily, so know more about them than the average user. Still, it is useful from time to time to take a step back and listen to an expert who is obviously plugged into the latest, as well as upcoming, developments. Brad is an exceptional speaker, offers insightful views about marketing theory, and is a technical master. Aside from that he demonstrates during his presentations a willingness to roll up his sleeves and delve into the nuts and bolts of how to manage Adwords to improve ROAS for clients.

Chris Lude
Denver-PPC.com

Brad did an excellent job. The material was very concise and clear and he answered all questions with certainty. All in all I would definitely recommend this seminar. Thanks for doing a really nice job.

Jesse Gray

Brad, the seminar you lead was awesome. My only regret is that I did not fire the consultant I had about 3 months earlier! He was a good guy, but just did not get it. Your course saved me weeks of self study, and I am already seeing much better results than I have ever seen using a consultant.

St. Clair Newbern IV

I found the two Adwords seminars, 301 and 302, to be invaluable to our ongoing and future success with our Google ad campaigns. After the two days, I was left with a limitless supply of ideas and methods of marketing our business to the masses on the internet. We were also given key indicators of success, which is very helpful. I also found Brad to be very personable and happy to answer the few questions that were unique from my perspective. I highly recommend this seminar for any sized business that is looking to expand into the world of internet marketing!

Roger Underhill
BattersChoice.com

AdWords Seminar FAQ’s

Are the Advanced sessions right for me?

The Advanced sessions are designed for individuals who already understand the basic fundamentals of advertising on AdWords. If you are a seasoned AdWords veteran, this session will show you how to use the latest tools and cutting edge technologies to get the results you have been reaching to attain.

Who is conducting the sessions?

Brad Geddes, a Seminar Leader, will be directing all currently scheduled Advanced sessions. Seminar Leaders are qualified by their membership in the Google Advertising Professionals Program, and selected by Google to conduct these trainings. Seminars are wholly conducted and operated by independent search engine marketing professionals who are not affiliated with or employed by Google.

When will I receive my $50 AdWords credit**?

If you register at least 7 days prior to the seminar event you are eligible for up to $100 in AdWords credits ($50 for each day you register). You will receive an email from bg Theory within two weeks of attending the seminar that contains your promotional code and instructions on how to apply the credit to your AdWords account. If you do not receive your promotional credit within 30 days following the seminar, please contact us.

How much does it cost?

Register for each full day for $299 or register for both days for a $50 discount. Plus, if you register at least seven days prior to the seminar, you will receive up to $100 in AdWords credits!**

I am interested in attending a session in Canada – do you accept payment in Canadian dollars?

All seminar fees are quoted in US dollars. While our payment processor will accept Canadian credit cards, you will be charged the seminar fee in US dollars.

When is the registration deadline?

There is no registration deadline. However, space is limited and sessions may fill quickly so we recommend you register as early as possible.

Will lunch or refreshments be served?

Lunch will not be served, although their will be a one hour break during the morning and afternoon sessions. Breakfast items, snacks and refreshments will be served throughout the day.

Do I need to bring a laptop? Will there be internet access?

You do not need to bring a laptop, handouts of the presentation will be provided to you. There may be internet access available in the meeting room in some locations. However, seminar attendees are responsible for their own internet access charges. Please see your order confirmation email after registering for details.

Is parking paid for?

No, attendees are responsible for their own parking costs. Most locations have both self and valet parking options, but fees vary by location. Please see your order confirmation email after registering for details.

Is there a group code or discount for guest rooms at the hotel?

Most of our attendees are local so we have very few guests stay overnight in the hotel. Because of this we do not qualify for a conference or group rate.

What is the dress code?

Whatever you will be comfortable in for up to eight hours. Many attendees dress casual or business casual. We recommend dressing in layers though as the room tempature fluctuates depending on season, location, and headcount in a room.

What’s the cancellation policy?

Registration fees are non-refundable unless the seminar is cancelled. Scheduled seminars are subject to cancellation up to seven days before the scheduled date. If a class is cancelled, registrants will receive a full refund. You may transfer your registration to another person at your company at any time by providing written authorization.

I registered online, but never received my receipt email.

Confirmation emails will come from info@bgtheory.com within 24 hours of your registration. Please ensure that email address is added to your "safe sender" list; and check your "bulk" or "junk" folders of your email account. If you need to have your confirmation email resent, please contact us.

I still have questions, who should I contact?

You can contact us or call 703.349.1045.


The Fine Print

*Seminars for Success are wholly conducted and operated by independent search engine marketing professionals who are not affiliated with, endorsed by, or employed by Google. All Seminar Leaders are Qualified Individuals in the Google Advertising Professionals Program, and/or Google Analytics Authorized Consultants.

**Promotional credit must be applied to an AdWords account within 30 days of attending a Seminar and is valid only for Google AdWords customers with self-managed signup. Advertisers will be charged for advertising that exceeds the promotional credit. Advertisers will need to suspend their ads if they do not wish to receive additional charges beyond the free credit amount. Subject to ad approval, valid registration and acceptance of the Google AdWords Program standard terms and conditions. The promotional credit is non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. One promotional credit per AdWords account. New advertisers with self-managed signup accounts are subject to an $5 activation fee that will be deducted from the promotional credit. Expires 30 days after Advertiser’s registered Seminar session. Void where restricted or prohibited by law.

Advanced AdWords Seminars For Success™ Schedule
San Jose, CA
February 1 & 2, 2011

Embassy Suites Milpitas –
Silicon Valley
901 East Calaveras Boulevard
Milpitas, California, 95035


Austin, TX
February 14th & 15th

Doubletree Guest Suites Austin
303 W. 15th Street
Austin, Texas 78701

 

Atlanta, GA
TBD

Sign Up to be notifed when the dates and venue are launched

 


2011 Schedule
TBD

Sign up to be notified of upcoming events in your area