SEPTEMBER 29-30, 2016
San Jose, CA

Workshop Detail

Leverage AdWords So You Don’t Waste Money

2 Day Workshop from Thursday, September 29, 2016 to Friday, September 30, 2016 (9am to 4pm)
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Online advertising -- also known as Pay-Per-Click and Search Engine Marketing (SEM) -- is an
effective digital marketing tool when done correctly. Yet it’s easy to waste money. And a lot of it.

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You’ll learn how to build a digital marketing campaign within the Google AdWords interface and leverage Analytics and Search Console data. You’ll avoid the common mistakes and costly errors typically made when launching and running digital advertising.

In the Workshop, participants will be able to:
1) Understand how online paid advertising can drive qualified leads
2) Know how online paid advertising is different from other digital marketing efforts
3) Match search and buying behaviors
4) Coordinate keyword types to buying cycle
5) Recognize and use units of measurement
6) Identify the components that make successful ads and landing pages
7) Explore the economics of search-based advertising and calculate ROI
8) Create, organize, and launch a campaign within the AdWords interface

Course Prerequisites
1) A website with content (needed for ad campaign landing pages)
2) Google Analytics Account (connected to the website)
3) Google AdWords Account (connected to the website) - doesn’t have to be funded

Leaders

Massimo Paolini

online-sales-marketing.com/

Massimo Paolini

Massimo Paolini is the founder and CEO of The Spectrum Group Online, a web marketing business based in Silicon Valley. He speaks at various organizations on the power of SEO and works with several businesses around the country to increase their web presence, understand their site traffic, and improve profitability. When not working, he is lecturing his 10-year-old son on the value of tetherball twitter.

Alyson Harrold

online-sales-marketing.com/

Alyson Harrold

Co-Founder and CMO of The Spectrum Group Online, Alyson leverages her extensive marketing and executive brand communication background. To ensure that companies maintain focused conversations, she creates strategies that engage faithful clients as well as attract new ones. Using Brand Intelligence, she uncovers what transforms satisfied clients into raving fans.

SPONSORS List