AdWords 101 & 201: Berkeley

What Are AdWords™ Seminars?

Led by leading search engine advertising professionals, these full-day, in-person seminars will help you learn how to make the most of the time and money you invest in Google AdWords. Whether you're a new advertiser interested in learning more about AdWords or a seasoned veteran ready to take your account to the next level, AdWords Seminars can help you meet your goals and make the most out of the time and money you invest.

Day one provides a foundation for understanding your AdWords campaigns and beginning the optimization process. This is a great class for new advertisers or intermediate advertisers looking for a refresher. This class examines the new AdWords user interface in detail, and shows how to manage campaigns more efficiently. Please see the curriculum breakout below for more information. [Sign up for Day #1 Only]

Day two covers intermediate topics critical for optimization. We introduce you to the latest tools and cutting edge technologies and provide expert tips and tricks for truly maximizing your ROI. Please see the curriculum breakout below for more information. [Sign up for Day #2 Only]

Sign Up And Receive These Bonuses:

  • $100 AdWords advertising credit
  • USB thumb drive with seminar materials
  • Continental breakfast and lunch included
  • Other Google goodies

Make it a full week of training:
Join WebShare Wednesday through Friday to learn Google Analytics and Website Optimizer!


Video Preview- From Google's Business Channel:

Day #1 Curriculum

A how-to session designed to introduce (or refresh) advertisers to AdWords and begin the process of optimization. Ideal for novice - intermediate advertisers.

Morning Session Afternoon Session
Introduction to Online Advertising & Google AdWords
  • Introduction to pay-per-click advertising
  • Introduction to AdWords
    • Features
    • Benefits
    • Basic terminology

Creating and Managing Your AdWords Account
  • Starter vs. Standard edition 
  • How to create an account
  • Proper account structure
  • Account organization options

AdWords User Interface Tour

  • Introduction to the new interface
  • New feature overview
  • Understanding your statistics
  • Creating a campaign, step-by-step
  • Editing campaign settings

Developing Quality Keyword Lists

  • Understanding match types
  • How to develop a keyword list
  • Using the Keyword Tool

Creating Compelling Ad Text                                   

  • Developing ad variations
  • Ad writing workshop

Using the Google Network

  • Image ads
  • Display Ad Builder
  • Local business ads
  • Mobile Ads
  • Click-to-play video ads

Tracking Performance

  • Conversion Tracking
  • Google Analytics

Beginning Optimization

  • The Report Center
  • Campaign Optimizer
  • Increase conversions
  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality


  • Understanding the billing cycle

Take-Aways, To-Dos, and Resources

Q&A Session

Day #2 Curriculum

A how-to session designed to introduce intermediate AdWords concepts. This sessions builds off the concepts introduced in AdWords 101. Ideal for the novice (after attending AdWords 101), through intermediate advertisers.

Morning Session Afternoon Session


  • Definitions & terminology

Intermediate Optimization Techniques

  • How to geotarget your campaign
  • How to use demographic bidding
  • How to create a placement-targeted campaign
  • How to use site and category exclusion
  • How to use IP Exclusion
  • How to use Position Preference
  • How to use Ad Scheduling

Keyword List Optimization

  • Understanding how people search
  • Refining your keyword list
  • Other keyword tools
  • Search-based keyword tool
  • Insights for Search
  • Dynamic keyword insertion
How to Self-Diagnose
  • Why can't I see my ad?
  • Why is my Quality Score low?
  • How to use the disapproved ads tool
  • How to use the ads diagnostic tool

How to Use AdWords Editor

  • Features and benefits
  • Tips and tricks

Advertising in a Down Economy

  • How to succeed in a downturn

Understanding ROI

  • What is ROI?
  • Determining the value of a keyword

Other Bidding Options

  • Budget Optimizer
  • CPM Bidding
  • Conversion Optimizer

Managing Accounts

  • My Client Center
  • AdWords API

Search Engine Optimization (SEO)

Take-Aways, To-Dos, and Resources

Open Q&A

Meet the AdWords Seminar Leader: Anastasia Holdren

Anastasia HoldrenStasia became a Google Advertising Professional Qualified Individual in January 2005, and an authorized AdWords Seminar Leader in 2006. Since then she has trained thousands of people to build and optimize AdWords campaigns. Stasia has thirteen years experience managing Web technology projects and online marketing programs. She is senior vice president for Sitening, a Nashville-based information technology company focused on search engine optimization (SEO) and search engine marketing (SEM). Before joining Sitening, she managed the Web departments for two Nashville-based custom publishing companies.

Stasia has extensive experience training people how to understand and use Web-based software. Her primary goal for the SEMPO IndividualMemberbeginner and intermediate AdWords Seminar participants is to increase understanding and comfort level with the software. The advanced class builds on the first seminar with advanced techniques used by top professionals worldwide. Stasia will provide strategies for maximizing campaign performance that can fit into a business owner's busy schedule and available budget.

Google Adwords Qualified Individual Stasia started her career in the Boston area. Before moving to Nashville, she worked for The Boston Globe's website and a Boston-area Web consulting agency. Stasia has worked for a wide range of clients, including Osram Sylvania, Harvard Business School Executive Education,,, Cannondale, Air Jamaica, the National Federation of Independent Business, Psychiatric Services and TravelCenters of America.

Stasia earned degrees in English Literature and Journalism from the University of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family. When she is not online, she finds balance by running, gardening and volunteering in her community.

Doubletree Hotel & Executive Meeting Center Berkeley MarinaLocation Information

Doubletree Hotel & Executive Meeting Center Berkeley Marina
200 Marina Blvd.
Berkeley, CA 94710

Phone: (
510) 548-7920
Click Here for Directions

Daily Seminar Schedule

  • Registration: 8:30 a.m. – 9:00 a.m.
  • Session 1: 9:00 a.m. – 10:30 a.m.
  • Mid-Morning Break: 10:30 a.m. – 10:45 a.m.
  • Session 2: 10:45 a.m. – 12:00 p.m.
  • Lunch Break: 12:00 p.m. – 1:00 p.m.
  • Session 3: 1:00 p.m. – 2:30 p.m.
  • Afternoon Break: 2:30 p.m. – 2:45 p.m.
  • Session 4: 2:45 p.m. – 4:00 p.m.
  • Q&A: 4:00 p.m. – 5:00 p.m.


Frequently Asked Questions

Q: What are AdWords Seminars?

AdWords Seminars are in-person training sessions designed to help you better manage your AdWords account and learn how to make the most out of your search advertising investment. These seminars can also help new advertisers learn how to use their accounts.

Q: Should I take both classes?

The two-day track provides a comprehensive training session, and the curriculum is separate so your days will not overlap However, you can attend on individual class days if you prefer. If you attend both seminar days, you will receive a $100 advertising credit from Google. If you attend one day, you will receive a $50 advertising credit.

Q: Is Google running these seminars?

No. AdWords Seminars are being conducted by independent search marketing professionals who are not affiliated with, or employed by Google.

Q: May I attend more than one seminar?

You are welcome to attend more than one seminar, but bear in mind that the course topics will not vary from one session of the same level to another of the same level.

Q: When is the registration deadline?

While there is no set registration deadline, we encourage you to sign up early as seminars may become full.

Q: What is 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.

Q: Do I need my laptop?

A laptop is not required for these sessions. Some locations have wireless available, but this is not guaranteed.

Q: May I videotape or make an audio recording of the session?

Video and audio taping are not allowed. All materials will be provided on a USB drive for your future reference.

Q: Will you feed me?

Yes! Continental breakfast, lunch and coffee breaks will be provided for attendees. 

Q: I have another question - how can I contact you?

You can email us at if you have any additional questions.


The Fine Print

*AdWords Seminars are designed for individual AdWords advertisers managing their own AdWords accounts. Agencies, SEOs, SEMs, and resellers are not eligible for these events.

**Promotional credit must be applied to an AdWords account within 30 days of attending an AdWords 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 customer. 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 AdWords Seminar session.

Name Sales End Price
Two-Day ($100 Advertising Credit) Ended $549