AdWords: Two-Day Seminar - Scottsdale, AZ


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 you9re 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.

The first day covers beginner and intermediate topics. This is a great class for new advertisers or advertisers looking for a refresher. Please see the curriculum breakout below for more information.

Day two covers advanced topics critical for optimization. We provide expert tips and tricks for truly maximizing your ROI. Learn how to use the latest tools and cutting edge technologies to get the results you have been reaching to attain. Please see the curriculum breakout below for more information.

Sign Up And Receive These Bonuses:

  • $100 AdWords advertising credit
  • USB thumb drive with seminar materials
  • Refreshments
  • Other Google goodies


Day #1 Curriculum: Beginner & Intermediate

Morning SessionAfternoon Session

Introduction to Online Advertising & Google AdWords

  • Types of Online Advertising
  • Basics of Pay-Per-Click Advertising
  • Introduction to AdWords
    • Features
    • Benefits
    • Basic Terminology

Navigating Your Account

  • Creating an Account
  • Proper Account Structure
  • Understanding Campaign, Ad Group, and Keyword Statistics
  • Editing Campaign Settings
  • Editing CPCs

How to Create a Campaign

  • Creating a Campaign, Step-By-Step

Beginning Optimization

Definition: Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.
  • Using Reports
  • Developing Keyword Lists
    • Using the Keyword Tool
    • Using the Edit Campaign Negative Keywords Tool
    • Using the Traffic Estimator
  • Creating Compelling Ad Text
    • Ad Writing Workshop
  • Campaign Optimizer

Optimization Techniques


  • Location Targeting
  • Demographic Bidding
  • Optimize to Increase Conversions
  • Optimize to Increase Traffic
  • Optimize to Increase Quality Score
  • Optimize for Google Network
    • Ad Format Options (Image Ad, Local Business Ad, Mobile Ad, Click-to-Play Video Ad)
    • Placement Targeting
    • CPM Bidding

Tracking Ad Performance

  • Introduction to Conversion Tracking
  • Introduction to Google Analytics

Additional Tools & Features

  • Introduction to the AdWords Editor
  • Ads Preview Tool

Billing & Reports

  • Understanding Billing
  • Billing Cycle



Day #2 Curriculum: Advanced

Morning SessionAfternoon Session


  • Definitions and Terminology

Managing Accounts

  • Introduction to My Client Center
  • Introduction to the AdWords API
  • Template Library

How to Use the AdWords Editor

  • Collaboration
  • Making Large-Scale Changes
  • Copying or Moving Between Campaigns, Ad Groups, and Accounts
  • Performing Advanced Searches and Edits
  • Adding Comments to Changes
  • Sorting and Viewing Statistics

Optimization Techniques

  • Location Targeting
  • Demographic Bidding
  • Site and Category Exclusion
  • IP Exclusion

How to Use the Website Optimizer

  • Creating Experiments
  • Reports
  • Taking action on your landing page

Creative Workshop

  • Creating Compelling Ads
    • Dynamic Keyword Insertion
    • Ad Writing Workshop

Advanced Bidding Options

  • Ad Scheduling
  • Position Preference
  • Conversion Optimizer

Tracking Performance with Google Analytics

  • Setting up Profiles
  • Setting Goals
  • Analyzing Reports

Introduction to Other Campaign Options

  • Television Campaigns
  • Audio Campaigns
  • Print Campaigns
  • Ad Creation Marketplace



Meet the AdWords Seminar Leader: Anastasia Holdren


Anastasia Holdren Google Adwords Qualified Individual Stasia 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 eleven 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 beginner 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 owner9s busy schedule and available budget.

Stasia started her career in the Boston area. Before moving to Nashville, she worked for The Boston Globe9s 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.


Location Information

FireSky Resort and Spa
4925 North Scottsdale Road
Scottsdale, AZ 85251

Phone: 1-480-945-7666

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: How do I sign up?

Select the seminar you wish to attend. You will then be asked to submit some registration information. Then, you will be given the option to pay via Google Checkout or PayPal. If you wish to make offline arrangements, please contact us immediately at

Q: Can 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. In addition, all attendees who register at least 7 days before the seminar start date will receive a $50 USD AdWords advertising credit.

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: Should I bring a laptop?

You will not need a laptop for this session. We recommend bringing a notebook and pen to take notes. Some locations may have wireless available, but this is not guaranteed.

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

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

Q: Will lunch be provided? How about a snack?

No, lunch will not be provided for attendees. There will be a one-hour break between the morning and afternoon sessions. There will be a continental breakfast and two refreshment breaks.

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

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

Q: 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 PayPal (our payment processor) will accept Canadian credit cards, you will be charged the seminar fee in US dollars.


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 Advertiser9s registered AdWords Seminar session.

Name Sales End Price
Two-Day ($100 Advertising Credit) Ended $498

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