AdWords 101 & 201: San Diego

**FYI, every attendee receives the $100 AdWords advertising credit; 7-day advance registration is not required**

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.

The first day covers beginner and intermediate topics. This is a great class for new advertisers or intermediate advertisers looking for a refresher. Please see the curriculum breakout below for more information. [Sign up for Day #1 Only]

Day two covers more intermediate 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 throughout the day
  • Other Google goodies

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
  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
    • Features
    • Benefits
    • Basic terminology

Creating Your Account
  • Starter vs. Standard edition

Creating Your Campaigns

  • Proper account structure
  • Creating a campaign, step-by-step

Understanding Your Statistics

  • Understanding campaign, Ad Group, and keyword statistics
  • Editing campaign settings
  • Editing CPCs

Beginning Optimization

Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.

  • Using the Report Center
  • Campaign Optimizer
  • Location targeting
  • Demographic bidding

Developing Quality Keyword Lists
  • How to develop a list
  • Using the Keyword Tool
  • Using the Edit Campaign Negative Keywords Tool


Creating Compelling Ad Text

  • Developing ad variations
  • Ad writing workshop

Tracking Ad Performance

  • Conversion Tracking
  • Google Analytics

Optimizing to:
  • Increase conversions
  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality

Using the Google Network

  • Ad types (image ads, local business ads, mobile ad,s click-to-play video ads)

Billing & Reports

  • Understanding billing
  • Billing cycle

Take-Aways, To-Dos, and Resources

Open Q&A

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 novice after attending AdWords 101, through intermediate advertisers.

Morning Session Afternoon Session


  • Definitions & terminology

Optimization Techniques

  • Location targeting 
  • Placement targeted campaigns
  • Demographic bidding
  • Site and category exclusion
  • IP Exclusion

Keyword List Optimization

  • Determining the value of a keyword
  • Refining your keyword list
  • Other keyword generation tools
  • Dynamic keyword insertion

Why Can't I see my Ad?

  • What are the reasons?
  • How to self-diagnose
  • Ad Preview Tool

How to use AdWords Editor

  • Making large-scale changes
  • Copying or moving between campaigns, Ad Groups, and accounts
  • Performing advanced searches and edits
  • Collaboration

Creative workshop

  • Creating compelling Ads

Understanding ROI

  • What is ROI?
  • Why is this more important for me than clicks or conversions?

Advanced bidding options

  • Advanced Ad Scheduling
  • Position Preference
  • Conversion Optimizer
  • CPM bidding

Managing Accounts

  • My Client Center
  • AdWords API

Introduction to Other Campaign Options

  • Television campaigns
  • Ad creation marketplace

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 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 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.


Location Information

Hilton San Diego Airport/Harbor Island
1960 Harbor Island Drive
San Diego, California 92101
Phone: 1-619-291-6700
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: 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. 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 are not allowed. All materials will be provided on a USB drive for your future reference.

Q: Will you feed me?

Yes! Refreshments will be provided throughout the day.

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 Advertiser's registered AdWords Seminar session.

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

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