AdWords™ Seminar for Success - New York City

AdWords™ Seminar for Success - New York City


September 23rd and 24th, 2009

DoubleTree Times Square

1568 Broadway

New York,NY 10036

8:30 am - 5:00 PM

The event will be held in the heart of Times Square. From both New York and New Jersey there are several public transportation options to the hotel.  Most bus routes run in front of the hotel, the RQNW trains stop directly outside the hotel, and both Port Authority and Grand Central stations are within walking distance.


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 10% 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

Register Today and still receive up to $100 in AdWords Credit!

* 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.

Not sure this seminar is for you? Read on to see how others have benefited from attending previous seminars.


Advanced AdWords Attendee 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

AdWords Seminar Leader - Brad Geddes


Brad Geddes

Brad Geddes is the founder of; 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.

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

dvanced 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 Curriculums

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

"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


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


Open Q&A

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


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 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 email or call 703.349.1045.

The Fine Print

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

Name Price
9/23/09 AdWords 301: Advanced Account Optimization   $299
9/24/09 AdWords 302: Advanced Conversion Optimization   $299
9/23 & 9/24 Two Day Discount Package   $549

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