The last AdWords Workshop for 2017 will be in New York City on October 23 in conjunction with SMX. We’ve also started updating our schedule for 2018 if you can’t make it to New York City.

You can attend SMX, only the workshop, or both.

If you’re looking to stay on top of AdWords trends and get the most out of your account, it’s a good day of intensive learning.

We redo the topics each year, and here’s what we’ll be discussing in October.

Or view it in YouTube.

2017 Agenda

Comprehensive Keyword Usage & Organization: The absolute center of every PPC campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue. We will cover how to organize your account based upon match types, positive, and negative keywords. Everything You Need to Know About Creating & Testing Amazing Ads: There’s a reason it’s called AdWords, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:

• Create compelling ads
• Scientifically test ads for small to enterprise accounts
• Find & use insights from ad testing data
• Use ad extensions wisely

Using Impression Share & Quality Score to Make Smart Decisions Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs. In this session, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.

Audience Targeting Strategies Audience targeting is should be part of PPC workflow. We’ll examine display remarketing, remarketing list for search ads, customer match, and demographic targeting to cover how these features work. Then we’ll show how to create advertising strategies for your account that combines audience targeting data and other AdWords features together to fine tune your customer acquisition strategy.

Learn from others: Case Studies Do you want some examples of what has worked for other companies? In this rapid-fire case study section, we will quickly cover several case studies that will give you new and interesting ideas of what you can do with your AdWords accounts.

Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.

Networking Opportunities: Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.

More Information

You can find more information here:

• AdWords Workshop Schedule including some 2018 dates.
• SMX & registration info

We hope to see you in October. So far, 2017 has proven to be have been an exciting year in Paid Search 🙂