GOOGLE AdWords: Fundamentals Online

Google AdWords: Fundamentals (Online Training)

Live, instructor-led training

This training is designed for those who are just getting started with Search Engine Marketing (SEM) and Google AdWords, or have staff who are new to AdWords.  Our hands-on Google AdWords course focuses on how Pay-Per-Click (PPC) works, how to create and structure your company’s account, and how to create a positive ROI paid search campaign from start to finish. We use real business examples and live accounts to demonstrate the foundations of running a successful AdWords campaign. This online training is a three-hour version of our all day, in-person AdWords Fundamentals training. Click Here to learn about our in-person AdWords Fundamentals training. See below for a complete agenda.

Learn from Cardinal Path trainers who are not only certified instructors, but also seasoned industry veterans with years of experience. Cardinal Path was recently named the Digital Analytics Association’s Most Influential Agency/Vendor of the year!

N What’s Covered in this Google AdWords Fundamentals Online Training?

  • Understanding what Search Engine Marketing and Google AdWords are, and how they fit into your SEM strategy
  • How Quality Score works and why it’s so important in the AdWords auction
  • How to structure your company’s account, campaigns and ad groups to position your company for online marketing success
  • How to research, identify and refine keywords and match types to effectively expand your marketing reach, including negative keywords
  • Tips for writing great text ads that will stand out from the competition and how to make the best use of ad extensions
  • Creating your first campaign and targeting users by geography, language, device, and day of week / time of day
  • Understanding the reporting features of AdWords and leveraging key user interface components
  • Tracking conversions
N Agenda
  • Overview – How Google AdWords plays a role in your overall online advertising, goal setting and strategy definition
  • Search Deconstruction – How and where your Google AdWords ads will show, navigating the AdWords auction, quality scoring and ad copy breakdowns
  • Account Architecture – How accounts should be structured and how to master the AdWords interface
  • DIY Campaign: How to set up an AdWords campaign, including free resources to help build your strategy and get your campaigns live using the best targeting, keywords, ad copy and extensions
  • Post-Live Check – Check all of your elements to make sure your campaign is set up correctly


This course does not require prior knowledge of AdWords. However, please ensure you have a basic familiarity with the interface prior to attending. It is also recommended that you reflect upon what you want to take from this course. Please visit to set up your AdWords account.

Follow up this course with Google AdWords Reporting and Optimization Online. Or take a look at our full-day classroom training in a city near you.

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