GOOGLE AdWords 201: Reporting and Optimization

The one-on-one interaction with instructor, both for myself and with other people in the group was great. I liked the practical examples that revealed details that might not otherwise be covered.
Miami attendee, AdWords 201

About Google AdWords 201: Reporting and Optimization

Building on the foundation of our AdWords 101: Fundamentals course, this training will expand on the basics to show you how to make the best use of the tools, reports and features within AdWords, in order to put power behind your campaigns.

Google AdWords will soon become Google Ads, and we will be reflecting this brand change in our content shortly to align with Google’s timelines. Check out our blog post here.

In this course we will dig into reporting, diagnostic and campaign expansion tools, and paid search optimization techniques. With a focus on budget, keywords, ad copy and landing pages, you will learn advanced SEM account management skills that will allow you to run highly effective AdWords campaigns.

In order to solidify this knowledge, we work live from the interface using real business account data. We also show you how to use AdWords Editor and bulk uploads to save time when optimizing your accounts. 

What’s Covered?

This advanced AdWords training course picks up where AdWords Fundamentals leaves off, focusing on valuable tools within AdWords to help you stay competitive and get the most return on your PPC investment. Like Fundamentals, this workshop course will help you to learn:

  • Campaign data customization to evaluate performance and align with your goals
  • How to dig deeper into the reporting interface to help refine your campaigns
  • Bidding strategies to hone in on how target audience is searching and how to maximize
  • How to save time by making bulk changes, setting up automated rules, AdWords Editor and how to find the metrics that matter most to your business
  • How to expand and refine keyword lists and continually optimize bidding strategies
  • Ways to diagnose problems in your account and identify changes needed



  • Customizing AdWords Data – Learn how to use features and tools within the AdWords system to identify areas to optimize and save time by focusing on what’s most important for your PPC goals
  • Useful Reports –  Learn the best reports to refine your keywords, stay ahead of and discover where and when your customers are searching for you
  • Optimization Techniques – Learn how to take your campaigns to the next level and get the most out of your AdWords campaigns
  • Advanced Account Management –  Learn bidding strategies for your account based off reporting analysis


Google AdWords: Fundamentals and AdWords: Reporting and Optimization courses together provide a great overall view of the capabilities of Google AdWords and provide individuals with a solid foundation in AdWords.

Find a Google AdWords or Analytics course near you