Getting Started with Google Ads

What You'll Learn

Whether your budget is $10 or $10 million, you can advertise your business on Google. That's because you pay only when people click on your ads, making pay per click (PPC) internet marketing one of today's most cost effective and targeted advertising platforms. Attend this workshop to learn how to market your business through sponsored search results on Google using their advertising platform, AdWords.


With one three-hour lecture, you will have the foundation you need to properly set up and launch an AdWords campaign, and the suggested best practices to maintain and optimize the campaign, ensuring long-term success at an ad spend level that any sized business can manage. This workshop focuses on paid search text ads, but also explores other types of Google advertising, such as display network placements and banner ads. We also discuss the differences between paid and organic search results.

This workshop will cover:

  • Google AdWords definitions of key terms including keyword match types, quality scores, click through ratios and more
  • Proper campaign structure
  • Keyword selection
  • Ad copy creation
  • Targeting
  • Budget monitoring
  • Reporting and tracking results
  • Best practices for max ROI

Before you attend:
To get the most out of this workshop, please register for an AdWords account before class at

Who Should Take This

Anyone who wants to increase traffic to their website. This workshop is ideal for people who have never used AdWords and people who already have a campaign but aren't sure if it's working or want to take it to the next level.

Presented By Sam Irwin

Sam Irwin

Sam Irwin has worked in digital marketing since 2004 and has become an "online marketing lifer". Over the years he has managed a wide variety of SEM and SEO products: everything from on-site SEO, content strategy and local search optimization to Pay Per Click and Display advertising. Solving complex problems and creating successful outcomes for clients is what keeps the job fresh after all these years.

After eight years working for local agencies, he founded Eastern Star Marketing which offers a full suite of SEO and SEM services from strategy creation to day-to- day management. By relying on data and experience we build a transparent relationship with each client aimed at leveraging the right channels for the best results.

Specialties include: Online Marketing Strategy, SEO, Content Creation, Pay Per Click (PPC), Display Advertising, Tracking and Analytics, A/B Testing and Conversion Optimization.

BDA Members

(Length: 2 hours, 25 minutes / Large Version: 2.3 GB / Small Version: 870 MB)
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Non-Members: $20.00

(Length: 2 hours, 25 minutes / Large Version: 2.3 GB / Small Version: 870 MB)
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Customer Comments

Really got my wheels turning, ready to spend more on AW.Austin
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Comments For: Getting Started with Google Ads

Big props to Justin. He is the best BDA instructor I've had.julia on 1/15/2015
Tara is a gem! Very knowledgeable and presents in a fun matter with a good sense of humor.John on 12/11/2014
Very helpful! The instructor is great! Very smart and knows how to effectively teach.Suzanne on 12/11/2014
Tara, the instructor, gave good "extras" that I wasn't expecting. Our class had varying knowledge levels and she kept us all engaged.Liz on 12/11/2014
Very engaging instructor. Mr. Rosenthal is very knowledgeable and eager to answer questions.Stephanie on 12/8/2014
This class really explained the importance of keywords and managing accounts. The instructor was patient and easy to understand.Kim on 6/11/2014
Great introduction to Google AdWords! Justin was a great instructor and went at an easy-to-follow yet informative pace.Alex on 6/11/2014
Great value. Sam was very professional and very knowledgeable... was a perfect "10".Larry on 7/17/2013
To the point most important features were taught. Instructor very knowledgeable, good tips/tricks - especially for small budgets.Lisa on 7/17/2013
Great intro to AdWords.Liz on 3/13/2013
[The instructor was] wonderfully knowledgeable and easy to listen to.Holly on 7/16/2012
Great value for my clients! Instructor was incredibly knowledgeable, thorough and informative - thank you!Cheryl on 10/25/2011
Very helpful and thorough information. The instructor was very personable and able to answer questions.Dolly on 10/11/2010
Loved all 3 hours, completely intriguing. Benji was fantastic, knowledgeable, and helpful.Jenna on 10/11/2010
Really got my wheels turning, ready to spend more on AW.Austin on 12/17/2009
Highly interactive, great knowledge base, friendly approachable instructor.Stephen on 12/17/2009

Chapters for Getting Started with Google Ads

Chapter Name Start Time (HH:MM:SS)
Intro and Beginning of Class, Adwords 101 00:00:57
Exercise 1: Keyword Research 00:22:08
Budget Research 00:28:39
Account Hierarchy 00:33:05
Exercise 2: Campaigns and Ad Groups 00:40:54
Match Type and Ad Type 00:45:32
Exercise 3: Ad Creation 00:56:04
Negative Keywords Ready to Load Errors Campaign Settings 01:07:50
Daily Optimization Quality Score 01:23:20
Weekly Optimization Monthly Optimization 01:50:25
Research, Measure, Optimize, Repeat (includes Q&A) 02:01:13
Closing Comments 02:23:56


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