The AdWords 201 course expands on the basics introduced in AdWords 101. Now that you know how AdWords works, we move on to how to develop your campaign for maximum performance.
We spend more time on keyword list optimization and introduce additional tools, including the AdWords Editor. Attendees also learn how to diagnose the health of their campaigns, determine return on investment (ROI), and adjust bids. We then look at the possibilities available on the display network with contextual, placement and demographic targeting options.
AdWords 201 attendees should have either attended AdWords 101, or have an equivalent level of knowledge. To get the most out of the course, it is important that you are already familiar with the basics of campaign creation, keyword match types, and creating ads.
AdWords 101 and AdWords 201 are always offered on consecutive days so that you can continue and build on your learning. Taking both classes together is useful because one day is not enough to cover all of the tools and features of the system. AdWords 101 focuses on how the system works and how to set it up properly. The second day, AdWords 201, allows you to learn about fine-tuning campaigns, using additional tools and more advanced techniques.