The document outlines an Adwords training program that includes 7 meetings to teach participants how to create an effective Adwords campaign, with topics ranging from targeting strategies, writing ads, setting up accounts and campaigns, optimizing campaigns using tools like Quality Score and negative keywords, and testing techniques like dynamic insertion and A/B testing of landing pages. Each meeting lists the key things to be learned, includes a discussion, and assigns hands-on activities for participants to work on like creating sample campaigns, ads, and reports to analyze campaign performance.

1. Meeting
#
Date What you are
supposed to learn
Plenary meeting
discussion
Hands-on Resources
(videos unless
otherwise
stated)
1 Jan
17
Meta discussion
1) How to make an
Adwords targeting
strategy for your
business.
2) Landing pages
1) Demonstrate
the Adwords
targeting table
2) Explain
multiply.com
hands-on
3) Explain URL
tagging
4) Explain landing
pages
1) Make an
Adwords targeting
table for your
businesses
2) Advertise using
multiply.com
promote (make
sure to tag your
destination URLs)
3) Make the
appropriate landing
pages for your ads
Five Pillars of
Adwords
What is Adwords
Ten Minute
Adwords
Does Your
Landing Page
Seal the Deal?
Chapter 4 of
Web Design for
ROI: Landing
Pages
2 Jan
24
1) Online ad
copywriting
2) Opening an
Adwords account
1) Workshop on
ad copywriting
using different
techniques
2) Iterations in
online ad
copywriting
1) Create a sample
Adwords account
(not the one you will
use for the
competition)
2) Iterate
multiply.com ads
How to write
great ads
Chapter 6 of
Google Adwords
for Dummies:
Writing Magnetic
Ads
Chapter 4 of
Advanced
Google
Adwords: Writing
Compelling Ads
3 Jan
31
1) Learn how to
compute standard
online marketing
metrics (eg, CTR,
conversion rates)
2) Learn where to
get the data
1) Demonstrate
where to get the
data and how to
compute
1) Make a report for
your multiply.com
campaign (before
and after iterations)
/ comparison before
ads
Is Adwords
working?
Google Analytics
Intro
Adwords math
(TBD)
4 Feb
7
1) Learn how to
architect an Adwords
account
2) Adwords Editor
3) Keyword tool and
contextual targeting
tool
1) Overview of
Google Adwords
account options,
creation of
campaigns and ad
groups
2) Demo Adwords
Editor
3) Demo tools
1) Create Adwords
campaigns and ad
groups (discuss
face-to-face next
week per team) (no
need to tag ads!)
Adwords
Account
Structure
Keywords for
Adwords
Pp 192-195 of
Advanced
Google
Adwords:
Creating Highly

2. Relevant Ad
Groups
5 Feb
14
1) Understand
Quality Score and
how to optimize
using it
2) Negative
keywords
3) Optimization using
relative CTR
4) Optimization using
on-site behavior
(Google Analytics)
1) What is
account
optimization?
2) Explain QS
3) Explain
Negative
keywords
4) Explain
Optimization using
relative CTR
5) Explain
optimization using
on-site behavior
1) Optimize real
campaigns
2) Measure and
report results
Guides (TBD)
Explanation of
Quality Score
(text)
6 Feb
21
No meeting (I’m
incommunicado the
entire week)
7 Feb
28
1. Dynamic
keyword insertion
2. Opportunities
tab
3. Landing page
A/B testing
1) Demo dynamic
keyword insertion
2) Demo
opportunities tab
and how to use it
3) Explain A/B
testing
1) Create a DKI ad
group
2) Create A/B
landing pages for
testing
Dynamic
Keywords
Insertion
8 Mar
6
1. Dynamic keyword insertion
2. Opportunities tab
3. Landing page A/B testing