DMAnc.org Online Certification Workshops

Spring Discount: 20% Off
Free Lifetime Workshop Updates

Individual live online workshops $250 each, Now $200 each

Special Series Pricing: All three Google Ads live online workshops for $750 $425. Enroll here.

(Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

This three-part Google Ads series is led by Andreas Ramos, author of 18 books on digital marketing, Social Media, and Content Marketing. He was the Head of Global SEO at Cisco, where he worked with 44 languages in 85 countries. He has also founded three digital agencies (one with 170 staff) and was the head of the digital agency at Acxiom, which did digital marketing for Fortune 200 companies. Andreas has trained dozens of interns and staffers and he shares that knowledge with you. In three webinars, you’ll learn Google Ads from one of the leading experts in Silicon Valley.

Part 1: Google Ads Fundamentals

Individual live online workshops $250 each, Now $200 each. Enroll here for Google Ads Fundamentals LIVE.

Special Series Pricing: All three Google Ads live online workshops for $750 $425. Enroll here.

What You’ll Learn in this Workshop:

You’ll learn how to optimize your search engine marketing (SEM) in Google Ads to increase leads, sales, and ROI. You will get actionable tactics and strategies that you can apply to your organization. The workshop is hands-on with walk-throughs of the key tools. You’ll also see lots of examples of what works (and what doesn’t work).

Throughout this course, we will use two example companies in B2C and B2B. These examples let you see how to apply the course to your work. You get copies of the video and PowerPoints so you can later review the presentation to make sure you get all of the details. And much, more….

Wherever possible, Andreas adds tips, notes, and insights to the slides, so you get information and his experience.

Key Takeaways:

  • After a few quick slides to show why you must use Google Ads, we dive into how to optimize your Google Ads account.
  • We’ll cover how a Google Ads account is structured, its limits, and how to get around those limits.
  • You’ll see how to set up and manage large accounts.
  • We look at the two major categories of searches at Google, informational and transactional, and how they matter .
  • You’ll see eight ways to find the keywords (and your competitors’ keywords) and keyword phrases that your target audience uses.
  • We’ll show you several simple spreadsheet tips to change keywords into lower cases in an easy step or translate your keywords in 16 languages (or more) for free. There is also a simple tool to create permutations of keywords.
  • How to test those keywords to find the best ones.
  • How to sort keywords into the phases of your buying cycle or purchase funnel.
  • You’ll be able to use the best keywords in your Ads account.
  • Finally, we’ll do a walk-through of a Google Ads account.
  • And of course, how to reach the Support team at Google Ads.

Part 2: Google Ads Intermediate

Individual live online workshops $250 each, Now $200 each. Enroll here for Google Ads Intermediate LIVE.

Special Series Pricing: All three Google Ads live online workshops for $750 $425. Enroll here.

What You’ll Learn in this Workshop

In this workshop, you’ll see how to add keywords to your account, how to use all five match modes, and how to test to find the best ones. How keywords, ads, and landing pages work together in Google Ads, with an example of text ads, image ads, and the landing page.

After that, we dig into the types of ads, including Expanded Text Ads (ETAs), Responsive Text Ads (RTAs), and Dynamic Search Ads (DSAs), and how they work.

You’ll learn cool tricks with dynamic insertion that let you set up countdown clocks (“Offer ends in 4 days, 6 hours, 22 minutes!”), or the city (“Available in Dallas”) in your ads. Other bits of code let you give special offers to mobile users or returning visitors. You get the code and examples that you can copy, paste, and edit for your ads.

Finally, we look at A/B Split Testing. You’ll see how to do this without any special software. You’ll also see how to tell which ad is statistically better just by adding a small number. And much more….

Wherever possible, Andreas adds tips, notes, and insights to the slides, so you get information and his experience.

Key Takeaways:

  • The four keyword match modes, including negative keywords, how they differ, and how to use them.
  • How to easily add thousands of keywords to your account.
  • How keywords, ads, and landing pages work together in Google Ads, with an example of text ads, image ads, and the landing page.
  • You’ll see where your ads appear in the Google search engine, on Google sites such as Gmail, Maps, and so on, plus the several million sites in the Google Ads distribution network.
  • We cover the types of ads in Google Ads, including Expanded Text Ads (ETAs), Responsive Text Ads (RTAs), and Dynamic Search Ads (DSAs) with an example of actual data.
  • How to use dynamic insertion in your ads so your visitors’ keywords are inserted into your ad, live countdown clocks (“Offer ends in 4 days, 6 hours, 22 minutes!”), or location (“Available in Dallas”).
  • You can also use dynamic insertion code to show offers to different audiences. For example, new visitors see a 10% offer and returning visitors see a 30% offer.
  • You can also use dynamic insertion code to insert an image from your landing page into your text ad, such as an image of the product, your company logo, and so on.
  • Responsive Display Ads (RDAs) let you create ads that self-adjust to any device screen.
  • We also show you a tip on how to get your ad to take over the entire mobile screen so your ad is the only thing your visitors see.
  • You can use dynamic insertion for mobile ads, so desktop visitors see one offer while mobile visitors see another offer, such as “Free shipping for mobile orders!”
  • We look at the difference between contextual and behavioral display ads.
  • How to get ideas for display ads.
  • How to use remarketing.
  • A few slides with notes on ad fraud.
  • How to understand the data to see which is the best ad.
  • You can use A/B Split Tests to test ads so you can develop the best ad (with examples and data). You can use A/B split tests without any special tools. You’ll be able to get your team of interns to write better ads than people with 10 years of experience.
  • A simple way to see which ad has statistical confidence in an A/B split test. With an easy trick, you can quickly pick out the best ads.
  • And finally, see the app for Google Ads so you can manage ads on your phone while you’re on the sofa, on the beach, or in bed at 4 a.m.

Part 3: Google Ads Advanced

Individual live online workshops $250 each, Now $200 each. Enroll here for Google Ads Advanced LIVE.

Special Series Pricing: All three live online Google Ads workshops for $750 $425. Enroll here.

What You’ll Learn in this Workshop:

In this workshop, we’ll roll up the shirtsleeves and dig into the Google Ads engine. You’ll see how the bidding system works. When you understand that, you can use lower bids and lower budgets to get better results than your competitors. We’ll also discuss how Google Ads uses Quality Score to set the ranking position of your ad and how much you’ll pay for the click (your cost-per-click).You’ll see how to optimize your Google Ads account for maximum results by managing bids to KPI’s. The workshop also covers software from Google that lets you manage dozens of accounts in one account. How to use Google Ads recommendations is another powerful Google tool that lets you make global changes to your account in a few steps.

Finally, a series of slides, based on Andreas’ experience with dozens of global companies, show you how to manage Google Ads by time zones, continents, and languages. And much more…

Wherever possible, Andreas adds tips, notes, and insights to the slides, so you get information and his experience.

Key Takeaways:

  • The origins of search engine advertising and Google’s auction system.
  • How the Google Ads bidding algorithm works (with examples and comparisons).
  • How Google Ads uses Quality Score to set the ranking position of your ad and how much you’ll pay for the click (your cost-per-click).
  • How to improve your Google Ads Quality Score.
  • How to set bids, manage bids, and manage your budget.
  • By understanding how the Google bidding algorithm works, you can use a lower budget and lower bids, yet your ads will show more often, rank higher, and cost less per click than your competitors (you can bid $0.25 and rank higher than a competitor who bids $5.)
  • How to use Google Ads Recommendations (and a quick hack).
  • How to optimize the bids for the KPI’s.
  • How to use portfolio theory for your ad groups.
  • How to calculate KPI’s (Key Performance Indicators) with the free KPI eBook.
  • Notes about automated bid management tools.
  • How to manage keywords by metrics.
  • Are the keyword projections for traffic and bids from Google or SEMRush real or fake? What can you use in that data?
  • An example of a large account with 200,000 keywords where cost-per-click (CPC) fell from $0.76 to $0.07, clicks jumped from 52 clicks per day to 17,650 clicks per day, and the click-through-rate (CTR) went from 0.12% to over 8%.
  • We’ll look at a tool that lets you manage several accounts.
  • We’ll also look at another tool that lets you manage hundreds of thousands of keywords.
  • A few notes about Microsoft Advertising.
  • Managing global ad campaigns by time zone, continents, and languages.
  • Notes on the use of segmentation in Google Analytics to understand your data.
  • Voice search in Google and other services.
  • How to use Google Foundation Grants as a test bed for Google Ads.

Materials Provided:

  • Video of the presentation with slides and audio.
  • PDF of the complete presentation.
  • The KPI eBook by Andreas explains KPI’s, including CPL (Cost-per-Lead), CPA (Cost-per-Action), BEP (breakeven point), and more. Written by Andreas and a Harvard MBA.
  • Spreadsheet to collect and manage thousands of keywords.

The Presentation:

  • The workshop is hands-on and practical.
  • The workshop is live so that you can ask your questions.
  • Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.
  • Step-by-step instructions in numbered lists with the links so you can do this yourself.
  • Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
  • The presentation features two example companies in B2C and B2B. You can apply these examples to your company, non-profits, and other organizations.
  • List of selected items for additional reading.

Who is the course for?:

  • Marketing managers, digital marketing managers, SEM managers, or anyone managing paid search marketing.
  • Agencies to improve their SEM services.

Instructor: Andreas Ramos, Author of 18 Books on digital marketing.

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

The session provided an excellent overview of SEO, and the basics for analyzing and optimizing our sites.

Beth MakoseyPrincipal at Makosey Communications

Overall content of the class was very detailed. Instructor was concise and direct in his explanations, and had a clear sense of direction in his presentation.

Isaac MuckWebsite Data Analyst

This was great, answered 99% of my Google questions in an efficient 2 hour format.

Steve NewmanPresident, Founder and CEO at Rock.com

Very relevant and timely, presented in easy to understand fashion.

Steve McConnellVP Marketing at Vanguard Cleaning Systems, Inc.

Slides were very detailed and informative.

Rolando RodriguezMarketing Manager - Fremont Bank

Lots of excellent data. Great actionable information tools and guidelines.

Robert CallaghanEnterprise and Cloud Solutions Marketing - Sandisk

Great technical info – very usable! Thanks!

Rachel ArtzVine Connections, now at Global Business Marketing (Facebook)

This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.

Lynn OrlandoSenior Manager, Marketing - Western Digital Corporation

Discussed strategy and practical tips.

Diana LaPointVP/Marketing Manager - First Northern Bank

Smart use of language that lined up with the presentation.

Thomas KeadyMarketing Associate at RSM US LLP

Great preso!

Maeve NaughtonPartner (VAR, ISV) Marketing - Intacct

This workshop is a great idea and great job pulling together.

Gina VarelaSenior Global Campaign Manager, Enterprise Marketing - Veritas Technologies LLC

Comprehensive coverage of available tools. Examples and best practices of different tactics.

Thea CopelandDirector of Marketing at Buckles-Smith Electric

Love all the case studies shared from the panelists.

Nancy OzawaSenior Vice President, Marketing at PCBB (Pacific Coast Bankers’ Bank)

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraMPH - Senior Manager, Strategic Development at Practice Fusion

Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.

Rocco SantoroGrowth Architect, Business Catalys, Ecosystem Developer, Advisor - GISTICS Incorporated

Provided a great start to the presentation that was though out and beneficial.

Thomas KeadyMarketing Associate at RSM US LLP

The content and information of the presentation was awesome and the instructor clearly and effectively communicated the teaching, It would be great if the actual presentations slides had less words and were a bit more designed and polished to help visually assist the concepts and learnings.

Heather SuburuSr. Marketing & Communications Manager - Contiki Holidays

DMA always provides great speakers on timely topics.

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

John clearly knows his area of expertise. A very broad topic with many layers is hard to convey in a brief timeframe, and he was quite effective in doing so.

Ken BerryPresident - Pro Horizons

Excellent subject matter and panel. Keep them coming.

Patty ColemanSenior Graphic Designer, ReMark Group

Excellent overview , this made my time worthwhile today!

Diane RamesLaw Office Administrator, Gwilliam Ivary Chiosso Cavalli & Brewer

Important updates and discussion on critical B2B lead generating efforts.

Ernest KhirallahVice President Marketing & Corporate Communications, Cooperative of American Physicians, Inc.

A great collection of information that I [will] begin to implement immediately into my direct marketing strategies.

Elizabeth InpynFounder, INPYN Nutrition & Consulting

Well prepared presentations w/real world examples and speakers.

Steve BorgDirect Marketing Specialist, BorgDirect Marketing

I found the material relevant, timely & current. This is info that you can’t get anywhere else. Audience participation makes the day.

Karla HaleyMarketo & Salesforce.com Consultant

Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.

Judy FriedmanVice President, Strategic Client Communications and Engagement Consultant, WellsTrade Online Brokerage

Yes! Every time I attend a DMA luncheon, I walk away pleased w/the investment of my time. It is always worthwhile for me to carve out the time.

Carrie BeamOwner and Principal, Carrie Beam Consulting

Very valuable info that can apply across verticles.

Kate CoghlanMarketing Professional and Health & Wellness Enthusiast, Transiris Corporation

Really liked the forum – panel discussion. Great, knowledgable speakers, work well together.

Kathy SchmidtStrategic Initiatives, SAP SuccessFactors

Just a bunch of great insights & tips.

Whit MagorBusiness Solutions Representative, KP LLC

Really liked the various backgrounds of the speakers & different perspectives they brought!

Kim JohnsonEVP, Managing Director, HERO Marketing & Advertising

Very well run, comfortable setting to ask questions in & I appreciate the different perspectives of the panelists.

Lindsey O’BrienAccount Manager, Gunderson Direct, Inc.

Incredible presentation! Engaging and insightful until the very end!

Adelaide HillAssociate Product Marketing Manager at Infoblox

What a wonderful way to spend an afternoon – eating a delicious lunch and learning about valuable marketing topics.

Chris OtchyCopy Writer, Content Strategist and Internet Marketing Professional, Willis Towers Watson’s OneExchange

Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

Detailed, in-depth information across social platforms that you can’t find elsewhere.

Jeannine VaughanMarketing Leadership, Vaughan & Company

The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.

Jeff HorningAccount Executive at Business Wire

Real-world true-life tales from the frontline of B2B marketing.

Rajesh KrishnanB2B Marketer Building Engines for Growth, Synack, Inc.

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraSenior Manager, Strategic Development, Practice Fusion

A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.

Kyoko RamirezMarketing, Hitachi High Technologies America

Very informative & entertaining. Learned a lot in two hours.

Karen OlsonVice President of Marketing, CalChamber

Excellent presentation about a very interesting business topic.

Michelle WaltersDigital Marketing Strategist & Customer Success Manager, Marvel Marketers

DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing

This workshop gave a great overview of the insight that Google Analytics can provide. Though I have been using Google Analytics for years this course still provided new ways of thinking and reporting that I will be applying when analyzing my company’s website.

Barret GuildDigital Marketing Specialist
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