Course Overview You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives. Understanding AdWords Lingo To begin, participants will learn some key terms, including AdWords, search engine optimization, clickthroughs, impressions, and pay per click (PPC) ads. Participants will also review their pre-assignment. Creating an AdWords Strategy This session will show participants how to make the most of their PPC budget. First, planning steps will be discussed. Then, participants will learn about choosing keywords for their PPC campaign, including long tail vs. short tail strategies. Ad groups will also be covered. Creating a PPC Campaign Next, participants will learn about PPC budgeting. They will also learn what the Google quality score is, how to view it, and how to improve it. Designing Your Ads In this session, participants will learn why ad copy is so important in a PPC campaign. They will learn how to choose appropriate language, use persuasive techniques, and structure an ad. They will also learn about some pitfalls to avoid. Looking at Success The final session of the course covers reviewing and revising ad campaigns. First, key metrics (including conversion and clickthrough rate) are discussed. Then, some ways to increase success (such as split tests and the Google Display Network) are covered. Finally, participants will learn about keeping up to date with changes and continuing their learning. Workshop Wrap-Up At the end of the course, students will have an opportunity to ask questions and fill out an action plan.