Google Ads: Getting the Most From Paid Search

Formerly AdWords

Paid search is hands-down the most cost-effective way to generate immediate results, but only if you take the time to structure your campaigns and ad groups effectively. Learn the tools and techniques you can apply today to drive the best traffic possible to your website and not overpay for each click. Go beyond theory with a lab-based, hands-on classroom environment and an expert instructor on hand to clarify how each technique applies to your unique business case.

Whether you’ve never used Ads (formerly AdWords) before or you just hit a plateau in your ability to optimize your account, you’re sure to learn techniques to improve your account’s performance.

NOTE: We will use Google Ads for examples and hands-on in class, but all knowledge is easily transferred to Bing Ads as well.

This course can be applied to the Digital Marketing Certificate.


Steve  Robinson

Steve Robinson

Steve Robinson has 19 years of experience in marketing and technology. As founder of Brilliant Metrics, Steve both leads the team and is hands-on with a variety of digital-first marketing programs all designed with efficiency and continuous improvement in mind. ... read more

Who Should Attend

  • Digital marketers who want to learn more about applying paid media to support a larger digital marketing strategy
  • Traditional marketers or media buyers who need to understand digital media buying and paid promotion
  • Social media, web, PR or other marketing specialists who want to broaden their marketing role to include paid media
  • Business owners whose marketing strategy includes or may include a paid media component

Course Outline/Topics

  1. Structuring an effective AdWords account: Campaigns, Ad Groups, Keywords and Ads
  2. Keyword research: finding pockets of intent
  3. Ad copy techniques and best practices
  4. Ad extensions
  5. Measurement, optimization, and iteration

All sessions are Face-to-Face unless otherwise noted.

Date: Wed, Apr 8

Time: 8:30am-4:30pm

Location: UWM School of Continuing Education

Instructor: Steve Robinson


$349 by Wed., Mar. 25.
$374 after Wed., Mar. 25.

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-11915

Registration Deadline: Wed., Apr. 8

Register Now