GA - Introduction to AdWords

When: Thu January 10, 2013 7:00 pm

Organization: General Assembly Boston

Location: GA - Boston, Cambridge Inno Center, 1 Broadway, Cambridge, MA



Students will leave this session with the knowledge needed to build their own AdWords campaigns or confidently manage an outside AdWords agency/consultant.


Finding new customers is a challenge for every business. Getting started with AdWords as a customer acquisition channel can be confusing, expensive and time consuming. In this gentle introduction to AdWords, we will walk through the AdWords interface and explore campaign structure, reporting, keyword match types and quality score. In addition, we will cover new campaign setup, landing page basics, and how to measure success and optimize your campaign.

This class is designed for marketers who have decided to try AdWords advertising, but need help setting up a cost-effective, ROI positive campaign. In particular, it will explain:

  • How Google AdWords works
  • What preparation is required to launch a successful campaign
  • How to select keywords
  • How to write ad copy
  • How to track your progress
  • How to work within a limited budget

About the Instructor(s)


Dale Bertrand
Managing Partner,
Greenway Media

Dale Bertrand runs Greenway Media, a digital marketing agency in Kendall Square, Cambridge. He has over a decade of search marketing experience. In his current role, Dale oversees projects involving organic SEO, AdWords and lead generation. His clients are primarily venture-backed startups, including several TechStars Boston companies. Prior to founding Greenway, Dale started two online lead generation businesses providing search engine based customer acquisition services to clients in the wedding, corporate events and education industries. In his spare time, Dale enjoys tennis, skiing and urban adventures with his two kids.