COURSE OVERVIEW

  • icon1 day course
  • icon Certificate of Attendance
  • iconIn-Person, Live Online, Private
    info-icon

Whether you're a beginner or looking to refine your expertise, this one-day training course will ensure you get the basics spot on and set you up for paid search success with Google Ads.

With this course, you’ll master the essentials of Google search ads and discover how to elevate your PPC campaigns to the next level. You’ll learn how paid search works, understand the auction process, and gain expert tips on optimising your ads and campaign setups for maximum performance.

You’ll leave the session having learned to boost ad efficiency, reduce cost per acquisition and generate more leads and sales through Google pay-per-click search advertising.

Our Google Ads courses are available at our training centre in The Shard, London or via virtual classroom. We also offer private training at any location of your choice across the UK, globally or online.

For those looking for more advanced techniques, we also offer our Google Ads: AI Powered Performance course.

What you’ll learn

By the end of this course, you will be able to:

  • iconExplain the mechanics of how the bidding auction works
  • iconChoose the right keyword match types and use them to ensure you efficiently capture all relevant searches
  • iconPull reports and optimise your activity in order to improve the performance of a campaign i.e. keyword mining and bid adjustment
  • iconCreate campaigns and ad groups in line with current best practices
  • iconWrite compelling ad copy and implement all the basic ad extensions at your disposal
  • iconUse advanced reporting features and data effectively

Course agenda

What is PPC?

  • How are SEO and PPC different?
  • The search engine landscape
  • The key search players
  • Campaign naming conventions
  • Ad group best practice

Keywords

  • Keyword match type recap
  • Broad match keywords - revamped
  • Common keyword issues

The Search Auction

  • How does the auction work?
  • Ad, rank, quality score and key metrics
  • How quality score affects your CPC
  • PPC best practice

The Anatomy of a Search Campaign

  • What's a campaign?
  • What's an ad group?
  • What's a keyword?
  • What's an ad?
  • Campaign vs. ad group

Keywords

  • Generating keyword ideas
  • Google Keyword planner
  • Keyword match types
  • Negative keywords
  • Using negatives intelligently

Campaign Structure

  • Campaign and Ad group best practice

Ad Copy

  • What are text ads?
  • Anatomy of Google Ads ad copy
  • Tips for writing good ads
  • Ad extensions
  • Ad disapprovals

Optimisation

  • Bid management
  • Landing pages
  • Ad copy
  • Campaign settings
  • Keywords

Optimisation Schedule

  • Daily, weekly and monthly tasks
  • Common mistakes

Who it's for

Our Google Ads: Fundamentals course is for professionals looking to improve their understanding of PPC and Google Ads. You may want to increase your knowledge so you can work better with your agency, or be directly responsible for running your own campaigns and looking to improve their performance. This course will empower you to do both.

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