1 day course 
Supporting material 
Classroom, Virtual, Private As a Google Marketing Platform Certified Partner, we’re perfectly placed to help you deliver winning Google Ads campaigns. Take control of your search advertising and maximise the return on your investment with our expert-led training workshops.
Choose from two hands-on learning options:
Google Ads Search Standard: Master the fundamentals of PPC, campaign setup, and ad creation to launch effective Google Ads campaigns.
Google Ads Search Advanced: Elevate your skills with in-depth strategies, advanced techniques, and configuration to maximise efficiency and ROI.
With both courses, you’ll learn 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 a location of your choice across the UK, globally or online.
Course overview
- Standard
- Advanced
Who should attend:
Our Standard Google Ads 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.
What you'll learn:
By the end of this course, you will be able to:
- Explain the mechanics of how the bidding auction works
- Create campaigns and ad groups with a full understanding of the different settings
- Choose the right keyword match types and use them to ensure you efficiently capture all relevant searches
- Write compelling ad copy and implement all the basic ad extensions at your disposal
- Pull reports and execute standard imitation techniques in order to improve the performance of a campaign i.e. keyword mining and bid adjustment
Course agenda
- How are SEO and PPC different?
- The key search players
- Key targeting features
- How does PPC work?
- Key metrics
- How quality score is calculated
- Quality score benefits
- What influences quality score
- Click-through rate
- Relevancy
- Landing page quality
- How quality score affects your CPC
- How the Google Ads auction works
- How are search accounts structured?
- What’s a campaign?
- What’s an ad group?
- What’s a keyword?
- What’s an ad?
- Campaign vs. ad group
- Optimisation levers
- Generation keyword ideas
- Google Keyword Planner
- Keyword match types
- Close variants
- Broad match modified
- Negative keywords
- Using negatives intelligently
- Keyword mining
- Campaign and Ad group best practice
- What are text ads?
- Anatomy of Google Ads ad copy
- Tips for writing good ads
- Ad extensions
- Ad disapprovals
- Bid management
- Landing pages
- Ad copy
- Campaign settings
- Keywords
- Daily, weekly and monthly tasks
- Common mistakes
- Campaign set-up
- Ad group set-up
Upcoming courses
Who should attend:
Our Advanced course is for those who are already running Google Ads campaigns in-house. You’ll already understand the terminology and might be thinking of bringing your campaigns in-house from a third party.
Whereas in the standard course we focus on the initial set-up, creation and methodologies, in the advanced course we go more into optimisation and share our insider tips and advice.
What you'll learn:
By the end of this course, you will be able to:
- Create advanced, well structured search campaigns (including naming conventions)
- Use advanced reporting features and data effectively
- Run and analyse robust ad copy tests to drive the highest possible click-through rate
- Distinguish between the different ad extensions, decide which are relevant and how to implement them
- Use Remarketing Lists for Search Ads (RLSA) to optimise your activity
Course agenda
- Benefits of a good account structure
- What bad looks like
- What good looks like
- Campaign naming conventions
- Ad group best practice
- Keyword match type recap
- Common keyword Issues
- Low search volume
- Low quality score
- Below first page bid
- Filtering and saving views
- Negative keywords
- Campaign negative lists
- Negative keyword strategy and implementation
- Routing keywords
- What makes a good piece of ad copy?
- Ad copy testing
- Analysing results
- Ad extensions
- Impression share
- Auction insights report
- Demographic reports
- Change history report
- Search terms report
- Investigating performance
- What is RLSA?
- Benefits of RSLA
- Creating audience lists
