Google Ads (AdWords): Search

4.8 / 5 Feefo reviews

Looking to sharpen your paid search skills? Choose from our Standard or Advanced Google Ads courses online, in London, or from any UK/global location.

Book this course
£499 ex VAT
1 day course
Supporting material
Classroom, Virtual, Private
Classroom
Face to face, interactive classroom training run from our global training centres.
Virtual Classroom
A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.
Private
A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

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

What is PPC?
  • How are SEO and PPC different?
The Search Engine Landscape
  • The key search players
  • Key targeting features
  • How does PPC work?
  • Key metrics
Quality Score
  • 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
PPC Best Practice
  • 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
Keywords
  • Generation keyword ideas
  • Google Keyword Planner
  • Keyword match types
  • Close variants
  • Broad match modified
  • Negative keywords
  • Using negatives intelligently
  • Keyword mining
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
Campaign Set-up Walkthrough
  • Campaign set-up
  • Ad group set-up

Upcoming courses

Mon, Jul 01 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Fri, Jul 19 2024.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Mon, Aug 05 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Mon, Sep 02 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Fri, Sep 20 2024.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Tue, Oct 01 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Mon, Nov 04 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Nov 21 2024.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Dec 12 2024.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Jan 15 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Jan 30 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Feb 12 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Feb 27 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Mar 12 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Mar 26 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Apr 09 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Apr 24 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, May 14 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, May 29 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT
Wed, Jun 18 2025.Virtual Classroom
Google Ads (AdWords): Search Standard
£499 ex VAT
Thu, Jun 26 2025.The Shard, London
Google Ads (AdWords): Search Standard
£499 ex VAT

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

Account Structure & Organisation
  • Benefits of a good account structure
  • What bad looks like
  • What good looks like
  • Campaign naming conventions
  • Ad group best practice
Keywords
  • 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
Advanced Ad Copy
  • What makes a good piece of ad copy?
  • Ad copy testing
  • Analysing results
  • Ad extensions
Reporting
  • Impression share
  • Auction insights report
  • Demographic reports
  • Change history report
  • Search terms report
Optimisation
  • Investigating performance
Remarketing Lists for Search Ads
  • What is RLSA?
  • Benefits of RSLA
  • Creating audience lists

Upcoming courses

Wed, Jul 03 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Wed, Aug 07 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Aug 16 2024.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Wed, Sep 04 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Wed, Oct 02 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Oct 17 2024.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Wed, Nov 06 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Dec 13 2024.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Dec 20 2024.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Jan 16 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Jan 31 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Feb 13 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Feb 28 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Mar 13 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Mar 27 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Apr 10 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Apr 25 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, May 15 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, May 30 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
Thu, Jun 19 2025.Virtual Classroom
Google Ads (AdWords): Search Advanced
£499 ex VAT
Fri, Jun 27 2025.The Shard, London
Google Ads (AdWords): Search Advanced
£499 ex VAT
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4.8 / 5 Feefo reviews
Independent Service Rating based on 128 verified reviews

Google Ads (AdWords) Advanced

Great trainer, knowledge and insights.

Trusted Customer 1 March, 2024

Google Ads (AdWords) Standard

It was a good course, I just wished they went into more details/technical aspects.

Trusted Customer 24 November, 2023

Google Ads (AdWords) Standard

The session was great - really informative. I have often found in the past that marketing training sessions didn't give me what I needed due to the fact that I don't work for a sector that markets saleable products. However, this wasn't the case at all, and I have come away with some useful tops and info. So much so that I intend to book in a more advanced session. Great venue too!

Julia Inshaw 24 November, 2023

Frequently asked questions

  • Is this course suitable for beginners, or is it for more advanced Google Ads users?

    We have two levels of Google Ads courses focussed on Google Search Ads - standard and advanced. We’d recommend beginners start with the standard course, where you’ll learn the fundamentals of setting up campaigns. The advanced course will then take you to the next level in your understanding of Google Ads strategy and delivery.

  • Are there any prerequisites or prior knowledge required to enrol in the course?

    There are no prerequisites for the standard Google Ads course. The advanced course assumes a degree of knowledge and that you will have had at least some experience setting up campaigns in the Google Ads platform.

  • Can the course help me prepare for the Google Ads certification exams?

    Our Google Ads courses are not directly focussed on preparing you for Google’s Ad Certification, however they will certainly provide you with most of the skills and knowledge required. If this is your goal, we would recommend taking both the standard and advanced courses.

  • Will I receive a certification upon completion of the course?

    On completion, you will be able to add a LinkedIn certification badge that will verify you have passed the course. It also provides a great stepping stone towards Google Ads Certification.

  • Can I access the course materials and resources after completing the training?

    Our full training slides are always provided to those who sit our courses. These will include links to examples, tools and other resources discussed during the sessions.

  • Can the training be tailored to meet specific business needs or requirements?

    Our Google Ads course can all be delivered privately and we can create bespoke content to meet your precise needs. Courses can also be delivered either online or in person at your officers or ours. Speak to our sales team to get more details on private course options.