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.

If you’re not taking advantage of AI within your search marketing, your competitors will be leaving you behind.

This technical course has been designed by experts in the field, who will share the tips and tricks they have learnt through years of experience.

During the session, you’ll learn how to automate your bidding, create thousands of ads in minutes and set up your search to maximise efficiency and ROI. You’ll discover how 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.

Course overview

Who should attend:

Our Advanced course is for those who are already running Google Ads campaigns and are ready to use Google’s AI Powered tools to maximise their performance. You should already understand the basics and have campaigns you are looking to improve.

What you'll learn:

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

Create advanced, automated, well structured search campaigns (including naming conventions)
Attract more business with better use of Broad Match Keywords
Automate your campaigns with Smart Bidding towards your Business Goals (Cost Per Acquisition, Return on Ad Spend)
Use AI tools to automate your Ad Copy creation to build the perfect ad for every auction
Push your activity further with Performance Max and target more Google properties with one campaign (Youtube, Display, Maps etc)
Use advanced reporting features and data effectively

Course agenda

Account Structure & Organisation

The modern account structure
What bad looks like
What good looks like
Campaign naming conventions
Ad group best practice

Keywords

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

Smart Bidding

How to automate your bidding
Choosing a starting bid
Learning period
Advanced bidding (TRoas, Portfolio Bidding)

Advanced Ads

Responsive Search Ads
Ad copy testing
Analysing results

Performance Max

What is PMax?
Where will my ads show?
Creative for Performance Max
Optimisation

Reporting

Auction insights report
Demographic reports
Change history report

Next Steps:

Keep expanding your knowledge of the Google Ads Platform with some of our other courses, including Google Ads: Display and Google Ads: Shopping.