Google Ads Search: Fundamentals
New to paid search or looking to strengthen the fundamentals? Learn how Google Search Ads work and develop practical campaign management skills on this live, instructor-led course.
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COURSE OVERVIEW
1 day course
Certificate of Attendance
In-Person, Live Online, Private
Build the foundations needed to manage paid search with confidence. This one-day Google Ads course introduces the essential skills behind well-structured, effective Google Search campaigns.
On this course, you’ll learn how the Google Ads auction works and explore important terminology including keywords, match types, CPC, Ad Rank and Quality Score. We’ll then examine campaign structure, keyword research, responsive search ads, extensions and negative keywords.
Through practical examples, you’ll learn how to organise campaigns, write relevant ads and use reporting data to improve performance. You’ll leave better equipped to manage activity in-house, collaborate with an agency or make more informed decisions about your advertising.
Attend in person at our training centre in The Shard, London, or live online from anywhere in the UK. Prefer a private session for your team? We can deliver tailored courses virtually or at a location of your choice, in the UK or globally.
What you’ll learn
By the end of this course, you will be able to:
- Explain the mechanics of the live Google Ads auction and how Quality Score affects your cost-per-click
- Choose the right keyword match types and implement negative keywords to prevent wasted spend
- Pull performance reports to identify optimisation opportunities and reduce cost-per-acquisition (CPA)
- Build structured Search campaigns and ad groups in line with current PPC best practices
- Write compelling text ads and utilise ad extensions to improve your click-through rate (CTR)
- Understand the role of Search ads compared to Display and Performance Max campaigns
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
This course is perfect for:
- Marketing professionals who are new to Google Ads or want to strengthen their paid search knowledge
- Business owners and in-house teams preparing to manage Google Search campaigns
- Professionals working with an agency who want to evaluate performance and contribute more confidently to campaign decisions
Prerequisites
No previous Google Ads experience is required. The course is designed for beginners and professionals looking to consolidate their understanding of paid search. Access to a Google Ads account may help you apply what you learn after the course, but you do not need an active campaign to attend.
Next steps
Ready to move beyond the fundamentals? Our Google Ads: AI Powered Performance course explores more advanced optimisation techniques, automation and the effective use of AI-powered Google Ads features.
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Google Ads Search: Fundamentals
10:00am – 5:00pmLive Online£499 per personex VATGoogle Ads Search: Fundamentals
10:00am – 5:00pmIn-person at The Shard, London£499 per personex VATGoogle Ads Search: Fundamentals
10:00am – 5:00pmLive Online£499 per personex VAT
- Google Ads Search: FundamentalsDate & time10:00am – 5:00pmLocationLive Online£499per personex VAT
- Google Ads Search: FundamentalsDate & time10:00am – 5:00pmLocationIn-person at The Shard, London£499per personex VAT
- Google Ads Search: FundamentalsDate & time10:00am – 5:00pmLocationLive Online£499per personex VAT
Frequently Asked Questions
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Independent Service Rating based on 132 verified reviews
Reviews
Google Ads (AdWords) Standard
Extremely pleased with the Google Ads Fundamentals Course at Jellyfish. The combination of actionable advise and the expertise and background information the trainers are able to provide has helped us elevate our PPC strategy and we are already seeing results! Always pleased with a Jellyfish Course.
Alisha
Google Ads (AdWords) Standard
Informative and well presented. Would definitely recommend for anyone looking to begin bringing their Google Ads process in house
Iestyn Withers
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