Google Ads (AdWords): Search

Google Ads (AdWords): Search

Google Ads is a high converting advertising channel that no online business can afford to run inefficiently. Learn how to take control of your PPC campaigns on our Google Ads (AdWords): Search training courses.

ex TAX

Google AdWords is now known as Google Ads. As a Google Marketing Platform Certified Partner we’ll share our hints and tips to ensure your paid search activity is achieving the maximum return on investment.

Jellyfish began life as a paid search agency. Today we are continuously testing, developing and creating best practices to ensure our clients’ accounts are fully optimized and generate maximum results from PPC. Our Google Ads - Search courses have been designed by our leading PPC practitioners to share this industry knowledge with you.

On the standard course we’ll introduce the fundamentals of Google Ads and show you how to create efficient, well-structured campaigns. On our advanced course you can take your knowledge to the next level and we’ll explore the advanced techniques for developing high impact Google Ads campaigns to effectively expand your account.

Our Google Ads (AdWords): Search courses are available at our headquarters in Baltimore or via private sessions across the USA.

Our private training courses are tailored to your needs, which are ideal if you have a team you want to bring up to speed in the management of PPC activity.

Google Ads (AdWords): SearchStandard1 day Classroom Course

Our Google Ads: Search - Standard course covers the key elements to help you get the most from Google Ads and pay-per-click ads.

We’ll share best practice, talk through keyword methodology, how to write great ad copy, improve quality score, ad extensions, optimization tips and much more. By the end of the course you will have the ability to set up and launch campaigns and be confident to run these campaigns based on your business goals.

What will I learn?
By the end of our standard course you'll have gained the skills to:
  • Understand the terminology and mechanics of how the bidding auction works
  • Create campaigns and ad groups with a full understanding of the different settings
  • Understand the different keyword match types and how to use each one 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
Why should I take this course?
Our Google Ads: Search - Standard course is aimed at professionals looking to improve their understanding of PPC and Google Ads. You may be looking to increase your knowledge so you can work better with your agency or you may be directly responsible for running your own campaigns and looking to improve their performance. This course will empower you to do both efficiently.
Course Overview
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
  • Optimization levers
  • 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
  • Bid management
  • Landing pages
  • Ad copy
  • Campaign settings
  • Keywords
Optimization Schedule
  • Daily, weekly and monthly tasks
  • Common mistakes
Campaign Setup Walkthrough
  • Campaign setup
  • Ad group setup
1 day$499 ex TAX
Upcoming CoursesView all
Mon | November 18 | 1 day
Google Ads (AdWords): Search Standard
Mon | February 10 | 1 day
Google Ads (AdWords): Search Standard

Google Ads (AdWords): SearchAdvanced1 day Classroom Course

The advanced course explores techniques you can utilize in order to more efficiently set up and manage your Google Ads search campaigns to an agency standard.

We look at the ideal setup for your campaigns and ad groups, how to utilize keywords and negative keywords in the most effective way, how to diagnose and solve keyword issues, ad copy testing, advanced reporting, optimization and remarketing.

By the end of the course you will feel inspired and knowledgeable in all key areas of this specialist area.

What will I learn?
By the end of our advanced course you'll have gained the skills to:
  • Fully understand how 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
  • Fully understand all of the different ad extensions, decide which are relevant and how to implement them
  • Understand Remarketing Lists for Search Ads (RLSA) and how to use it to optimize your activity
Why should I take this course?
This level has been designed for those who are already running Google Ads campaigns in-house and understand the terminology or might be thinking of bringing their campaigns in-house from a third party.
Whereas in the standard course we focus on the initial setup, creation and methodologies, in the advanced course we go more into optimization and share our insider tips and advice.
Course Overview
Account Structure & Organization
  • 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
Advanced Ad Copy
  • What makes a good piece of ad copy?
  • Ad copy testing
  • Macro and micro testing
  • Analysing results
  • Ad extensions
  • Impression share
  • Change history report
  • Segmentation reports
  • Auction insights report
  • Demographic reports
  • Bid modifiers
  • Investigating performance
  • Quadrants and filters
  • Non-converting keywords
  • Converting keywords
  • Performance filters
  • Optimization schedule
  • Daily, weekly, monthly tasks
Remarketing Lists for Search Ads
  • What is RLSA?
  • Benefits of RLSA
  • Creating audience lists
  • Remarketing strategy
  • RLSA and the marketing funnel
1 day$499ex TAX
Upcoming CoursesView all
Tue | November 19 | 1 day
Google Ads (AdWords): SearchAdvanced
Tue | February 11 | 1 day
Google Ads (AdWords): SearchAdvanced
Our USPs


Our trainers are all seasoned experts that have extensive experience working in the industry. They will be happy to answer questions on the day or post training as part of our ongoing support.



Jellyfish have first class training facilities, with laptops provided. Our training sessions are held at our headquarters in Baltimore. Or if you prefer a private session, we're happy to travel to a location of your choice.

Food & Drink

Food & Drink

We pride ourselves on providing our attendees with high quality food and refreshments. Both are available throughout the day and we cater for any dietary requirements for you.


Are you looking for a Private course?


Don't miss out

Your data will be handled in accordance with our Privacy Policy

Inspiring and knowledgeable trainer

Gained very practical advice that I could immediately put into practice.

Great environment for learning

The training was relevant, insightful and presented in a fun but professional manner.

They certainly know the digital world

Very useful insights that have paid off time and time again since the course.