Google Ads (AdWords): Search

Google Ads is Google’s pay-per-click advertising platform, and an absolute must as part of any Search Engine Marketing strategy. Let us show you how to take control of your PPC with our Google Ads (AdWords): Search training courses.
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Standard & Advanced 1 day
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 on 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.
Counts towards your CPD (7hrs)

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 optimised and generate maximum results from paid search.

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 Search Engine Marketing campaigns to effectively expand your account.

Our courses are available at our training venues in the Rosebank Link, Johannesburg or Umhlanga. We also offer private training at a location of your choice or via Virtual Classroom.

Course overview
  • Standard
  • Advanced
Who should attend:
Our Google Ads: Search - Standard course is accredited by CPD and 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. By attending this course it will contribute to 7 hours of your CPD learning hours.
Walk away with the ability 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 Setup Walkthrough
  • Campaign setup
  • Ad group setup
Upcoming courses
Johannesburg
Google Ads (AdWords): Search Standard
Thu, Oct 31 2019
R4,999 ex VAT
ADD TO BASKET
Johannesburg
Google Ads (AdWords): Search Standard
Thu, Dec 12 2019
R4,999 ex VAT
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Umhlanga
Google Ads (AdWords): Search Standard
Tue, Dec 17 2019
R4,999 ex VAT
ADD TO BASKET
Johannesburg
Google Ads (AdWords): Search Standard
Thu, Jan 23 2020
R4,999 ex VAT
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Johannesburg
Google Ads (AdWords): Search Standard
Thu, Mar 05 2020
R4,999 ex VAT
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Umhlanga
Google Ads (AdWords): Search Standard
Mon, Mar 23 2020
R4,999 ex VAT
ADD TO BASKET
Who should attend:
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 optimisation and share our insider tips and advice.
Walk away with the ability 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
  • Macro and micro testing
  • Analysing results
  • Ad extensions
Reporting
  • Impression share
  • Change history report
  • Segmentation reports
  • Auction insights report
  • Demographic reports
  • Bid modifiers
Optimisation
  • Investigating performance
  • Quadrants and filters
  • Non-converting keywords
  • Converting keywords
  • Performance filters
  • Optimisation 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
Upcoming courses
Johannesburg
Google Ads (AdWords): Search Advanced
Fri, Nov 01 2019
R4,999 ex VAT
ADD TO BASKET
Johannesburg
Google Ads (AdWords): Search Advanced
Fri, Dec 13 2019
R4,999 ex VAT
ADD TO BASKET
Umhlanga
Google Ads (AdWords): Search Advanced
Wed, Dec 18 2019
R4,999 ex VAT
ADD TO BASKET
Johannesburg
Google Ads (AdWords): Search Advanced
Fri, Jan 24 2020
R4,999 ex VAT
ADD TO BASKET
Johannesburg
Google Ads (AdWords): Search Advanced
Fri, Mar 06 2020
R4,999 ex VAT
ADD TO BASKET
Umhlanga
Google Ads (AdWords): Search Advanced
Tue, Mar 24 2020
R4,999 ex VAT
ADD TO BASKET
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