1 day course 
Supporting material 
Virtual, Private Whether you're a beginner or looking to refine your expertise, this one-day training course will ensure you get the basics spot on and set you up for paid search success with Google Ads.
With this course, you’ll master the essentials of Google search ads and discover how to elevate your PPC campaigns to the next level. You’ll learn how paid search works, understand the auction process, and gain expert tips on optimising your ads and campaign setups for maximum performance.
You’ll leave the session having learned 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 via virtual classroom from any location in the US or globally. We also offer private training virtually or in person at any location of your choice.
For those looking for more advanced techniques, we also offer our Google Ads: AI Powered Performance course.
Course overview
Who should attend:
Our Google Ads: Fundamentals 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 in line with current best practices
- 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 optimise your activity in order to improve the performance of a campaign i.e. keyword mining and bid adjustment
Course agenda
- How are SEO and PPC different?
- The search engine landscape
- The key search players
- How does the auction work?
- Ad, rank, quality score and key metrics
- How quality score affects your CPC
- PPC best practice
- What's a campaign?
- What's an ad group?
- What's a keyword?
- What's an ad?
- Campaign vs. ad group
- Generating keyword ideas
- Google Keyword planner
- Keyword match types
- Negative keywords
- Using negatives intelligently
- Campaign and Ad group best practice
- 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
- Daily, weekly and monthly tasks
- Common mistakes