Course summary

Google Ads (AdWords) is one of the most targeted methods of online advertising, where you can place your search results in front of potential customers at the very moment that they’re searching for the products or services you offer. Today, successful pay-per-click (PPC) advertising relies heavily on Google’s built-in AI tools, automated bidding strategies and machine learning models. However, to get the best return from your budget, you need strong foundational management and human oversight.

Whether you are considering using Google Ads for the first time, or are already running an account, this course will show you how to combine AI-powered campaign features with proven best practices, great tools and the data insights you need to understand how your advertising is working and what could be improved. Learn how to set up and run a successful Google Ads campaign and get the greatest return from your budget in this interactive short course.

Aims

This course aims to give you a step-by-step guide to setting up high-performing ad campaigns, leveraging Google’s AI and machine learning tools, and using performance data to optimise your account for the maximum return on investment.

Learning outcomes

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

• setup and efficiently manage your Google Ads (AdWords) campaigns using smart automation and manual controls
• increase targeted traffic and leads through your websites
• understand all the key metrics to review your ad spend
• improve the performance of your existing Google Ads campaigns
• write powerful ad content with the help of AI tools
• increase conversions for leads and ecommerce goals
• use automated bid strategies to reduce your current Google Ads customer acquisition costs.

Content

• The pros and cons of using Google Ads
• Key features & terminology used
• The Google Ads Account Hierarchy
• Planning and creating effective campaigns
• The role of AdGroups
• Researching and using keywords & match types
• Creating great adverts & landing pages
• Conversion tracking methods
• Integrating Google Analytics with Google Ads
• Using AI-driven strategies
• Reviewing & understanding data reports
• Optimising your campaigns
• Keyword performance & quality score
• Measuring & testing Ads
• Using the Google Display Network (inc Remarketing)
• Overview of Google Ads Editor

Prerequisites

Some familiarity with Google Ads is recommended, but not essential.

Who this course is for

Suitable for business owners, marketing, advertising & business development professionals or webmasters who want to promote their business to people searching online.

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Materials

Course materials are shared electronically.

What you need to do before the course

To participate in this course, you will need your own Google Ads account. Please bring your account login details to class.

Face-to-face classes

Please bring your laptop with the required accounts set up in advance.

Online classes

For the best experience, we recommend using a computer with a large monitor or dual screens/devices. Small laptop screens can make it difficult to follow the facilitator’s display while working in the software.

Course Brochure