COURSE OVERVIEW

  • icon1 day course
  • icon Certificate of Attendance
  • iconLive Online, Private
    info-icon

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 Australia 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.

What you’ll learn

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

  • Explain the mechanics of how the bidding auction works
  • Choose the right keyword match types and use them to ensure you efficiently capture all relevant searches
  • Pull reports and optimise your activity in order to improve the performance of a campaign i.e. keyword mining and bid adjustment
  • Create campaigns and ad groups in line with current best practices
  • Write compelling ad copy and implement all the basic ad extensions at your disposal
  • Use advanced reporting features and data effectively

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

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.

BOOK THIS COURSE

Standard or customised agenda?

Same expert-led private training, delivered the way that’s best for you. Choose from our instantly bookable standard course agenda, or build one tailored to your team. More about private learning.

Customised Private Agenda

For larger teams needing a bespoke agenda built around their goals and delivered live online or in person at a location of your choice. Get in touch to scope it out with our sales team.

  • More than 12 people...
  • Over one or several dates...
  • Bespoke content...

NEWS & INSIGHTS

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Access the latest digital marketing insights, valuable tips and relevant advice from our experts.

GET IN TOUCH

For further information or any questions you may have, our team is here to help.