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Home > Training Courses > Google AdWords Essentials

Google AdWords Essentials Training Course

Optimise your AdWords performance and profitability

Course date Location Price *  
£495.00 Book Now
£495.00 £460.00 (until 11 Jun) Book Now

Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT

Date or location not suitable? Watch this course online today.

Google AdWords plays a critical role in thousands of online marketing campaigns, yet many campaigns are run at a loss, with marketers missing out on opportunities to vastly improve their return on investment. 

Emarketeers' Google AdWords training course gives delegates insight into the latest PPC marketing strategies, and critically provides a wealth of techniques and tips to optimise AdWords campaigns, making them more likely to meet their objectives.

The course will also demysty the jargon helping marketers better run their own campaigns or manage their PPC agency.

This training course is very interactive with practical demonstrations throughout the day. During the course, delegates are welcome to offer their own campaigns to use as a live "PPC clinic".

Course Programme

Overview Of The Search Marketing Landscape

  • A review of the latest search marketing trends
  • A look at the latest pay-per-click advertising options
  • Comparing AdWords with Facebook, LinkedIn & Twitter advertising
  • Choosing between SEO and PPC

Pay-Per-Click (PPC) Marketing Strategy

  • Setting goals and KPI's
  • Using analytics to measure performance
  • Keyword research: demystifying how people really search
  • Measuring seasonal and regional search habits

Setting Up AdWords Campaigns

  • Optimising AdWords campaign structure
  • 10 quick ways to increase campaign targeting
  • Using AdWords extensions to improve campaign performance
  • 4 techniques to assign campaigns budgets 
  • Setting keyword bids to meet marketing objectives
  • Choosing between the search and display network

Optmising Google AdWords Campaigns

  • 4 essential ways to improve Google Quality Score
  • Optimising PPC campaigns with keyword matching
  • Improving performance with listing position
  • Ad copywriting best practices
  • Monetising your conversion rates with AdWords conversion tracking

Making Improvements With AdWords Reporting

  • Dealing with the deluge of data: what should I be regularly looking at?
  • Understanding real search terms that trigger your ads
  • Reporting on competitor information
  • How to find missed opportunities 
  • Understanding conversion tracking: am I making a profit?

Landing Page Strategy

  • Optimising landing pages to improve performance
  • Tools and methods of testing of landing pages

AdWords 'Clinic'

  • Live audit of delegates' adwords campaigns (optional)

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Following this training course, you will understand how to:

  • Create and optimise Google AdWords campaigns
  • Better structure and target your AdWords campaigns
  • Carry out keyword research to develop a target keyword list
  • Use keyword matching to optimise performance
  • Confidently set budgets and keywords bids
  • Assess your cost-per-acquisition and model value generated from PPC
  • Adopt best practice copywriting guidelines when creating ads
  • Optimise your landing pages and carry out testing 
  • Measure campaign performance using web analyics 

All attendees receive an attendance certificate, a digital copy of course material and four weeks post course support online.

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This training course is aimed at people who are just starting off in AdWords or who have up to one year's experience running Google AdWords campaigns. More experienced AdWords users may find our Advanced Google AdWords course more relevant.

The course typically attracts marketing or business development professionals looking to run AdWords campaigns themselves or to better manage suppliers running their campaigns.

Delegates are asked to bring a WiFi enabled laptop for exercises during the course.

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The Google AdWords Essentials course is led by Jonathan Saipe, founder of Emarketeers. Jonathan has been involved in search marketing since the late 90's. He worked at Publicis, the global advertising agency as Internet Development Director, launching many digital marketing campaigns for blue chip clients. He later went on to co-found FIFO Digital Media, a boutique digital marketing agency, which is now in its 12th year.

See more details about Jonathan Saipe »

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As an in-house marketing exec with AdWords managed by an agency, I found this course a really useful to get back to basics with the latest AdWords trends.

Very pleased with the Adwords session as I wanted to gain more understanding of PPC strategy. Jonathan did an excellent job in making it all sound so easy and common sense really. Would highly recommend it to those wanting to have a better understanding in this field.

A fantastic course: I started the day as an absolute beginner, and ended it feeling confident that I could go back to the office and put everything I'd learned into practice.

Emarketeers delivered exactly what was promised on the day. I went away with a far better knowledge of Google Adwords.

Fantastic course covering both the broader aspects of PPC campaign strategy and the details of day to day campaign management. Very approachable trainer with an impressive level of interaction. Would strongly recommend!

I was very impressed with the course and the ease at which everything has been made available, from the initial enquiry to writing this review. The AdWords course covered everything to get started and more!

The Google AdWords Essential course has proven to be invaluable. The changes implemented as a result of the course will save us money and increase our lead generation. Jonathan is an excellent facilitator and really knows what he's talking about. I would recommend the course, without hesitation.

Great course! Wish I knew about it earlier!

I thoroughly enjoyed both the SEO and PPC training with Jonathan and found the experience fun and informative - the best courses I've been on and will recommend!

An excellent course, delivered very clearly!

This course is excellent for those you want to learn how to strategies and implement a successful PPC campaign. The subjects were clear and well defined. In addition, the mini-tasks helps you to work on your own initiative and put in practice what you have learnt.

This course has changed the way I approach setting up Google Adwords, and our organisation will hopefully save lots of money as a result. Brilliantly run course with very professional but fun teaching.

I strongly recommend this course to others!

I really enjoyed the PPC course and learnt a lot about the strategy behind PPC marketing. The course is well taught and is very easy to follow and understand. I have taken away some key suggestions which will hopefully improve the effectiveness of the companies PPC campaigns. Great venue and food!

Really enjoyed the Google Adwords course with Jonathan, very insightful, clear notes and great teacher

Thoroughly enjoyed the course and Jonathan is a fantastic teacher!

Our teacher for the day was very engaging and the topics he covered were relevant and very interesting.

This course was great and I'm amazed how much I have learned in such a short space of time! The trainer was not only highly informative but friendly and approachable.

Jonathan certainly knows his stuff - the course was great! Expect to see Ashtead Technology popping up in a PPC campaign near you very soon!

This was a very well taught course, and perfectly explained the ins and outs of PPC marketing. I have a good grasp of how to manage a PPC campaign and will be confident to implement a campaign in-house or effectively outsource one, safe in the knowledge that no wool will be pulled over my eyes!

I really enjoyed the course and felt I learnt a lot to help my organisation progress with our digital marketing. It was a well organised and thought out course, full of great practical advice.

An excellent course giving a very helpful and thorough overview of PPC and the tools available to make your PPC strategy a success. Highly recommended.

It's not always a training course gets all three things right: great presenter, great venue ... and great food.

This is the second Emarketeers course I have been on and I can thoroughly recommend them. The tutors are experts in their field and the days are always packed - offering great value for money.

This course has provided me with the tools to create effective PPC ads - I've started to see improvements in our campaigns already!

I highly recommend this session to any PPC beginners. Topics covered are wide and illustrated to present a detailed picture of how PPC works. Thanks Emarketeers.

The course paid for itself the very next day. Highly recommended.

I would thoroughly recommend this course to anyone who wants to learn a well-rounded view of PPC and Adwords, and feel confident using these tools as part of their marketing strategy.

This course was just what I needed to help me make sense of PPC and build up my confidence with it. The balance of presentation and interactivity was just right, and the small group size allowed each trainee to relate the content to their own situations.

I thoroughly enjoyed the course, learning a lot about PPC marketing and how to use it practically, with the help of the great course trainer. I would recommend this course to anyone who wants to increase their online business.

Highly recommend the excellent Pay Per Click training that will show you how to stop wasting your money and get measurable results.

I initially thought the course might be a bit dry, but I was nicely surprised. The tutor was engaging, enthusiastic and taught me everything I need to know to deal with my agency and manage our campaigns myself. Lunch was great too! Highly recommended!

I would like to thank Jonathan for making the day both informative and interesting. Everything was explained clearly and in a way that easy to digest and apply. Wonderful day!

This course will pay for itself within a few weeks. The insight into how Pay-per-Click operates has given me new ammunition to fight the competition!

Clear, concise and relevant, the PPC course took us back to basics and really clarified how we need to approach our PPC strategy from the ground up.

I thoroughly enjoyed the course. Good value for money covered all the necessary areas of PPC marketing and it was very well presented.

The PPC training course was comprehensive and well delivered. I learned a great deal and would definitely book future courses.

A excellent course which enabled me to gain a better grasp of a complicated subject.

Best investment of the year so far! I've completed the SEO and Pay-Per-Click Marketing courses and the training was excellent and very productive.

A great insight into the advanced world of PPC marketing. A lot to cover, but the course was well paced, practical and informative.

The SEO and PPC courses are a real eye-opener in terms of pointing out some really useful and easy to implement tactics to dramatically improve your online marketing activites. Jonathan is an excellent trainer, he really knows his stuff and the courses are very well paced allowing you to absorb and understand all the info you're provided very easily.

A worthwhile course, professionally presented and containing all the relevant information required to setup and start managing an optimised PPC account. In-depth and well paced, I left confident of my Google / Bing PPC abilities and ready to tackle the huge task of optmising our large account! Well recommended, even for a reasonably experienced PPC administrator such as me.

Travelled down from Newcastle to attend the Pay-Per-Click marketing course which was held in a relaxed and friendly environment. The presentation timing and content of the course was excellent.

PPC made a lot more sense after this detailed but engaging one day course.

I would highly recommend the PPC and SEO courses. Not only was the content relevant and trainer very helpful, but I now have the knowledge and confidence to carry out my own campaigns.

I came to this course fairly experienced in Google Adwords. I left feeling much more confident about the basics, and with loads of new ideas to develop new campaigns I'll soon be running.

Many thanks, I understand the ins and outs of PPC and SEO so much better now and actually feel I can put what I've learnt into practice straight away.

I found the [Pay-Per-Click] course to be very thorough and enjoyable and have come away with the confidence I was looking for. Really worthwhile!

Emarketeers gave me a valuable insight and starting point from which to embark on a journey into Adwords. Its a great way to get yourself started on an otherwise complex subject.

I found the PPC course to be extremely well constructed and perfectly executed.

As we were all at different levels it says a lot about the quality of the course and the trainer that we all left having vastly improved our understanding of Google and the world of pay per click.

I really enjoyed the course, and was pleasantly surprised at the ease with which I was able to pick up concepts that I had thought would be difficult to grasp or understand.

I've been on a few 1 day courses now and this [PPC course] was easily the most useful...I think the changes that I'm implementing as a result will deliver better results than we are currently getting.

We spent a day with Emarketeers with reference to SEO & PPC. We found the information well explained, eye-opening & very useful. It has enabled us to move forward quickly.

Excellent course - very thorough, learnt lots of practical insights into running a PPC campaign. Looking forward to putting it into practise.

Great course for anyone looking to concrete their knowledge in PPC. I learned a surprising amount over the day. Thanks!

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