Google AdWords Essentials Training Course
Optimise your AdWords performance and profitability
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Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments
* All prices exclude VAT
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".
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
- Live audit of delegates' adwords campaigns (optional)
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.
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.
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 »
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!
Sal Worby, Digital Customer Acquisition Manager
London & Partners
An excellent course, delivered very clearly!
John Cooper, Marketing Manager
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.
Jayvik Patel, Digital Media and Marketing Executive
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.
Hannah Attwood-Foulds, Digital Marketing Manager
I strongly recommend this course to others!
Fabricia Watson, Senior Digital Marketing Executive
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!
Kay Bocock, Marketing Assistant
Really enjoyed the Google Adwords course with Jonathan, very insightful, clear notes and great teacher
Sara-Louise Busby, Digital Marketing Manager
Thoroughly enjoyed the course and Jonathan is a fantastic teacher!
Amy Castle, Digital Media and Communications Officer
Our teacher for the day was very engaging and the topics he covered were relevant and very interesting.
Alex Bailey, Marketing Executive
Asperity Employee Benefits
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.
Charlea Kavanagh, Marketing Assistant
Volvo Cars London
Jonathan certainly knows his stuff - the course was great! Expect to see Ashtead Technology popping up in a PPC campaign near you very soon!
Stewart Curtis, Marketing Executive
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!
Sarah Ffrench Davis, Marketing Executive
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.
Bethany Crease, Marketing Administrator
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.
Daniel Harris, Managing Director
It's not always a training course gets all three things right: great presenter, great venue ... and great food.
Lars Eriksen, Web Editor
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.
Pippa Debort, Freelancer
This course has provided me with the tools to create effective PPC ads - I've started to see improvements in our campaigns already!
Lisa Newman, Pay-Per-Click Marketing
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.
Nicolas Honnorat, Marketing Executive
The course paid for itself the very next day. Highly recommended.
Stephen Macvicar, Sales Director
Green Apple Flooring
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.
Fiona Wright, Account Manager
360 Degrees Advertising
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.
Jenny Fyans, Head of Brand
Asperity Employee Benefits
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.
Matt Blyth, Marketing Executive
Highly recommend the excellent Pay Per Click training that will show you how to stop wasting your money and get measurable results.
Damien Wright, Commercial Marketing Officer
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!
Jo Jones, Head of Marketing
English Cheesecake Company
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!
Victoria Osmore, Business Development
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!
Alan Hope, Claims Handler
Payment Protection Refunds
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.
Darren Tracey, Marketing Manager
I thoroughly enjoyed the course. Good value for money covered all the necessary areas of PPC marketing and it was very well presented.
Camilli Roberts-Da Breau, Marketing Executive
The PPC training course was comprehensive and well delivered. I learned a great deal and would definitely book future courses.
Matt Bramley, Marketing Manager
A excellent course which enabled me to gain a better grasp of a complicated subject.
Matthew Wilcock, Account Executive
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.
Erwin Bustos, Business Development Manager
A great insight into the advanced world of PPC marketing. A lot to cover, but the course was well paced, practical and informative.
Nardia Sullivan, Sales & Marketing
Wild Frontiers Adventure Travel
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.
Pritesh Pancholi, Online Marketing Executive
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.
Adam King, Web Developer
HORIBA Jobin Yvon Ltd
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.
Kevin Slowther, Managing Director Insurance Broker
PPC made a lot more sense after this detailed but engaging one day course.
Bhavesh Gohil, Head of IT & Ecommerce
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.
Stephanie Tollman, Junior Product Manager
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.
Glenn Hickling, Direct Marketing Executive
Institution of Mechanical Engineers
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.
Hayley Ward, Web Editor
London College of Communication
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!
Naomi Noonan, Office Manager/PA
European Information Technology
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.
Martin Falvey, Online Marketing Executive
I found the PPC course to be extremely well constructed and perfectly executed.
Sally-Ann Mannas, Group Operations & Marketing Manager
The Virtual Office Group
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.
Sam Jones, Marketing Manager
Albemarle Interim Management Plc
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.
Kimberley MacSymon, Marketing Executive
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.
David Knight, Web Manager
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.
Richard Zamet, Director
Excellent course - very thorough, learnt lots of practical insights into running a PPC campaign. Looking forward to putting it into practise.
Dija Oliver, EPROC Project Executive
Great course for anyone looking to concrete their knowledge in PPC. I learned a surprising amount over the day. Thanks!
Mike Sheppard, Web Development / Marketing
The Stag Company & Hen Heaven