Google Ads For Pro Marketers Training Course

Become a pro-level Google Ads practitioner

Course Details & Enrolment

Course Details
This course can be delivered to teams at your business or organisation.	Enquire Now
*Course length:* 1 day (9.30am - 5.00pm) includes digital copies of materials and certification

Please note: Our training courses are now available either in-person or online.

Benefits

Following this Google Ads training course, you will understand how to:

Be more strategic in your Google Ads planning and execution
Choose the right campaign types and ad formats to fulfil your strategic goals
Set up bullet-proof conversion tracking and attribution
Confidently set budgets and choose the right bid strategy for each campaign
Use the latest Google Ads tools and features to fulfil your strategic goals
Improve performance and ROI through better campaign hygiene
Be data-driven in your activity, in order to continuously improve performance

All attendees receive attendance certification and digital copies of course materials.

Course Overview

Now over two decades old, Google Ads has evolved into a complex and sometimes intimidating feature-rich platform.

Whilst many of its features are now automated and AI-driven, it can also be difficult to understand and navigate. As a result, a large percentage of campaigns are run at a loss, due to poor setup and management.

If you already have the basics covered and you want to take your campaigns to the next level, then this Google Ads course is just for you.

Aimed at professional marketers, the course will give attendees practical guidance on how to plan, manage and optimise campaigns within the platform. The course will also uncover "hidden" opportunities in Google Ads, providing attendees with a competitive advantage.

This session is very interactive, with practical demonstrations within the Google Ads interface throughout. It will also give everyone ample time to ask questions about their own campaigns.

Course Programme

Building Your Google Ads and PPC Strategy

A review of the latest search marketing trends and benchmarks
How to map business goals with your PPC strategy
Setting up conversion tracking in Google Ads
Attribution differences between Google Ads and Google Analytics
Using paid-for competitor analysis tools
Case studies of award-winning campaigns
The Google Ads Auction, Quality Score and Ad Rank explained

Planning & Building Campaigns

Choosing the right campaign types to suit your goals
Campaign and ad group structure: latest best practices from Google
How to optimise campaign settings to maximise ROI
Ad formats and use cases across all Google Ads campaign types
Manual vs Smart bidding strategies: which to choose and which to avoid

Remarketing Masterclass

Remarketing strategies and use cases
How to set up your Audience Source using Google Analytics or Google Tag Manager
Working with Audience lists in Google Ads or Google Analytics
Advanced remarketing stratgies with "observation" and "targeting"

Campaign Optimisation

Advanced keyword strategies through the funnel
Audience targeting opportunities and strategies
Optimising Ad Extensions and how to control Automated Extensions
Dynamic Search Ads: when to use them and how to optimise performance
Negative keyword management and scaling negative keywords
Using demographic, device and location bid adjustments
Latest changes to keyword match types

Ad and Landing Page Optimisation

Copywriting techniques to increase click-through rates
Ad copywriting rules and policies: do’s and don’ts in Google Ads
Optimising Responsive Search Ads, Responsive Display Ads and Call Ads
Tips on dynamic ad formats
Landing page optimisation: checklist and examples
Tools and methods to A/B test landing pages

Reporting & Measurement

How to measure and maximise Search Impression Share
Understanding the competitive landscape with Auction Insights
Segmenting your Google Ads data
Setting up automated rules to monitor and control activity in "real-time"

Audience

This Google Ads course is aimed at professional marketers with rudimentary knowledge of Google Ads. Typical attendees are looking to enhance their strategic thinking, build their confidence using the various Google Ads features, and improve their account hygiene and performance.

Trainer

This training course is led by Jonathan Saipe, founder of Emarketeers.

Jonathan has been involved in search and performance marketing since the late 90's and has been running Google Ads campaigns since they launched in 2000. He worked at Publicis, the global advertising agency as Digital Director, launching many search marketing campaigns for clients across multiple sectors. He later went on to co-found FIFO Digital Media, a boutique digital marketing agency.

See more details about Jonathan Saipe »

What people say

The course really helped me a lot with my existing Google Ads skills, and the little details we went over the course helped out a lot. Would definitely recommend it to all marketers interested.

Berke Candar, Digital Marketing Executive
The Good Marketer

A highly recommended course for anyone who wants to truly understand AdWords.

Dawn Mendez, Sales & Marketing Manager
Rhopoint Instruments

An excellent course that delivered more than I was expecting. The tutor was excellent and I am in a much better position to do this well. The course cost me less than my monthly charge to an ineffective agency so has already paid for itself.

Geraint Williams, Director of Business Development
Greensleeves Care

This course provided us with a great understanding of AdWords, which will enable us to move forward with our digital marketing strategy with more confidence and knowledge. Thanks!

Sammy Williams, Marketing Officer
Regent's University London

Really useful course for anyone starting out with AdWords. Highly recommended!

Maxine Greaves, Social Media Manager
Reboot Online

Thank you for an excellent Google Adwords course. The course trainer conducted the training in a structured and interactive way, allowing course participants to take the information in before moving forward. With plenty of interesting examples and ability to test and apply knowledge during the day, the training was highly practical and interesting. This is certainly the best digital marketing course I attended and would highly recommend it to others.

Anna Kleinman, Marketing & Communications Manager
Greensleeves Care

Excellent course - great for anybody looking to get to grips with Google AdWords - I feel much more confident setting and running campaigns now.

Kelly Farrell, Head of Marketing
STEP

I would highly recommend this course to anyone who is an AdWords novice. The course detailed all of the features and functionality of AdWords in a practical and interesting way.

Kerry Noble, Marketing Manager
Esquires Coffee Houses

Thank you so much for a really helpful course. I was a complete novice in AdWords but I now feel motivated and prepared to take on AdWords management for our company.

Emily Proctor, Digital Marketing Manager
Tunstall Healthcare

I would highly recommend the Google AdWords Foundation Course. Jonathan was a fantastic course leader - hugely knowledgeable and seemed to know exactly what each attendee expected to gain from the course.

Hannah West, Account Manager
Dynamic Cassette International

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