Google Ads Fundamentals - In person workshop

This course is designed to give learners the fundamental knowledge about Google Ads and how it can work in their business.
About this Event

This course is designed to give learners the fundamental knowledge about Google Ads and how it can work in their business.

Learner Outcomes:

• Explain how the Google Ads bidding auction works
• Use appropriate keywords, including negative KWs, to capture relevant search demand
• Organise KWs into themed ad groups
• Construct a Google search campaign
• Evaluate the performance of the Google Ads campaign, and make necessary adjustments

Agenda
Module 1: Introduction to Google Ads

Info: This module provides an introduction to the Google Ads auction system and explains how it became the leading platform in online advertising. Participants will learn how ad rank works, why it is essential to PPC performance, and how it influences visibility and campaign success. The session also covers key Google Ads terminology, helping attendees confidently understand and apply core metrics such as CPC, CTR, CPA and impressions.

Module 2: Understanding Campaign Structures

Info: This module explores the different campaign types available within Google Ads, including Search, Shopping, Performance Max, Demand Gen, YouTube and Display campaigns. Participants will gain an understanding of campaign structure, how campaigns are organised, and best practices for naming conventions to keep accounts clear and scalable. The session also covers bidding strategies, explaining the options available, when to use them, and how they can support different campaign goals and performance objectives.

Module 3: Planning For A Successful Campaign

Info: This module focuses on defining clear campaign goals, KPIs and objectives to ensure advertising activity is aligned with business success. Participants will learn how to identify meaningful measures of performance and what success should look like for their campaigns. The session also explores how to match the right Google Ads campaign types to specific objectives, helping attendees build campaigns with the strongest possible foundation for success.

Module 4: Keywords

Info: This module introduces the role of keywords in modern Google Ads campaigns, including the different match types and how they influence targeting and performance. Participants will learn how to identify the most relevant keywords for their business using Google Ads tools and additional research methods. The session also covers negative keywords, explaining how they help refine targeting, reduce wasted spend and improve overall campaign efficiency.

Module 5: Creating A Campaign

Info: This module covers the essentials of campaign setup and optimisation, including implementing basic conversion tracking to accurately measure performance and results. Participants will learn how to manage budgets and bidding strategies effectively to avoid wasted spend, as well as how to use targeting options such as locations, audiences and demographics to ensure ads are shown to the most relevant people.

Module 6: Ad Copy

Info: This module explores the structure and components of effective search ads, including how to write compelling headlines and descriptions that encourage clicks and engagement. Participants will learn when to use dynamic keyword insertion, along with the advantages and potential drawbacks of this approach. The session also covers ad extensions and sitelinks, explaining how they enhance ads, improve visibility and provide users with more relevant ways to engage with your business.

Module 7: Optimisation

Info: This module focuses on ongoing Google Ads optimisation and the actions needed to keep campaigns performing effectively over time. Participants will learn how to review and optimise accounts on a daily, weekly and monthly basis, as well as how to use A/B testing to experiment with ads and uncover new growth opportunities. The session also covers search term reports, including how to access them, interpret the data and use the insights to improve targeting and campaign performance.

Module 8: Recap & Review

Info: This module provides a final recap of the key concepts covered throughout the course, helping participants consolidate their learning and understanding of Google Ads best practices. Attendees will also receive additional resources to support further development, along with a walkthrough of the supporting materials provided during the course, including optimisation guides and practical reference documents.