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Details
Elevate your digital marketing game with our two-day Google Ads Essentials course. Whether you're new to online advertising or looking to sharpen your skills, you'll learn how to build targeted campaigns that attract the right audience and convert clicks into customers. With expert guidance and hands-on exercises, you'll discover insider tips on keyword strategy, budgeting, and analytics - empowering you to maximize your ad spend and drive tangible business growth. Don’t miss this chance to master the industry's leading advertising platform and stay ahead in today's competitive marketplace.
Google AdWords was Google’s original online advertising platform that allowed businesses to display ads on Google search results, YouTube, and other partner websites. In 2018, Google rebranded AdWords to Google Ads, reflecting its expanded capabilities beyond text-based search ads. Today, Google Ads includes a range of campaign types - such as Search, Display, Video (YouTube), and more - providing advertisers with tools to target specific audiences, set budgets, and measure the effectiveness of their campaigns.
This two-day Google Ads Essentials workshop will guide you through creating, managing, and optimizing successful ad campaigns. You’ll learn how to set up your account, understand key features like responsive ads and automated bidding, and effectively research and choose keywords. We’ll also cover using extensions (assets), linking to Google Analytics (GA4), and interpreting performance metrics to refine your strategies. Through hands-on exercises and real-world examples, you’ll leave equipped to boost your online visibility, drive targeted traffic, and measure tangible results.
Delivery Methods
| Delivery Method | Duration | ||
|---|---|---|---|
| Classroom | 2 Day | Get a Quote | |
| Live Virtual Training | 2 Day | Get a Quote |
Discounts Available
Save up to 10% by booking and paying 10 business days before the course.
Brochure:
Audience
This course is ideal for marketing professionals, small business owners, web designers, communication professionals, freelancers, or anyone looking to enhance their online advertising skills. It offers both beginners and those with some experience practical guidance on setting up, optimizing, and measuring successful Google Ads campaigns, ensuring participants can drive better results and improve ROI.
Pre-Requisites
Computer Literacy
Course Outline / Curriculum
1. Introduction to Google Ads
- Rebranding and Platform Overview
- From AdWords to Google Ads: what has changed
- Types of campaigns (Search, Display, Performance Max, Discovery, etc.)
- Key Terminology
- Impressions, clicks, click-through rate (CTR), conversions, quality score
2. Account and Campaign Setup
- Creating and Structuring Your Account
- Best practices for campaigns, ad groups, and naming conventions
- Linking to Analytics (Universal or GA4)
- Auto-tagging setup and conversion tracking
- Understanding the transition to GA4
3. Bidding and Budgeting
- Manual vs. Automated Bidding
- Introduction to Smart Bidding (Target CPA, Target ROAS, Maximize Conversions)
- Budget allocation strategies and pacing
- Delivery Methods
- Standard vs. removed “Accelerated” delivery for search and shopping campaigns
4. Keywords and Match Types
- Updated Match Types
- Broad, Phrase, Exact, and the removal of Broad Match Modifier
- Negative Keywords
- Identifying irrelevant traffic and preventing wasted spend
- Keyword Research
- Tools (Google Keyword Planner, third-party platforms)
- Understanding keyword intent
5. Ad Formats and Extensions
- Responsive Search Ads
- Best practices, pinning headlines, leveraging machine learning
- Dynamic Search Ads (optional, depending on audience)
- Extensions (Assets)
- Sitelinks, callouts, structured snippets, call extensions, image extensions
- How extensions/“assets” factor into Ad Rank and quality
6. Writing Effective Ads
- Principles of Good Copywriting
- Clarity, relevance, strong calls to action
- Complying with Google Ads Policies
- Avoiding disapprovals and policy violations
- A/B Testing and Experimentation
- Best practices for rotating ads, testing variations
7. Performance Max Campaigns (Optional)
- Overview and Benefits
- Holistic approach across multiple networks
- Set Up and Optimization
- Asset groups, audience signals, and automation
8. Tracking, Measurement, and Optimization
- Conversions & Goals
- Setting up and optimizing for conversions in Google Ads
- Using GA4 for deeper insights (event-based tracking, funnels, etc.)
- Quality Score Factors
- Relevance, landing page experience, CTR
- Reporting & Analysis
- Interpreting performance dashboards and key metrics
- Custom reports, automated rules, and alerts
9. Troubleshooting and Best Practices
- Common Issues
- Ad disapprovals, tracking problems, poor performance
- Troubleshooting Steps
- Diagnostics, checklists, and resources
10. Strategy and Next Steps
- Optimizing Your Google Ads Strategy
- Ongoing keyword expansion, negative keyword refinement, bid adjustments
- Scaling Techniques
- Additional campaigns, remarketing strategies, new markets
- Wrap-Up and Q&A
- Review key points, address participant questions
- Resources for continued learning (Google Skillshop, community forums, blogs)
Schedule Dates and Booking
There are currently no scheduled dates.
Please note that this course needs a minimum of 6 delegates to schedule a course. You can choose to be added to the waiting list by clicking the button below, and we will contact you when we have enough delegates interested. Should we not get enough delegates, we will refund or credit your paid booking.
Should you need this course urgently, the following options are available:
- Pay for 6 delegates (whether you have them or not) and we will schedule the course as soon as possible.
- If you have fewer delegates and cannot pay for 6, we can negotiate a shortened course where some of the time will be spent in blended learning - watching videos and doing tutorials and exercises with some contact time with the trainer. We would want to discuss what your core needs are so that we cover those aspects. You need to have paid for 3 delegates at least.