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Course Facts

  • 1 day course
  • Our Trainers are Authorised Professionals
  • Live Online or Classroom-based
  • Certificate of completion
  • Maximum class size of 6 for scheduled courses
  • Unlimited support after your course
  • Courses at all levels: Introduction, Intermediate, Advanced and Masterclasses

Course Outline

  • Budget management and the Content Network
  • Copy writing for increased click-through rate
  • Keyword research, testing and using Google Analytics
  • The Adwords Editor

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Prices for bespoke sessions with our expert trainers start at £525 + VAT.


This one day workshop is aimed at a similar audience as the Introductory course but covers more in depth techniques and best practices in generating data-driven recommendations using Google Analytics. It is for people who need to understand how to install, configure and optimise Google Ads so as to make the most of its advanced features and optimise its performance in the changing context of evolving paid search campaigns over extended periods. We assess the main reports that will add value to your business, how to manipulate those reports to extract data to answer business questions and cover other techniques for understanding your audience and how they behave on your site.

Course Outline

Budget management and the Content Network

  • Where are Google ads displayed?
  • My Client Centre (MCC)
  • Enabling and disabling access
  • Manager defined spend and budgets
  • Content network advertising
  • Controlling where on the content network
  • Ad formats available
  • Create a content network campaign
  • Identifying placement sites

Copy writing for increased click-through rate

  • Creating image and video ads
  • Writing compelling ad copy
  • Advanced techniques
  • Using dynamic keyword insertion
  • Keyword based landing pages

Keyword research, testing and using Google Analytics

  • Detailed keyword research techniques
  • A/B testing ad copy
  • Planning your tests
  • What to test
  • Local Business ads
  • Mobile ads
  • Google Ads quality score
  • Integrating Adwords with Google Analytics
  • Understanding auto-tagging

The Adwords Editor

  • Google Ads Editor

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