Google Ads & PPC Training

Module 1: Introduction to Google Ads and PPC

• Pay-per-click advertising fundamentals: how Google Ads works
• Google Ads account structure: campaigns, ad groups, and ads
• Campaign types: Search, Display, Shopping, Video, and Performance Max
• Google Ads auction: Quality Score, Ad Rank, and bidding explained

Module 2: Search Campaign Setup

• Keyword match types: broad, phrase, exact, and negative keywords
• Keyword planning: Google Keyword Planner and search volume analysis
• Ad copywriting: headlines, descriptions, and responsive search ads
• Ad extensions: sitelinks, callouts, structured snippets, and call extensions

Module 3: Bidding and Budget Management

• Manual CPC vs automated bidding strategies
• Smart bidding: Target CPA, Target ROAS, Maximise Conversions
• Budget allocation: daily budgets and campaign budget optimisation
• Bid adjustments: device, location, time, and audience modifiers

Module 4: Display and Remarketing Campaigns

• Google Display Network: audience targeting and placement options
• Responsive display ads: assets, formats, and performance
• Remarketing lists: standard, dynamic, and customer match audiences
• Similar audiences and in-market audience targeting

Module 5: Google Shopping Campaigns

• Google Merchant Center: product feed setup and approval
• Shopping campaign structure: product groups and bid management
• Performance Max campaigns: replacing Smart Shopping
• Shopping ad optimisation: feed quality and competitive pricing

Module 6: Conversion Tracking and Analytics

• Google Ads conversion tracking: website, app, and call conversions
• Google Tag Manager: implementing tracking without code changes
• GA4 and Google Ads linking: importing goals and audiences
• Attribution models: last click, data-driven, and linear attribution

Module 7: Campaign Optimisation

• Search term report: adding negatives and expanding keywords
• Quality Score improvement: landing page relevance and ad relevance
• A/B testing: ad copy, landing pages, and bidding strategies
• Google Ads scripts: automating routine optimisation tasks

Module 8: Capstone Project and Assessment

• Search campaign build: keyword research, ad copy, and extensions
• Display remarketing campaign and audience configuration
• Conversion tracking setup and performance optimisation report
• Final assessment and course certification

Experience in the Industry Gain expertise from Google Ads-certified professionals who have managed PPC campaigns for e-commerce, lead generation, and SaaS businesses, driving measurable ROI across Search, Display, and Shopping channels.

Backgrounds at the Top Our Google Ads trainers have worked at performance marketing agencies and in-house paid media teams managing six and seven-figure monthly ad budgets across competitive industries.

Clear & Effective Teaching Google Ads campaign types, keyword strategy, ad copywriting, smart bidding, remarketing, Shopping campaigns, conversion tracking, and campaign optimisation are explained with real paid search examples.

Hands-On Learning Focus Students build Search, Display, and Shopping campaigns, configure conversion tracking, set up remarketing audiences, test ad copy, and optimise campaigns through structured hands-on Google Ads lab exercises.

Up-to-Date Knowledge Trainers keep content current with the latest Google Ads platform updates, Performance Max campaign capabilities, AI-powered bidding strategies, and evolving paid search best practices.