Mastering Google Ads Search Campaigns

Course Overview: This intensive one-day training course is designed to provide participants with the knowledge and skills needed to create, manage, and optimise successful Google Ads Search campaigns. Through a combination of expert instruction and hands-on exercises, attendees will leave with practical strategies to drive targeted traffic and maximise return on investment (ROI).

The course is delivered by Caroline Allott FCIM, a Google Certified professional with over 10 years of building and managing Google Ads campaigns for businesses and sectors all over the UK. You will find her jargon-free and supportive, and able to break down this complex subject easily - you will leave with an understanding and a campaign up and running and ready to go!

To find out more about Caroline and her professnioal experience please take a look here: https://www.cleadigital.co.uk/ or feel free to connect with her on LinkedIn: https://www.linkedin.com/in/ca-digital-marketing/

Who Should Attend?

• Marketing professionals looking to enhance their digital advertising skills.
• Business owners who want to generate leads and sales through Google Ads.
• Beginners seeking a solid foundation in Google Ads Search campains.

Info: Introduction to Google Ads

• Overview of Pay-Per-Click (PPC) advertising

• The importance of Search campaigns

• Account set up


Google Ads Account – Set up

• Account structure and best practices

• Verification


Creating Effective Ad Campaigns

• Writing Compelling Ad Copy

• Using Images

• Understanding match types: Broad, Phrase, Exact, and Negative keywords.

• Utilising ad extensions for better performance

• Landing Pages



Break (12:30 PM - 1:00 PM)


Afternoon Session (1:00 PM - 3:30 PM)

Optimisation Strategies

• Analysing campaign performance.

• Continuous improvement.

• Using Google Analytics and conversion tracking.

Advanced Bidding & Budgeting Techniques

• Manual vs. automated bidding strategies.

• How to allocate budgets effectively.

• Adjusting bids based on device, location, and audience data.

Common Pitfalls & Troubleshooting

• Avoiding ad disapprovals and policy violations.

• Improving quality score to lower costs.

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