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Introduction to Paid Search (Google Ads)

2 Week Training Course Covering Paid Search Advertising

This interactive two-session training course provides a comprehensive introduction to paid search advertising, equipping participants with the knowledge and skills needed to plan, launch, and optimise successful campaigns. Covering everything from keyword research and ad creation to bidding strategies and performance analysis, this course will help participants understand the mechanics behind paid search and how to maximise return on investment. Through practical insights and real-world examples, attendees will gain the confidence to manage paid search campaigns effectively.

Our specialised training course is led by Alex James, a seasoned paid search and performance marketing expert with nearly a decade of experience in paid media. Having worked with some of the UK’s most recognised brands, including Interactive Investor and Bensons for Beds, Alex deeply understands data-driven strategies that maximise return on investment and drive long-term business growth.

As the Founder of Mathison Digital and a mentor at Frances and Kevin, Alex specialises in equipping professionals with the skills to master paid search advertising. His hands-on, practical approach ensures participants gain actionable insights to optimise campaigns effectively. This course will help you understand the mechanics of paid search, from keyword research and bidding strategies to campaign optimisation and performance analysis, enabling you to drive meaningful results in your advertising efforts.

Why Choose Our Programme:

Designed for marketers, business owners, and digital specialists, this course is perfect for anyone looking to enhance their understanding of paid search advertising. Whether you’re managing campaigns in-house, working within an agency, or overseeing digital marketing for a brand, this course will provide valuable insights and strategies to improve campaign performance and drive meaningful results.

Course overview

Two evenings Virtual Program to help work around your busy schedule

Week 1

Foundations of Paid Search Advertising


1. Introduction to Paid Search Advertising

  • What is Paid Search?
  • Difference between organic vs paid search
  • How Paid Search fits into the digital marketing ecosystem
  • Benefits of Paid Search Advertising

 

2. Understanding How Paid Search Works

  • How Google Ads works (auction system, bidding strategies)
  • Quality Score: What it is and why it matters
  • Ad Rank: How Google determines which ads show
  • Different bidding models: Manual CPC (Cost-Per-Click), Maximise Clicks, Maximise Conversions, Target CPA (Cost-Per-Acquisition)

 

3. Keyword Research & Match Types

  • The role of keywords in search campaigns
  • Keyword intent and audience targeting
  • Match types: Broad, Phrase, Exact, and Negative Keywords
  • Using tools for keyword research

 

4. Structuring a Paid Search Campaign

  • Campaign > Ad Group > Ads > Keywords structure
  • How to segment campaigns for better control
  • Best practices for ad group theming
  • The importance of ad relevance and landing page experience

 

5. Writing Effective Ad Copy

  • Headline, description, and display URL best practices
  • The role of ad extensions/assets (Sitelinks, Callouts, Call Extensions)
  • Understanding how Responsive Search Ads (RSAs) work
  • Ad compliance and Google Ads policies
  • Examples of good vs bad ad copy

 

6. Live Demo, Takeaway Exercise & Q&A

  • Walkthrough of Google Ads interface
  • Setting up a simple search campaign
  • Introduction to the takeaway exercise:
    • Participants will complete an Excel worksheet to build a hypothetical campaign for their brand/business
  • Q&A session

Week 2

Optimising & Managing Paid Search Campaigns


1. Review of Takeaway Exercise

  • Review two completed examples of the campaign structure worksheet
  • Discussion of different approaches and key takeaways
  • Common mistakes and best practices

 

2. Understanding Performance Metrics

  • Key PPC (Pay-Per-Click) metrics
  • How to analyse Google Ads reports
  • Identifying wasted spend and inefficiencies

 

3. Landing Page Optimisation

  • What makes a high-converting landing page
  • Mobile-first approach and page speed considerations
  • A/B testing for conversion rate optimisation
  • Aligning landing pages with ad intent

 

4. Budget Management & Bid Strategies

  • Setting daily and monthly budgets
  • Manual vs automated bidding strategies (Maximise Clicks, Target CPA, Maximise Conversions)
  • How to adjust bids based on performance
  • Understanding Ad Scheduling & Bid Adjustments

 

5. Common Mistakes & How to Fix Them

  • Poor account structure and its impact
    Irrelevant keyword targeting
  • Wasting budget on broad match and low-intent searches
  • Not utilising negative keywords properly
  • Choosing the wrong bid strategy and its consequences

 

6. Campaign Optimisation Walkthrough & Q&A

  • Reviewing a live or example campaign
  • How to analyse and make adjustments
  • Final Q&A session

2 Weeks Introduction to Paid Search Course

Enroll in our 2 week course and elevate your carrier!

Useful Information:

Learning Outcomes

By the end of this course, participants will be able to:

  • Understand the fundamentals of paid search advertising and how it fits within the wider digital marketing landscape.
  • Explain how the Google Ads auction system works, including Quality Score, Ad Rank, and different bidding strategies.
  • Conduct effective keyword research, utilising match types and negative keywords to improve targeting.
  • Structure a paid search campaign effectively, ensuring well-organised campaigns, ad groups, and keyword segmentation.
  • Write compelling ad copy and optimise Responsive Search Ads (RSAs) for higher engagement and performance.
  • Analyse key performance metrics such as Click-Through Rate (CTR), Cost-Per-Click (CPC), Conversion Rate (CVR), Return on Ad Spend (ROAS), and Impression Share.
  • Optimise landing pages for improved conversion rates, considering user experience, page speed, and mobile responsiveness.
  • Manage budgets effectively and choose the right bidding strategy based on campaign goals.
  • Identify and correct common campaign mistakes, such as poor keyword selection, ineffective bidding, and wasted ad spend.
  • Confidently build, manage, and optimise paid search campaigns to drive better results for their business or clients.

Key Information

Next start date

Intakes Monthly

When

Wednesdays 6.30pm-9.00pm

Transform your marketing career

98%

candidates achieved a significant skill improvement compared to their baseline knowledge before starting the course.

87%

of candidates have been promoted or found a new role after completing the course

80%

increase in conflict management resolution, equipping candidates with essenital tools to navigate workplace challenges.

100%

satisfaction rate, reflecting the value and positive impact the Marketing Launchpad Programme delivers

What our students say

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