I can’t say enough about the impact this course has had on my career, professional growth and outlook on marketing. The depth of knowledge in just 6 weeks is truly remarkable. From shaping my own professional development and profile to the conflict management skills acquired during the course. The course is structured exceptionally and is well organised. I highly recommend and have recommended this course to my counterparts.
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
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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)
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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
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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
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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
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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
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2. Understanding Performance Metrics
- Key PPC (Pay-Per-Click) metrics
- How to analyse Google Ads reports
- Identifying wasted spend and inefficiencies
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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
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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
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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
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6. Campaign Optimisation Walkthrough & Q&A
- Reviewing a live or example campaign
- How to analyse and make adjustments
- Final Q&A session
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:
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Key Information
- Wednesday Evenings
- Duration: 2 Weeks
- Time: 2-3 Hours per Week
- Virtual Tutor-led
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
Mandi Webb
Marketing Manager
Otilia Simionescu
CRM Executive
The course offered me the chance to have discussions with like-minded people outside of the normal day-to-day sprints. It was eye-opening to listen to other course attendees on their experiences and make reflections on my own role and current situation. James was very good at engaging with each and one of us, helping with the flow of the discussion points and brainstorming ideas. More importantly, it has allowed me to shape my personal objectives and develop a personal development plan with a clear short and long-term focus. Overall, the experience provided me with a great space for sharing and collaborations as well as new perspectives on how to manage career progressions.
Chris Shepherd
Head of Marketing
Having completed the Advanced Marketing Professional Development course, and I found it to be exceptional. The course is well-structured, covering a comprehensive range of topics crucial for any marketing professional looking to advance their career.
I benefited most from the Networking and Conflict Resolution modules. James, demonstrated a superior knowledge and made the complexities come together seamlessly. The way James teaches significantly boosted my confidence, not just in my current role but also in my potential to achieve more.
I highly recommend this course to anyone looking to advance their marketing career, especially those who may be held back by imposter syndrome. This course provides the tools, knowledge, and confidence needed to take that next step.
Brian Martin
Marketing Manager
I recently had the privilege of participating in the Marketing Launchpad Programme. I can confidently say that it was a transformative experience. If you’re a marketing manager seeking to push your professional journey, look no further – this course is an absolute game changer.
Conflict management, a critical skill in any professional setting, is addressed comprehensively.
Digital marketing, branding, and data-driven decision-making are explored in-depth.
It’s a fantastic opportunity to advance your marketing career, develop essential skills, and connect with industry professionals.
Book a call to find out more
Not sure how our course fits into your career?
Watch Sarah’s story to find out how the course transformed her career