Course Information

Google. Make Google work for you.

Google Ads (AdWords) is one of the most targeted methods of online advertising, where you can place your search results in front of potential customers at the very moment that they’re searching for the products or services you offer. Search advertising with Google Ads is powerful, flexible and data driven, giving you high levels of management control – but you need to have the basics in place.

Whether you are considering using Google Ads for the first time, or are already running an account, this course will give you the insights into best practices, great tools and the data reports you need to understand how your advertising is working and what could be improved. Learn how to setup and run a successful Google Ads campaign and get the greatest return from your budget in this interactive short course.

Aims

This short course aims to give you a step-by-step guide to setting up a great campaign and then reviewing the activity data and optimising your account to achieve the best results for your business.

Outcomes

By the end of this course, you should be able to:

• setup and efficiently manage your Google Ads (AdWords) campaigns
• increase targeted traffic and leads through your websites
• understand all the key metrics to review your ad spend
• improve the performance of your existing Google Ads campaigns
• increase conversions for leads and ecommerce goals
• reduce your current Google Ads cost per customer acquisition.

Content

• The pros and cons of Google Ads (AdWords)
• Key features & terminology used
• The Google Ads Account Hierarchy
• Planning and creating effective campaigns
• The role of AdGroups
• Researching and using Keywords & Match Types
• Creating Great Adverts & Landing Pages
• Conversion tracking methods
• Integrating Google Analytics with Google Ads
• Reviewing & Understanding  Data Reports
• Optimising your campaigns
• Keyword Performance & Quality Score
• Measuring & testing Ads
• Using the Google Display Network (inc Remarketing)
• Overview of Google Ads Editor

Intended audience

Suitable for business owners, marketing, advertising & business development professionals or webmasters who want to promote their business to people searching online.

Prerequisites

Some familiarity with Google Ads (AdWords) is recommended, but not essential.

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Face-to-face classes

You need to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You need your own device.

Materials

Course materials are provided electronically using Dropbox

Before the course

Please come to class with your username and password to access (or set up) your Google Ads account.