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    Virtual

    Overview

    This highly practical course shows you how to move beyond simple Google AdWords keywords tactics by introducing you to Google Ads Audience Targeting and goal orientated strategies.

    You will gain insights into AI bidding strategies, and how to reduce time spent on keyword research. The course covers audience targeting, ROI modelling, campaign restructuring using AI and effective conversion and attribution setup. Additionally, you will learn to optimise ad copy using AI, how to collaborate with agencies and expand campaign reach through Performance Max and Google Shopping.

    You will learn how to:

    • Leverage AI-driven strategies to enhance PPC campaigns
    • Implement PPC test and learn methodology
    • Increase efficiency in PPC management
    • Collaborate effectively with PPC agencies
    • Use Google Performance Max to optimise your advertising

    Who should attend?

    Marketing or web managers and executives who are required to plan and implement PPC campaigns (B2C or B2B markets).

    Learning outcomes

    • How to set up AI bidding for PPC campaigns
    • Key factors shaping Google PPC management strategies
    • How to reduce time spent doing PPC keyword research
    • Identify your most valuable target audiences
    • PPC strategies to outperform the competition
    • How to build an ROI model for PPC
    • Restructure PPC campaigns for improved results using AI
    • Use attribution and set-up conversions for improved results
    • Analysing PPC data to optimise campaign performance
    • Developing the right PPC advertising mix for your market
    • Leveraging AI-powered copywriting tools to create PPC ads
    • Developing an effective PPC campaign
    • How to select and work with a PPC agency
    • Using the latest tools and techniques to improve effectiveness
    • Maximise growth using Performance Max and Google Shopping

    Testimonials

    “Really good, felt like I came away having learnt skills that I can implement in my role now - and in any future positions.”

    Annabel Britton Digital Content Specialist St Austell Brewery

    "Very well delivered with a clear agenda and presentation."

    Laura Baker Digital Marketing Associate Bridebook

    “It was a very thorough and enjoyable course. There was a lot to take in, particularly with AI, but it was all very valuable and useful for me in my current role.”

    Ned Collier Digital Campaigns Manager Bulk Data Centers

    “Really useful. 7 hours flew by.”

    Andrew Williamson Website and Social Media Manager Cumbria Education Trust

    Course Dates

    Start Date Duration Location
    09 Jul 2024 1d Virtual
     
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    30 Jul 2024 1d Virtual
     
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    19 Aug 2024 1d Virtual
     
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    30 Sep 2024 1d Virtual
     
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    29 Oct 2024 1d Virtual
     
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    26 Nov 2024 1d Virtual
     
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    10 Dec 2024 1d Virtual
     
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    Course Director

    Graham Hansell

    Graham has 25 years’ experience in digital marketing, originally working for the UK's first web directory and then as founder and owner of the UK's first search engine optimisation company. Graham is very experienced in planning and executing everything from short burst e-Commerce campaigns through to global multilingual digital lead generation programmes. He excels in delivering his wide experience to delegates within his own easy to understand frameworks and using practical real-world examples so people can apply what they have learnt.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.

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