Google Ads PPC Training Course

The Google Ads PPC Training Course covers the fundamentals of Pay-Per-Click (PPC) Advertising from start to finish, with a strong focus on Google Ads Search campaigns. You’ll learn how to build and optimise campaigns the right way — from keyword research and match types to account structure, ad creation, bidding strategies, and reporting.

Why Take This Course?

• Learn from experienced digital marketing tutors with hands-on expertise managing a wide range of accounts, budgets, and markets.
• Practical, hands-on approach with examples, exercises, and take-home resources.
• CPD-accredited course — earn recognised certification upon completion.

Course Topics

PPC Basics

• What is PPC?
• How to approach PPC
• Pros and cons of PPC
• PPC vs. other marketing channels
• Aligning your PPC strategy with other marketing channels
• The importance of planning and strategy

Research, Keywords & Match Types

• Keyword strategy
• Keyword research (practical exercise)
• Understanding keyword intent
• Keyword CPC & search volume
• Keyword match types explained
• Search Query Report analysis
• Using negative keywords effectively

Account, Campaign & Ad Groups

• Navigating your Google Ads account
• Campaign setup (practical exercise)
• Campaign options (with Google Ads SOP checklist)
• Building an optimal campaign structure
• Organising keywords and match types effectively

Ad Creatives

• Creating high-converting ads
• A/B testing your ad copy
• Matching keywords to ad copy
• Using ad extensions to improve performance

Bid & Budget Management

• Understanding CPC (Cost Per Click)
• Managing and optimising budgets
• Choosing and managing different bidding strategies

Tracking & Reporting

• What to track in PPC campaigns
• Setting primary & secondary goals
• Key metrics to monitor and report on
• Automating reports for efficiency