Paid Search is our bread-and-butter! We've whittled down our years of award-winning PPC knowledge into an easily accessible selection of courses. Our training will provide you with the knowledge you need to confidently design, create and manage successful campaigns and to realise the value of this key channel.

Our friendly bunch of trainers have years of hands-on experience with a variety of clients, large and small.

Our Trainers

With his BSc. in Psychology and MSc. in Marketing, Ru knows a thing or two about consumer behaviour and loves applying this theory across some of our most technical Paid Search accounts. He has trained a number of brands, supporting them as they in-house their PPC campaigns.



The clear impact and measurability of a good Paid Search campaign is what makes training in this topic so satisfying! Georgie likes to encourage strong participation as she tailors the session to your goals.



Amy understands that tailored, relatable examples can enhance learning; and uses her own experiences managing Paid Search accounts (large and small) to do just that in her training sessions.



Course Details

Paid Search 101

A top-level overview of Paid Search, the different formats, and why it's important in your marketing mix. Understand how to reach your users more effectively and efficiently.

Learning Outcomes:

  • An introduction into the evolution of the search landscape and how advertisers can reach highly engaged users.
  • A deep-dive into the auction mechanics of search ranking, keyword targeting, match types and formats.
  • Learn about the future opportunities of paid search, including personalisation, voice search and pre-emptive search.

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Attribution for Paid Search Strategy

Understand the value of attribution in your Paid Search decision making process. Learn how to set up to make the most of the data and reports available in Google Ads, SA360 & Google Analytics.

Learning Outcomes:

  • An introduction on the importance of attribution. 
  • The value of attribution in your Paid Search decision making. How attributed data can be used to optimise your revenue and ROI.
  • Learn how to set up and view attribution models in various platforms (Google Ads, SA360, Google Analytics & Campaign Manager).
  • How to read your attributed data to gain the most useful insights.

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Audiences in Search

Understand the different available audiences, how to create them, best practice audience structures and how to use personalisation in your search strategy.

Learning Outcomes:

  • Explore the full suite of audience options and application.
  • Considerations when using audiences in Google Ads: tiering bids, exclusive lists and data ranges.
  • Review audience performance and optimise bid adjustments
  • Personalise search activity through ad customisers and campaign structure

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Google Ads

Understand the interface, how to structure your account, set up a new search campaign and optimise your activity.

Learning Outcomes:

  • An introduction to the Google Ads structural hierarchy.  Learn how to build your new campaigns, keywords and ads in line with best practice. 
  • Understand how to track conversions from leads to sales. Ensure full visibility of value by including all relevant conversion sources such as GA Goals, phone tracking and offline imports.
  • Learn how to use filters, segments and views to quickly identify opportunities within your account.
  • Find out how to optimise your account through bid optimisation, audience, device, location, time of day and demographic bid adjustments. Understand how and when to use automation to do this for you!

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Google Display Network (GDN)

Learn how to plan your strategy, choose your creative and build your targeting for a successful GDN campaign.

Learning Outcomes:

  • Introduction to the Google Display Network, what it is and how it works.
  • Learn about the different ad formats available and how to make the most captivating creatives.
  • Understand the multitude of targeting methods and when to use which.
  • Aligning your business goals with your GDN strategy and understanding which KPIs to use to measure success effectively.
  • Learn the differences between Google’s two display technologies (GDN and DV360), to identify which is best for your business.

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Google Shopping

Understand the Google Merchant Centre, your Feed, and the best way to structure your new campaigns for optimum performance and efficiency.

Learning Outcomes:

  • Introduction to the various shopping formats & extensions.
  • Be guided through the creation of your own shopping campaign in the interface.
  • Learn the basics of what a feed is, what makes a successful feed and where it is stored.
  • Understand the hierarchy within the Shopping structure.
  • Learn how to improve your structure to align with business goals, using labels & negative keyword tiering.
  • Grow your awareness on shopping-specific columns and KPIs, bid strategy options and audience-use in shopping.

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Search Ads 360 (SA360)

Learn how to set up your SA360 account, navigate the interface and utilise some of its more advanced features such as floodlight tracking and u-variables, custom columns, and automated bid strategies.

Learning Outcomes:

  • An introduction to the Google Marketing Platforms ‘Stack’, including an overview of advertiser and account setup.
  • Track the performance of your campaigns, including more in-depth data collection using u-variables, purchase detail and profit reporting.
  • Explore basic and advanced features such as filters & views, formula columns, custom conversions and rules.
  • Learn about the full set of automated bidding options, what to choose for your campaign and how to manage them.
  • Learn how to create Executive Reports.
  • Understand how to set up advanced reports and personalise ads quickly.
  • Explore how to set up and manage Inventory Management Feeds and features for granular and dynamic search builds.

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YouTube Via Google Ads

Find out why YouTube Advertising might be right for your business. Learn how to plan and set up your first campaign within the Google Ads interface, including guidelines on developing the most effective creatives, and how to measure the success of your activity.

Learning Outcomes:

  • An introduction to the benefits of using YouTube and how to align your business goals with the appropriate formats and targeting.
  • Learn about the available formats and their functionality.
  • Use best practice guidelines to develop effective creative.
  • Learn how to create your YouTube campaign in the Google Ads interface.
  • Review performance and manage your activity for the best results.
  • Understand reporting capabilities, including brand lift surveys to prove the impact of your campaigns.

Running YouTube activity via Display & Video 360? Find out more about our training module 'YouTube Via DV360' instead.

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