Course objective
Introduce GA4 and guide users to set up and use properly.
Duration
Approx 6 hours (lunch included)
Level
BEGINNER
Cost
£495+VAT per person
All courses are first come first serve
Modules: Fundamentals of Google Analytics
Module 1: Introduction to Google Ads
Topics covered:
→ An introduction to the auction system that made Google Ads the dominant player in online advertising.
→ What is ad rank, why is it important and the role it plays in PPC success.
→ Key terminology: a cheat sheet on understanding the language of Google ads; CPC, CTR, CPA, Impressions etc.
Module 2: Understanding Campaign Structures
Topics covered:
→ Overview of the different campaign types seeing within Google ads (Search, Shopping, Performance Max, Demand Gen, Youtube, Display
→ The structure of campaigns, their definition and naming conventions
→ Campaign bidding strategies, what's available to use and when to use it
Module 3: Planning For A Successful Campaign
Topics covered:
→ Goal setting, KPI's and campaign objectives, what does success look like for you
→ Matching the right campaign to you goals, how to set a campaign up for success
Module 4: Keywords
Topics covered:
→ Understanding keywords, their match types and the role they play in a modern campaign
→ How to identify keywords relevant to you, using Google ads and other sources
→ Negative keywords and the role they play in campaigns
Module 5: Creating A Campaign
Topics covered:
→ Implementing basic conversion tracking so you can measure your performance
→ Setting budget and bids to stop you wasting your budget
→ Campaign targeting, locations, audiences and the various ways to get your ads in front of the right people
Module 6: Ad Copy
Topics covered:
→ The anatomy of search ads, how to write headlines and descriptions
→ When to use dynamic keyword insertion, the pros and cons of doing this
→ Ad extensions and sitelinks, what are they and how to use them
Module 7: Optimisation
Topics covered:
→ How to optimise your accounts to ensure they perform, daily, weekly and monthly optimisations included
→ Experimenting through A/B testing to unlock more growth
→ Search term reports, how to pull them and how to use them
Module 8: Recap & Review
Topics covered:
→ Overview of the key points covered
→ Additional resources for further learning
→ Run through of shared materials as part of the courses delivery (optimisation guide etc.)
About this course
This course is designed to give learned the fundamental knowledge about Google Ads and how it can work in their business.
Learner Outcomes:
→ Explain how the Google Ads bidding auction works
→ Use appropriate keywords, including negative KWs, to capture relevant search demand
→ Organise KWs into themed ad groups
→ Construct a Google search campaign
→ Evaluate the performance of Google Ads campaign, and make necessary adjustments
Date of next course: 8th October 2025
All courses are first come first serve
why join 43cn training?
EXPERT LED
All our course content is created by experts who are currently working across PPC, Paid Social, SEO and CRO.
IN PERSON
Enjoy in-person training for hands-on learning, real-time feedback, and stronger results.
TRIED & TESTED
Our proven strategies have boosted online performance for over 200 businesses.
BESPOKE
You can tailor the training to your business goals, adding even more value to an already packed course.