Search Advertising Training

Whether you’re looking to set up PPC campaigns and don’t know where to start, or looking for clarity when it comes to your existing campaigns, let us train you in Pay-Per-Click Advertising (Google Ads) best practices.

These courses teach you search best practices and how to apply them to your PPC account. Dive into the Google Ads interface, talk through real-life examples with your peers, and take-away actionable tactics to improve click-through rate, lower spend, and maximize performance.

Our trainers are actually consultants here at Bounteous, working every day in the materials they’ll be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

Search Ads 101

You can use online advertising to bring targeted users to your website, but first, you have to understand the basics. This introductory course to search advertising gives attendees a basic understanding of Google Ads and best practices.

Business Benefits
  • Learn how to effectively build, manage and optimize campaigns.
  • Learn the fundamentals of keyword bidding, targeting, and tracking the goals most relevant to your business.
  • Walk through your own account and get personalized feedback and advice from an expert.
Who Should Attend?
  • Marketers looking to create and manage their own accounts.
  • Managers needing to interact with third-party contractors who manage their Google Ads account(s). 
  • Common attendee roles: Digital Marketing Manager, Digital Marketing Director, Performance Marketing Manager, Paid Media Specialist, Entrepreneur.
Need-To-Knows
  • It is strongly recommended, but not required, attendees have access to a Google Ads account prior to class.
  • It is strongly recommended, but not required, attendees are familiar with Google Analytics prior to class. Check out the Google Analytics 101 course to get up to speed.
Course Overview

Introduction to PPC
This section is all about understanding Ads opportunities and learning about the risks and rewards of PPC advertising.

Choosing the Right Keywords
Keywords are the foundation of a successful Google Ads account. Learn how to select the right keywords to reach your audience using the Google Ads keyword planner, new changes to match types and other tools, such as search term reporting. 

Targeting Options
How do I reach my consumers? This section answers that question. In addition to keyword targeting, learn about the many other targeting options to refine your accounts, such as location and device targeting.

Campaign Settings
Learn how campaign settings impact every campaign and how to ensure the proper settings are in place for your account.

Writing Effective Ad Copy
Learn the rules, best practices, and the little-known “tricks of the trade” that can help take a good ad and make it a really great ad. Ad copy testing and landing page best practices are reviewed in this section as well.

Using Ad Extensions
Ad extensions like sitelinks, call extensions and location extensions enhance your ad experience by improving your visibility and providing a better ROI. We’ll discuss the options and use cases for each.

Understanding Quality Score
Online advertising should provide a quality, relevant user experience. In order to achieve this proficiency, we’ll learn about the importance of Quality Score—Google’s method of ranking your ads. This lesson will carry on throughout the day as we demonstrate how to deliver the best ad experience possible.

Conversions
How do you track the goals that are most important to your business? Learn which campaigns drive the most valuable users, get information about understanding your ROI and learn how to set up conversions for your account using either Google Ads or Google Analytics.
 

Dedicated Q&A Time
A 30 minute Q&A time where your instructors can help with any questions surrounding your accounts.

Search Ads 201

This interactive course is for more advanced Google Ads users, building upon the fundamentals learned in Search Ads 101. Now that you know how to create campaigns, learn how to maximize their potential and create new strategies around them.

Business Benefits
  • Effectively manage a Google Ads account - Learn how to maximize budget, effectively use Google’s automated strategies, and how to structure your campaigns with enhanced campaign segmentation. 
  • Be able to scale and build Google Ads campaigns that allow for better targeting, remarketing and activating the best audiences. 
  • Walk through your own account and get personalized feedback and advice from an expert.
Who Should Attend?
  • Marketers looking to create and manage their own accounts.
  • Managers needing to interact with third-party contractors who manage their Google Ads account(s). 
  • Common attendee roles: Digital Marketing Manager, Digital Marketing Director, Performance Marketing Manager, Paid Media Specialist, Entrepreneur.
Need-To-Knows
  • It is strongly recommended, but not required, attendees have access to a Google Ads account prior to class.
  • It is strongly recommended, but not required, attendees are familiar with Google Ads interface prior to class. Check out the Search Ads 101 course to get up to speed.
  • It is strongly recommended, but not required, attendees are familiar with Google Analytics prior to class. Check out the Google Analytics 101 course to get up to speed.
Course Overview

Ads 101 Recap
Review the basics elements of building your Google Ads account. We’ll cover the foundational basics learned in Search Ads 101 to catch everyone up to speed.

Reporting & Analysis Features
We’ll explore various metrics & combinations that will help guide you towards getting the most insights out of your campaigns along with how to report on these. We’ll then discover analysis features which builds upon the Metrics section to give advertisers a strong plan and many options for analyzing data.

Campaign Management
Now that you’ve learned how to build a campaign, create goals, conduct testing, analyze data, and more, how do you actually manage your campaign? What should you do and when should you do it? This section answers those questions and provides helpful tips for campaign management and we’ll go through examples of real campaigns and what we would do based on their current results.

Tactical Campaign Segmentation
Why should I create more than one campaign? We’ll cover recommendations for different campaigns segmentation including Location, Brand, User Intent and more, plus the rationale behind those.

Automation
Marketers, like yourself, are filled to the brim with great ideas. Before you know it however, your ideas have turned into massive Ads campaigns and you’re overwhelmed. That’s where automation comes in. We’ll walk you through Ads automation features and tools like Portfolio Bid Strategies and the Ads Editor that help with account maintenance and save you precious time.

Audiences
There are many ways to target audiences in Google Ads. Learn how to create audiences based on your website visitors, Google Analytics segments and options for using audiences to reach new prospects.

Remarketing
Remarketing is a powerful advertising strategy that allows you to target an audience who’s already interested in your offerings. We’ll help you develop a strategy that ensures your ads reach the right audience at the right time.

Dedicated Q&A Time
A 30 minute Q&A time where your instructors can help with any questions surrounding your accounts.