Google ADS Course

How to set up successful digital marketing campaigns.

In this course, we will analyse the dynamics behind Pay per Click campaigns and Search Engine Advertising, and go in-depth into the techniques for advertising with Google Ads, on the search network (Paid Search) and GDN (Display Advertising).

Who is it aimed at?

  • The course is aimed at companies and professionals who wish to acquire or improve their skills in the field of search engine advertising, remarketing and display advertising on Google.
  • The course is at Intermediate level, so you should already have a basic knowledge of advertising techniques with Google Ads, but in-depth skills are not required.
  • The course will be extremely practical. We recommend that you bring your own PC so that you can take part in the practical exercises aimed at becoming familiar with the tools and their functions in a simple and direct way.


The course lasts for 8 hours, with the possibility of splitting it into 2 days (4+4 hours).

The programme

General overview of Pay per Click concepts and the characteristics of Paid Search and Display

Setting up Google ADS account and ADS – Analytics link, with setting conversion targets

 Paid Search campaign

  • Keyword analysis
  • Setting up successful matching (keyword matching options)
  • Creating a campaign on the search network and main settings
  • Creation of ad groups (ads and related keywords)
  • Best practices for creating high-performance ads
  • Outline of the main KPIs (Key Performance Indicators)
  • Paid Search campaign optimisation

Display campaign

  • The various targeting methods
  • Setting the winning target
  • Creation of a campaign on Google’s display network (GDN) and main settings
  • Creation of ad groups (targeting and ads)
  • Types of Display Ads
  • Outline of the main KPIs (Key Performance Indicators)
  • Display campaign optimisation

Customer case study

  • The whole course will be based on the client’s practical case

The course is not suitable for e-Commerce.

Contact the coach
Google ADS Course