Jellyfish started out as a paid search agency, so PPC is in our blood. Our Google Ads training is built on the foundation of years of hands-on experience running and optimizing client accounts.
As a Google Marketing Platform Certified Partner, we’re perfectly placed to help you deliver winning PPC campaigns. Take control of your Google Ads and maximize the return on your investment with our expert-led training.
Choose between our beginner-level Standard course – focussed on essential PPC theory, optimal Google Ads campaign set-up and ad creation – and our Advanced course, where you’ll take your knowledge to the next level, exploring advanced techniques and configuration. Both courses will help improve your ad efficiency, reduce your cost per acquisition and increase leads and sales.
Our Google Ads (AdWords) course is delivered via Virtual Classroom. We also offer it as a private training session that can be delivered virtually or at a location of your choice in South Africa.
Course overview
- Standard
- Advanced
Who should attend:
Our Standard Google Ads course is for professionals looking to improve their understanding of PPC and Google Ads. You may want to increase your knowledge so you can work better with your agency, or be directly responsible for running your own campaigns and looking to improve their performance. This course will empower you to do both.
What you'll learn:
By the end of this course, you will be able to:
- Explain the mechanics of how the bidding auction works
- Create campaigns and ad groups with a full understanding of the different settings
- Choose the right keyword match types and use them to ensure you efficiently capture all relevant searches
- Write compelling ad copy and implement all the basic ad extensions at your disposal
- Pull reports and execute standard imitation techniques in order to improve the performance of a campaign i.e. keyword mining and bid adjustment
Course agenda
- How are SEO and PPC different?
- The key search players
- Key targeting features
- How does PPC work?
- Key metrics
- How quality score is calculated
- Quality score benefits
- What influences quality score
- Click-through rate
- Relevancy
- Landing page quality
- How quality score affects your CPC
- How the Google Ads auction works
- How are search accounts structured?
- What’s a campaign?
- What’s an ad group?
- What’s a keyword?
- What’s an ad?
- Campaign vs. ad group
- Optimization levers
- Generation keyword ideas
- Google Keyword Planner
- Keyword match types
- Close variants
- Broad match modified
- Negative keywords
- Using negatives intelligently
- Keyword mining
- Campaign and Ad group best practice
- What are text ads?
- Anatomy of Google Ads ad copy
- Tips for writing good ads
- Ad extensions
- Ad disapprovals
- Bid management
- Landing pages
- Ad copy
- Campaign settings
- Keywords
- Daily, weekly and monthly tasks
- Common mistakes
- Campaign set-up
- Ad group set-up
Upcoming courses
Who should attend:
Our Advanced course is for those who are already running Google Ads campaigns in-house. You’ll already understand the terminology and might be thinking of bringing your campaigns in-house from a third party.
Whereas in the standard course we focus on the initial set-up, creation and methodologies, in the advanced course we go more into optimization and share our insider tips and advice.
What you'll learn:
By the end of this course, you will be able to:
- Create advanced, well structured search campaigns (including naming conventions)
- Use advanced reporting features and data effectively
- Run and analyze robust ad copy tests to drive the highest possible click-through rate
- Distinguish between the different ad extensions, decide which are relevant and how to implement them
- Use Remarketing Lists for Search Ads (RLSA) to optimize your activity
Course agenda
- Benefits of a good account structure
- What bad looks like
- What good looks like
- Campaign naming conventions
- Ad group best practice
- Keyword match type recap
- Common keyword Issues
- Low search volume
- Low quality score
- Below first page bid
- Filtering and saving views
- Negative keywords
- Campaign negative lists
- Negative keyword strategy and implementation
- Routing keywords
- What makes a good piece of ad copy?
- Ad copy testing
- Analyzing results
- Ad extensions
- Impression share
- Auction insights report
- Demographic reports
- Change history report
- Search terms report
- Investigating performance
- What is RLSA?
- Benefits of RSLA
- Creating audience lists