This course shows how to grow your Google adwords, Microsoft advertising and Facebook campaigns beyond simple keyword ads into a profitable investment of marketing budget. Delegates will learn how to gain quick wins for their business by applying test and learn methodology to their paid search advertising and learn about the growing opportunities in social, mobile, local, shopping and video search.

Who should attend?

Marketing or web managers who are required to plan and implement a PPC campaign in B2B or B2C markets. They will have either had experience of planning and running Google AdWords programs or have attended the one day introductory Search Engine Marketing course.

Learning outcomes

  • The principles of paid search and quality based bidding (keywords, creatives, bids and landing pages) that drive success.
  • The key influencers on a PPC campaign.
  • How to perform keyword research to identify your audience and beat a competitor.
  • How to build a ROI model for any PPC market including for premium CPC.
  • How to identify the best bid position.
  • Apportioning PPC spend according to your aims.
  • How to get better results from your existing campaigns.
  • Collecting, measuring and managing PPC reporting.
  • Developing the right PPC mix for your market.
  • PPC copywriting that works for both the search engines and your audience.
  • How to put together a workable PPC plan.
  • Integrating products and your PPC program.
  • How to select an external  search agency (from the Founder of the UK’s Original SEO).
  • Working more efficiently with your agency.
  • Using the right tools for the job.
  • The BIG rules for better PPC - within your teams and third party suppliers.
  • Optimisation for web, social, video, shopping and mobile.


Non-Residential: £625
Member Non-Residential: £562
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
27 Mar 2018 27 Mar 2018 London
25 Jul 2018 25 Jul 2018 London
20 Nov 2018 20 Nov 2018 London

Course Director

Graham Hansell

Graham Hansell has over 18 years’ experience in digital marketing, originally working for the UK's first web directory and then as founder and owner of the UK's first website optimisation company. Graham is very experienced in planning and executing everything from short burst web campaigns through to large global digital marketing programmes. He excels in delivering his wide experience to delegates within an easy to understand framework and using practical real world examples.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.