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This course shows how to grow your Google Adwords and Microsoft Advertising 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 through to the growing opportunities of social, mobile, local, shopping and video search.
This workshop follows on from our introductory Search Engine Marketing (SEM) course (1157).


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 that drive success in paid search
• 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
• Working more efficiently with your agency
• Using the right tools for the job
• The BIG rules for better PPC in your teams and third party suppliers
• Optimisation for web, social, video, shopping and mobile


Course Dates

Start Date Days Location
03 Sep 2019 1 London
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31 Oct 2019 1 London
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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.


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.

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