Google Ads and Search Engine Marketing
A two-day hands-on programme on paid search. Google Ads is the most measurable advertising channel available and also the easiest to waste money in, because the platform's defaults are optimised for Google's revenue rather than yours. Broad match with automated bidding and no conversion tracking will spend a budget quickly and teach you nothing.
The course builds a real campaign over the two days. Day one covers account structure, keyword research, match types, ad copy and landing page relevance. Day two covers the mechanics that determine whether it is profitable: Quality Score, bidding strategies, conversion tracking, audiences, and a structured optimisation routine. The catalogue's Paid Social and Search Ads course is the broader overview; this one goes deep on search.
HRD Corp SBL-Khas Claimable
Programme Agenda
Day 1, 9:00 AM - 9:15 AM
Welcome and Programme Overview
Introduction to the session, objectives, and housekeeping.
Day 1, 9:15 AM - 10:15 AM
How Google Ads Works
The Google Ads auction, Quality Score, Ad Rank, and why the highest bid does not always win. Understanding search intent and where paid search fits in your marketing.
Day 1, 10:15 AM - 10:30 AM
Break
Day 1, 10:30 AM - 11:30 AM
Account Structure and Campaign Setup
Account, campaign, ad group, and ad hierarchy. How to structure campaigns by product, service, or audience for maximum control.
Day 1, 11:30 AM - 12:30 PM
Keyword Research and Match Types
Finding the right keywords using Google Keyword Planner. Broad, phrase, exact, and negative match types and how each affects reach and cost.
Day 1, 12:30 PM - 1:30 PM
Lunch
Day 1, 1:30 PM - 3:15 PM
Writing Responsive Search Ads
Headlines, descriptions, and display URLs that earn clicks. How Google assembles responsive ads and how to give it the best assets to work with.
Day 1, 3:15 PM - 3:30 PM
Break
Day 1, 3:30 PM - 4:45 PM
Ad Extensions
Sitelinks, callouts, structured snippets, call extensions, and location extensions. How to make your ads take up more space and drive more relevant clicks.
Day 1, 4:45 PM - 5:00 PM
Day 1 Close
Recap and what to review before day two.
Day 2, 9:00 AM - 9:15 AM
Day 1 Review
Recap of day one and the questions it left open.
Day 2, 9:15 AM - 10:15 AM
Bidding Strategies
Manual CPC, Target CPA, Target ROAS, and Maximise Conversions. When to use each and how to transition from manual to automated bidding.
Day 2, 10:15 AM - 10:30 AM
Break
Day 2, 10:30 AM - 12:30 PM
Conversion Tracking Setup
Installing the Google Ads conversion tag, setting up goal tracking for form submissions, calls, and purchases, and verifying that data is recording correctly.
Day 2, 12:30 PM - 1:30 PM
Lunch
Day 2, 1:30 PM - 3:15 PM
Reporting and Campaign Optimisation
Reading the key metrics: impressions, clicks, CTR, CPC, Quality Score, conversion rate, and ROAS. Identifying what to pause, scale, or adjust.
Day 2, 3:15 PM - 3:30 PM
Break
Day 2, 3:30 PM - 4:45 PM
Campaign Audit or Build. Participants either build a new search campaign from scratch or audit an existing account and produce a prioritised action list to improve performance. Key Outcomes:
Set up a Google Ads account and campaign structure correctlyResearch and select keywords with the right intent and match typesWrite responsive search ads that earn high click-through ratesSet up conversion tracking to measure real business outcomesChoose the right bidding strategy for your campaign goalAnalyse campaign data and make optimisation decisions with confidence
Day 2, 4:45 PM - 5:00 PM
Wrap-Up and Q&A
Key takeaways, next steps, and close.
Key Outcomes
- Structure an account so performance can be read and controlled
- Research keywords and apply match types deliberately rather than by default
- Write ad copy and choose landing pages that lift Quality Score
- Set conversion tracking correctly, which most accounts do not
- Choose a bidding strategy appropriate to your data volume and goal
- Use audiences, extensions and negative keywords to cut wasted spend
- Run a weekly optimisation routine and report on genuine return
Training Mode Physical / Online / Hybrid / e-learning
HRD Corp SBL-Khas Claimable
Level Intermediate. Suitable for marketing executives and managers, e-commerce staff, agency staff and business owners running their own advertising. Basic digital marketing familiarity assumed.
Duration 2 Days (16 Hours) | 9:00 AM to 5:00 PM daily
Venue In-house at the client's premises, or delivered via the client's preferred platform (Microsoft Teams, Zoom, or equivalent)
Assessment A built and structured campaign with conversion tracking and a documented optimisation plan
Certificate Certificate of Completion issued to all participants upon full attendance