2-Day Course Outline and Scheme of Work: Fundamentals: Google Ads

Course Title:

Fundamentals: Google Ads

Course Duration:

2 Days (6 hours per day)
Total: 12 hours

Target Audience:

Business owners, digital marketers, or individuals looking to gain foundational knowledge and skills in Google Ads for running effective advertising campaigns.

Course Objectives:

By the end of the course, participants will be able to:

1. Understand the fundamentals of Google Ads and its role in digital marketing.
2. Create, set up, and manage Google Ads campaigns effectively.
3. Use targeting methods and bidding strategies to maximise return on investment (ROI).
4. Analyse Google Ads performance data to optimise future campaigns.

Day 1: Introduction to Google Ads and Campaign Setup (6 hours)

Session 1: Introduction to Google Ads and Paid Search Marketing (1 hour)

• Topics Covered:
  • Overview of Google Ads and its role in digital marketing
  • Difference between paid search and organic search (SEO)
  • Google Ads terminology (PPC, CPC, CTR, etc.)
  • Overview of ad networks: Search, Display, Shopping, Video
• Activities:
  • Group discussion on participants’ experiences with digital advertising
  • Interactive quiz on key Google Ads terms

Session 2: Structuring Your Google Ads Account (1 hour)

• Topics Covered:
  • Importance of account structure: Campaigns, Ad Groups, Ads
  • Navigating the Google Ads dashboard
  • Ad types: Text ads, responsive search ads, display ads, and extensions
  • Google Ads Editor: Overview of the tool for managing accounts
• Activities:
  • Walkthrough: Setting up a Google Ads account
  • Group brainstorming: How to structure campaigns based on business objectives

Session 3: Keyword Research and Targeting (2 hours)

• Topics Covered:
  • Introduction to keyword research and keyword match types (Broad, Phrase, Exact)
  • Using Google Keyword Planner for effective keyword research
  • Negative keywords: What they are and why they matter
  • Audience targeting: Demographics, location, device, and behaviour targeting
• Activities:
  • Hands-on workshop: Conducting keyword research using Google Keyword Planner
  • Group task: Create a keyword list and draft ad copy for a sample campaign
  • Peer review of keyword selections

Break (30 minutes)

Session 4: Crafting Effective Ad Copy (1 hour 30 minutes)

• Topics Covered:
  • Writing compelling ad copy: Headlines, descriptions, and CTAs (Calls to Action)
  • Best practices for creating relevant and high-performing ads
  • Understanding ad relevance and Quality Score
  • Using ad extensions (sitelinks, call extensions, location extensions)
• Activities:
  • Ad copywriting workshop: Participants create and optimise text ads for a chosen campaign
  • Peer review and feedback on ad copy

Session 5: Setting Bidding Strategies and Budgeting (1 hour 30 minutes)

• Topics Covered:
  • Overview of bidding strategies (Manual CPC, Enhanced CPC, Target CPA, Target ROAS)
  • Setting daily budgets and managing spend effectively
  • Introduction to auction insights and how the Google Ads auction works
  • Strategies to control costs and maximise ROI
• Activities:
  • Walkthrough: Setting up bidding strategies for a sample campaign
  • Group discussion on the advantages and disadvantages of different bidding strategies

Day 2: Campaign Optimisation and Analytics (6 hours)

Session 1: Introduction to Campaign Optimisation (1 hour 30 minutes)

• Topics Covered:
  • Importance of ongoing campaign optimisation
  • Split testing (A/B testing) ads: Why and how to run effective tests
  • Adjusting bids based on device, location, and time of day
  • Enhancing ad relevance and improving Quality Score
• Activities:
  • Group activity: Analyse ad copy performance from a live campaign case study
  • Create an A/B testing plan to test different versions of ad copy

Session 2: Tracking Conversions with Google Ads (1 hour 30 minutes)

• Topics Covered:
  • Setting up conversion tracking (form submissions, calls, purchases)
  • Introduction to Google Tag Manager (GTM) for tracking conversions
  • Understanding click-through rate (CTR), conversion rate, and return on ad spend (ROAS)
  • Using UTM parameters for tracking ad performance in Google Analytics
• Activities:
  • Walkthrough: Setting up conversion tracking in Google Ads
  • Hands-on exercise: Installing tracking codes and analysing conversion data

Break (30 minutes)

Session 3: Google Ads Reporting and Performance Analysis (2 hours)

• Topics Covered:
  • Analysing key performance metrics (CTR, impressions, conversions, Quality Score)
  • Customising reports for specific business goals
  • Using Google Ads insights and recommendations to improve performance
  • Introduction to automated rules and scripts for campaign management
• Activities:
  • Practical session: Analysing a sample campaign’s performance metrics
  • Group discussion on how to interpret data to make campaign decisions

Session 4: Final Campaign Optimisation and Q&A (1 hour)

• Topics Covered:
  • Strategies for long-term campaign success: Scaling and refining
  • Common pitfalls to avoid in Google Ads campaigns
  • Best practices for managing multiple campaigns
  • Final tips on managing and optimising campaigns for continuous growth
• Activities:
  • Participants present their campaign strategy and optimisation plan
  • Peer feedback and suggestions for improving campaigns

Course Wrap-Up (30 minutes)

• Recap of Key Learning Points
• Final Q&A
• Certificate of Completion Distribution

Assessment:

• Ongoing assessment through practical activities (campaign setup, keyword research, ad copywriting, etc.)
• Final assessment through campaign presentation and peer review

Resources:

• Handouts on Google Ads glossary, campaign setup steps, and performance metrics
• Access to Google Ads tutorials and resources from Google Skillshop
• Example campaigns and real-world case studies for reference

This 2-day course provides a comprehensive introduction to Google Ads, blending theoretical concepts with hands-on practice to ensure that participants can confidently set up and optimise their campaigns for business success.