Pay Per Click Advertising and Google AdWords

Whilst SEO is an essential part of any brand’s online approach, Pay Per Click advertising is a helpful additional tool, particularly for highly competitive search terms and rapidly moving marketplaces.


  • Initial Concepts
    • Understanding paid search, how’s it’s changing, its scope, basics of reporting, key terminology and features
  • Building Accounts
    • An overview of account structure based on your website, your budget and your audience
      • AdWords Editor
      • Keyword research, generation and match types for paid search
      • Account Structure
      • Ad Copy
      • Targeting
      • Ad Extensions
      • Display Network including remarketing
  • Optimising Performance
    • Defining conversions
    • Conversion tracking
    • Budgets and bids
    • Impression share
    • Landing pages