This course focuses on the importance of Paid Search and the role of this form of advertising within the Digital Marketing Mix. It provides an in-depth review of the different options to target specific audiences and it offers a series of tools and mechanics to create and optimize Paid Search campaigns within Google AdWords.

 The Paid Search is a 4-week training course.


The Paid Search course is prevalent and beneficial to marketing managers as well as those students and professionals interested in expanding their education in this field.

  • Marketing Professionals
  • Entrepreneurs
  • Business and Marketing students

Note that no prior knowledge of Google AdWords is necessary to attend this course.

  • Module 1 – Paid Search; why is important
  • Module 2 – How does Paid Search work
  • Module 3 – Some important metrics
  • Module 4 - Quality Score, the heart of Paid Search
  • Module 5 – Audiences & the buying cycle
  • Module 6 – Targeting options and other tactics in Google Editor
  • Module 7 - Mobile search
  • Module 8 – Measurement framework
  • Module 9 – Optimization & reporting

Participants will gain knowledge and understanding of:

  • What is PPC and how does it fit within the Digital Marketing Mix
  • How does PPC & SEO attribute each other
  • How to create optimal PPC campaigns
  • How to improve click-through rates through effective ad copy
  • Understand how people really search
  • How to conduct effective keyword research
  • what Quality Score is and why is so important
  • How a customer progresses through the buying funnel
  • The difference between Search and Display networks
  • Mobile Search and the role in today’s search landscape
  • How to effectively set and measure goals
  • How to optimize campaigns and generate actionable reports

After successful completion of the Paid Search course you will be eligible to obtain the Digitally Smart Certification, which will qualify you as a Digital Marketing Certified Professional.
  • $99.00 (USD)


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