Paid Search Marketing (Google Ads)

The Paid Search (Pay Per Click) module introduces participants to fundamental concepts of Pay Per Click Advertising and enables participants to develop the knowledge and skills to create and implement successful Google Ad campaigns. The Pay Per Click module demonstrates how to implement and manage search advertising campaigns within search engines such as Google.

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    Flexible private training courses to individuals or businesses on any date, at any location


    Why London School of Digital Marketing?

    Because we’re here, we thrive to ensure digital marketing is a profession that works to the very highest standards and transforming the skills of digital professionals to help build successful careers and promote continuous learning, to meet the future challenges of our economy. London School of Digital Marketing is the leading global digital marketing institute dedicated to Teaching, Training and Transferring digital skills knowledge to enhance individuals, professionals, and businesses to meet the challenges of our economy. Great course for non-marketing teams or individuals building their digital careers or awareness.

    Globally Recognized

    The Pay Per Click (PPC) module teaches participants how to set and manage budgets for Google Adwords campaigns, measure and analyse their effectiveness.

    Modular Immersive Learning

    Our industry-leading ratio of students to instructors, and our small, focused class sizes, we can take the time to ensure every one of our students truly succeeds.

    Industry Validated

    We collaborate with a panel of industry professionals from Google, Facebook, LinkedIn, Microsoft etc. who act as our Content & Syllabus Advisory Council.

    Payment Plans Available

    We offer competitive and flexible payment options for our Introduction to Digital Marketing courses.

    What are the Learning Experience Outcomes in The Paid Search (PPC) Course?

    The module covers the key concepts and terminology used within the field of PPC and will equip participants with the technical understanding and skills to build and maintain an effective Pay Per Click strategy. Participants will understand the fundamentals of Search Engine Marketing and appreciate the mechanics of how Pay Per Click systems function. Students will develop advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.

    • PPC Campaign Elements
    • Strengths of Pay-Per-Click
    • Paid Search Fundamentals
    • Keyword Research
    • Display Networks and Enhancing Creativity
    • Running a Paid Search Campaign
    • Ad Centre

    There are 6 Modules Covered in The Paid Search Marketing course

    You will be armed with the know-how, the experience and the insights to be able to work and speak with authority in this fast-paced industry. In short, you’ll be a skilled digital marketer, capable of building digital marketer, capable of building digital marketing strategies from scratch.

    • Fundamentals and Value of Google Paid Search
    • Campaign Creation and Optimization
    • Managing Paid Search Campaigns
    • Managing Ads Copy and Extensions
    • Quality Score
    • Keyword Research
    Fundamentals and Value of Google Paid Search

    Fundamentals and Value of Google Paid Search

    Module Overview

    Millions of customers are out there, right now, with their hands up looking for your products and services you offer. Imagine being so relevant and show up exactly when they need your services or products? This module teaches participants how Google Search Marketing (PPC) campaigns can help businesses reach the right audience at the right time and boost their business goals.

    A male and female colleagues holding an iPad discussing the fundamentals and value of google paid search

    Key Skills:

    • Understand user intent
    • Connecting Google PPC Ads with Customers
    • Google Ads Account Structure
    • Keyword Research
    • Create Google Search Campaigns
    • Develop a Strong Search Campaign Structure
    Campaign Creation and Optimization

    Campaign Creation and Optimization

    Module Overview

    Getting your Google Paid Search (PPC) ads in front of your targeted audience starts with creating a Google Search campaign. In this module, participants will learn how they can create, optimize and customize their Ads to drive business objectives. Participants will be trained to set up a Search campaign and use different techniques to drive relevant traffic to their App, website, service, or product.

    A successful London School of Digital Marketing diverse team of colleagues creating Google PPC Campaigns in the office together at night

    Key Skills:

    • Create, optimize and customize their Ads
    • Paid VS Organic Search
    • Basics of Paid Search (PPC) Campaigns
    • Drive relevant traffic to your website
    • Landing Pages
    • Keyword Research
    Managing Paid Search Campaigns

    Managing Paid Search Campaigns

    Module Overview

    Participants will develop their knowledge of PPC by learning how to manage and adjust your campaign targeting and tactics. Demonstrate your mastery of building and optimizing Google Search campaigns.

    A Paid Search Marketing manager giving a presentation to his colleagues in a boardroom at London School of Digital Marketing venue

    Key Skills:

    • Optimizing Relevant Keywords
    • Managing your Budget
    • PPC Campaign Measurement
    • Understanding the Different Settings
    • Creating Compelling Ad Copy
    • Choosing the Right Keyword Match Types
    Managing Ads Copy and Extensions

    Managing Ads Copy and Extensions

    Module Overview

    In this module, participants will learn about what quality score is and its effect on their Ads and what are the factors that determine where your Ad will rank on Google. Participants will learn to create relevant keywords to their campaign and optimize the quality of their landing page.

    A Paid Search campaign expert looking at her laptop showing Google Analytics results

    Key Skills:

    • Anatomy of Google Ads ad copy
    • Best practice for writing compelling Ad extensions
    • Ad disapprovals
    • Creating and Managing YouTube Channel
    • Fundamentals of Display and video Ads
    • Measurement and Optimization
    Quality Score

    Quality Score

    Module Overview

    Participants will gain an opportunity to step further into PPC by gaining skills that give you an overview of how well your ad quality compares to competitors. You’ll gain the skills of maintaining a higher Quality Score to ensure that your Ads, keywords and landing page are more relevant and useful to your target audience compared to your competitors.

    Female team explaining Google PPC Quality Score using a whiteboard in a classroom at London School of Digital Marketing

    Key Skills:

    • How quality score is calculated
    • Quality score benefits
    • What influences quality score
    • Click-through rate
    • Relevancy
    • Landing page quality
    • How quality score affects your Cost Per Click
    Keyword Research

    Keyword Research

    Module Overview

    Want to learn about keywords that are transactional, informational, locational and drive loads of qualified traffic? This is the module for you. Participants will gain skills on using the best keyword research tools to for both their SEO and PPC campaigns.

    A man and female digital marketing professionals doing keyword research on an iPad while working together in the office at London School of Digital Marketing

    Key Skills:

    • Generation keyword ideas
    • Google Keyword Planner
    • Keyword match types
    • Close variants
    • Broad match modified
    • Negative keywords
    • Using negatives intelligently
    • Keyword mining

    Paid Search Marketing (Google Ads)

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    About Course

    The Paid Search (Google Ads) module introduces participants to fundamental concepts of Pay Per Click Advertising and enables participants to develop the knowledge and skills to create and implement successful Google Ad campaigns. The Pay Per Click module demonstrates how to implement and manage search advertising campaigns within search engines such as Google.

    Why study the Introduction to Paid Search (PPC) Marketing?


    Boost Your Career and Credibility

    Your career needs a direction, not an operating manual. The Paid Search course covers setting and managing budgets for campaigns, measuring and analysing their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. Participants will also be aware of relevant data protection and privacy issues associated with Pay Per Click.


    Advance Your Knowledge and Career

    Our course content and teaching style, have all been designed around an “agency model” — where our students work alongside one another to deliver real projects for our network of community partners.


    Work with Real Projects for Real Clients

    You’ll get experience in group dynamics, organisational change, technology platforms and strategy & planning. You’ll gain a holistic experience in each project, making your skills easier to apply in the real world.

    Watch this video to learn more about this Paid Search (PPC) Marketing

    Who is The Paid Search (PPC) aimed at?

    The Paid Search (PPC) course is for anyone at any level of skills or experience with an interest in supporting online business functions, from user acquisition, to fueling e-commerce business, to identifying and targeting the right customers and informing the company on how to spend marketing budget most effectively with real-time data.

    This short course is delivered globally and aimed at;

    • Individuals who are ready to change their careers.
    • Those responsible for the planning, execution, or measurement of social media marketing campaigns.
    • Brand managers, PR professionals, Marketing executives, or anyone wishing to expand their skillset and career opportunities with a sound appreciation of how to integrate social media marketing into a broader business strategy.
    • Participants with any level of skill or experience and will prepare them to engage specifically with social media marketing within the overall digital marketing domain.
    • Those that wish to receive recognized qualification to further their career opportunities.
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    Learn from Digital Marketing Industry Expert Trainers

    London School of Digital Marketing only uses professional experts to deliver all our courses. The trainers are experienced practitioners who deliver campaigns for some of the world's most innovative companies.

    Jeremy Spiller

    London School of Digital Marketing senior digital marketing trainer

    Mike Berry

    London School of-Digital Marketing trainer

    Tom Gilpin

    London School of Digital Marketing training expert

    Marriott Lusengo

    London School of Digital Marketing trainer

    Individuals, Professionals and Businesses Trust London School of Digital Marketing to Train and Upskill Them

    Alicia Gregorian


    The London School of Digital Marketing were incredible at teaching me all that I need to knowabout Digital Marketing…

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    Meb Tze


    Fantastic course... Very informative... Marriott and Mike were especially impressive teachers…

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    Glisabel Masango


    Our team at Express Links Money Transfer took a course with London School of Digital Marketing and it was an excellent experience…

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    Gemma Thirsk


    These guys really know their stuff, they're geniuses! I now understand how to implement a digital marketing strategy and plan for my business…

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    Mada Kim


    Absolutely fantastic! Course practitioners are very well-versed in their related fields. Learnt a widerange of different aspects of digital marketing such as…

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    Andrew O


    I own a digital marketing agency so coming onto the course I had a fair understanding of what and how digital marketing works…

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    Matthew Patterson


    I have had the pleasure of studying the Professional Diploma in Social Media Marketing with LondonSchool of Digital Marketing…

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    Many thanks to Marriott and The London School of Digital Marketing. From first contact and discussion about which course suited my needs, to delivery of the course…

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    I started this course with next to no knowledge in digital marketing and finished with such an insight, I've taken away so much from this course including extra…

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    've just finished 3 days of training for the Professional Diploma in Social Media Marketing. It was absolutely brilliant, Marriott was an excellent tutor & I felt engaged from start to finish…

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    Our Programme and Content Advisory Council include individuals from:

    Your Search Marketing (PPC) questions answered.

    Here are most of the frequently asked questions and even more information about what is covered on the Paid Search Marketing course. If you have a question that you can’t find the answer to, please give our customer service a call on +44 (0)203 770 9302 or WhatsApp on +44 77 2719 0609 or drop us an email at

    I have a job already and so will this course develop my career?

    The professional Diploma in Digital Marketing will help to improve your overall digital marketing knowledge, customer acquisition, strategy & planning and targeting the right customers and all delivered by industry skills experts. This will help you get promoted, or even increase your chances to start a whole new career.

    Do I need to know or have experience in digital marketing?

    Experience is not a must, and anyone can apply for the Professional Diploma in Digital Marketing. The objective of this professional diploma in digital marketing course is to upskill you to reach your full potential with the aim to training you on the techniques of promoting or raising awareness of products or services of a business using social media, digital display & video advertising, Search Engine Optimization, Analytics with Google, Email Marketing, Pay Per Click and much more. This will certainly kickstart your exciting career in the digital marketing world.

    Why should I learn this certification?

    This course is for anyone willing to benefit from learning the fundamentals of marketing a business online using digital marketing platforms and apps. London School of Digital Marketing collaborates with leading industry experts through their esteemed Program & Content Advisory Council (PCAC) which is made up of top digital brands and they work with us to identify current and future trends, contributing to ‘best practice’ advice, industry research and insights for professionals and guidance on our professional programs.

    By providing expert reviews and recommendations on a regular basis, the PCAC ensures that prospective participants possess the most up to date skills, core competencies and knowledge needed to thrive in their digital careers.

    The course focuses on a number of specialisms including content marketing, principles of social media, content engagement, leveraging paid and owned media to reach target audience including reporting on analytics on all social media platforms.

    This certification is recommended for professionals and individuals who are responsible for the planning, execution and management of social media campaigns. It is for social media specialists, executives or similarly any individual who would like to enhance their digital marketing knowledge in this area.

    Will a Digital Marketing Certification Get Me a Job?

    A digital marketing certification should help you get a job, depending of course on your other professional experience, your educational background, and the soft skills you bring to the table.

    To an employer, a digital marketing certification will validate that you are trained on the most current possible digital marketing strategy, tools, methodologies, and best practices. Your certification will also indicate that you have experience in all the various forms of marketing that would likely be required by a marketing job, including content marketing, email marketing, search media advertising, social media marketing, successful video marketing strategy, and more.

    If you have no professional experience, a digital marketing certification should be enough on its own to get you a digital marketing internship or entry-level job. Learning the fundamentals of digital marketing can also be valuable in related fields such as design, product, or web development, so a digital marketing certification could potentially help get you a job even if marketing is not your primary professional focus.

    What kind of jobs can this Digital Marketing bootcamp get me?

    The world wide web has revolutionised the wat us as people and business communicate. But most importantly, how businesses and people raise awareness of their products, services and tell their stories. So when it comes to When it comes to building brands and influencing perceptions and marketing online, a London School of Digital Marketing Professional Diploma in Digital Marketing can open career doors for you.

    Digital Marketers work across all industries that need to communicate digitally, which means there is a lot of variety when it comes to a digital marketing career. Here are some common digital marketing jobs you may consider:

    • Marketing Coordinator
    • Marketing Manager
    • Marketing Specialist
    • Marketing Communications Manager
    • Marketing Communications Specialist
    • Affiliate Marketing Manager
    • Community Manager
    • Social Media Manager
    • Social Media Strategist
    • Brand Manager
    • Brand Strategist
    • Content Manager
    • Content Specialist
    • Content Strategist
    • SEM Specialist
    • SEO Manager
    • SEO Specialist
    • Email Developer
    • Content Writer
    • Digital Marketing Manager
    • Digital Strategist
    • Paid Search Manager
    • Pay-Per-Click Manager
    • SEM Manager
    • Email Marketing Strategist
    • Email Operations Manager
    • Corporate Communications Manager

    Please note this is not an exhaustive list but rather an example of the roles a professional diploma certified digital marketing professional can apply for.