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Lydian Stone

Google Ads Strategy

About this course

Make sure your Google Ads strategy is primed to its fullest by adding this learning class to your stream.

Learn the latest developments, tools and techniques to ensure your campaigns are structured effectively and that your Quality Score is optimized for the long-term.

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

Google Ads has developed over recent years to become one of the most sophisticated advertising platforms at market. The sheer variety of uses and applications means Pay-Per-Click (PPC) is placed at the core of most companies’ digital marketing strategies. But are you providing a solid basis for your campaigns to grow and succeed?

Get an up-to-date overview of the search marketing landscape. Get your account in order and choose whether to build an internal team or outsource. Develop a winning PPC marketing strategy and discover how to perform valuable landscape and competitor research.

Enroll in this class to ensure your Google Ads activity is built on best-practice foundations.

  • Class 1: Search Landscape & Commercial Objectives

    SEARCH MARKETING LANDSCAPE OVERVIEW

    • Up-to-date insight: Full review of the latest search marketing trends and developments
    • PPC landscape: Full overview of the latest pay-per-click advertising options, across all providers
    • Social advertising: Comparing Ads with Facebook, Twitter and LinkedIn advertising
    • SEO Vs. PPC: A decision-making framework for allocating investment to SEO or PPC

    Ads MANAGEMENT

    • Google account management: Advice on how to best engage with Google’s team
    • Ads resourcing: Building your Ads team or outsourcing to an agency
  • Class 2: Google Ads Paid Strategy Frameworks

    PAY-PER-CLICK (PPC) MARKETING STRATEGY

    • Clear goals: Best practice framework for setting goals and clear KPIs
    • Keyword research: Building a keyword strategy that fits closely to your target audience
    • Audience segmentation: Adapting your strategy to fit to seasonal and regional search habits
    • Long-term results: Building a PPC strategy to boost your long-term Quality Score
    • Bring it all together: Syncing your PPC strategy with offline campaigns

    COMPETITOR & AUDIENCE LANDSCAPE ANALYSIS

    • Audience research: Recommended cross-platform tools
    • Audience personas: Methodology for segmenting your audience base & devising corresponding strategies
    • Competitor insights: Top tools and analytical techniques to give you a leading edge
    • Campaign Simulator: Best practice use to plan future activity
    • Search trend data: Deep analysis to inform planning and forecasting
Lydian Stone

Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.