Workshop: Intro to PPC campaign creation and optimisation, October 30th


Pay per click (PPC) advertising is an important part of many marketing mixes throughout the world. A channel that favours both brand awareness and more sales-driven goals: getting PPC right has the potential to take your company to the next level, but can also quickly drain resources if inefficiently implemented.

Course Aims

This workshop will take you through the world of PPC from the ground up featuring both theory-based presentations and practical sessions. Attendees will walk away with knowledge of the PPC ecosystem, how campaigns are built, tracked, and improved.

Who should attend and why you will benefit

This workshop is best suited to people who are new to PPC, or have previously implemented PPC campaigns without a feeling of confidence and/or success.

The course has been designed to cater for all budgets.


This session will cover the following topics: 

  • What is PPC?
  • The difference between the Search and Display Networks
  • Ads on both Google and Bing
  • Understanding your account
    • Goal setting
    • Technical restrictions on ads
    • Planning for seasonality
  • Account set up
    • Interface walkthrough
    • Account do’s and don’ts
    • Account structure
    • Types of keywords
    • Ad extensions
  • What makes a good ad?
  • How to create a campaigns
  • Identifying good and bad campaigns, and how to optimise

Learning outcomes

  • Knowledge of the PPC ecosystem and the opportunities within it
  • Confidence in the creation of PPC campaigns
  • Tips on how to manage and measure PPC campaigns on an ongoing basis, post-workshop

In advance you will need

  • A Google Adwords account (either real or dummy) for the practical elements of the session
  • A laptop to bring to the session

Your trainers

Your trainers will be Ainhoa Ambor and Jeremy Courty both ply their trades at the multiple award-winning Genie Goals. They are both PPC specialists, having worked on the campaigns for some of the world’s leading retail brands including Calvin Klein, Karl Lagerfeld, Mamas & Papas and many more. 

Both Ainhoa and Jeremy have a wealth of experience in both implementations but also PPC strategy and training.

Date and Time

30th October 2019, 09:30 – 13:30 BST, Redgate Software, CB4 0WZ

Note: This event is subject to minimum numbers. In the case of this number not being hit, the event will be cancelled and a full refund provided on the ticket price.


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