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Google AdWords & Pay Per Click

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Course Description

This course is designed for people who want to learn how to increase sales online with pay per click (PPC) services. The workshop focus will be on the world’s most popular PPC advertising tool: Google AdWords. The system is complex and many people who use it will immediately lose money because of a lack of experience. This workshop will help you get the information you need right from the outset.

Who Should Attend

This course can benefit anyone who intends to generate more traffic to their website with PPC, including:

  • Marketing Managers
  • Brand Managers
  • Web Designers
  • Web Developers/Programmers
  • Small Business Owners
  • Directors of Sales and Marketing
  • Public Relations (PR) Professionals
  • Project Leaders
  • Bloggers
  • Product Managers
  • Company Executives (Presidents, Vice Presidents, Managers, Directors, Department Heads, Supervisors)
  • Companies looking for new ideas on how to market their website, brand, products and services online
  • Private individuals who want to learn about Google AdWords for their own personal knowledge

Some brands we’ve taught:


This course provides attendees with a lot of useful information. This course will help you:

  • Set up a campaign in Google AdWords
  • Manage and expand a pay per click campaign
  • Use geolocation to better reach your target market
  • Set realistic budgets
  • Opt-out of money-draining default settings
  • Show map information in your ad
  • Analyze important information to increase sales
  • Evaluate leads, sales and conversions
  • Determine if your campaign is successful



Part 1: Basics & Campaign Set-up

  • What is pay per click?
  • Getting traffic: Where does PPC fit in?
  • Account set-up
  • Google vs Display Network (formely called the Content Network)
  • Setting goals

Part 2: Campaign Set-up (continued)

  • How to write the best ads
  • How to target a specific location
  • Best practices, tips, and advice
  • Bidding & budgets
  • Trademark & brand name issues
  • Placement of Google Analytics
  • Getting traffic from competitors

Part 3: Maintenance & Tracking

  • Understanding the key performance indicators
  • Metrics for success

Part 4: Analysis

  • Figuring out what works and what doesn’t
  • How to revise your campaign for even better performance

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