Date & Time:

Monday 4th August 9am – 4pm


Retford Enterprise Centre, Randall Way, Retford, Nottinghamshire, DN22 7GR


During this course you will learn how to:
Develop effective goals and measurement for your PPC campaigns.
Create an optimised account structure.
Learn of ways to lower costs and how to gain more high quality clicks.
Explore how to write effective ad copy to increase click throughs.
Maximise your investment with a high quality account that is responsible to clear KPIs.


Who Should Attend?
Small to medium sized business owners who wish to learn about how PPC should be run when dealing with agencies, or businesses just starting out in PPC themselves or Junior Adwords staff for best practice tips and guidance.


Pay Per Click – A Background
Defining PPC and how it works.
Understanding the role of quality score and how it can reduce costs.
Overview of the importance of Adwords and what it can do for small businesses.

How to structure your PPC account
Business objectives and goals and how they drive PPC.
How to measure against your KPIs
The importance of a good account structure.

Choosing the right keywords
The importance of selecting the right keywords
Explore different keyword match types.
Keyword tools and how to use them.
The buying cycle.
Why the right keywords matter and exploring the long tail.

How to write compelling ads & the importance of landing pages
What effective ads do for your business and your budget.
The best practice tips for constructing adverts.
Geo-local advertising for local businesses with retail stores.
Newer ad formats and their relevance for small business.

Testing and continual improvement
Setting bid & bid tools
Different ways to manage your bids.
When to use bidding tools and when to avoid.

Measuring against your KPIs
Tracking your results against your objectives.

Cost per person: Introductory fee of £149.00 + VAT (Following promotion: £379.00 +VAT)

Annie Ivanova-
Annie holds a masters in marketing is Google certified (as an individual) and has an award in search from the IDM. A chartered marketer with intricate experience in small and medium sized businesses who work with constrained budgets. In 2013/14 she was selected as one of the top 30 marketing talents in the UK by The Marketing Academy.

Annie is a very enthusiastic and inclusive trainer, she has a particular interest in empowering small businesses online and in how content marketing can touch the hearts of consumers.


Please quote seminar name when booking.