1-to-1 Google Ads Training Course

Learn current and emerging Google Ads trends, technologies & tools with a multi-award winning London-based agency.

Course Format

All courses on a 1-1 basis

We acknowledge that each person has different levels of knowledge within the digital marketing field,

Which is why our course is delivered entirely on a 1 to 1 basis, tailoring the schedule, curriculum and location around your personal needs.

We may visit your office, or meet in a coffee shop inbetween your meetings…the choice is yours, subject to availability of course.

Why Take This Course?

Our course is aimed at strategically minded executives, CEOs, business owners, Marketing Directors etc. You are looking to gain both hands on, and a strategic understanding of current and emerging digital marketing trends, tools and technologies.

You will be trained by one of the most awarded Digital Marketing Agencies in 2019/21, and we are proud winners of the highly prestigious 2021 UK Business Award for Best Marketing Agency, too. We don’t like waffle..the course takes a straight, no-nonsense approach to develop your skills and knowledge.

We accept a maximum of two students each month, and our screening process focuses on your commitment, relevance, and personal circumstances.

Course Syllabus

To be customised around your own needs

Google Ads

Section 1: Introduction to Google Ads

  • Welcome
  • How to Make the Most of This Course
  • What is Google Ads?
  • Where do Google Ads Show Up?

 Section 2: Creating and Setting Up Our First Google Ads Account

  • Creating Your First Google Ads Account
  • Understanding the Google Ads Account Hierarchy
  • Using Your Website Navigational Structure to Structure Your Google Ads Campaigns
  • Understanding Network Settings
  • Understanding Location Targeting
  • Configuring Location Targeting in Google Ads
  • Understanding Advanced Location Options
  • Setting and Configuring Languages
  • Setting Your Daily Budget
  • Finding Your Hourly Reports in the Google Ads Interface
  • Bidding Strategies
  • Campaign Start and End Dates
  • Introduction to Dynamic Search Ads
  • Understanding Sitelink Extensions
  • Callout Extensions
  • Call Extensions
  • Structured Snippet Extensions
  • App Extensions
  • Message Extensions
  • Location Extensions
  • Location Setting Exercise
  • Promotion Extensions
  • Price Extensions
  • Understanding Ad Rotation Settings
  • The Basics of Ad Scheduling
  • Understanding the Basics of Device Targeting
  • Understanding Campaign URL Options

Section 3. Structure your Ads 

  • Ad Group Structure Basics and Organization
  • Ad Group Structure Ideas
  • Creating Our First Ad Group in Google Ads

Section 4: How To Write Kick-ass Ads in Google Ads

  • The Anatomy of Google Text Ads
  • Best Practices for Successful Text Ads
  • Creating Our First Ad in Google Ads

Section 5: Setting Up Your AdWords Billing

  • Configuring Your Billing Details in Google Ads

Section 6: Keywords in Depth 

  • Keyword Basics: Keywords vs Queries
  • The Basics of Keyword Research
  • The Basics of Keyword Planning
  • The Basics of Keyword Organization
  • Understanding Keyword Match Types
  • Keyword Match Types: Broad Match
  • Keyword Match Types: Phrase Match
  • Keyword Match Types: Exact Match
  • Keyword Match Types: Negative Match
  • Using the Search Term Report to Find Negative Keywords
  • Understanding Negative Keyword Lists
  • Traffic Sculpting: Negative Keywords at the Ad Group Level
  • Adding Negative Keywords at The Ad Group Level
  • Keyword Research: Google Suggestions, Google Related Searches, Scrapping, Competitor Research, and Autocomplete
  • Using Additional Research Tools to Get Negative Keyword Ideas
  • Keyword Research: Using the Google Keyword Planner
  • Keyword Research: Downloading Keyword Ideas from the Google Keyword Planner
  • Keyword Planning: What Keywords Can Teach Us About Buying Intent
  • Keyword Planning: Using Google Keyword Planner to Get Volume & Cost Estimates
  • Keyword Bidding Basics: Setting Your Initial Max CPC Bids

Section 7: Account Structure – How To Structure Ad Groups Like A Pro

  • Account Structure: How To Create A New Ad Group Within Your Campaign
  • Importing Your Keyword Lists From Excel Into Your New Ad Group
  • Creating Multiple, Relevant Ads For Your New Ad Groups
  • How To Navigate Between Ad Groups, Keywords, and Ads Within A Campaign

Section 8: The Incredible Dynamics Of The AdWords Auction

  • Introduction To AdWords Auction
  • Understanding Quality Score: Click Through Rate And Ad Relevancy
  • Understanding Quality Score: Landing Page Quality

Section 9: Expanding And Refining Your Campaigns

  • Navigating The AdWords Dashboard
  • How To Edit, Pause And Enable Keywords, Ad Groups, and Campaigns
  • Editing The Essential Campaign Settings
  • How To Create New Campaigns That Will Improve Your Results
  • How To Use Your Website To Make The Best Campaigns Possible
  • Understanding Bid Adjustments And Using Them To Enhance Your Custom Schedules

Section 10: Negative Keywords 

Section 11: Ad Extensions

  • Introduction To Ad Extensions
  • The Benefits Of Using Ad Extensions
  • Different Types Of Ad Extensions and Best Practices
  • Adding Sitelink Extensions
  • Configuring Your Sitelink Extensions For The Best Results
  • Adding Callout Extensions And Phone Extensions

Section 12: Remarketing 

  •  Primary Forms Of Remarketing
  • Realizing The Benefits And Importance Of Remarketing
  • How To Create And Add Your Remarketing Tag
  • Creating Your First Remarketing Audience
  • Configuring Your Remarketing Campaign Settings

Section 13: Conversion Tracking

  • Understanding The Basics Of Conversion Tracking
  • Exploring The Different Conversion Actions Visitors Take On Your Site
  • Setting Up Conversion Tracking For Form Submissions
  • Generating And Installing Your Conversion Tracking Tag
  • Understanding The Basics Of Phone Call Tracking
  • Setting Up Phone Call Tracking And Understanding How To Analyze Conversion Data

Section 14: Conclusion …


Section 1: Welcome

  • What is remarketing and retargeting?

Section 2: Understanding How Retargeting works

  • The Digital Advertising Ecosystem

Section 3: Developing Your Remarketing Strategies

  • Audiences and Segments: The Foundation Of Your Remarketing Strategy
  • Understanding Intent Signals and Visitor Engagement
  • Behavioral Characteristics – The Composition Of Your Segments
  • Combining Characteristics – Infinite Possibilities

Section 4: Planning Your Retargeting Campaigns

  • Funnel Based Segmentation – Funnel Mapping
  • Funnel Based Segmentation – Using The Funnel To Develop Your Lists
  • Using Your Website To Plan Your Remarketing Lists
  • Mapping Your Ad Groups Using Your Lists and Values
  • Mapping Your Ad Groups Using Your Lists and Values

Section 5: Using Google Analytics To Develop and Build Your Audience Segments

  • Introduction To The Google Analytics Tag
  • Logging In To Google Analytics Account & Retrieving Your Analytics Tracking Tag
  • Adding Your Google Analytics Tag To Your Website And Verifying That It’s Working
  • Adding Your Basic Google Analytics Tag
  • Setting Up Custom Button and Link Click
  • Tracking In Google Tag Manager (including Heatmaps)
  • Adding Google Adwords Conversion Tracking
  • Setting Up Your Google AdWords
  • Remarketing Tag

Section 7: Building Your Remarketing Audiences In Your Google Analytics Account

  • Linking Your Google AdWords and Google Analytics Accounts
  • Introduction To Google Analytics Audience Builder
  • Building Remarketing Audiences In Google Analytics Based On URL Attributes
  • Developing Remarketing Audiences Using Your AdWords Campaigns and AdWords Data
  • Setting Up Remarketing Sequences In The Google Analytics Audience Builder
  • Setting Up Goal Based Remarketing Audiences In Google Analytics
  • Using Affinity Categories to Enhance Your Remarketing Campaigns
  • Using In-Market segments To Enhance Your Remarketing

Section 8: Introduction To Configuring Your Remarketing Campaigns In Google Analytics

  • Importing Google Analytics Goals into AdWords For Conversion Tracking
  • Viewing and Analyzing Google Analytics Remarketing Audiences in Google AdWords

Section 9: Using The Google AdWords Audience Builder To Build Your Retargeting ads

  • Introduction To Building Retargeting Ads Lists In Google AdWords
  • Building and Configuring New Retargeting ads lists inside Google AdWords
  • Using Custom Combinations To Effectively Sculpt Your Retargeting Ads Traffic

After course 1 Month one-to-one mentoring (2 hours)

The time, effort and money spent on the course will be wasted unless applying the learnings in practice, to grow your business online. It is often at the implementation stage where most marketers seem to fail in fully leveraging their newly acquired skills i.e. work pressures and other business priorities take over, procrastination, fear of failing, and so forth.

This is why within one month of completing the course we will provide you with a total of two hours 1-to-1 of mentoring support, guidance, and supervision in implementing the strategies, practices, and technologies you learned, as appropriate for your business.

The Instructor


I am the Founder and Managing Director of Pufferr. I am the author of four books, I hold three Master’s degrees, a Diploma in VR & Game Development, and I completed the Disruptive Digital Marketing Program at the University of Oxford.

Is the course worth £1200?

All courses on a 1-1 basis

As one of the most awarded professionals within the UK, in 3 different industries, Constantin holds 3 Master’s degrees and is trained at top universities, including the University of Oxford. His experiences were disappointing and found that most courses are outdated, teachers are out of touch with the current state of digital marketing and business challenges, and most often generic information is provided with little to no understanding of practical implementation, limitations, and reality.

In brief, training with a highly awarded and experienced digital marketing consultant, author, and business leader is priceless. And, the 1 to 1 delivery is testimony to the commitment of our agency to the course…which is why the course is limited to two students per term.

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