AdWords Training2020-03-16T14:04:34+00:00

Google AdWords Training

Google AdWords training with an industry expert. Simple and effective training to teach you how to manage and improve your ads.

Would you like to learn how to manage a Google AdWords account?

We can teach you how to set up and manage a Google AdWords account, we can also help you understand how your current campaign is being run or help you bring it in-house and help you avoid all the costly mistakes.

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Topics This Training Covers

  • What is Google AdWords

  • The benefits of Google AdWords

  • Where ads appear, the Search & Display Networks

  • How does Google AdWords work

  • What is Quality Score

  • How to Set up a Google AdWords account

  • How to structure an account

  • How to create a campaign with keywords, adgroups & ads

  • How do you know how much to bid
  • Conversion tracking

  • What keywords to bid on

  • How to build a keyword list

  • Best practices for writing ads

  • How to improve your ad with ad extensions

  • Creating negative lists

  • Common mistakes to avoid

Michael Wall

Google Partner

Courses taught by Michael Wall, a Google Certified Partner and Northern Ireland’s original & most experienced SEO with over 40 yrs combined experience in SEO, AdWords, Google Analytics and Web Development.

Michael is passionate about search helping others improve their search engine marketing strategies.

Why Us?

  • Courses are taught by experts in their field, who work in their field daily and don’t just teach
  • The courses are tailored around your level, your website and your market
  • We’re always willing to help with after course support
  • There’s prep work done to make sure the courses go well and we know exactly what you want to achieve
  • The group sizes are small so that they can be specific & detailed, hands on and answer all your questions
  • Working in the industry means we keep up with all the latest updates

Class sizes

We offer 1-1 training or group training.

We also offer public courses which are posted on the website.

Course Duration

We can arrange full day courses from 9.30 am – 4.30 pm, or shorter 3 hour morning or afternoon courses. Evening and weekend courses are also available.

If you’d like short term or long term mentoring, then that’s also available.

Course Location

Our training room is on the Malone Road, Belfast. We can also come to your business location and provide on-site training. Training available throughout Northern Ireland and Southern Ireland.

Who is the training suitable for?

Training is suitable for business owners, marketers, digital marketers, social media marketers and anyone who wants to learn.

Case Study

Below is a case study of the training, prep, and support we offered a local Belfast company.

  • Prior to the training we spoke with the trainees and built an agenda for the training.
  • We reviewed the market and competitors and got familiar with the business.
  • We were given access to the Ads and Analytics accounts and were able to dig through historical data that provided lots of info. The previous search queries gave us an idea of how to group keywords into more effective granular adgroups, what level of search volume there was, what their calls to action where, budget wastage on irrelevant terms, poor campaign targeting and so on.
  • We set up conversion tracking in Shopify and Google Analytics, and imported these goals into Google Ads.
  • On the day we built a new search campaign following best practices with the trainees, created tightly themed adgroups, created account level negative lists, added a full host of ad extensions, discussed the match types to use and when you’d use each type, and created well-written ads with good CTAs.
  • We also created a very granular account that will provide good CTRs, good Quality Score, resulting in lower cost per clicks and better use of budget.
  • We created a list of actions for the business to take, and followed up with detailed emails and support.

Frequently Asked Questions

What do you do when you have a large number of products, rather than a small inventory?2020-04-16T13:22:12+00:00

If you have a large number of products on your Google Shopping campaign, either as a large number of individual brands, or a large number of products by one individual brand, it’s more important to segment your products. The best way to do this is by segmenting brands using custom labels. Create labels for High and Medium profitability products, this will allow you to easily identify the products you need to bid higher on.

If you supply a large number of products from a small number of brands, for example, you sell Dulux Paint, but there are hundreds or thousands of products in this range, you can further segment them. In this instance you could add a new field to your Shopping Feed for “custom_label 1”, and in this field further segment your products, by, for example, colour. You would then have 1 ad group for “Dulux”, 2 product groups for “Low” and “High” profitability, and the 2 product groups will again be segmented by “Red, White, Grey, Black” etc.

Is there a simple automated system to do all the price checking work for you?2020-04-16T14:43:27+00:00

There are a number of free & paid price checking packages available online. Which price checker is most suitable for you will depend on your budget, the products you’re selling, the location you’re based, and who your competitors are. There are plenty of resources online for researching the most suitable for your business.

Google Merchant Center also allows us to check how competitive our prices are. On Google Merchant Center, select the dropdown for “Growth” in the left sidebar and navigate to “Price Competitiveness”. This will give us an understanding of which products are Above, At or Below the benchmark price.

I strongly suggest manually checking the most popular products. The Pareto Principle suggests that 20% of your products will result in 80% of your sales. As such, carefully monitor your most popular products, and potentially use automatic price checking software for the remainder. It is imperative that YOU have a solid understanding of your product performance, don’t be a victim of convenience. Automated price checkers certainly have an important role to play, but data is only as strong as the ability of the marketer to interpret it.

How important is it that the product / brand sells and that there is volume?2020-04-16T13:49:01+00:00

On Google Shopping, trustworthy products from recognisable brands always do better than lesser-known alternatives. It is advisable to use Google Keyword Planner and to check “Best Sellers” on Merchant center to get an understanding of potential volume.

Selling products from brands that consumers are already familiar with is especially important when selling high-value products.

On Google shopping people are looking for the best price? Is that the overriding factor?2020-04-16T14:43:17+00:00

Trust and pricing are the two very important factors in running a successful Google Shopping campaign, as such, continually checking your price competitiveness on a regular basis & adjusting prices and bids where applicable will help you have success on your account. Look for products which have a high volume of searches and which are profitable, from there, deduce which have a low number of well-priced competitors and look for opportunities. Lowering the price of your products could significantly decrease your cost per acquisition, therefore actually improving the profitability despite charging less.

Another way to improve how consumers perceive your business online is by using seller ratings. Seller ratings is a free programme, provided by Google, that collects post-purchase reviews on behalf of merchants and displays the aggregated reviews to users on Google Shopping from 1 star, to 5 stars. Reviews online can greatly improve the trust a consumer will have in your business and increase the odds that they will choose to do business with you, rather than a slightly higher priced, but better-known retailer.

What importance does click share and impression share play in your bidding?2020-04-16T14:47:15+00:00

On our Google Shopping campaigns, we try to target 60% overall impression share and 30% click share on our high priority/high profitability products.

Depending on the competitiveness of the market and pricing this will change. We sell products between £200-£500 which generally have between 10-20 other businesses selling the same products. We are able to achieve 60% impression share and 30% click share by managing our bids diligently and ensuring we have excluded any products which we are not priced competitively for or are out of stock.

How do you adjust your strategy for seasonal impact?2020-04-16T14:53:22+00:00

Seasonality certainly has an impact on consumer behaviour on Google Shopping.

During events such as the run-up to Christmas, Black Friday, January Sales, etc it is more important to have up-to-date information on pricing. During these events, some competitors might change their pricing multiple times over the day. It’s imperative that during seasonal events that the prices are checked more often. My strategy for this is to do an AM and PM price check and adjust bids at the beginning and end of the day. Ensure your communication with your client is as clear as ever and ensure product pricing is adjusted regularly in response to what competitors are doing.

Should you focus on best sellers or products with the most profitability? or best sellers with the most profit? 2020-04-16T15:02:53+00:00

Volume and profitability go hand-in-hand on Google Shopping in some respects. The answer to this question is purely mathematical and will be different for everyone.

Selling 10 products with £10 profit per unit at £5 CPA is still going to be as profitable as selling 1 product with a £50 profit margin at £25 CPA. Ideally, we would like to be somewhere in the middle, where we can sell 10 of the product with £10 in profit AND 1 of the product with £50 in profit. It’s important to have a mix of products that are profitable, less valuable, and higher volume, as well as some products which may not receive as much volume, but will be more profitable per unit sold. We also use this mix in our Google Shopping. We have some products that sell for upwards of £1,500, however, these sales are much less dependable than the lower-priced products. Whilst we can depend on selling a few thousand pounds worth of items sold at £200 – £500, the more expensive products are less regular, predictable, and dependable.

Why should you use manual bidding rather than automated or smart bidding strategies?2020-04-16T15:08:20+00:00

Whilst smart bidding and automated bidding strategies certainly have their place, they can be incredibly unpredictable, especially in the beginning. It is recommended for an automated bidding strategy that there is plenty of data on the campaign. A new Google Shopping campaign will have no performance data, therefore, when using a Target CPA, Max Conversions, Target CPA, etc, bidding strategy Google may bid extremely high and exhaust your budget early in the day with no results.

As such, I would always recommend starting on a manual bidding strategy and moving this over to an automated bidding strategy (if you wish) once you are receiving more than 50 conversions per month and there is at least 60 days of performance data on the campaign. N.B, when you change bidding strategy to automated from manual, Google will enter a “learning period” where results will again be unpredictable during this phase. The more conversion data your account has, the quicker the learning period will be completed.

Who We’ve Trained

Garage Door Systems
Boyd Rice Solicitors
Novosco
LBS Products
Belfast Met
Gr8fires
Reid Black
Peter Thomas Photography
JJ Loughran

Who We’ve Trained

Garage Door Systems
Boyd Rice Solicitors
Novosco
LBS Products
Belfast Met
Gr8fires
Reid Black Solicitors
Peter Thomas Photography
JJ Loughran

Still have questions? We’d love to hear from you!

Regardless of scale or size, we would love to hear what you have in mind for your business.
Contact us today to move forward with your new digital strategy.

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