Search Advertising Training

Whether you’re looking to set up PPC campaigns and don’t know where to start, or looking for clarity when it comes to your existing campaigns, let us train you in Pay-Per-Click Advertising (Google Ads) best practices.

These in-person courses teach you search best practices and how to apply them to your PPC account. Dive into the Google Ads interface, talk through real-life examples with your peers and take-away actionable tactics to improve click-through rate, lower spend and maximize performance.

Our trainers are actually consultants here at Bounteous, working every day in the materials they’ll be teaching – so you’ll get real-world tips and someone who can answer the difficult questions.

Not sure which course will be the best fit? Take our short quiz to help you decide!

Upcoming Dates:

Search 101

You can use online advertising to bring targeted users to your website, but first, you have to understand the basics. This introductory course to search advertising gives attendees a basic understanding of Google Ads (formerly AdWords) and best practices.

Attendees will leave with the building blocks to a successful Ads account as well as tips and tricks from their trainers who manage accounts on a daily basis.

It is strongly recommended, but not required, that attendees have access to an Ads account prior to class.

Key takeaways include:

  • Understand the basics of Paid Search / PPC Marketing
  • Learn the features of the Google Ads interface
  • Target the right audience
  • Conduct keyword research
  • Write effective ad copy
  • Build a campaign

Introduction to PPC

This section is all about understanding Ads opportunities and learning about the risks and rewards of PPC advertising.

Account Navigation & Organization

Before diving into the nitty, gritty world Google Ads, it is essential to become familiar with your tools. In this section, we navigate through the Google Ads interface and highlight important features. This section is a reference guide for navigating the interface.

Choosing the Right Keywords

Keywords are the foundation of a successful Google Ads account. Learn how to select the right keywords to reach your audience using the Google Ads keyword planner and other tools, such as search term reporting. Also important is the use of match types and negative keywords, all of which are discussed in depth.

Targeting Options

How do I reach my consumers? This section answers that question. In addition to keyword targeting, learn about the many other targeting options to refine your account, such as location and device targeting.

Campaign Settings

Learn how campaign settings impact every campaign and how to ensure the proper settings are in place for your account.

Writing Effective Ad Copy

Learn the rules, best practices and the little known “tricks of the trade” that can help take a good ad and make it a really great ad. Ad copy testing and landing page best practices are reviewed in this section as well.

Using Ad Extensions

Ad extensions like sitelinks, call extensions and location extensions enhance your ad experience by improving your visibility and providing a better ROI. We’ll discuss the options and use cases for each.

Tracking Success Metrics

Understanding your KPIs are fundamental to running a successful advertising campaign. Learn how to define your goals and what your options are for tracking conversions in the Google Ads interface.

Understanding Quality Score

Online advertising should provide a quality, relevant user experience. In order to achieve this proficiency, we’ll learn about the importance of Quality Score—Google’s method of ranking your ads. This lesson will carry on throughout the day as we demonstrate how to deliver the best ad experience possible.

Great course, all the content is very useful and helpful. I learned a lot of general information but also specific things about my account/campaigns/ads.

Search 101 Attendee
Washington, DC

Upcoming Dates:

Search 201

This interactive course is for the more advanced Google Ads user, building upon the fundamentals learned in Search 101. Now that you’re creating great ad copy, learn to create advanced campaigns and maximize your advertising budget.

Key takeaways include:

  • Define & create goals that are meaningful to your business
  • Use data to improve account performance
  • Learn how to manage a Google Ads account
  • Understand the importance of bid management
  • Automate to save time and money
  • Use Remarketing to reach previous website visitors

Ads 101 Recap

Review the basics elements of building your Google Ads account. This section uses engaging, interactive scenarios to put what you’ve learned into practice.


Google Ads provides advertisers with a substantial amount of metrics to analyze data. Learning what those metrics mean and why they are important is a prerequisite to interpreting your performance. In this section, we explain what the metrics in Google Ads mean.

Analysis Features

Three of the most useful analysis features are explored in this section, which builds upon the Metrics section to give advertisers a strong plan and many options for analyzing data.

Advanced Analysis

Combine your Google Analytics and Ads accounts to perform Ads reporting against all other digital marketing channels. How does your Ads spend influence organic search, email marketing and social media advertising? We’ll teach you how to evaluate Ads in the broader context of your marketing budget.

Campaign Management

Now that you’ve learned how to use the interface, build a campaign, create goals, conduct message testing, analyze data, and more, how do you actually manage your campaign? What should you do and when should you do it? This section answers those questions and provides helpful tips for campaign management.

Bid Management

Bid management is a fundamental piece of campaign management and is extremely important for the success of a campaign. We provide information on how bidding works and walk through real-life bid management scenarios that our Google Ads consultants manage on a constant basis.

Tactical Campaign Segmentation

Why should I create more than one campaign? This is the question we answer in the campaign segmentation section. Recommendations for different campaigns and the rationale behind those recommendations are covered.


Marketers, like yourself, are filled to the brim with great ideas. But, before you know it, your ideas have turned into massive Ads campaigns and you’re overwhelmed. That’s where automation comes in. We’ll walk you through Ads automation features and tools like Portfolio Bid Strategies and the Ads Editor that help with account maintenance and save you precious time.


There are many ways to target audiences in Google Ads. Learn how to create audiences based on your website visitors and options for using audiences to reach new prospects.


Remarketing is a powerful advertising strategy that allows you to target an audience who’s already interested in your offerings. We’ll help you develop a strategy that ensures your ads reach the right audience at the right time.

Love that the training is in person and not online. It was also a nice size and we could ask account specific questions.

Search 201 Attendee