Course Overview
This advanced course goes beyond setup to focus on continuous optimization and maximizing return on ad spend (ROAS). Participants will learn sophisticated techniques for bidding, audience targeting, and building high-performing retargeting funnels.
Course Duration
5 Days
Target Audience
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Experienced PPC Managers and Specialists
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Digital Marketing Analysts
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E-commerce Marketers
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Agency professionals optimizing client accounts
Personal Impact
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Master advanced bidding strategies and automation
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Learn to build and leverage audience segments for targeting
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Develop expertise in creating multi-channel retargeting funnels
Organizational Impact
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Significantly lower customer acquisition costs (CAC)
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Increase conversion rates and return on ad spend (ROAS)
- Re-engage lost visitors and drive them to convert
Course Outline
Course Objectives
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Implement and optimize smart bidding strategies
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Create and apply audience segments (remarketing, custom intent, in-market)
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Build and analyze sales funnels in Google Ads
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Conduct meaningful A/B tests on ads and landing pages
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Use scripts and automation for advanced optimization
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Perform a full account audit and health check
Course Modules
Course Outline
Module 1: Advanced Bidding Strategies & Smart Bidding
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Deep dive into Target CPA, Target ROAS, Maximize Conversions
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Portfolio bidding strategies and seasonality adjustments
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Case Study: How smart bidding reduced CPA by 40% for an e-commerce store
Module 2: Audience Segmentation & Targeting Mastery
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Building remarketing lists and custom audiences
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Using customer match and similar audiences
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Real-Life Project: Create a custom intent audience for a new product
Module 3: Retargeting Funnel Strategy & Dynamic Ads
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Building cross-channel retargeting funnels (Search, Display, YouTube)
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Setting up dynamic remarketing for e-commerce
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Case Study: A retargeting strategy that recovered 15% of abandoned carts
Module 4: A/B Testing & Landing Page Optimization
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Designing and running statistically significant A/B tests
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Landing page best practices for PPC conversion rate optimization
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Real-Life Project: Design an A/B test for a landing page headline
Module 5: Scripts, Automation & Account Auditing
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Introduction to Google Ads scripts for automation
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Conducting a comprehensive PPC account audit
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Case Study: Using a script to automatically pause underperforming keywords
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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