9:30 – 4:00 april 16, 2020Brighton £775 £600 - Early BirdRegister

Your Trainer

Meet your trainer

Samantha is the Founder of Biddable Moments, a Paid Media Consultancy Agency dedicated to helping brands increase their revenue through PPC and audience development. Samantha won the UK Search Personality Award at the UK Search Awards 2016 and was also rated one of the top 25 in PPC Heros ‘Most Influential PPC Experts’ list in 2016 and 2017. Back in 2011, Samantha also founded the Digital Females group which now has in excess of 750 members and has held 16 events to date.

Who should attend this course?

This course is designed for people who have a solid foundation in running PPC campaigns; you may have been doing it a couple of years and feel ready to take your PPC game to the next level, or perhaps you haven’t worked in paid search for a few years and are looking to update and refresh your knowledge.

Although it covers some of the more advanced topics, it’s not intended for people who have been working in paid search for donkey’s years. 

What you'll need to bring along

Bring your laptop with AdWords Editor ( and Bing Ads Intelligence ( downloaded – and a charger.

You will need access to an AdWords account that you can review data on and make changes to.

What to expect

100% Money Back Guarantee

Course Overview:

In this one day workshop we will systematically work our way through how you can develop and execute an advanced PPC strategy that will drive results for the businesses you are marketing.

Google AdWords is one of the most frequently updated paid media platforms with hundreds of changes being rolled out each year. Unless you are working in it every single day, it is near on impossible to keep up.

We have an action-packed agenda that includes some hands-on activities where we get under the bonnet of AdWords campaigns, reviewing your own accounts, as well as implementing some of the features we cover.

Prior to the course, you will be sent a survey to find out more about the level of your knowledge and this will also give you the opportunity to request sessions to be included within the course material which we will try to accommodate as much as possible.

Detailed Course Outline:

The day is jam-packed, and we’ll cover the following topics:

Developing your PPC Strategy

  • Translating business objectives into measurable goals
  • AdWords vs Analytics Data; what are the differences
  • Attribution: analysing conversion paths
  • Bidding strategies
  • Keyword and Competitor research
    • SEMrush
    • Auction Insights
    • Bing Ads Intelligence
  • Landing page best practice
  • Measuring seasonal and regional search habits


Campaign Structure, Setup and Optimisation

  • Finding the best structure for you
  • Strategies to improve campaign targeting
  • Using AdWords extensions to improve campaign performance
  • Quality Score tracking, improving and reporting
  • AdWords Report Builder


Advanced Features and Reporting

  • Countdown Ads
  • Dynamic Search Ads
  • Remarketing Strategies for Search (RLSA)
  • Customer Match
  • Similar Audiences
  • Demographics for Search Ads (DFSA)
  • Google Data Studio

Live Audits & Q&A

  • Depending on the time we have left, there may be opportunity to do live audits of your accounts
  • We will also look to do an in-depth Q&A

Listen to Training Taster Podcast


Hear more about the course including what it will cover and who should attend from our trainer in our taster podcast episode.

Register - Brighton Session

Why Train with BrightonSEO


I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

It's great to interact directly with industry experts in the SEM field, it also gives you the chance to ask some technical questions. I will be going to Brighton SEO again!
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Brett Saltalamacchia
SEO Analyst, Lovehoney

I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
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Director, Move It Marketing

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
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Director, Edinburgh Training and Conference Venue

The training at BrightonSEO gives you unique, small-group access to some of the best minds in the business who give you actionable tips to take away and improve how you do things straight away. Oh and you get a free lunch
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Stuart Kerr
Head of Digital, Liberty Games

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Co Founder, Bébé Voyage

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Digital Campaign Manager, Seeker Digital

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SEO Consultant, 22 Digital

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