Module 9: Google Ads & Paid Search (PPC)

Course Content
📘 Module 1: Introduction to Digital Marketing
🎯 Learning Objectives: By the end of this module, learners will: • Understand the core concepts and components of digital marketing. • Differentiate between traditional and digital marketing approaches. • Recognise the key channels and tools used in digital marketing. • Appreciate the role of digital marketing in the entrepreneurial journey. ________________________________________ 🔍 1.1 What is Digital Marketing? Digital marketing refers to the use of digital channels, platforms, and technologies to promote products or services to consumers. Unlike traditional marketing, which uses mediums like newspapers, radio, and television, digital marketing leverages the internet, mobile devices, social media, search engines, and email to reach and engage customers. Key points: • Digital-first era: Consumers spend more time online than ever before. • Real-time communication: Digital marketing enables two-way, real-time interaction. • Trackability: Every campaign action is measurable, offering better ROI analysis. ________________________________________ 🧭 1.2 Why Digital Marketing Matters for Entrepreneurs and Small Businesses For small business owners, digital marketing: • Levels the playing field: Compete with larger brands using cost-effective strategies. • Reaches targeted audiences: Geo-targeting, demographics, and behaviour-based segmentation make campaigns more efficient. • Is cost-efficient: Budget-friendly options like SEO, organic social media, and email marketing offer high ROI. • Enhances visibility: Increases discoverability via Google, social platforms, and online reviews. ________________________________________ 🌐 1.3 Components of Digital Marketing Digital marketing is not one thing—it’s a system made up of various interlinked elements. The primary components include: Component Description SEO (Search Engine Optimization) Optimising content and website structure to rank higher on search engines. PPC (Pay-Per-Click) Advertising Paid ads like Google Ads or Facebook Ads targeting specific audiences. Content Marketing Creating blogs, videos, and other content to engage and educate audiences. Social Media Marketing Organic and paid marketing on platforms like Facebook, LinkedIn, and Instagram. Email Marketing Sending newsletters and promotional emails to subscribers. Affiliate & Influencer Marketing Partnering with others to promote your products or services. Analytics and Reporting Using tools to measure and optimise performance. ________________________________________ 💡 1.4 The Difference Between Traditional and Digital Marketing Feature Traditional Marketing Digital Marketing Cost High (TV, print, radio) Lower (email, social media, SEO) Targeting Broad and general Highly specific and data-driven Interaction One-way (brand to consumer) Two-way (consumer engagement and feedback) Measurement Difficult to track Easily measurable in real-time Speed of Execution Slow (weeks to launch campaigns) Instant (can go live in minutes) Adjustability Hard to change once published Easy to edit and optimise ________________________________________ 🔄 1.5 The Digital Marketing Funnel (AIDA Model) Understanding the customer journey is essential. The AIDA model breaks it down: • Awareness: Making your audience aware you exist. • Interest: Engaging them with valuable content. • Desire: Showing how your solution solves their problem. • Action: Encouraging them to take the next step (buy, subscribe, book, etc.). Each stage needs tailored digital marketing tactics, e.g.: • Awareness: Social media, blog posts, video content. • Interest: Email newsletters, downloadable lead magnets. • Desire: Customer reviews, case studies, demo videos. • Action: Clear calls to action, checkout process optimisation. ________________________________________ 📱 1.6 Digital Devices and Access Points The most common ways consumers interact with digital content: • Smartphones • Laptops/desktops • Tablets • Smart speakers • Wearables (smartwatches) Marketers must ensure all digital assets (e.g., websites and ads) are mobile-optimised, fast-loading, and user-friendly across devices. ________________________________________ 📊 1.7 Paid, Owned, and Earned Media Framework Media Type Description Examples Paid Media you pay for Google Ads, Facebook Ads, influencer sponsorships Owned Media you control Website, blog, email list, social pages Earned Media others give you Mentions, shares, reviews, backlinks A successful strategy combines all three for maximum impact. ________________________________________ 🛠️ 1.8 Must-Have Tools for Beginners Digital marketing becomes more efficient with the right tools: • Google Analytics (performance tracking) • Canva (graphics) • Mailchimp (email campaigns) • Buffer / Hootsuite (social media scheduling) • Ubersuggest / SEMrush (SEO & keyword tools) • Meta Business Suite (Facebook/Instagram ads) ________________________________________ 🎯 1.9 Challenges Small Business Owners Face in Digital Marketing • Overwhelm with tools and channels • Lack of time and internal expertise • Low budget allocation • Difficulty in measuring ROI • Frequent algorithm changes on platforms This course will systematically address each of these to build competence and confidence. ________________________________________ 📌 1.10 Action Plan for This Module To apply what you’ve learned: 1. Define your business goal for using digital marketing. 2. Identify your top 3 customer acquisition channels. 3. Review your website and social pages—are they mobile friendly? 4. Sign up for free tools like Google Analytics and Canva. 5. Write down your brand’s unique value proposition. ________________________________________ ✅ Module 1 Summary Checklist • I understand what digital marketing is and why it matters. • I know the components of a digital marketing strategy. • I can differentiate between traditional and digital marketing. • I understand the AIDA funnel and customer journey stages. • I have an initial action plan for my own digital presence. ________________________________________
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Module 1: Introduction to Digital Marketing
00:00
Module 2: Branding & Customer Psychology
00:00
Module 3: Creating a Digital Marketing Strategy
00:00
Module 4: Website Essentials & Conversion Optimisation
00:00
Module 5: Search Engine Optimization (SEO)
00:00
Module 6: Content Marketing Strategy
00:00
Module 7: Social Media Marketing (Organic)
00:00
Module 8: Social Media Advertising (Paid)
00:00
Module 9: Google Ads & Paid Search (PPC)
00:00
Module 10: Email Marketing and Automation
00:00
Module 11: Video Marketing & YouTube Strategy
00:00
Module 12: Influencer & Affiliate Marketing
00:00
Module 13: Digital PR & Online Reputation Management
00:00
Module 14: Analytics & Key Performance Indicators (KPIs)
00:00
Module 15: CRM & Lead Nurturing Systems
00:00
Module 16: Sales Funnels & Customer Journey Mapping
00:00
Module 17: E-commerce & Online Store Marketing
00:00
Module 18: Marketing for Service-Based Businesses
00:00
Module 19: AI Tools & Automation in Digital Marketing
00:00
Module 20: Measuring ROI & Scaling Your Digital Marketing
00:00
Module 1: Introduction to Digital Marketing Quiz
Module 2: Branding & Customer Psychology Quiz
Module 3: Creating a Digital Marketing Strategy Quiz
Module 4: Website Essentials & Conversion Optimisation Quiz
Module 5: Search Engine Optimization (SEO) Quiz
Module 6: Content Marketing Strategy Quiz
Module 7: Social Media Marketing (Organic) Quiz
Module 8: Social Media Advertising (Paid) Quiz
Module 9: Google Ads & Paid Search (PPC) Quiz
Module 10: Email Marketing and Automation Quiz
Module 11: Video Marketing & YouTube Strategy Quiz
Module 12: Influencer & Affiliate Marketing Quiz
Module 13: Digital PR & Online Reputation Management Quiz
Module 14: Analytics & Key Performance Indicators (KPIs) Quiz
Module 15: CRM & Lead Nurturing Systems Quiz
Module 16: Sales Funnels & Customer Journey Mapping Quiz
Module 17: E-commerce & Online Store Marketing Quiz
Module 18: Marketing for Service-Based Businesses Quiz
Module 19: AI Tools & Automation in Digital Marketing Quiz
Module 20: Measuring ROI & Scaling Your Digital Marketing Quiz
Digital Marketing Mastery Course for Entrepreneurs and Small Business Owners

What is Google Ads and How Does PPC Work?

Google Ads is the world’s most widely used online advertising platform, allowing businesses to place ads across Google Search, YouTube, Gmail, Google Display Network, and millions of partner websites. PPC (Pay-Per-Click) is a model where advertisers only pay when a user clicks on their ad. Unlike social media ads that are often passive or interruption-based, Google Ads target users with high intent—they’re actively searching for a product, service, or solution. This makes PPC one of the most effective ways to capture ready-to-buy customers.

For instance, someone searching “emergency plumber in Leeds” is far more likely to convert than someone scrolling Instagram. Google Ads is auction-based: advertisers bid on keywords, and Google determines ad placement based on a combination of bid amount and Quality Score (which includes ad relevance, expected CTR, and landing page experience). Google’s reach is enormous—over 90% of internet users encounter Google Ads daily. For small businesses, this means instant visibility at the top of search results, even without strong SEO. It’s also highly measurable and scalable, offering control over budgets, geographic targeting, and timing. Mastering Google Ads puts your business in front of high-quality leads at the exact moment they’re looking for what you offer.

Types of Google Ads Campaigns

Google Ads offers multiple campaign types, each serving different purposes depending on your marketing goals. The most common and beginner-friendly is the Search Network campaign, which displays text ads above or below Google search results when users type specific keywords. These are highly intent-driven and excellent for lead generation or sales. Display Network campaigns place visual banners or text ads on websites, blogs, and apps across Google’s partner network. While display ads often have lower click-through rates, they’re useful for brand awareness and retargeting

Shopping campaigns are ideal for e-commerce businesses, showcasing product images, prices, and details directly in the search results. Video campaigns, primarily on YouTube, allow you to run skippable or non-skippable ads, great for storytelling and brand engagement. Performance Max campaigns are a newer format that uses AI to optimise placements across all Google networks—search, display, video, shopping, and Gmail—based on your goals. Lastly, remarketing campaigns help you reconnect with users who previously visited your website or engaged with your content. Choosing the right campaign type depends on your budget, audience, goals, and product or service offering. A service-based business might focus on search ads, while an e-commerce brand might run a mix of Shopping and remarketing.

Keyword Targeting and Match Types

At the heart of Google Search Ads is keyword targeting—you choose specific words and phrases that your ideal customer is likely to search. Effective keyword targeting ensures that your ad appears only when the user’s search intent aligns with what you offer. Google Ads provides different match types to control when your ad is triggered: Broad Match (the loosest, showing ads for similar or related terms), Phrase Match (ads appear for searches that include the keyword phrase in order), and Exact Match (the ad shows only for the exact term or very close variations). For example, bidding on “digital marketing agency” in exact match ensures precision, while phrase match might include “best digital marketing agency near me.” Use tools like Google Keyword Planner, Ubersuggest, or SEMrush to discover keyword ideas, search volume, and competition. Be sure to build a list of negative keywords—terms you don’t want to trigger your ads (e.g., “free” or “jobs” if you’re selling a service, not hiring). Proper keyword strategy ensures your ads reach the right audience while controlling costs. Over time, you can optimise by pausing underperforming keywords and doubling down on high converters.

Writing Effective Search Ad Copy

Your Google search ad is often your first impression with a potential customer, so your copy must be clear, persuasive, and tightly aligned with the user’s intent. Each standard text ad includes:

headlines, descriptions, and display URL. The headlines are most important—they should include your primary keyword, a strong benefit or promise, and possibly a CTA. For example: “Affordable SEO Services – Rank Higher on Google – Book a Free Audit.” Your description should expand on your offer, add trust elements like reviews or guarantees, and reinforce urgency. Highlight USPs (Unique Selling Propositions) such as “24/7 Service,” “100% Satisfaction Guarantee,” or “No Hidden Fees.” Use ad extensions to add extra information—sitelinks (additional page links), callouts (extra benefits), call buttons, or location info. 

Google ranks ads partly based on ad relevance to the search term, so tight keyword alignment improves both click-through rates and ad position. Great ad copy isn’t just about clever writing—it’s about solving the user’s problem quickly and clearly. A/B test different headlines and descriptions to improve CTRs and Quality Scores.

Building High-Converting Landing Pages for PPC

A well-written ad is only as effective as the page it sends users to. A landing page is a dedicated page designed to convert ad visitors into leads or customers. Unlike your homepage, it should have a single goal, minimal distractions, and messaging that matches the ad copy.

. This “message match” reinforces relevance and trust. For example, if your ad says “Download Free Guide to Facebook Ads,” the landing page should highlight that guide—not talk generally about your services. Include a compelling headline, clear explanation of benefits, visual proof (images or video), trust signals (testimonials, badges), and a strong CTA.

Keep forms short—ask only for necessary details. Ensure the page loads quickly, especially on mobile, and is easy to read. Use heatmaps (e.g., Hotjar) and A/B testing to continuously improve your landing page based on user behaviour. Google also assesses landing page quality, so a poorly designed or irrelevant page can hurt your Quality Score and increase ad costs. For high ROI, your landing page must be persuasive, user-friendly, and aligned with both your offer and your audience’s intent.

Monitoring and Optimising Google Ads Campaigns

Running a campaign is just the beginning—ongoing monitoring and optimisation are essential to maximise performance and ROI. Start by reviewing key metrics: CTR (Click-Through Rate) shows how engaging your ad is; CPC (Cost Per Click) shows efficiency; Conversion Rate tells you how well your landing page performs; and Quality Score affects ad rankings and cost. Use Google Ads’ Recommendations Tab to identify suggestions (but apply carefully, not blindly). Monitor your Search Terms Report to find new keywords to target and irrelevant ones to exclude with negative keywords. Split test (A/B test) your ads by running multiple variations and comparing performance. Experiment with bidding strategies (Manual CPC, Maximise Conversions, Target CPA) depending on your goals.

Review performance by device, location, time of day, and demographics to make data-driven adjustments. Pause underperforming ads or keywords and reallocate budget to high-performers. Set conversion tracking using Google Tag Manager or Google Analytics to measure actual results—leads, purchases, or form submissions. Continuous optimisation ensures you don’t just get clicks—but the right clicks that lead to sales.

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