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Paid Media Marketing Certification Training

Self-paced videos, Slide decks, Course Completion Certificate. Practical examples. Become a Digital Marketing Specialist



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£10 inc VAT (was £100)
Offer ends 26 September 2021
Study method
Online, self-paced
12 hours
Access to content
Lifetime access
No formal qualification
Additional info
  • Certificate of completion available and is included in the price

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The Ads platform enables businesses to create ads that appear on Google's search engine and other Google properties. Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.

Paid search marketing affords businesses the opportunity to advertise within the sponsored listings of a search engine or a partner site by paying either each time their ad is clicked (pay per click) or less commonly, when their ad is displayed.

Paid media refers to advertisements that businesses pay for to send users to their website or show them a brand message displayed on a website, app or other digital service.

Paid media is the part of advertising that requires advertisers to pay for media placements from different publishers or on various platforms. Advertisers pay to serve text-based ads, display ads or video ads to spread their message to audiences they want to attract to their sites or storefronts. The goal of paid media marketing depends on the business – some focus on increasing traffic, while others are aiming for conversions, leads or revenue.

The Microsoft Advertising platform powers sponsored listings, or “ads,” for search engine results across the Microsoft Search Network. Small businesses bid for ad placement in the results that appear when users search on the Microsoft Search Network. Ads appear next to non-paid results when people search for a topic related to your business and direct them to your website, phone line or physical location.

Microsoft Advertising (formerly Bing Ads) is similar Google Ads, with advertisers bidding on keywords to have their ad appear above organic search results. Both platforms utilise pay per click (PPC) advertising with the goal of reaching targeted audiences, increasing revenue through sales or driving traffic to the website. Unlike Google Ads however, Microsoft ads (formerly Bing Ads) utilise the Microsoft search network consisting of three search engines including Bing, Yahoo and AOL as well as the various owned/operated sites and partnered sites of Microsoft. This diverse network is where Microsoft ads will be seen.

By utlising Microsoft Ads in conjunction with or instead of Google Ads you have the ability to:

• Import already established campaigns from your Google Ads account

• Reach a new audience

• Have lower competition on ad space - meaning better ad placements

• Pay less for clicks (lower overall cost-per-click (CPC) in Microsoft Ads)

• Advertise on the Bing search and/or display networks

Course media


  • Paid Media Marketing - Course Syllabus - download


Paid Media Marketing - Course Syllabus

Paid Media Marketing with Google Ads Course Syllabus

Level 1: Google Ads for Beginners

  1. Understanding AdWords
  2. Google Ad Types
  3. AdWords Pricing Models
  4. PPC Cost Calculations and Ad Page Rank
  5. AdWords – Billing and Payments
  6. AdWords User Interface
  7. Keywords Control
  8. Keyword Planner Tools
  9. Creating Ad Campaigns
  10. Creating Text Ads
  11. Creating Ad Groups
  12. Bidding Strategy for CPC

Level 2 : Creating PPC Ad Campaigns

  1. Location
  2. Schedule
  3. Devices
  4. Conversion Tracking Code
  5. Designing Image Ads
  6. Animated Ads eg 1
  7. Animated Ads eg 2
  8. Animated Ads eg 3
  9. Understanding Video Ads
  10. Creating YouTube Video Ads
  11. Hi-Jack Competitor Audience

Level 3 : Google Ads Advance Level

  1. Remarketing Strategy
  2. Remarketing Audience
  3. Linking G-Analytics
  4. ReTargeting Ads
  5. Automated Rules
  6. Shared Budget
  7. Google Web Designer Software

Paid Media Marketing with Microsoft Advertising Course Syllabus

  1. What Are Microsoft Ads?
  2. Microsoft Ads Cost
  3. Microsoft Ads Campaign Types
  4. How To Set Up Microsoft Ads
  5. Microsoft Ads Best Practices
  • Connect with searchers outside of Google: according to Microsoft, 29% of clicks are unique to Microsoft Search Network alone
  • Less competition: because fewer advertisers using Microsoft Ads, there’s an opportunity for cheaper impressions and lower CPCs
  • Easy to get started: seamless process for transferring over Google Ads data and launching your Microsoft Ads campaigns

Who is this course for?



Passion to achieve your goals

Career path

  • Digital Marketer
  • Digital Marketing Analyst
  • Digital Marketing Executive - Google Ads Specialist

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What does study method mean?

Study method describes the format in which the course will be delivered. At courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.