Advanced PPC

PPC (Advanced) Training

For those looking to increase their knowledge of PPC across a range of different features.

Ann Stanley

Ann Stanley

Founder & CEO at Anicca

Courses: 01

Ann is the founder and CEO of Anicca Digital, an award-winning digital marketing agency based in Leicester. She has been working in digital marketing since 2002, after an interesting career in science, medical research, industrial research (for the leather industry) and clinical trials. Ann has two post-grad qualifications in business and marketing, and is also an Alumni of the Goldman Sachs “10k Small Businesses” programme. Ann’s main day-to-day responsibility at Anicca, is providing digital marketing consultancy and training. This can be with new prospects during the business development process, with existing or new clients, or during our training courses and workshops. She has even developed the A10 Marketing Framework, which everyone can use to develop their own digital marketing strategy and plans. As a consultant and trainer, Ann has to know a lot about all digital marketing techniques. As a result she is constantly striving to keep up-to-date and also likes to share her knowledge and the practical experience of the team by speaking at workshops, conferences and other events (including the likes of SMX, In Orbit etc). Although Ann needs to know a bit about most channels, she admits that paid media is her real passion.

Jordan Munton

Jordan Munton

Senior Account Manager at Anicca

Courses: 01

Jordan Munton joined Anicca at the start of 2020 and took part in Anicca’s extensive internal training program covering both paid social and PPC. Earning and retaining multiple Google, Microsoft and Facebook certifications during the process. Jordan is one of the leading trainers at Anicca, providing one-to-one and group training on a number of occasions. In addition, he offers guidance and thought leadership through the Anicca weekly webinar and occasional guest lecturer at De Montfort University. Day-to-day, Jordan has managed several lead generation and ecommerce clients such as Wattbike, Pall-Ex, Domino Printing and Charles Bentley; ensuring his technical knowledge is at the cutting edge.

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.

Course Content

The course content is customised to suit the group so this is a general overview of what will be covered. It will be adapted slightly depending on the requirements of the attendees.


  • Keyphrase research tools
  • Competitor research tools

Objectives – not covered in this advanced course implementation

  • Dynamic Search ads (DSA)
  • Performance Max
  • Responsive search ads (RSA ads)
  • Dynamic elements in ads
  • Understanding audiences
  • Remarketing & sequential campaigns


  • Reporting in Google ads
  • New dashboard features
  • Conversion tracking (including enhanced conversions)
  • Attribution settings and reporting


  • Budget management and reporting
  • Bid management

What to expect

Actionable and insightful, you will leave with stacks of ideas to implement when you are back in the office.

In this one day workshop we will systematically work our way through some of the more advanced Google Ads features, helping you to not only create great performing campaigns but also show you how to optimise campaigns to drive results.

Google Ads is one of the fastest growing and ever evolving media platforms with hundreds of changes being rolled out each year. Unless you are working in it every single day, it is impossible to keep up.

Prior to attending the course, you will be sent a survey to find out more about your level of knowledge and to tell the trainer what you want to get out of the day. This helps them to customise the training course to ensure it resonates with each individual group that they train.

Following our action-packed day, you will walk away inspired and motivated to put what you have learnt into practice.

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to brightonSEO, the world’s biggest specialist SEO event.

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Available Tickets


Wed 24 Apr, 10:00 AM - 04:30 PM

£450+vat£1060Early bird
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