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Paid Advertising (PPC & Paid Media)

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About Course

Create, manage, and scale profitable paid media campaigns across every major platform including Google Ads, Meta, TikTok, LinkedIn, and programmatic advertising.  

Master Paid Advertising & Drive Profitable Results

Paid advertising is the fastest way to drive targeted traffic, leads, and revenue — but only when done correctly. This comprehensive course covers the full paid media ecosystem: Google Search, Display, Shopping, YouTube, Meta (Facebook/Instagram), TikTok, LinkedIn, and programmatic advertising.

You will learn how to set up campaigns, manage budgets, write winning ad copy, and optimise for maximum return on ad spend (ROAS). Whether you’re a marketing professional, business owner, freelancer, or agency employee, this course gives you the hands-on skills to build and scale profitable paid media campaigns.

What You’ll Master

  • Build Google Search, Display, Shopping, and YouTube campaigns from scratch
  • Create and optimise Meta Ads including conversion campaigns and dynamic ads
  • Set up TikTok Ads and LinkedIn Ads for different campaign objectives
  • Write high-performing ad copy for every platform and format
  • Implement pixel tracking, conversion tracking, and attribution
  • Optimise campaigns for key KPIs: CPA, ROAS, CTR, Quality Score
  • Build and manage retargeting audiences across platforms
  • Create client-ready campaign reports and performance presentations

Who This Course Is For

  • Marketing professionals wanting to manage ad budgets
  • Business owners running their own Google or Meta Ads
  • Freelancers offering paid media as a service
  • Social media managers looking to expand into paid strategy
  • Agency employees learning campaign management
  • E-commerce operators wanting to master performance marketing

Certification Resources

Upon completion, you’ll be prepared to earn verified certifications from:

  • Google Ads Search Certification (Free)
  • Meta Certified Media Buying Professional (Free)
  • TikTok Academy – Ads Manager Certification (Free)
  • LinkedIn Marketing Labs – Fundamentals (Free)
  • Semrush PPC Fundamentals Certificate (Free)
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What Will You Learn?

  • Build complete Google Search, Display, Shopping & YouTube campaigns
  • Create high-converting Meta Ads with AI-powered targeting
  • Launch TikTok and LinkedIn ad campaigns from scratch
  • Write persuasive ad copy that drives clicks and conversions
  • Set up conversion tracking and attribution across all platforms
  • Optimise campaigns using CPA, ROAS, CTR, and Quality Score metrics
  • Build retargeting funnels (cold, warm, hot audiences)
  • Create professional client reports and performance dashboards
  • Pass industry-recognised PPC certification exams

Course Content

Module 1: Paid Advertising Foundations
Understand the paid media landscape, how ad auctions work, key metrics, campaign structure best practices, and how to set meaningful KPIs for any campaign.

  • LESSON 1.1 – The Paid Media Landscape
  • LESSON 1.2 – How Ad Auctions Work
  • LESSON 1.3 – Key Metrics Demystified
  • LESSON 1.4 – Campaign Structure Best Practices
  • LESSON 1.5 – Setting KPIs and Campaign Objectives
  • Module 1 Quiz — Paid Advertising Foundations

Module 2: Google Search Ads
Master the world's most intent-driven ad platform. Learn keyword strategy, responsive search ads, extensions, Quality Score optimisation, and smart bidding.

Module 3: Google Display & YouTube Ads
Expand beyond search with visual advertising. Learn Display Network targeting, responsive display ads, YouTube ad formats, video scripting, and remarketing strategies.

Module 4: Meta Ads (Facebook & Instagram)
Master the world's largest social advertising platform. Learn campaign objectives, audience building, ad formats, pixel setup, Advantage+ campaigns, and budget optimisation.

Module 5: TikTok Ads
Tap into the fastest-growing ad platform. Learn TikTok's unique creative culture, ad formats, pixel setup, and audience targeting for Gen Z and millennial consumers.

Module 6: LinkedIn Ads
Master B2B advertising on the world's largest professional network. Learn campaign objectives, ad formats, precise professional targeting, Lead Gen Forms, and B2B budget management.

Module 7: Advanced Targeting & Retargeting
Build sophisticated cross-platform retargeting strategies. Learn funnel-based audience segmentation, Customer Match, exclusion tactics, and dynamic personalisation at scale.

Module 8: Optimisation, Reporting & Scaling
Learn the science of campaign improvement. Master optimisation workflows, A/B testing, attribution, budget scaling strategies, and client-ready reporting dashboards.

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