Introduction to Paid Search

Paid Search

Learn to manage Google & Bing Ads
Paid Search
  • What is paid search
  • How to structure a campaign
  • Measurement & reporting

This one day seminar is the perfect introductory course for those that want to understand Paid Search for practical or theoretical reasons. The course covers a large amount of search marketing theory and practical advice to help build understanding but also skills that can be applied to paid search marketing.

Real-time campaigns will be used as examples which helps with familiarisation of the Google Ads interface.

Paid Search offers great business control but also opportunities for wastage, so we touch on the Holy Grail of Paid Search which is ‘Relevance’.

Paid Search does not require specialist technical knowledge, however there are many tools that can help to save time and enhance results.

Caliston Academy

Course contents

1 Social Media Marketing Courses

  • Network Selection
  • Audience Segmentation
  • Paid social

2 Search Engine Optimisation

  • SEO Basics
  • Website structure (semantics)
  • Content marketing

3 Introduction to Digital Marketing

  • Fast way to understand the basics
  • All-rounded knowledge acquired
  • Run successful marketing campaigns

4 Paid Search

  • What is paid search
  • How to structure a campaign
  • Measurement & reporting

Who should attend

Who is this course ideal for:

  • Anyone with an interest in search-based marketing
  • Post-graduates seeking specialisation to enter the job market
  • Business owners that want to run their own campaigns independently
  • Marketeers with no previous experience in this area
  • Business executives
  • Professionals looking to change career path
Caliston Academy

Available dates

Caliston Academy

The instructor

Kostas Alekoglu

Kostas Alekoglu

Managing Director / Founder
Degree International Marketing
Specialisation Online Marketing, Project Management
With a 15 year career across a variety of industry sectors, Kostas adds experience and problem solving skills to the team.

Frequently Asked Questions

What’s the difference between PPC & SEO?

Paid Search is represented in the top of Google results as Ads. Every time a user clicks on an ad, the advertiser pays the relevant price per click.

SEO is referring to the optimisation of a website in the 10 organic results that starts below the ads or any Google Maps listings. For more on how to get more traffic through SEO, visit the relevant service on our menu.

How long does it take to see results?

Quite often we see results within 2-4 weeks after launching the campaign. This makes Paid Search the fastest route to market.

Are the results measurable?

Measurable results are at the core of what we do. Whether you are selling a product or service, we are able to measure your return on investment. Not only can we measure total R.O.I., we can also tell you which products or services are profitable online. Using our bespoke agency tools, we optimise the campaign accordingly and maximise your profit.

Attendee details

Advance your career