PPC Advertising

The Pay Per Click (PPC) Advertising course at the London School of Business Administration is a dynamic and hands-on programme tailored for professionals and aspiring marketers looking to master the art and science of paid digital advertising. This self-paced course equips learners with the strategic frameworks, analytical skills, and practical tools needed to plan, execute, and optimise high-performing PPC campaigns across platforms.

Over the course of ten structured chapters, learners will explore the full spectrum of PPC advertising:

1. The PPC Landscape – Understanding the evolution, platforms (Google Ads, Bing, social media), and benefits of paid advertising.
2. Account Structure and Campaign Architecture – Best practices for setting up effective and scalable PPC accounts.
3. Keyword Research and Audience Targeting – Tools and techniques for selecting high-impact keywords and reaching the right audiences.
4. Bidding Strategies and Automation – Manual vs automated bidding, smart bidding, and budget management tactics.
5. Crafting High-Converting Ad Creatives – Writing compelling ad copy, designing ad visuals, and aligning messaging with user intent.
6. Measuring Performance of PPC – Key metrics (CTR, CPC, Quality Score, ROAS), and using analytics to assess campaign success.
7. Remarketing, Retargeting, and Funnel Strategies – Advanced strategies to re-engage users and guide them through conversion paths.
8. PPC on Social Platforms and Emerging Channels – Exploring Meta Ads, LinkedIn Ads, TikTok, and programmatic platforms.
9. Scaling PPC Campaigns and International Expansion – Tactics for growth, localisation, and adapting to global markets.
10. Optimisation, Testing, and Future Trends – A/B testing, performance tweaks, and staying ahead in a rapidly evolving landscape.

The course is fully online and self-paced, allowing learners the flexibility to progress at their own rhythm. We recommend dedicating at least 20 hours to gain a strong command of the subject matter. Lifetime access is included, along with downloadable resources, quizzes, and a professional certificate of completion.

Who Should Take This Course

This course is ideal for:

• Digital marketing professionals aiming to sharpen their PPC skills and improve campaign ROI
• Freelancers, entrepreneurs, and business owners seeking to drive traffic and sales through paid media
• Students and career changers exploring career paths in paid advertising and performance marketing
• Brand managers and product marketers looking to integrate PPC into their broader marketing strategies
• Anyone responsible for advertising budgets who wants to make data-driven decisions and maximise return on ad spend

Whether you’re running your first ad or managing large-scale PPC campaigns, this course will empower you to achieve measurable results with precision and confidence.