Finn McCool Marketing

Most businesses rely on digital medium advertising and use either Google Adwords or Facebook/Instagram pay-per-click or other social advertising. Either they manage this themselves based on being self-taught or led by Google rep advice or they use an agency. Pay per click advertising is a big driver of traffic but usually the main marketing expense. So it is essential to know you are getting value for that spend.

How do I know if my PPC campaign is effective?

You should have identified the action for the traffic you are driving to the website and have set up conversion tracking to see what is working. Hopefully, you know how to check search terms to make sure your keywords are picking up the right traffic. Then it’s a simple case of spend versus return. What is a conversion worth to you and are you getting that? If not, you probably need an expert eye.

Are you wasting your budget? Most PPC campaigns waste 80% of the spend on poor search terms or budget optimisation. With each potential training session, we will happily perform a free PPC audit to make sure it is worth both your time and money.

Should I use a PPC agency or go it alone?

It comes down to time and what it is worth to you. There is no doubt that if you had the same skills you would do a better job. You have the industry knowledge and know your customer. If you are managing the ads yourself, how do you keep up to date with best practice? Or get the best value for your advertising budget? Are you missing out on crucial methodology, time-saving technology or strategy.

So a Digital Marketing Training Provider can give you the practical skills or google adwords training centre to do this yourself. Our PPC Coaching sessions could be exactly what you need.

Google reps are on hand to help you out but driving their own business agenda of making them money, not you. As long-tenured PPC experts, we are fully certified and actually know more than the Google Reps do on their own product, but our client needs is our priority.

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    PPC Training Course

    So there is an alternative to using a Digital Marketing Agency. No-one understands your business better than you. No-one can write better Ad Copy than you can, as you know your customer. You just need the knowledge to get the best results. And being honest, you will work harder as the results mean more. So how perfect if you joined your business knowledge with an adwords trainer who can teach you how to wield it effectively. Becoming an expert in learning the fundamentals and successful strategies. PPC Digital Marketing is very trainable in a short space of time for the right trainee.

    In most industries on the job training is the best way to develop skills and knowledge. The capacity to self-development, learn and grow is everyone’s potential with a teacher who adapts to their learning style. Online courses require self-discipline and don’t adapt to the trainee. With our in-house training, you benefit from a free audit as our experts apply their industry knowledge to your account.

    What is PPC (Pay per click)?

    Pay per click advertising is also known as cost per click (CPC), is  advertising on the internet where companies pay a search engine (Google or Bing) or website owner (sponsored links via Google Adsense), or social media when the ad is clicked.

    PPC is what us old school Digital Marketers call Google Ads, as back then it really only pay per click or pay per impression for brand building. It’s basically a keyword auction. through pay per click search engines. You chose the keywords important to you, and bid what you are willing to pay for the traffic. It’s a reactive response to people looking for the services you offer.

    If wielded correctly it’s a powerful advertising tool. Used badly, you will spend far more than needed and Google will make the money not you. So we are here to help; to break the Digital Marketing Jargon, and deliver honest and useful adwords training in Brighton or Hove, so you can effectively manage your own accounts.

    Recently a client said to me she was hearing PPC was dead and not effective. I disagree, but it is vital to know how Google works as big business and how their reps advice is not necessarily in your best interests but theirs. This is why a Pay per Click training course is even more essential for the future.


    What does the PPC training cover?

    It’s bespoke to your needs. For the beginner, it’s an introduction and covering the key basics of what Google PPC is all about and how to manage it effectively.  We look at what is important for your business and set Key Performance Indicators to track performance and value for money.

    For intermediate it’s strategy and optimisation, audiences, split testing, maximising spend for ROAS.

    For advanced ppc training it’s time-saving with rules and the AdWords editor, and ticking off your knowledge sets.

    A small idea of what the adwords PPC training can cover is below.


    • Search type basics for right traffic
    • Logical Account Structure for ease of use
    • Bidding strategy for maximum ROAS
    • Search terms for click & proactive Negative keywords
    • Ad Copy, CTA and Extensions
    • Display Network benefits
    • Conversion tracking
    • Adwords Editor and other time-efficiency tricks
    • Competitor Analysis and review
    • Remarketing options

    How are we different?

    Before we ever became Digital Marketers we were corporate trainers and people leaders. So we are natural teachers who genuinely get a buzz of seeing our trainees learn and grow. This is not a one size fits all group training session, where you sit in a room with loads of other people and look at accounts that have no meaning or relevance to you. And because we are now PPC experts, we can effortlessly educate you to our standard and have a proven track record for those trained.

    These are one-on-one pay per click training sessions about YOUR business. We do the work on your accounts together, improving your results and applying both our respective knowledge to maximum results. With multiple trainees, we cannot adapt our training style to suit your needs. We go at your pace of learning, not because we have a deadline. We teach what is relevant to your business so skip out all the unnecessary modules you know already or don’t need. And when you get glassy-eyed, we stop for a break.

    This is an adwords training session for you alone, where the aim is to teach you the most relevant information so you get the most out of it. It’s irrelevant if you are a complete beginner, intermediate or advanced. The training is centred on your needs, and the sessions are completely flexible around the attendee. This is Google PPC training dictated by you and your requirements.


    Free PPC Audit

    Prior access to your account is useful but not essential. If we have access, we can look in detail at your set-up. This just maximises our training time, and you get a free audit too. We always want to provide value in what we do.

    Then the beginning of the training session is to understand yours or the trainee’s knowledge levels, and importantly what you want to learn and gain out of it. Then we establish what learning style is required and adapt accordingly. Our laptop is plugged into a big TV so you can see exactly what is happening, and then we mix theory and practise, where you make the changes to re-enforce the knowledge. This is not you staring at a presentation for hours wishing you doubled that espresso. It’s interactive learning of practical skills more like a coaching session than a traditional PPC Course where the modules are strictly followed reagrdless if it is of any use or not.


    How long does it take?

    The purist in me says we never stop learning, but this depends on knowledge levels before starting and where you want to be. A full-day session is a minimum but some attendees have been having weekly sessions for 6 months and have booked the same for the future. It’s all down to individual needs.

    Can’t you just do it for me?

    If you want but we charge the same so you may as well be there to learn what is being done. We are certified Google ads experts, so if your time is valuable then check out our PPC Management page for more details.

    What Learning Style Am I?

    Everyone has a different learning style which we are skilled at adapting to. Here are the common styles:


    Visual learners build comprehension by what they see and through pictures and images. Training for visual learners can be tailored to include presentations with diagrams, videos, and chart

    Auditory learners are excellent listeners for spoken and lecture-type teaching. This type of learner prefers speeches, audio recordings and lectures.

    These individuals learn best through examination of text and case studies. Training for reading/writing learners includes manuals, handouts, quizzes, and presentations.

    Kinesthetic learners expand their comprehension through their senses, so enjoy hands-on activities like simulations or walk-throughs. Useful sessions could include building or working with physical objects.

    The mathematical learners learn from studying whole systems, patterns, and high-level concepts. Drawn to spreadsheets, graphs or multi-step methodologies, logical learners respond well to training that includes multiple concepts.

    Training on PPC in Hove

    From experience it is advised this is not in your work space due to distraction and privacy from interruption. Even with a designated training room, mental detachment for full focus is best achieved by separation.

    We have training space in Hangleton that can be used which is walking distance from Portslade or Aldrington Station. We also have the facility to hire training space directly next to Hove Station at Freedom Works, which is on the Brighton to Worthing line, but also has a direct line to London. This location is close to the Old Shoreham Road (A270) and parking is available at the Goldstone Retail Park.

    Freedom Works Hove

    Main address:

    Hove Business Centre, Fonthill Rd

    BN3 6HA
    Hove, UK

    Brighton, East Sussex


    Read what our clients have to say
    Wedding Rings Direct
    Alex, Brighton
    Previously I have tried some big agency PPC Training, Last year I had paid huge sums of money to be in a classroom full of people up in the Shard in London, but it was all for show. I came out of the days training feeling deflated as I was actually told I knew too much about PPC adwords for the course, which just simply was not the case. I took a gamble with a local company in Brighton and I learnt more in the first hour than I had in the whole of the other training sessions, when we covered search terms which is such a crucial part of PPC for my account.
    Ciaran is a gifted teacher, who really wants to help me to learn. I feel like I have had huge value for money as he quickly established my level and knew how to complete the gaps for me. He was able to explain things in a way I could understand which was amazing, and we expanded into social media advertising training.

    The results speak volumes. Before the training, sales were down 30% and our business was struggling. With Ciaran's help we restructured the account and cut out thousands of pounds in wasted spend. This has enabled us to continue working with him and now sales are up 60% and we are having our best ever results. The change is phenomenal, and we have found the perfect balance in his expert knowledge of digital marketing and eCommerce and my own knowledge of our industry, He is more than just a Digital Marketing expert, he is a brilliant trainer who quickly puts you at ease. He is also an eCommerce business owner so has given me help and advice far beyond what he was initially hired for.

    Charley, Hove
    We run a locksmith in the Sussex area. Our business was struggling due to the jobs we were getting just covering Google bills due to national companies taking all the business. Work was non existent without it so we felt lost. We were following advice from our Google ad manager so could not understand how results were not as good as we wanted. We booked a session with Ciaran , who instantly grasped our business and our needs. He quickly restructured our campaigns and cut out all the wasted spend as Google were giving us bad advice. We then worked together on Ad creative and the difference has been outstanding and we are finally making money. it's no exaggeration to say that this PPC training has saved our business. He set things up in a way that it's all clear to me and I can easily manage it myself, but he's always happily on hand for any questions which I think is just fabulous service.

    PPC training in Brighton

    We also can access training space in Brighton that can be used which is walking distance from Brighton Station. but has a direct line to London. This location is close to Preston Road which leads to the A23.

    Brighton Training Facility

    Main address:

    New England House, New England Street.

    BN1 4GH
    Brighton, East Sussex

    Facts about Brighton

    Brighton is located in South East of England and is a large town in the county of East Sussex. Brighton and it’s neighbour Hove form a Unitary Authority in Sussex after the two towns merged in 1997 as the borough of Brighton and Hove and obtained city status in 2001 as part of the Millennium Celebrations. A large number of leading digital marketing businesses make Brighton and East Sussex their home due to it’s close proximity to London and the sea, driven by its creative young population that stayed after studying at The Sussex University or the University of Brighton. The Town is famous for Brighton beach and the Brighton Music Scene.

    Brighton, England, formerly used to be called Brighthelmstone, and contains a number of old settlements & villages including Hangleton, Aldrington, Black Rock, Bevendean, Coldean, Brunswick, and Old Steine. Within the boundaries of West Hove’s Hangleton Neighbourhood sits the oldest building in the city of Brighton and Hove, the 11th century St Helen’s Church. Hangleton Manor is Hove’s oldest secular building and dates back to the 15th century.

    The City of Brighton and Hove also contains areas of Hollingbury, Hollingdean, Mile Oak and Moulsecoomb. Other districts of Brighton, Sussex include the outer areas Rottingdean, Portslade-by-Sea, Patcham, Saltdean and Ovingdean, West Blatchington, Westdene, Withdean and Woodingdean. The Brighton Municipality also includes the popular student area of Bear Road, Brighton Marina and Stanmer. The Brighton postcode district is the BN postcode area, and the current Mayor of Brighton is Dee Simpson.

    Preston Park, Brighton is enjoyed by residents and hosts the Pride festival is known throughout England. Brighton has two major roads out in the A23 heading North to London, and the A27 heading West to Worthing. Bordering to the West of the town of Brighton and Hove is Sompting, Worthing, Southwick, Shoreham, Littlehampton and Lancing. The town of Brighton is bordered to the East by Lewes, Burgess Hill and Peacehaven. Brighton City Airport (Shoreham) and Brighton Ferry (Newhaven).

    Finn McCool Marketing