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Google Ads Explained

November 9, 2020 @ 2:00 pm - 4:00 pm

What is it about?

This webinar will give you the skills to confidently use Google Ads.

Let’s not beat around the bush, Google Ads can be confusing. Maybe you already use them and you’re learning on the job; or maybe you know you need to get to grips with them, but you’ve been putting it off.

No matter where you’re at, this session will get right to the core of what you need to know and give you the skills and confidence to do it. In this session you’ll get the low down on:

• Planning — how to structure your campaigns and ad groups
• Targeting — including remarketing, keyword research, interests, and demographics
• Conversions — to measure valuable activity after the ad click
• Reporting — how to keep tabs on the metrics that matter
• Maintenance tasks — the weekly, monthly, and quarterly jobs that are needed to keep on top of your account

The focus will be on Google Search campaigns but is likely to touch very briefly on Google Display, Gmail, and YouTube campaigns.

This session will be structured as approximately 1.5 hours of training, with 30 minutes at the end for Q&A, so come with your questions.

What will I gain?

— An understanding of how to use Google Adwords

— Insight into how to measure success

— Confidence moving forwards with your campaigns

Who is it for?

This is a practical session for arts marketers who manage and deliver campaigns. It’s equally applicable for those receiving Google Ads grants and those who pay for campaigns.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA Member rate: FREE
  • AMA Team Member rate: FREE
  • Non-Member: £55 + VAT

Please note: if you are part of a group/Team membership, please select the ‘Team Member Rate’ when booking.


Chris Unitt | Founder | One Further

Chris is the founder of One Further, a digital analytics and user research consultancy. He works with cultural organisations that want to gain a better understanding of their online audiences and how best to serve them. Current clients include the Victoria & Albert Museum, Royal Academy of Arts, and Shakespeare’s Globe. 

Chris is also responsible for the mostly-weekly Cultural Digital newsletter, which rounds up recent developments on the digital side of the cultural sector, and he sits on the board of the Hackney Empire. 

Speaker image courtesy of Chris Unitt
Thumbnail: Image by Obi Onyeador on Unsplash


November 9, 2020
2:00 pm - 4:00 pm
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