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Optimizing Pay-Per-Click

Online | 10:00 a.m. CT

Take Your Paid Advertising to the Next Level

For digital marketers, Google is one of the top revenue and lead-driving channels to grow your business.

In this virtual workshop, you will enhance what you already know, learn how best to focus on high ROI and top keywords to drive more sales and leads, and learn how to utilize the most impactful tools in Google Ads to ensure you spend efficiently while delivering on your goals. You’ll also see how to create campaigns that drive scale and commercial growth so you can adapt to the needs of the market and capitalize on what people are actively searching for to buy online.

Walk away with a more structured and data-driven approach when using Google Ads to drive business success which will help your business, career and clients step up to the next level.

What’s Included

  • 3 hours of live instruction starting at 10:00 a.m. Central
  • Interactive Q&A and hands-on exercises
  • Resources, tips and best practices
  • On-demand access for six months

Key Takeaways

  • Learn how to efficiently and effectively target keywords that drive results on Google
  • Understand how to bulk manage your campaigns with Google Ads Editor
  • Prepare your campaign for the Holiday sales period

Member Price


Non-Member Price


After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.

Want to attend with a group of 3 or more? Contact at least one business day in advance to get 10% off registration.

AMA Members Get Best Pricing and More

Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and newly added benefits every week. It’s all for a low price of $149/year. (That’s only $12.42/month.)

Who Should Attend

This practical, intermediate-level workshop is ideal for those who have experience with an active Google Ads account and use Google Ads to drive sales or leads from prospective customers.


Cathal Melinn

Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst & eCommerce specialist with over 16 years of digital marketing experience.

Cathal is a respected international conference speaker, course lecturer and digital trainer. He specializes in driving complete understanding from students across several digital marketing disciplines including paid and organic search (PPC & SEO), analytics, strategy and planning, social media, reporting and optimization. Cathal is the course director for the Digital Marketing Institute and teaches digital professionals at all levels from beginner to advanced.

Alongside his training and course work, Cathal runs his digital marketing agency and is considered an analytics and revenue-generating guru at the enterprise level. He has extensive local & international experience working with top B2B & B2C brands across multiple industries.

Over his career, Cathal has worked Client-Side, in Digital Marketing Agencies and Media Owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Bord Bia, Coca Cola, Vodafone, Compare the Market, Aer Lingus and Expedia.

AMA Event Policies and FAQs

October 13, 2021 (All Times Central)

Keyword Research and Excel For PPC

Create and Manage Campaigns Using Google Ads Editor

Structuring Accounts By Daily Budget, Devices and Conversion Impact

Campaigns by Match Type and Negative Match Types

Google Analytics For PPC, Search Queries and Day Parting

Google Ads Experiments to Test Hypotheses and Mitigate Against Risk


Optimizing Pay-Per-Click