Google Ads Course Online (Self-Paced)

This self-paced course provides a comprehensive introduction to Google Ads and the core principles of paid advertising. You will learn how to plan, build, and manage effective campaigns while gaining insight into the strategies that drive clicks, conversions, and brand awareness. This course is well-suited for marketers and business owners who want to expand their reach through proven advertising methods.

What You Will Learn

• Introduction to Google Ads and paid search fundamentals
• Setting up and managing a Google Ads account, and navigating and working within the interface
• Developing effective keyword strategies, and using match types to control ad visibility and targeting
• Understanding bidding strategies, budget control, and how the Google Ads auction operates
• Writing ads designed to drive conversions, and landing page best practices for paid campaigns
• Setting up call tracking and conversion tracking
• Optimizing campaigns to improve performance and results, and applying automation to streamline campaign management
• Using remarketing for Search and Display campaigns, and creating and managing display advertising with Google Ads

Course Outline

Section I

Introduction to Google Ads

• What is Google Ads?
• Google Ads Terminology
• The Role of Google Ads
• Understanding the Google Network
• How Paid Search Works
• The Pillars of Google Ad Success

Keyword Research

• What is a Keyword?
• Different Types of Keywords
• What is Keyword Research
• Keyword Research Methodology
• How to Choose the Right Keywords to Target

Creating a Google Ads Account

• What is a Campaign?
• Campaign Types
• Campaign Goals
• Naming Your Campaign
• Choosing Campaign Types
• Location Targeting
• Languages
• Budget
• Delivery Method
• Bid Strategies: Manual vs Automated

Keyword Match Types

• What are match types?
• How to use match types

Ad Creation

• What is an Ad Group?
• The Goal of Your Ads
• Anatomy of a Text Ad
• How to Write Compelling Descriptions
• Introduction to Calls to Action
• How to Test Your Ads
• Ad Policies to Comply With
• Ad Extensions

Ad Rank & Quality Score

• What is Quality Score?
• How Quality Score Affects Your Campaigns
• Quality Score Factors
• Understanding the Ads Auction
• What is Ad Rank?
• How Ad Rank Works

Landing Pages

• What is a Landing Page
• Landing Page Use Cases
• Types of Landing Pages
• Steps to Building High Converting Landing Pages

Conversion Tracking

• What is a Conversion?
• What is Conversion Tracking?
• Different Types of Conversions to Track
• Steps to Setting Up Conversion Tracking
• Linking Google Accounts

Overview of Google Ads Dashboard

Section II

Campaign Optimization

• Understanding Reports in Google Ads
• Analyzing Reports in Google Ads
• Analyzing & Optimizing Campaign Performance
• Data Segmentation
• Bid Management

Account Automation

• What is Automation?
• When to Automate Your Account?
• Steps to Automating Your Account

Audience Targeting

• Understand what audience targeting is
• A look at the different types of audience targeting
• How to set up audience targeting

Remarketing with Google Ads

• Introduction to Remarketing
• Types of Remarketing
• Why you need Remarketing
• Developing your Remarketing Strategy
• Installing your Remarketing Code
• Launching a Remarketing Campaign

Display Advertising with Google Ads

• Introduction to Display Advertising
• Understanding the Display Network
• Bidding Strategies for Display
• Targeting via the Display Network
• Ad Formats
• Display Campaign Management