Google Search Ads -
Online Course

Compare Search, Performance Max, Demand Gen, Display, Shopping, Video and App campaigns by inventory, intent, funnel role, creative requirements, targeting and control, bidding logic, primary KPIs, and business fit.

Navigate manager, account, campaign, ad group or asset group, and ad views. Find settings, goals, audiences, assets, keywords, search terms, insights, change history, experiments, recommendations, billing, reporting controls, and basic charts and tables.

Calculate and interpret impressions, clicks, CTR, CPC, cost, conversions, conversion rate, CPA, conversion value, ROAS, CPM, CPV, and impression-share metrics. Diagnose direct and inverse metric relationships without treating correlation as causation.

Use Keyword Planner, distinguish query from keyword, classify search intent, build keyword clusters, apply Broad, Phrase, and Exact match, review search terms, create negative-keyword systems, and balance discovery with control.

Build conversion actions and goals, understand primary versus secondary actions, configure website measurement with Google tag or GTM, test firing and deduplication, inspect attribution problems, and troubleshoot missing or mis-attributed conversions.

Understand attribution models, data-driven attribution, click-through and engaged-view or view-through concepts, conversion windows, cross-device effects, and the implications of B2C versus B2B sales cycles.

Design campaign and ad-group structures around business priorities, geography, intent, and landing-page or message similarity. Map brand, competitor, and non-brand intent, budgets, negatives, networks, and required assets.

Write responsive search ads with useful differentiation, intent alignment, and landing-page continuity. Build sitelinks, callouts, structured snippets, calls, lead forms, and other relevant assets. Interpret ad strength without confusing it with business performance.

Interpret CTR, CPC, conversion rate, CPA, impression share, Search Lost IS by budget or rank, Search Top IS, Search Absolute Top IS, lost top share, and Quality Score components and their diagnostic use.

Choose Manual CPC where relevant, Maximise Clicks, Maximise Conversions, target CPA, Maximise Conversion Value, and target ROAS based on objective and data maturity. Understand auction-time bidding, budget constraints, learning, and target changes.

Analyse Auction Insights using impression share, overlap rate, position-above rate, top-of-page rate, absolute-top rate, and outranking share. Separate competitor pressure from budget, relevance, bid, and conversion-rate problems.