Introduction to Google Ads Course

Lesson 1 • How Google Ads Works

Explains the auction model, ad ranking, and Quality Score mechanics. Establishes the logic behind why ads appear and how cost is determined.

Lesson 2 • Google Ads Campaign Types

Introduces Search, Display, Shopping, Video, and Performance Max campaigns. Students gain clarity on which format suits each advertising goal.

Lesson 3 • Setting Up a Google Ads Account

Walks through account creation, linking Google Analytics, and configuring basic settings. Prepares students to operate the platform from day one.

Lesson 1 • Keyword Match Types

Explains broad, phrase, and exact match types and their impact on reach and precision. Choosing the right match type controls who sees your ads.

Lesson 2 • Organising Keywords into Ad Groups

Demonstrates tightly themed ad group structures for better Quality Scores and ad relevance. Proper grouping directly supports higher-performing ads.

Lesson 3 • Understanding Search Intent

Defines informational, navigational, and transactional intent and maps each to keyword types. Aligning intent with keywords improves relevance and conversion rates.

Lesson 4 • Negative Keywords and Exclusions

Teaches how to block irrelevant searches using negative keywords at campaign and ad group levels. Reduces wasted spend and improves campaign efficiency.

Lesson 1 • Ad Relevance and Quality Score

Explains how ad copy relevance to keywords and landing pages affects Quality Score. Higher Quality Scores lower cost per click and improve ad position.

Lesson 2 • Responsive Search Ad Structure

Breaks down headlines, descriptions, and URL fields in responsive search ads. Students learn how Google tests combinations to find top performers.

Lesson 3 • Writing Persuasive Ad Copy

Applies copywriting frameworks like benefits over features and calls to action to ad text. Strong copy directly increases click through and conversion rates.

Lesson 4 • Google Ads Policies for Ad Copy

Reviews prohibited content, restricted categories, and editorial standards for ad text. Policy compliance prevents disapprovals and account suspensions.

Lesson 1 • Device and Schedule Targeting

Covers device bid adjustments and ad scheduling to control when and where ads appear. Aligning delivery with peak performance windows reduces wasted spend.

Lesson 2 • Audience Targeting Options

Introduces in-market, affinity, remarketing, and customer match audiences for Search and Display. Layering audiences onto campaigns sharpens targeting precision.

Lesson 3 • Network and Placement Settings

Explains Search Network, Display Network, and Search Partners settings and their trade offs. Selecting the right networks controls where your budget is spent.

Lesson 1 • Setting Up Google Tag Based Tracking

Walks through installing the Google tag and creating website conversion actions. Correct tag implementation ensures accurate data flows into the account.

Lesson 2 • Importing Conversions from Analytics

Shows how to link Google Analytics 4 and import goals as conversion actions. Importing Analytics data enriches conversion measurement beyond tag only tracking.

Lesson 3 • Attribution Models in Google Ads

Explains last click, linear, time decay, data driven, and other attribution models. Attribution choice affects how credit is assigned and how Smart Bidding optimises.

Lesson 4 • Analysing Conversion Data

Covers conversion columns, conversion rate benchmarks, and cost per conversion analysis. Reading conversion data correctly drives informed optimisation decisions.

Lesson 1 • Smart Bidding Strategies

Covers Target CPA, Target ROAS, Maximise Conversions, and Maximise Conversion Value. Each strategy suits different business goals and data availability levels.

Lesson 2 • Bid Adjustments and Modifiers

Teaches how to apply bid adjustments for device, location, audience, and time of day. Fine tuning bids improves efficiency without changing base strategy.

Lesson 3 • Manual vs. Smart Bidding

Compares manual CPC with Google's Smart Bidding strategies and their use cases. Choosing the right approach depends on data volume and campaign maturity.

Lesson 4 • Bidding Strategy Testing and Optimisation

Introduces campaign experiments to test bidding changes with statistical confidence. Systematic testing prevents performance drops from untested strategy shifts.

Lesson 1 • Reading Key Performance Metrics

Defines CTR, CPC, CPA, ROAS, impression share, and conversion rate as core KPIs. Understanding each metric's meaning is prerequisite to any optimisation action.

Lesson 2 • Ad Performance and A/B Testing

Teaches how to compare ad variants, interpret performance differences, and pause underperformers. Continuous ad testing compounds improvements in CTR and conversion rate.

Lesson 3 • Optimisation Score and Recommendations

Covers Google's Optimisation Score, how it is calculated, and how to evaluate recommendations. Students learn to apply, dismiss, or modify suggestions based on strategy.

Lesson 4 • Auction Insights Report

Explains how to use the Auction Insights report to benchmark against competitors. Competitive data informs bidding and budget decisions in contested markets.

Lesson 1 • Display Campaign Setup and Targeting

Covers responsive display ads, audience targeting, and placement controls for Display campaigns. Display extends reach beyond search to users earlier in the buying journey.

Lesson 2 • Video Campaigns on YouTube

Introduces skippable in-stream, non-skippable, and bumper ad formats with targeting options. Video campaigns build brand awareness and reach audiences at scale.

Lesson 3 • Remarketing and Audience Strategy

Builds remarketing lists, dynamic remarketing, and full funnel audience strategies across campaign types. Remarketing recaptures high intent users and improves overall account ROAS.

Lesson 4 • Performance Max Campaigns

Covers asset group creation, audience signals, and how Performance Max automates cross channel delivery. PMax requires strong creative assets and clear conversion goals to succeed.