Applying Google Ads for Campaign Setup and Optimization Course

Lesson 1 • Campaign Types and Their Use Cases

Surveys Search, Display, Shopping, Video, App, and Performance Max campaign types. Students match campaign type to business objective before building anything.

Lesson 2 • Billing, Settings, and Access Controls

Configures payment methods, invoicing options, and user permission levels. Proper setup avoids campaign interruptions and unauthorised changes.

Lesson 3 • How Google Ads Works

Covers the auction model, ad ranking factors, and Quality Score mechanics. Establishes the conceptual foundation every subsequent chapter depends on.

Lesson 1 • Using the Keyword Planner Tool

Demonstrates how to generate keyword ideas, forecast traffic, and estimate budgets inside Keyword Planner. Output feeds directly into ad group construction.

Lesson 2 • Match Types Explained and Applied

Covers broad, phrase, and exact match types with real targeting implications. Correct match type selection controls who sees ads and at what cost.

Lesson 3 • Ad Group Segmentation by Keyword Theme

Applies keyword grouping principles to create tightly themed ad groups. Tight themes improve Quality Score and ad relevance simultaneously.

Lesson 4 • Negative Keywords and Search Term Reports

Teaches how to identify and block irrelevant queries using negative keyword lists. Reduces wasted spend and improves campaign relevance scores.

Lesson 1 • Ad Policies and Approval Process

Reviews prohibited content, restricted categories, and the editorial review workflow. Policy compliance prevents disapprovals that halt campaign delivery.

Lesson 2 • Responsive Search Ad Structure

Breaks down headline slots, description slots, and pinning options in RSAs. Understanding the format is prerequisite to writing effective combinations.

Lesson 3 • Copywriting Principles for Paid Search

Applies direct-response writing techniques to headline and description creation. Strong copy increases click-through rate and pre-qualifies visitors.

Lesson 1 • Audience Segments and Targeting Modes

Introduces in-market, affinity, custom intent, and remarketing audiences with observation vs. targeting modes. Audience layering refines who sees ads without narrowing reach unnecessarily.

Lesson 2 • Remarketing List Setup and Strategy

Builds remarketing lists from website visitors, customer lists, and app users. Re-engaging warm audiences typically yields higher conversion rates at lower cost.

Lesson 3 • Device and Schedule Targeting

Adjusts bids and delivery by device type, day of week, and hour of day. Data-driven scheduling concentrates budget during high-conversion windows.

Lesson 4 • Geographic and Language Targeting

Sets location targets at country, region, city, and radius levels alongside language settings. Misaligned geo-targeting is a leading cause of irrelevant spend.

Lesson 1 • Attribution Models and Their Impact

Compares last-click, linear, time-decay, position-based, and data-driven attribution. Model choice affects which keywords and ads receive credit and budget.

Lesson 2 • Diagnosing and Fixing Tracking Issues

Uses Tag Assistant, conversion diagnostics, and the Search Terms report to identify tracking gaps. Unresolved tracking errors corrupt bidding signals and reporting.

Lesson 3 • Conversion Tracking Fundamentals

Defines conversion actions, attribution windows, and counting methods. Accurate definitions are the foundation of all optimisation decisions.

Lesson 4 • Tracking Leads, Purchases, and Calls

Configures specific conversion actions for form submissions, e-commerce transactions, and phone calls. Each action type requires distinct tag parameters and values.

Lesson 1 • Portfolio Bid Strategies

Introduces portfolio strategies that apply a single bid strategy across multiple campaigns. Useful for accounts with shared performance targets and varied campaign sizes.

Lesson 2 • Budget Allocation and Pacing

Explains daily budget mechanics, shared budgets, and Google's over-delivery policy. Proper pacing prevents budget exhaustion before peak conversion hours.

Lesson 3 • Manual vs. Automated Bidding Overview

Contrasts manual CPC with Smart Bidding strategies and their data requirements. Choosing the wrong strategy for campaign maturity is a costly mistake.

Lesson 4 • Bid Adjustments and Modifiers

Applies bid adjustments for location, device, audience, and ad schedule. Layered modifiers fine-tune automated strategies without overriding them.

Lesson 1 • Key Metrics and Performance Indicators

Defines CTR, CPC, CPA, ROAS, conversion rate, and impression share as primary KPIs. Understanding each metric's role prevents misdiagnosis of campaign problems.

Lesson 2 • Auction Insights and Competitive Analysis

Uses the Auction Insights report to benchmark impression share, overlap rate, and outranking share against competitors. Competitive data informs bid and budget decisions.

Lesson 3 • Keyword and Ad Performance Optimisation

Pauses underperforming keywords, adjusts bids, and tests new ad copy variants. Iterative testing compounds performance gains over time.

Lesson 4 • Optimisation Score and Recommendations

Interprets the Optimisation Score and evaluates automated recommendations critically. Not all recommendations align with account goals; selective application is essential.

Lesson 1 • Shopping Campaigns and Product Feed Optimisation

Sets up Standard Shopping campaigns and optimises product feed attributes for visibility. Feed quality directly determines which queries trigger product ads.

Lesson 2 • Performance Max Campaign Setup and Optimisation

Configures asset groups, audience signals, and listing groups for Performance Max. PMax requires a different optimisation mindset than traditional campaign types.

Lesson 3 • Scaling Budgets and Expanding Reach

Identifies scaling signals and applies budget increases, new keyword expansion, and geo expansion systematically. Premature scaling without data wastes budget and distorts bidding.

Lesson 4 • Display and Video Campaign Strategies

Builds awareness and retargeting campaigns using Display and YouTube ad formats. Visual campaigns complement Search by reaching users earlier in the purchase funnel.

Lesson 5 • Account-Level Strategy and Governance

Establishes account-wide rules, automated rules, and scripts for ongoing governance. Systematic governance prevents performance degradation between manual review cycles.