Google Ads PPC Course

Lesson 1 • Campaign Types and Their Uses

Distinguishes Search, Display, Shopping, Video, and Performance Max campaigns by intent and format. Choosing the right type is the first strategic decision in any build.

Lesson 2 • Navigating the Google Ads Interface

Walks through dashboards, menus, and reporting tabs so students can work efficiently. Familiarity with the UI accelerates every subsequent hands-on task.

Lesson 3 • Setting Up a New Account

Guides account creation, billing setup, and initial settings configuration. A correctly configured account avoids common launch errors and policy flags.

Lesson 4 • How Google Ads Works

Covers the ad auction model, Quality Score, and Ad Rank to explain why ads appear. Grounds all later optimisation decisions in auction logic.

Lesson 1 • Keyword Organisation and Ad Groups

Shows how to group keywords by theme to align ads with user intent. Tight ad groups improve Quality Score and ad relevance scores.

Lesson 2 • Match Types Explained

Covers broad, phrase, and exact match types and how each controls query matching. Match type selection directly determines traffic quality and spend efficiency.

Lesson 3 • Negative Keywords Strategy

Teaches how to identify and apply negative keywords to block irrelevant traffic. Negatives reduce wasted spend and improve conversion rates across all campaign types.

Lesson 4 • Keyword Research Fundamentals

Introduces search intent, keyword volume, and competition metrics as research inputs. Strong keyword research is the foundation of profitable Search campaigns.

Lesson 1 • A/B Testing Ad Variations

Teaches how to set up ad variation experiments and interpret statistical results. Systematic testing compounds copy improvements over time.

Lesson 2 • Responsive Search Ad Structure

Breaks down headlines, descriptions, and pinning options in Responsive Search Ads. Understanding RSA structure enables systematic copy testing at scale.

Lesson 3 • Ad Extensions and Assets

Covers sitelinks, callouts, structured snippets, call extensions, and image assets. Extensions increase ad real estate and improve CTR without extra cost per click.

Lesson 4 • Copywriting Principles for Paid Search

Applies persuasion frameworks—USP, urgency, and social proof—to ad copy. Persuasive copy increases CTR and lowers effective cost per click.

Lesson 1 • Conversion Tracking Fundamentals

Defines conversion actions, attribution windows, and counting methods. Accurate definitions prevent inflated or understated conversion data.

Lesson 2 • Tracking Key Conversion Types

Sets up tracking for form submissions, phone calls, purchases, and app installs. Each conversion type requires specific configuration to capture accurate data.

Lesson 3 • Installing the Google Tag

Covers global site tag and Google Tag Manager installation for tracking events. Correct tag implementation is the prerequisite for all conversion data.

Lesson 4 • Troubleshooting Tracking Issues

Diagnoses common tag firing errors, duplicate conversions, and missing data. Reliable data integrity is essential before enabling automated bidding strategies.

Lesson 1 • Manual Bidding Fundamentals

Explains CPC bidding, bid adjustments, and when manual control outperforms automation. Manual bidding builds intuition needed to evaluate automated strategy performance.

Lesson 2 • Smart Bidding and Machine Learning

Explains how Google's auction-time bidding uses signals to optimise bids in real time. Understanding signal inputs helps advertisers structure campaigns for better automation.

Lesson 3 • Bid Strategy Transitions

Guides the process of moving from manual to smart bidding without performance drops. Managed transitions protect conversion volume during algorithm learning phases.

Lesson 4 • Automated Bidding Strategies

Covers Target CPA, Target ROAS, Maximise Conversions, and Maximise Clicks strategies. Each strategy suits different campaign maturity levels and data availability.

Lesson 1 • Remarketing Campaigns

Covers standard remarketing, dynamic remarketing, and RLSA for Search campaigns. Remarketing recaptures high-intent users who have already engaged with the brand.

Lesson 2 • Google Audience Types Overview

Introduces in-market, affinity, life events, and custom intent audiences. Each type targets users at different stages of the purchase funnel.

Lesson 3 • Customer Match and First-Party Data

Explains how to upload CRM data to target or exclude known customers. First-party data targeting improves relevance and reduces wasted impressions.

Lesson 4 • Demographic and Geographic Targeting

Applies age, gender, household income, and location targeting to refine audience reach. Demographic layering reduces irrelevant impressions and improves ROAS.

Lesson 1 • Search Term Report Analysis

Uses the search terms report to find new keyword opportunities and irrelevant queries. Regular analysis is the primary source of negative keywords and match type refinements.

Lesson 2 • Optimisation Workflow and Prioritisation

Establishes a repeatable weekly and monthly optimisation cadence with prioritised tasks. A structured workflow ensures high-impact changes are made before minor tweaks.

Lesson 3 • Key Performance Metrics

Defines CTR, CPC, CPA, ROAS, conversion rate, and impression share as core KPIs. Knowing what each metric measures prevents misdiagnosis of campaign problems.

Lesson 4 • Auction Insights and Competitor Analysis

Interprets auction insights data to benchmark performance against competitors. Competitive context informs bid and budget decisions in contested markets.

Lesson 1 • Scaling Budgets Without Losing Efficiency

Applies incremental budget scaling, dayparting, and geographic expansion to grow spend. Uncontrolled scaling degrades ROAS; structured scaling preserves efficiency.

Lesson 2 • Performance Max Campaigns

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

Lesson 3 • Account-Level Strategy and Governance

Covers change history, automated rules, scripts, and account-level alerts for governance. Governance systems maintain performance standards as accounts grow in complexity.

Lesson 4 • Multi-Campaign Funnel Architecture

Designs upper, mid, and lower funnel campaigns that work together across the buyer journey. Funnel architecture prevents audience overlap and assigns budgets by funnel stage.