Google AdWords Course

Lesson 1 • Google Ads Policies and Compliance

Outlines prohibited content, restricted categories, and editorial standards enforced by the platform. Compliance knowledge protects accounts from suspension before any campaign goes live.

Lesson 2 • Navigating the Google Ads Interface

Walks through the dashboard, campaign hierarchy, and key navigation menus. Familiarity with the UI accelerates every hands-on task in later chapters.

Lesson 3 • Account Setup and Billing Configuration

Guides learners through creating an account, setting billing, and configuring time zones and currency. Correct setup prevents tracking errors and billing discrepancies from the start.

Lesson 4 • How Paid Search Advertising Works

Covers the pay-per-click model, advertiser intent, and how search ads differ from organic results. Establishes the business rationale that underpins every subsequent platform decision.

Lesson 1 • Understanding Search Intent

Defines informational, navigational, commercial, and transactional intent and maps each to campaign goals. Aligning intent to ads is the single biggest lever for improving relevance scores.

Lesson 2 • Keyword Research Tools and Techniques

Demonstrates the Google Keyword Planner and complementary research methods to uncover volume and competition data. Accurate research prevents targeting keywords with poor commercial value.

Lesson 3 • Negative Keywords and Query Filtering

Teaches how to identify irrelevant queries and add negative keywords at campaign and ad group levels. Negative lists are essential for protecting budget from unqualified clicks.

Lesson 4 • Keyword Match Types Explained

Covers broad, phrase, and exact match types and their traffic and cost implications. Choosing the right match type controls who sees ads and how budget is consumed.

Lesson 1 • Campaign Goals and Bidding Alignment

Links campaign objectives to appropriate bidding strategies before any budget is set. Misaligned goals and bidding strategies are a leading cause of poor campaign performance.

Lesson 2 • Geographic and Language Targeting

Configures location targeting options including radius, region, and exclusion settings. Precise geo-targeting ensures budget reaches only the markets most likely to convert.

Lesson 3 • Choosing the Right Campaign Type

Compares Search, Display, Shopping, Video, and Performance Max campaign types by objective. Selecting the correct type prevents misaligned delivery and wasted impressions.

Lesson 4 • Budget, Scheduling, and Delivery Settings

Sets daily budgets, ad scheduling, and delivery methods to control when and how often ads appear. These settings directly determine spend pacing and audience reach.

Lesson 1 • Copywriting Principles for Paid Search

Applies persuasion frameworks including unique value propositions, urgency, and benefit-led messaging. Strong copy reduces cost-per-click by improving expected click-through rate.

Lesson 2 • Responsive Search Ad Structure

Breaks down headline slots, description fields, and how Google assembles combinations dynamically. Understanding the format is prerequisite to writing copy that performs across all combinations.

Lesson 3 • Ad Copy Testing and Iteration

Designs systematic A/B tests for headlines and descriptions using campaign experiments. Continuous testing is the mechanism that compounds ad performance improvements over time.

Lesson 4 • Ad Assets and Extensions

Covers sitelinks, callouts, structured snippets, call assets, and image assets. Assets expand ad real estate and improve click-through rate at no additional cost per asset.

Lesson 1 • Forecasting and Budget Planning

Uses the Keyword Planner forecast tool and historical data to project spend and results. Accurate forecasting enables stakeholder alignment and prevents mid-flight budget surprises.

Lesson 2 • Automated and Smart Bidding Strategies

Covers Target CPA, Target ROAS, Maximize Conversions, and Maximize Clicks strategies. Each strategy requires specific conversion data thresholds to function reliably.

Lesson 3 • Bid Modifiers and Audience Adjustments

Applies percentage-based modifiers for device, location, time, and audience segments. Modifiers allow granular control without creating duplicate campaigns.

Lesson 4 • Budget Allocation Across Campaigns

Applies portfolio thinking to distribute budget based on campaign priority and performance data. Strategic allocation prevents high-value campaigns from being starved of impressions.

Lesson 1 • Attribution Models and Conversion Paths

Compares last-click, linear, time-decay, and data-driven attribution models and their effect on reported value. Choosing the right model prevents over- or under-crediting campaigns in multi-touch journeys.

Lesson 2 • Google Tag and Tag Manager Implementation

Installs the Google tag via direct code or Tag Manager and verifies firing on conversion pages. Correct tag implementation is the technical foundation for all performance measurement.

Lesson 3 • Linking Google Analytics to Google Ads

Connects Google Analytics 4 to Google Ads for cross-platform audience and behavior data. The link enables richer audience lists and more complete attribution reporting.

Lesson 4 • Conversion Action Setup in Google Ads

Defines conversion actions, categories, and value assignment for purchases, leads, and micro-conversions. Without accurate conversion data, bidding algorithms and optimization decisions are unreliable.

Lesson 1 • Performance Diagnosis Framework

Introduces a top-down diagnostic approach from account to keyword level to isolate performance issues. A structured framework prevents random changes that obscure cause-and-effect relationships.

Lesson 2 • Search Term Report and Query Mining

Analyzes the search terms report to find new keyword opportunities and irrelevant traffic to exclude. Regular query mining is the highest-ROI routine optimization task in search campaigns.

Lesson 3 • Quality Score Improvement Tactics

Targets the three Quality Score components—expected CTR, ad relevance, and landing page experience—with specific fixes. Higher Quality Scores lower cost per click and improve ad position simultaneously.

Lesson 4 • Audience and Remarketing Optimization

Refines audience segments, adjusts bids for high-value users, and builds remarketing lists from site behavior. Audience optimization shifts budget toward users most likely to convert.

Lesson 1 • Display and Remarketing Campaign Scaling

Builds Display campaigns with responsive display ads and layered audience targeting for upper-funnel reach. Display complements search by re-engaging users who did not convert on the first visit.

Lesson 2 • Shopping Campaigns and Product Feed Optimization

Sets up Google Merchant Centre, product feeds, and Shopping campaign structure for e-commerce advertisers. Feed quality directly determines which products appear and at what cost.

Lesson 3 • Full-Funnel Campaign Architecture

Designs coordinated campaigns across awareness, consideration, and conversion stages with shared audience logic. Full-funnel architecture prevents cannibalization and guides users through the purchase journey.

Lesson 4 • Scaling Budgets and Managing Growth

Applies incremental budget scaling rules and performance thresholds to grow spend without degrading efficiency. Uncontrolled scaling is the most common cause of ROAS collapse in mature accounts.