Paid Search Training Course

Lesson 1 • Key Performance Metrics Overview

Introduces the primary KPIs used to evaluate paid referencing campaigns. You can identify which metrics matter at each stage of the funnel.

Lesson 2 • Paid vs. Organic Referencing

Contrasts paid placement with organic search results to clarify strategic trade-offs. Sets the stage for integrated search strategy later in the course.

Lesson 3 • Regulatory and Ethical Basics

Outlines advertiser obligations around transparency, labelling, and prohibited content. Prevents compliance errors before you begin building campaigns.

Lesson 4 • Auction Mechanics and Ad Ranking

Explains how real-time auctions determine ad position and cost. You understand why bid alone does not guarantee top placement.

Lesson 1 • Tracking and Conversion Setup

Installs conversion tracking tags and links analytics tools to the ad account. Accurate measurement is the prerequisite for every optimisation chapter ahead.

Lesson 2 • Campaign Types and Goals

Differentiates search, display, shopping, video, and performance-max campaign types by objective. You select the right campaign type for a given business goal.

Lesson 3 • Geographic and Scheduling Settings

Configures location targeting, language settings, and ad scheduling to reach the right audience at the right time. Directly reduces wasted spend from day one.

Lesson 4 • Budget Allocation and Delivery Methods

Explains daily and monthly budget structures alongside standard and accelerated delivery trade-offs. You set budgets that align spend pace with business objectives.

Lesson 1 • Match Types and Query Control

Explains broad, phrase, and exact match types and their impact on query coverage and cost. You choose match types that balance reach with precision.

Lesson 2 • Negative Keywords and Exclusions

Builds negative keyword lists to block irrelevant queries and protect budget. Directly reduces wasted spend and improves quality scores.

Lesson 3 • Understanding Search Intent

Classifies queries by informational, navigational, commercial, and transactional intent. Aligns keyword selection with the stage of the buyer journey.

Lesson 4 • Keyword Research Tools and Techniques

Applies research tools to discover volume, competition, and cost estimates for target terms. You build seed lists and expand them systematically.

Lesson 1 • Writing for Intent and Relevance

Aligns ad messaging with the keyword intent identified in Chapter 3. Teaches mirroring user language to boost quality score and CTR.

Lesson 2 • Responsive Search Ads

Explains how machine learning assembles headline and description combinations in responsive ads. You write asset libraries that maximise combination quality.

Lesson 3 • Ad Extensions and Assets

Adds sitelinks, callouts, structured snippets, and other extensions to expand ad real estate. Each extension type is matched to a specific campaign objective.

Lesson 4 • Ad Copy Testing Frameworks

Designs controlled experiments to identify which copy elements drive performance lifts. You apply statistical thinking to declare winners and iterate.

Lesson 1 • Manual Bidding Fundamentals

Sets cost-per-click bids at the keyword level and applies device, location, and audience adjustments. Builds the intuition needed to evaluate automated strategies critically.

Lesson 2 • Automated and Smart Bidding Strategies

Covers target CPA, target ROAS, maximise conversions, and maximise conversion value strategies. You match each strategy to the appropriate data volume and goal.

Lesson 3 • Bid Strategy Testing and Transitions

Designs experiments to compare bidding strategies without disrupting live performance. You manage the transition from manual to automated bidding safely.

Lesson 4 • Budget Pacing and Spend Control

Monitors daily spend curves and applies budget caps, shared budgets, and campaign priorities. Prevents overspend and ensures budget is available throughout the day.

Lesson 1 • Remarketing and Customer Match

Builds remarketing lists from site visitors and customer data to re-engage high-intent users. Connects audience strategy to conversion rate improvement.

Lesson 2 • Custom Audiences and Intent Signals

Creates custom audiences based on search behaviour, URLs visited, and app usage. Enables precise targeting beyond standard platform segments.

Lesson 3 • Audience Bid Adjustments and Exclusions

Applies positive and negative bid adjustments by audience segment to optimise spend allocation. You exclude low-value segments to protect budget efficiency.

Lesson 4 • In-Market and Affinity Audiences

Applies platform-defined in-market and affinity segments as observation or targeting layers. You assess audience overlap and incremental reach.

Lesson 1 • Segmentation and Dimension Analysis

Breaks performance data by device, time, network, and audience to isolate drivers. You pinpoint which segments over- or underperform relative to account averages.

Lesson 2 • Attribution Models and Conversion Paths

Compares last-click, linear, time-decay, and data-driven attribution to understand true channel contribution. You select attribution models aligned with your sales cycle.

Lesson 3 • Search Term and Query Reports

Analyses actual search queries triggering ads to refine keyword and negative lists. Directly feeds back into the keyword strategy established in Chapter 3.

Lesson 4 • Reading the Core Metrics Dashboard

Navigates the standard campaign dashboard to locate and interpret primary performance metrics. Establishes a daily and weekly review routine.

Lesson 1 • Structured Testing and Experimentation

Runs campaign-level experiments using platform draft and experiment tools to validate hypotheses. You build a continuous testing culture with documented learnings.

Lesson 2 • Optimisation Score and Recommendations

Evaluates platform-generated recommendations critically before applying them. You distinguish high-value suggestions from those that conflict with account strategy.

Lesson 3 • Scaling Campaigns and Expanding Reach

Applies proven scaling tactics including budget increases, new keyword expansion, and geographic rollout. You manage scaling without degrading efficiency metrics.

Lesson 4 • Landing Page and Conversion Rate Optimisation

Aligns landing page content, speed, and UX with ad messaging to reduce bounce and lift conversions. Bridges paid referencing with on-site performance.