Google Ads & Analytics Course

Lesson 1 • Linking Google Ads and Analytics

Demonstrates the technical steps to connect both platforms for unified reporting. Establishes the measurement foundation used throughout the course.

Lesson 2 • Google Ads Account Architecture

Maps the hierarchy from account to campaign to ad group to ad. Understanding this structure is prerequisite for all campaign-building chapters.

Lesson 3 • How Digital Advertising Works

Covers pay-per-click, impressions, and auction-based pricing models. Establishes the economic logic underlying every Google Ads campaign.

Lesson 1 • Match Types and Negative Keywords

Explains broad, phrase, and exact match types and their traffic implications. Negative keywords prevent wasted spend and sharpen targeting.

Lesson 2 • Ad Group Structure and Organization

Covers single-theme ad group (STAG) and tightly themed ad group strategies. Proper structure improves Quality Score and ad relevance.

Lesson 3 • Keyword Research Fundamentals

Teaches intent-based keyword discovery using Google's Keyword Planner and competitor analysis. Directly informs ad group structure and bidding decisions.

Lesson 1 • Ad Testing and Iteration

Introduces systematic A/B testing of ad variations using campaign experiments. Builds a continuous improvement habit tied to CTR and conversion metrics.

Lesson 2 • Responsive Search Ad Fundamentals

Explains how Google assembles headlines and descriptions dynamically. Understanding asset pinning and combinations drives higher ad strength scores.

Lesson 3 • Copywriting Principles for Paid Search

Applies direct-response copywriting to the constraints of search ads. Teaches value proposition framing, urgency, and call-to-action best practices.

Lesson 1 • Phone Call and Offline Conversion Tracking

Extends measurement to call conversions and CRM-sourced offline data. Captures revenue that website-only tracking misses.

Lesson 2 • Google Ads Conversion Tracking

Covers tag-based and import-based conversion setup for website actions. Accurate conversion data is the prerequisite for all Smart Bidding strategies.

Lesson 3 • GA4 Event and Conversion Configuration

Teaches creating custom events, marking key events as conversions in GA4, and importing them into Google Ads. Unifies measurement across both platforms.

Lesson 1 • Budget Planning and Pacing

Teaches monthly budget forecasting, shared budgets, and spend pacing techniques. Prevents overspend and underspend that distort performance data.

Lesson 2 • Portfolio Bid Strategies

Introduces shared bid strategies applied across multiple campaigns. Useful for accounts with segmented budgets pursuing a unified performance target.

Lesson 3 • Manual Bidding and CPC Control

Covers manual CPC bidding, bid adjustments by device and location, and first-page bid estimates. Provides baseline control before introducing automation.

Lesson 1 • GA4 Standard Reports Navigation

Covers the Acquisition, Engagement, Monetization, and Retention report sections. Familiarity with standard reports accelerates custom analysis.

Lesson 2 • Campaign Performance Analysis in GA4

Connects Google Ads traffic to on-site behavior and conversion outcomes in GA4. Identifies which campaigns drive quality engagement, not just clicks.

Lesson 3 • Explorations and Custom Reports

Teaches free-form, funnel, path, and segment overlap exploration techniques. Custom explorations answer questions standard reports cannot.

Lesson 1 • Google Display Network Campaigns

Covers responsive display ads, audience and contextual targeting, and placement exclusions. Display extends reach to users not actively searching.

Lesson 2 • YouTube and Video Campaign Types

Explains skippable in-stream, non-skippable, bumper, and video discovery ad formats. Each format serves a distinct awareness or consideration objective.

Lesson 3 • Remarketing and Audience List Strategies

Builds remarketing lists from website visitors, app users, and customer match data. Remarketing improves conversion rates by re-engaging high-intent audiences.

Lesson 1 • Scaling Budgets and Expanding Reach

Covers horizontal scaling through new campaigns and vertical scaling through budget increases. Scaling decisions must be grounded in stable CPA and ROAS data.

Lesson 2 • Automated Recommendations and Scripts

Evaluates Google's automated recommendations critically and introduces Google Ads Scripts for bulk operations. Automation saves time but requires human oversight.

Lesson 3 • Landing Page and Conversion Rate Optimization

Aligns landing page messaging with ad copy and applies CRO principles to increase conversion rate. Higher CVR amplifies the impact of every bid and budget decision.

Lesson 4 • Quality Score Improvement Tactics

Diagnoses below-average expected CTR, ad relevance, and landing page experience scores. Improving Quality Score lowers CPC and improves Ad Rank simultaneously.