Google Marketing Course

Lesson 1 • Google's Role in Digital Marketing

Establishes Google's market position and product suite. Grounds all subsequent platform study in real-world advertiser context.

Lesson 2 • Understanding the Google Ads Interface

Navigates the Google Ads dashboard, menus, and reporting views. Builds interface fluency needed for all hands-on campaign work ahead.

Lesson 3 • Google Account and Property Setup

Covers creating and linking Google accounts, properties, and admin structures. Ensures students can configure the technical foundation before running campaigns.

Lesson 1 • Reporting and Data Interpretation

Builds custom reports, segments, and dashboards in Google Ads and GA4. Translating data into actionable insights is the core skill of campaign management.

Lesson 2 • Google Ads Conversion Tracking Setup

Covers website, app, phone call, and import conversion actions. Accurate tracking is the prerequisite for all smart bidding and optimisation work.

Lesson 3 • Google Tag Manager Essentials

Introduces GTM containers, tags, triggers, and variables for tag deployment. GTM reduces developer dependency and accelerates tracking implementation.

Lesson 1 • Ad Extensions and Assets

Introduces sitelinks, callouts, structured snippets, and call extensions. Extensions increase ad real estate and improve CTR without additional cost-per-click.

Lesson 2 • Writing Effective Search Ads

Covers responsive search ad structure, headline and description best practices. Strong ad copy directly lifts Quality Score and lowers cost-per-click.

Lesson 3 • Keyword Match Types and Negatives

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

Lesson 4 • Campaign Settings and Targeting

Configures networks, locations, languages, and scheduling for search campaigns. Proper settings prevent budget waste and align delivery with audience availability.

Lesson 1 • Bid Optimisation and Performance Review

Applies auction insights, impression share, and bid simulator data to refine bids. Connects bidding decisions to measurable performance improvements.

Lesson 2 • Budget Planning and Allocation

Teaches daily vs. monthly budget logic, shared budgets, and pacing. Proper allocation prevents overspend and ensures consistent campaign delivery.

Lesson 3 • Manual Bidding Fundamentals

Covers CPC bid setting, bid adjustments, and auction dynamics. Manual control is the baseline for understanding how automated strategies operate.

Lesson 1 • Video Audience and Placement Targeting

Applies audience segments, topic targeting, and channel placements to YouTube. Layering targeting signals improves view rates and conversion efficiency.

Lesson 2 • YouTube Ad Formats and Setup

Explains skippable, non-skippable, bumper, and discovery ad formats. Format selection aligns with campaign objectives and viewer behaviour patterns.

Lesson 3 • Google Display Network Fundamentals

Covers GDN reach, placements, and ad format options. Establishes how display complements search in a full-funnel strategy.

Lesson 4 • Display and Video Performance Metrics

Defines view rate, viewability, frequency, and brand lift metrics. Measurement frameworks differ from search and must be interpreted accordingly.

Lesson 1 • Remarketing List Fundamentals

Covers website visitor, app user, and customer list remarketing types. List quality and membership duration directly affect campaign performance.

Lesson 2 • Remarketing for Search (RLSA)

Applies audience lists to search campaigns via bid adjustments and targeting. RLSA enables differentiated messaging for returning vs. new searchers.

Lesson 3 • Dynamic Remarketing Setup

Configures product feed-based dynamic ads for e-commerce and service businesses. Dynamic creative automatically matches ad content to user browsing history.

Lesson 1 • Performance Max Campaign Setup

Configures asset groups, audience signals, and listing groups for PMax. PMax consolidates all Google inventory into a single AI-driven campaign structure.

Lesson 2 • Shopping and PMax Optimisation

Applies search term reports, asset performance data, and feed optimisation tactics. Continuous optimisation separates profitable campaigns from stagnant ones.

Lesson 3 • Standard Shopping Campaign Structure

Builds product groups, bidding tiers, and priority settings for Shopping campaigns. Structured campaigns enable granular bid control by product category or margin.

Lesson 1 • Quality Score Improvement

Diagnoses and improves expected CTR, ad relevance, and landing page experience. Higher Quality Scores reduce CPC and improve ad position simultaneously.

Lesson 2 • Optimisation Score and Recommendations

Evaluates Google's optimisation score and recommendation types critically. Selective application of recommendations prevents automated changes that conflict with strategy.

Lesson 3 • Account-Level Audit Framework

Provides a structured checklist for auditing campaign structure, settings, and performance. Regular audits surface inefficiencies and opportunities missed in daily management.

Lesson 4 • Scaling Campaigns Profitably

Covers budget scaling, geographic expansion, and audience broadening techniques. Scaling without degrading ROAS requires systematic signal accumulation and testing.