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Paid Search Training

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Arts, Design and Communication

Digital Marketing

Paid Search Training

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Paid Search Training

Master every layer of paid search advertising, from auction mechanics and keyword strategy to advanced bidding and audience targeting. This training gives you the practical skills to build, manage, and scale high-performing campaigns across search, display, and shopping channels. Whether you're starting from scratch or sharpening an existing skill set, you'll leave with a complete, job-ready paid referencing toolkit.

Dedika for businesses

What you will learn:

You'll start with the fundamentals of how paid search auctions work and move through account setup, keyword research, ad copywriting, and bidding strategy. You'll learn how to target the right audiences, track conversions accurately, and read performance data to make smarter decisions. The training also covers display advertising, shopping campaigns, paid social, and automation tools. You'll develop client communication skills and competitive intelligence techniques that set you apart in any market. By the end, you'll be equipped to manage paid referencing campaigns with confidence and deliver measurable results.

How you study in practice Paid Search Training

How you practice Paid Search Training

For companies looking to train their teams

With Dedika for businesses, the course includes exercises and examples tailored to your own business and the way your company needs.

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Course Content

8 Chapters • 40 LessonsDuration between 4 and 360 hours (you decide)

Chapter 1See details

Foundations of Paid Search Advertising

Lesson 1 • Key Performance Metrics Overview
Introduces the primary KPIs used to evaluate paid referencing campaigns. Students 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, labeling, and prohibited content. Prevents compliance errors before students begin building campaigns.
Lesson 4 • Auction Mechanics and Ad Ranking
Explains how real-time auctions determine ad position and cost. Students understand why bid alone does not guarantee top placement.
Lesson 5 • How Paid Search Ecosystems Work
Covers the end-to-end flow from user query to ad display and billing. Grounds all subsequent technical topics in a shared mental model.

Chapter 2See details

Account Architecture and Campaign Setup

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 optimization chapter ahead.
Lesson 2 • Campaign Types and Goals
Differentiates search, display, shopping, video, and performance-max campaign types by objective. Students 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. Students set budgets that align spend pace with business objectives.
Lesson 5 • Account Hierarchy Fundamentals
Maps the account, campaign, ad group, and ad levels and explains how settings cascade. Provides the structural blueprint for all hands-on work that follows.

Chapter 3See details

Keyword Research and Strategy

Lesson 1 • Match Types and Query Control
Explains broad, phrase, and exact match types and their impact on query coverage and cost. Students 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. Students build seed lists and expand them systematically.
Lesson 5 • Keyword Organization and Ad Group Structure
Groups keywords by theme to create tightly focused ad groups that improve relevance. Connects keyword strategy to ad copy and landing page alignment.

Chapter 4See details

Ad Copywriting and Creative Best Practices

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. Students write asset libraries that maximize 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. Students apply statistical thinking to declare winners and iterate.
Lesson 5 • Anatomy of a High-Performing Text Ad
Breaks down headlines, descriptions, display URLs, and paths into their persuasive functions. Students understand what each element must accomplish to earn a click.

Chapter 5See details

Bidding Strategies and Budget Optimization

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, maximize conversions, and maximize conversion value strategies. Students 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. Students 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 5 • Portfolio Bid Strategies
Applies shared bid strategies across multiple campaigns to pool data and stabilize performance. Useful for accounts with segmented budgets and unified goals.

Chapter 6See details

Audience Targeting and Personalization

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 behavior, 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 optimize spend allocation. Students 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. Students assess audience overlap and incremental reach.
Lesson 5 • Audience Types and Data Sources
Distinguishes first-party, second-party, and third-party audience data and their reliability. Students evaluate which data sources are available and appropriate for their accounts.

Chapter 7See details

Campaign Analysis and Performance Reporting

Lesson 1 • Segmentation and Dimension Analysis
Breaks performance data by device, time, network, and audience to isolate drivers. Students 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. Students select attribution models aligned with their sales cycle.
Lesson 3 • Search Term and Query Reports
Analyzes 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 5 • Stakeholder Reporting and Visualization
Builds clear, audience-appropriate reports using dashboards and data visualization tools. Students translate raw metrics into actionable business narratives.

Chapter 8See details

Advanced Optimization and Scaling Strategies

Lesson 1 • Structured Testing and Experimentation
Runs campaign-level experiments using platform draft and experiment tools to validate hypotheses. Students build a continuous testing culture with documented learnings.
Lesson 2 • Optimization Score and Recommendations
Evaluates platform-generated recommendations critically before applying them. Students 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. Students manage scaling without degrading efficiency metrics.
Lesson 4 • Landing Page and Conversion Rate Optimization
Aligns landing page content, speed, and UX with ad messaging to reduce bounce and lift conversions. Bridges paid referencing with on-site performance.
Lesson 5 • Quality Score Improvement Tactics
Diagnoses below-average quality score components and applies targeted fixes. Improving quality score lowers effective CPC and improves ad rank simultaneously.

Certification

Your valid completion certificate

This course is for you:

Marketing coordinator: ready to move beyond social posts into paid channels.
Small business owner: wants to stop outsourcing ads and control spend directly.
Career changer: transitioning from sales or communications into digital marketing.
Freelance consultant: looking to add paid search services to existing client offerings.
E-commerce manager: needs to drive product sales through structured shopping campaigns.
Recent graduate: building a job-ready skill set before entering the marketing workforce.

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