Google Search Advertising Foundations

Overview

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In this course, you will explore the capabilities and benefits of Google Ads in the modern digital landscape. You will learn how to set up, implement, and measure an ad campaign using tools and features available within Google Ads. You will also learn the importance of keyword targeting, essential metrics for evaluation, and how to use available features to improve performance. By the end of this course you will be able to: • Create and monitor a search advertising campaign within Google Ads • Implement keyword targeting and assets to improve campaign performance • Draft high-quality responsive text ads that align with campaign objectives Regardless of your current experience, this course will teach you the fundamental aspects of Google ads so that you can begin implementing effective search advertising campaigns.

Syllabus

Get Started with Google Ads

This module introduces the fundamentals of Google Ads, focusing on its purpose and benefits for businesses and customers. You'll explore the steps for creating a Google Search campaign, including campaign structure, and gain the skills to set up your own Google Ads account.

Developing a Keyword Strategy

This module covers the essentials of creating a keyword strategy for Google Search campaigns. It explains how to target searches with various keyword match types, refine campaigns with negative keywords, and use Google Keyword Planner. The module also explores Dynamic Search Ads and organizing keywords into ad groups to achieve specific campaign goals.

Key Metrics and the Google Ads Auction

This module focuses on key metrics and the Google Ads auction process. It defines essential terms, explains the mechanics of the auction, and describes the role of Ad Rank and its contributing factors. You’ll also explore the concept of Quality Score, the criteria Google uses to determine it, and strategies to improve your score for better campaign performance.

Deliver the Right Message with Text Ads

This module covers the essentials of delivering the right message through text and responsive search ads. It explains the key components of these ad formats and provides guidance on creating responsive search ads with Google Ads. Additionally, it focuses on drafting high-quality text ads that align with your ad group and campaign objectives to drive effective results.

Increase Ad Relevance with Assets

This module focuses on improving ad relevance through the use of assets. It explains how to apply basic, advanced, and automated ad assets, highlighting their role in boosting ad performance. By the end of the module, you'll be equipped to effectively utilize these assets to optimize your campaigns.

Review and Application

This module provides an opportunity to review and apply what you've learned throughout the course. It recaps the key takeaways, guides you through planning and creating a Google Ads Search campaign, and offers support to prepare you for a career in search marketing.