According to Statista’s latest report, Google holds over 90% of search engine market share.

Google Ads (formerly known as AdWords) Search and Display campaigns can put your brands, products and services in front of customers as they are searching or browsing online.

Understanding Google Ads and setting up best practices for Google Search and Display campaigns is important so as to maximise the ROI from your ad campaigns. This double certification-level workshop will cover the fundamentals in Google Ads Search and Display advertising. We will also cover the key concepts in setting up Video, Mobile and Shopping campaigns.

This certification-level workshop will be conducted over 2 days and guide participants through towards obtaining their Google Ads Fundamentals certification.

Day 1
This intro session lays the groundwork for a successful search engine marketing (SEM) campaign. It equips participants (even those who are just getting started) with a better understanding on how the Google Ads system works, how campaigns should be structured, and how keyword lists and ads are developed. It also explains analytics, conversion tracking, advertising options and billing cycle.

Day 2
This session expands on the fundamentals class by explaining how to optimise the search campaigns for maximum performance. It also takes a deep dive into the Google Display Network (GDN) to expand your campaign beyond search. Participants will learn how to structure campaigns for success, optimization tips and how to use advanced tools including My Client Center (MCC) to manage multiple Google Ads accounts, the Google Ads Editor and Google Data Studio for reporting.

By the end of the course, you will be able to:

  • Be certified in Google Ads Fundamentals
    This certification demonstrates that you’ve mastered Google advertising fundamentals and best practices in Search and Display advertising
  • Understand the fundamental concepts and best practices for Google Search and Display Network advertising
  • Learn how to plan a Google Display Network (GDN) campaign and target effectively Learn techniques to optimise and refine a GDN campaign
  • Learn how to advertise your products and services online effectively
  • Use conversion tracking and re-marketing to drive greater value from your ad campaigns
  • Know how to measure performance and effectiveness across Google Ads Search and Display advertising campaigns

Learning Methodology:

Experiential methods of learning will be applied to enable participants to learn and practice the concepts and skills taught during the programme:

  • Mini-lectures
  • Case studies
  • Group discussions
  • Role-plays
  • Quizzes
  • Videos


Day 1: Google Ads 101

Introduction to online advertising & Google Ads

  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to Google Ads
    – Features
    – Benefits
    – Basic terminology

Understanding the Ads Auction

  • How does it work
  • Ad Rank and Quality Score

Structuring Your Account for Success

  • Creating an account
  • Google Ads account hierarchy
  • Examples of account structure

Researching Keywords

  • Building a keyword list
  • Google Adds Keyword Tool
  • Keyword match types including negative keywords

Writing Great Text Ads

  • Components of Google Ads text ads
  • Ad editorial policies
  • Best practices for compelling ads

Setting Up Your First Campaign

  • Creating a campaign, step-by-step
  • Devices – computers, tablets and mobile
  • Location and languages
  • Bidding and budgeting
  • Ad settings
  • Leveraging ad extensions
  • Location extensions – location, call, sitelinks and others

Split Testing and Campaign Experiments

  • Types of tests and how to run tests
  • Google Ads Campaign Experiments

Day 2: Google Ads 201

Understanding Bidding Types

  • CPC, Enhanced CPC, CPM, & CPA, Bid Adjustments

Campaign Bid Adjustments

  • Location, Ad Scheduling & Device

Introduction to Display Advertising

  • Moving beyond Search
  • Building awareness with display advertising

Google Display Network (GDN)

  • How does the GDN works?
  • GDN targeting
  • Measuring success

Creating Display Ads

  • Display ad types
  • Display ad builder

Overview of Display Targeting

  • Contextual, Placement, and Topic targeting in more detail
  • Targeting audiences with remarketing
  • Creating a remarketing campaign

Using the My Client Center (MCC)

  • Overview of the My Client Center
  • Linking client accounts to My Client Center
  • Reporting in My Client Center

Google Ads Fundamentals certification exam

  • 2-hour online exam
  • A certification in Google Ads Fundamentals demonstrates that you’ve mastered Google advertising best practices and stay up-to-date on Google’s best practices

Search Fundamentals

  • Organizing campaigns and ads in your account
  • Using keyword matching options
  • Account, campaign and ad group performance
  • Refresher on understanding and optimizing Quality Score Landing page quality factors
  • Understanding ad position, Ad Rank, maximum and actual cost-per-click (CPC)

Display Fundamentals

  • Understand the value of Google Display Network (GDN) GDN and YouTube on mobile devices, tablets and computers
  • Benefits for branding and direct response advertisers

Ad Formats (Search + Display)

  • Ad Formats for Search and Display
  • Tips for creating successful text ads
  • Intro to Video campaigns, Shopping campaigns and Product Listing Ads Using Dynamic Search Ads
  • Using the Display Ad Gallery Best practices for display ads
  • Ad Extensions

Google Ads Targeting (Search + Display)

  • Keyword research using the Google Ads campaign tools
  • How to plan a GDN campaign

Implementing a Display Campaign

  • Creating a new display campaign Targeting for your new campaign
  • Keyword contextual targeting Placement and topic targeting Interest targeting
  • Remarketing
  • Using the Display Planner
  • Setting bidding for display campaigns

Google Ads Bidding & Budgeting (Search + Display)

  • Bidding and Budgets Tools
  • Enhanced cost-per-click (ECPC)
  • Conversion optimizer and cost-per-acquisition (CPA) bidding

Optimizing Performance, Profitability and Growth (Search + Display)

  • The Opportunities tab
  • Campaign Experiments
  • Custom ad scheduling
  • Using dynamic keyword insertion
  • Get ideas to improve your account
  • Understand budget impact on profit
  • Learn the fundamentals of performance-based bidding
  • How to estimate conversion value

Google Ads Fundamentals Certification

  • Exam Revision
  • Certification Exam

Program Outline:

  • Understand inbound marketing, search and the customer journey to conversion Learn how to connect with customers with search and micro-moments
  • Overview of Digital Marketing and the Google Ads platform
  • Understand how to set up your Search Network campaigns
  • Learn how to measure and improve quality score
  • Understand how to use the available campaign types, sub-types and ad formats
  • Learn how to set goals, budgets and bid strategies for Search and Display campaigns
  • Set up a Google Ads account and start your first Search campaign
  • Structure your campaign, keyword list, ad groups, and ads
  • Understand how to use the Google Display Network for advertising
  • Discover the fundamentals, strategies and tactics for running successful display ads on Google Display Network (GDN), YouTube and mobile devices
  • Start your first Google Ads Display campaign
  • Understand when and how to use other advance bidding options including conversion optimiser or CPM bidding
  • Self-diagnose and troubleshoot campaign setup problems
  • Learn a best practice checklist approach on how to Setup, Measure and Optimize your Google Ads Search and Display campaigns to improve conversions, traffic or other campaign objectives
  • Manage multiple Google Google Ads accounts with My Client Center and API tools (including the Google Ads Editor and Google Data Studio)
  • Day 2: Take the Google Ads Fundamentals Certification exam