Course Introduction:

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

Google Search Ad 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 campaigns is important so as to maximise the ROI from your ad campaigns. This double certification-level workshop will cover the fundamentals in Google Search advertising.


As this is an advanced-level workshop conducted over 1 day, participants should first have completed the 2 Days Google Ads Fundamentals Certification before attending this course. Participants will be fast-tracked through the Google Search curriculum and guided towards obtaining their Google Search Advertising certification at the end of the day.


1. Search Fundamentals Refresher

  • 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)

2. Search Ad Formats

  • Ad Formats for Search
  • Tips for creating successful text ads
  • Intro to Shopping campaigns, Product Listing Ads and Dynamic Search Ads
  • Ad Extensions

3. Ads Targeting

  • Keyword research using the Google Ads Keyword Planner Location, Device, Geographic, Schedule, IP targeting
  • Enhanced campaigns
  • Best practices for direct response campaigns

4. Ads Bidding & Budgeting

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

5. Campaign Reporting

  • Performance Monitoring and Reporting
  • Explore your search network performance data on the Campaigns tab
  • Customize your performance data
    • Use columns to find specific performance data
    • Create, save and schedule reports
  • Evaluate ad performance on the search network
    • Attribution reports and conversion data
  • Measure keyword performance on the Search Network
  • Measuring geographic performance
  • Measuring and comparing performance by periods of time
  • Using Auction insights to compare performance
  • Using the Home tab to track your performance
  • Using labels in Google Ads
  • Use segments to view performance data
  • Understanding the Search terms report
  • Measure ad extensions performance
  • Using Google Ads Editor for efficient management and reporting
  • Optimizing Performance, Profitability and Growth

6. Optimizing Performance, Profitability and Growth

  • 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

7. Google Search Advertising Certification

  • Search Advertising Certification Exam Revision
  • Search Advertising Exam

Learning Outcomes:

  • Be certified in Google Search Advertising
  • Understand the fundamental concepts and best practices for Google Search Advertising
  • Learn how to plan effective search campaigns
  • Learn how to set goals, budgets and bid strategies for search campaigns
  • Understand when and how to use other advanced bidding options including conversion optimiser or eCPC bidding
  • Self-diagnose and troubleshoot campaign setup problems
  • Know how to measure performance and effectiveness across Google Search campaigns