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Google Search Advertising Implementation

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Google Search Advertising Implementation

This course is part of Search Advertising with Google Specialization

Instructors: Anke Audenaert

Included with

Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

How to select an appropriate bidding strategy
How to direct ads to specific user groups
How to interpret key performance metrics
How to create a Google Ads search campaign

Skills you'll gain

Tools you'll learn

Google Ads

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

15 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Search Advertising with Google Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

The course will teach you how to implement an effective Google Ads search campaign. You will learn the concepts of bidding, conversion tracking, attribution modeling, and performance evaluation within Google Ads. You will also explore how to align strategies and settings with campaign objectives for optimal performance.

By the end of this course you will be able to: • Select appropriate bid strategies for your campaign • Implement conversion tracking tags into a website • Use the Google Ads Performance Planner tool to improve performance • Create a Google Ads search campaign Regardless of your current experience, this course will teach you how to align and measure your Google advertising efforts to meet campaign objectives.

Module details

This module covers the fundamentals of bid strategies in Google Ads. It explains the concept of bidding, differentiates between manual, automated, and smart bidding, and helps you select the right strategy based on your campaign objectives. You'll also explore how to navigate through various bid strategies, aligning them with different marketing goals for optimal performance.

What's included

15 videos2 readings4 assignments

15 videosTotal 66 minutes

Introduction to the Program4 minutes
Instructor Introduction Video4 minutes
Course Introduction Video4 minutes
Module 1: Determine a Bid Strategy1 minute
Recap: The Google Ads Auction5 minutes
Introduction to Bidding5 minutes
Manual, Automated and Smart Bidding5 minutes
Selecting a Bid Strategy in Google Ads2 minutes
Overview of Available Bid Strategies4 minutes
Awareness-Focused Bidding4 minutes
Consideration-Focused Bidding6 minutes
Conversion-Focused Bidding7 minutes
Value-Focused Bidding7 minutes
Setting a Campaign Budget6 minutes
Conclusion: Determine a Bid Strategy1 minute

2 readingsTotal 30 minutes

Join Aptly's Search Advertising with Google Community!10 minutes
Bid Strategy Summary20 minutes

4 assignmentsTotal 90 minutes

Review Your Community Knowledge10 minutes
Practice Quiz: Introduction to Bid Strategies15 minutes
Practice Quiz: Choosing the Right Bid Strategy15 minutes
Graded Quiz: Determine a Bid Strategy50 minutes

This module focuses on optimizing campaign settings and audience segments to reach the right audience in Google Ads. It explains how to select the best settings to align with your objectives and use audience segmentation to target specific user groups, improving campaign reach and effectiveness.

What's included

13 videos1 reading3 assignments

13 videosTotal 51 minutes

Module 2: Reach the Right People with Campaign Settings1 minute
Where to Select Your Campaign Settings3 minutes
Ad Networks4 minutes
Selecting Locations5 minutes
Selecting Languages4 minutes
Intro to Audience Segments in Google Ads6 minutes
Understand and Use Detailed Audience Demographics6 minutes
Understand and Use Audience Affinity4 minutes
Understand and Use In-Market Audiences5 minutes
Create and Use Your Own Data Segments6 minutes
Combine Segments3 minutes
Audience Reporting3 minutes
Conclusion: Reach the Right People with Campaign Settings1 minute

1 readingTotal 10 minutes

Audience Segments Overview10 minutes

3 assignmentsTotal 80 minutes

Practice Quiz: Campaign Settings15 minutes
Practice Quiz: Audience Segments15 minutes
Graded Quiz: Reach the Right People with Campaign Settings50 minutes

This module covers how to track and measure conversions in Google Ads. It explains the importance of conversion tracking, guides you through implementing a conversion tracking tag, and introduces attribution modeling. You'll explore different attribution models, understanding their advantages and limitations in digital advertising.

What's included

9 videos2 readings3 assignments

9 videosTotal 34 minutes

Module 3: Track and Measure Conversions1 minute
What are Conversions and Why Track Them?4 minutes
How Conversion Tracking Works3 minutes
Creating a Conversion Action8 minutes
Installing the Google Tag on Your Website3 minutes
What is Attribution Modeling and Why Does it Matter?5 minutes
Last Click Attribution4 minutes
Data-Driven Attribution5 minutes
Weekly Conclusion1 minute

2 readingsTotal 30 minutes

Conversion Tracking Guide15 minutes
Attribution Guide15 minutes

3 assignmentsTotal 80 minutes

Practice Quiz: Conversions and Conversion Tracking15 minutes
Practice Quiz: Attribution and conversion measurement15 minutes
Graded Quiz: Track and Measure50 minutes

This module focuses on analyzing and improving Google Ads campaign performance. It covers how to interpret key performance metrics, evaluate campaign results, and use the optimization score to enhance performance. Additionally, it explains how to leverage the Performance Planner tool to optimize conversion campaigns effectively.

What's included

12 videos3 readings4 assignments

12 videosTotal 45 minutes

Module 4: Analyze and Improve Campaign Performance1 minute
Example Campaign Overview2 minutes
Reporting Overview3 minutes
Campaign, Ad Group and Ads Reporting6 minutes
Asset Reporting3 minutes
Keyword, Audience, Location Reporting4 minutes
What is an Optimization Score?4 minutes
How Does Optimization Score Work?4 minutes
Optimization Score and Recommendations7 minutes
Benefits of Planning and Forecasting3 minutes
What is the Performance Planner and How Does it Work?5 minutes
Conclusion: Analyze and Improve Campaign Performance2 minutes

3 readingsTotal 35 minutes

About the Insights Page10 minutes
Metrics Summary15 minutes
Performance Planner Best Practices10 minutes

4 assignmentsTotal 125 minutes

Practice Quiz: Understanding Campaign Performance25 minutes
Practice Quiz: Boosting Performance with Optimization Score25 minutes
Practice Quiz: Increasing Conversions with Performance Planner25 minutes
Graded Quiz: Analyze and Improve Campaign Performance50 minutes

This module guides you through creating a full Google Ads Search campaign. You'll first watch how a campaign is built, then apply the steps yourself to create your own Google Ads Search campaign from start to finish.