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.
Google Search Advertising Foundations
This course is part of Search Advertising with Google Specialization
Instructors: Anke Audenaert
Included with
Recommended experience
What you'll learn
The benefits and capabilities of Google Ads
The fundamentals of keyword targeting, research, and planning
Essential terms and metrics to assess a Google Ads campaign
How assets can affect campaign performance
Skills you'll gain
Details to know
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October 2024
24 assignments
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There are 6 modules in this course
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.
What's included
14 videos6 readings5 assignments
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.
What's included
12 videos3 readings6 assignments
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.
What's included
8 videos2 readings4 assignments
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.
What's included
9 videos3 readings4 assignments
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.
What's included
17 videos3 readings4 assignments
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.
What's included
4 videos1 assignment1 peer review1 discussion prompt
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Recommended if you're interested in Marketing
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