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Google Search Advertising Foundations
Aptly

Google Search Advertising Foundations

Anke Audenaert
Daniel Kob

Instructors: Anke Audenaert

Included with Coursera Plus

Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

21 hours to complete
3 weeks at 7 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

21 hours to complete
3 weeks at 7 hours a week
Flexible schedule
Learn at your own pace

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

Details to know

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Recently updated!

October 2024

Assessments

24 assignments

Taught in English

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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
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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

Instructors

Anke Audenaert
Aptly
39 Courses750,021 learners
Daniel Kob
Aptly
11 Courses158,838 learners

Offered by

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Recommended if you're interested in Marketing

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