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

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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.

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 videos Total 66 minutes

Introduction to the Program 4 minutes
Instructor Introduction Video 4 minutes
Course Introduction Video 4 minutes
Module 1: Determine a Bid Strategy 1 minute
Recap: The Google Ads Auction 5 minutes
Introduction to Bidding 5 minutes
Manual, Automated and Smart Bidding 5 minutes
Selecting a Bid Strategy in Google Ads 2 minutes
Overview of Available Bid Strategies 4 minutes
Awareness-Focused Bidding 4 minutes
Consideration-Focused Bidding 6 minutes
Conversion-Focused Bidding 7 minutes
Value-Focused Bidding 7 minutes
Setting a Campaign Budget 6 minutes
Conclusion: Determine a Bid Strategy 1 minute

2 readings Total 30 minutes

Join Aptly's Search Advertising with Google Community! 10 minutes
Bid Strategy Summary 20 minutes

4 assignments Total 90 minutes

Review Your Community Knowledge 10 minutes
Practice Quiz: Introduction to Bid Strategies 15 minutes
Practice Quiz: Choosing the Right Bid Strategy 15 minutes
Graded Quiz: Determine a Bid Strategy 50 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 videos Total 51 minutes

Module 2: Reach the Right People with Campaign Settings 1 minute
Where to Select Your Campaign Settings 3 minutes
Ad Networks 4 minutes
Selecting Locations 5 minutes
Selecting Languages 4 minutes
Intro to Audience Segments in Google Ads 6 minutes
Understand and Use Detailed Audience Demographics 6 minutes
Understand and Use Audience Affinity 4 minutes
Understand and Use In-Market Audiences 5 minutes
Create and Use Your Own Data Segments 6 minutes
Combine Segments 3 minutes
Audience Reporting 3 minutes
Conclusion: Reach the Right People with Campaign Settings 1 minute

1 reading Total 10 minutes

Audience Segments Overview 10 minutes

3 assignments Total 80 minutes

Practice Quiz: Campaign Settings 15 minutes
Practice Quiz: Audience Segments 15 minutes
Graded Quiz: Reach the Right People with Campaign Settings 50 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 videos Total 34 minutes

Module 3: Track and Measure Conversions 1 minute
What are Conversions and Why Track Them? 4 minutes
How Conversion Tracking Works 3 minutes
Creating a Conversion Action 8 minutes
Installing the Google Tag on Your Website 3 minutes
What is Attribution Modeling and Why Does it Matter? 5 minutes
Last Click Attribution 4 minutes
Data-Driven Attribution 5 minutes
Weekly Conclusion 1 minute

2 readings Total 30 minutes

Conversion Tracking Guide 15 minutes
Attribution Guide 15 minutes

3 assignments Total 80 minutes

Practice Quiz: Conversions and Conversion Tracking 15 minutes
Practice Quiz: Attribution and conversion measurement 15 minutes
Graded Quiz: Track and Measure 50 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 videos Total 45 minutes

Module 4: Analyze and Improve Campaign Performance 1 minute
Example Campaign Overview 2 minutes
Reporting Overview 3 minutes
Campaign, Ad Group and Ads Reporting 6 minutes
Asset Reporting 3 minutes
Keyword, Audience, Location Reporting 4 minutes
What is an Optimization Score? 4 minutes
How Does Optimization Score Work? 4 minutes
Optimization Score and Recommendations 7 minutes
Benefits of Planning and Forecasting 3 minutes
What is the Performance Planner and How Does it Work? 5 minutes
Conclusion: Analyze and Improve Campaign Performance 2 minutes

3 readings Total 35 minutes

About the Insights Page 10 minutes
Metrics Summary 15 minutes
Performance Planner Best Practices 10 minutes

4 assignments Total 125 minutes

Practice Quiz: Understanding Campaign Performance 25 minutes
Practice Quiz: Boosting Performance with Optimization Score 25 minutes
Practice Quiz: Increasing Conversions with Performance Planner 25 minutes
Graded Quiz: Analyze and Improve Campaign Performance 50 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.

What's included

5 videos2 readings1 assignment1 discussion prompt1 plugin

5 videos Total 27 minutes

Weekly Introduction 1 minute
Planning the Keywords and Ad Copy 8 minutes
Setting Up the Campaign in Google Ads 8 minutes
Evaluating the Campaign Results 9 minutes
Conclusion: Create a Full Google Ads Search Campaign 1 minute

2 readings Total 30 minutes

Reviewing a Campaign Brief 15 minutes
Campaign Brief 15 minutes

1 assignment Total 90 minutes

Graded Quiz: Evaluating the Campaign Results 90 minutes

1 discussion prompt Total 10 minutes

Share Your Thoughts! 10 minutes

1 plugin Total 30 minutes

Simulation: Building an Ad (Expand to Full Screen) 30 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructors

Anke Audenaert

Aptly

43 Courses 1,049,958 learners

Daniel Kob

Aptly

12 Courses 220,565 learners

Offered by

Aptly

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.