Google Ads Mastery 2026: Search, Shopping, App, DG & More

1. Explain what Google Ads is and how it fits into the modern digital marketing ecosystem

2. Understand why the user journey is not linear and how multiple touchpoints influence conversions

3. Inventory types -  Search, Video(YT), Google Play, Gmail. Websites, Google images & maps

4. Understand the difference between intent-based targeting and audience-based targeting

1. Understand Google Ads campaign objectives, their meaning, and why choosing the right objective is critical for campaign success

2. Explain conversion goals and understand how conversions help align ad spend with real business objectives

3. Identify and understand the key components of a conversion action, including a detailed walkthrough of all major settings and configurations

4. Create and configure a conversion action inside Google Ads, using a step-by-step practical demonstration

1. Overview of Google Ads campaign types, including Search, Shopping, Video, Performance Max, Demand Gen, and App campaigns, with a clear explanation of their ad inventory and available ad formats across Google properties.

2. Introduction to Google Ads Smart Bidding strategies, covering Target CPA (tCPA), Target ROAS (tROAS), Maximize Conversions, Maximize Conversion Value, Target Impression Share, and Maximize Clicks.

3. Real-world use cases for each bidding strategy, explaining when and why to use each option, based on business goals such as leads, sales, brand visibility, or traffic.

4. Limitations and trade-offs of each bidding strategy, helping you understand performance expectations, learning phases, data requirements, and common mistakes to avoid.

Learn how to effectively use all 9 types of Google Ads audiences — Affinity, In-Market, Custom, Remarketing, Similar/Optimized, Demographics, Life Events, Customer Match, and Detailed Demographics.

In this lecture, you’ll see real-world examples of each audience in action, helping you choose the right audience for your campaigns and maximize ad performance.

In this section, you’ll get a complete hands-on walkthrough of Google Search campaigns, including:

• How Google Search works and how ads reach users

• Google Ads account structure and how campaigns are organized

• Search campaign setup, covering campaign goals, settings, targeting, ad groups, and keywords (with match types: Exact, Phrase, Broad)

• Creating high-performing search text ads, mastering headlines and descriptions

• Practical demo: Launching your campaign live and seeing it in action