2026 Master Google Ads, Bing Ads and SA360 in Live Accounts

Trace the evolution of digital advertising from print to internet, and explore channels like search engine marketing, social media, content marketing, and tracking and targeting.

Discover how search engines work, what search engine marketing entails, and how paid search and SEO boost visibility on search engine results pages.

Explore the core metrics: impressions, clicks, cost, conversions, and conversion value—and follow the flow from search impressions to conversions in Google Ads and PPC.

Learn to calculate and interpret CTR, CPC, CVR, ROAS, CPA, and average order value from impressions, clicks, conversions, and conversion value, including the distinction between average and actual CPC.

Learn how to create a Google Ads account, set billing details, time zone, and currency, choose a payment method, and navigate the new Google Ads interface to start practicing.

Learn how ecommerce URL structures map to the user purchase journey, from homepage to category, product, cart, checkout, and order confirmation, with examples from Google Ads shopping campaigns.

Learn how a service-based website structures urls from the homepage to category pages, product or project pages, and the thank you page, including project-specific urls for multiple projects.

Explore eight Google Ads campaigns—search, shopping, display, dimension campaign, video, app, Performance Max, and Smart campaign—and learn where their ads appear across search results, Gmail, YouTube, Discover, and Maps.

See why conversion actions are essential to track conversions and their value on your site with the global site tag and event snippet, especially on the order confirmation page.

Explore conversion windows: click-through, view-through, and engaged view-through, for display and video ads, showing how conversions may occur days after ad interactions.

Learn how enhanced conversions in Google Ads use hashed first-party data from thank-you page, via the Google tag and event snippet, to match users and improve conversions with similar users.

Explore attribution models and how touchpoints across YouTube, Gmail, and display ads contribute to a sale, with last-click and data-driven models currently used in Google Ads.

Learn to create a Google Ads conversion action, implement the Google tag and event snippet on a WordPress site, and verify order-confirmation pages for accurate e-commerce purchase tracking.

Enable and configure enhanced conversions for web in Google Ads. This lecture covers view-through conversions, data collection on the thank you page, and Google tag setup options.

Learn enhanced conversions for leads in Google Ads, including importing offline conversions with a click ID, to improve bidding and attract higher quality leads.

Adjust conversions in Google Ads by uploading cancelled or returned orders to refine data, preventing skewed targeting, and update values using Google click ID through automated Google Sheets uploads.

Explore third party conversion actions in Google Ads, import GA4 events as conversions, and learn when enhanced conversions are available only with Google Ads–created conversions for unified bidding.

Discover how bidding in the Google Ads auction determines ads shown. Learn how optimization uses data to adjust ad copy, bids, keywords, and settings for more clicks and conversions.

Learn to set primary and secondary conversion actions, using primary for high-priority actions like purchases (used for bidding and optimization) and secondary for leads to avoid mixed data in campaigns.

Understand standard vs account default goals, map conversion actions to goals such as purchase and lead form, and use primary actions for bidding and optimization.

Master primary targets for search keywords, shopping product feeds, and display and video audience and content, alongside six secondary targets—audiences, location, devices, ad scheduling, demographics, and languages—that support all campaigns.

Explore how search engines crawl, index, and rank content using keywords and relevancy signals, and how seo and paid search align with Google algorithms on the serp.

Explore how paid search campaigns work, from Google Ads and search campaigns to keyword matching, auctions, and bidding that determine which ads appear on the serp.

Learn to create a Google Ads search campaign, set the sales objective with a purchase conversion action, configure keywords and ad copy with headlines and descriptions, set budget, and publish.