The Complete Google Ads and Marketing Course for 2020

Learn how Google Ads place your business in the right moment with the right message, using keywords, ad extensions, and mobile optimization to reach the right customers.

Learn where ads appear across the Google network, including search and display networks, and how to use keywords and targeting to reach interested users and build brand awareness.

Discover how Google Ads uses the search and display networks to reach global audiences, target by keywords and demographics, and measure success via pay-per-click analytics.

Define your advertising goals by detailing the objective, motivation, effort, and a specific KPI, such as online sales or brand awareness with impressions or clicks.

Define your product by listing all marketable offerings, then tailor ads, keywords, and landing pages to each item, grouping by type or brand.

Develop precise customer personas by outlining three typical profiles, using surveys or educated guesses to tailor targeting, messaging, and ad strategy for the right audience.

Set realistic expectations for AdWords campaigns by embracing persistence, data-driven tweaks, and gradual ROI growth across three months of testing, budgeting, and optimization.

Visit ads.google.com, sign in with an existing Google account or create a new business account, then switch to expert mode, and configure billing country, time zone, and currency.

Explore the Google Ads dashboard and overview page with interactive cards for clicks, impressions, and cost, plus ads, keywords, and ad groups to manage campaigns efficiently.

Explore how to manage ad groups within campaigns in Google Ads—pause, edit, copy, paste, rename, and add new groups using the plus icon and campaign controls.

Discover how to choose high-quality keywords that match the language customers use, organize them by themes for ad groups, and use the keyword planner to test and refine terms.

Learn to use the Google keyword planner to discover new keywords, view search volume and forecasts, filter data, set bids, and evaluate campaign outcomes.

Explore keyword matching options in Google Ads, including broad match, broad match modifier, phrase match, exact match, and negative match, and how typing formats set these rules.

Master broad match targeting and broad match modifiers by using plus signs to control keyword appearance, while balancing with negative keywords to reduce irrelevant searches.

Learn how phrase match targeting restricts traffic by enforcing word order with quotes, allowing variations before or after the phrase while excluding matches with interruptions like baseball between words.

Learn how to use negative match keywords to filter out irrelevant traffic in Google Ads, refine ad reach, and influence synonyms to match more relevant search queries.

Choose a campaign in Google Ads by selecting a campaign type—most commonly search or display—and set a goal to guide bidding, extensions, and keyword ideas.

Master naming campaigns by type, goal, objective, and targeting criteria to keep your ads organized, while choosing search or display networks and setting bid types for precise optimization.

Target the right audience by configuring location targets—from specific locations and radius to exclusions—and language settings in Google Ads.

Set a practical budget and bid strategy by calculating customer lifetime value and target CPA, then derive max CPC from your conversion rate to drive efficient AdWords spend.

Set your daily budget, understand overspend, choose standard delivery, and compare bidding options from manual bidding to target cost per acquisition or return on ad spend for market research.

Finalize your campaign by configuring start and end dates, ad rotation and schedules, using url parameters, and exploring dynamic search ads before saving.

Write effective text ads by highlighting your unique selling points, using clear calls to action, and matching ads to keywords and landing pages; test multiple ad variants within character limits.

Create and name specific ad groups within a configured campaign, set a default bid, and add keywords with match types using the keyword planner to forecast traffic and clicks.

Discover how to modify campaign settings after setup, access them via left navigation or all campaigns, edit with the pencil icon, and use modified columns to compare and apply changes.

Learn to create and customize campaign performance reports in Google Ads, using table and line charts, pivots by age, and scheduling or downloading reports.

Test ad performance by examining keywords, using ad preview and keyword planner, and adjusting bids to improve ad rank for searches like 'San Francisco hotel', addressing landing page mismatches.

Create and save custom reports by dragging metrics like ad, clickthrough rate, and average position into a table; name, save, and filter reports to guide ad campaigns.

Explore how to generate and interpret search terms, user locations, and conversions reports to refine keywords with exact and broad match, optimize location targeting, and analyze conversions for smarter campaigns.

Learn to link Google Ads with Google Analytics to view ad performance alongside site metrics, enable auto tagging, and optimize profitability using integrated analytics data.

Set up conversion tracking in Google Ads by adding a conversion action for website, app, or calls, name it clearly, and assign values and a conversion window for attribution.

Track conversions with Google Ads to measure sales and leads, enabling data-driven budgeting and precise attribution to campaigns, ad groups, keywords, and users.

Improve ROIC by optimizing landing pages, aligning keywords with ad promises, and crafting targeted ad text; refine bids, test budgets, use extensions, and expand to the display network.

Learn how to monitor the Google ads optimization score, review recommendations, and apply or dismiss them to improve performance for active campaigns; the score is not used as quality score.