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.

Explore how Google ads appear across formats, focusing on text ads and extensions, and learn the basics of responsive, shopping, image, video, and call-only ads.

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.

Explore how the Google network powers ads across search and display, and learn to structure AdWords accounts with campaigns, ad groups, keywords, and ads using exact and broad match types.

Master ad rank and quality score as they drive Google auctions. Learn how max CPC, expected click-through rate, landing page experience, ad relevance, and extensions affect placement and second-price bid.

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.

Navigate the Google Ads campaign interface, learn to view campaigns, apply filters, adjust columns, and compare charts. Create and manage campaigns with the plus icon and the campaign creation wizard.

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.

Explore the ads and extensions area to manage campaigns, diagnose issues via hover context, edit ads with the pencil and wizard, and create extensions across accounts, campaigns, or ad groups.

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.

Brainstorm seed keywords and organize them into ad groups by evaluating search volume, relevance, and competition. Use Google autocomplete to generate San Francisco hotel keywords and refine as you scale.

Explore three essential keyword tools—answer the public, trends.google.com, and match.com—to brainstorm ideas, gauge competition and CPC, and uncover related keywords for ad campaigns.

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

Google keyword planner’s metrics and forecasts to forecast clicks, impressions, and costs; compare keyword performance, refine budgets and bids, and assess roic before launching campaigns.

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.

Discover how exact match targeting uses bracketed keywords to restrict searches to close variations, including plural forms and function words, enabling granular ad groups and precise landing pages.

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.

Explore ad extensions, including site links, call-outs, promotions, and price cards, to extend your ads with more information and boost click-through chances.

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.

Create your first text ad by filling out the new ad form, including final url, headlines, display paths, and description. Preview the ad on mobile and desktop.

Add ad groups and ads across campaigns, using the plus icon and wizard, select campaigns, edit ads with version history, and refine views with filters, column customization, and copy-paste workflows.

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 measure campaign performance in Google Ads using reports from campaign to keyword level, tracking click-through rate, cost per click, impressions, and conversions to optimize your ads.

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.

Master how Google Ads conversion tracking measures sales and leads, links conversions to campaigns, ad groups, and keywords, and enables data-driven budget optimization and ROIC analysis.

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.

Learn to set up campaign drafts and experiments in AdWords, test changes to keywords and bids with a controlled traffic split, and compare results to boost ROI.

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.