Course curriculum

  • 1

    Search Campaigns

    • Welcome

    • Introduction

    • Ad rank

    • Quality score

    • Ad testing

    • Ad rotation

    • Quiz: ranking, quality and testing

    • Customizing ads

    • Keyword insertion

    • Walk-through: keyword insertion

    • Countdowns

    • Walk-through: countdowns

    • Ad customizers

    • Walk-through: IF Function

    • Walk-through: Location Insertion

    • Quiz: customizing ads

    • Exercise: customizing ads

    • Remarketing for search

    • Walk-through: remarketing for search

    • Dynamic search ads

    • Walk-through: dynamic search ads

    • Ad extensions

    • Location targeting

    • Advanced location targeting

    • Walk-through: location targeting

    • Bid adjustments

    • Quiz: bid adjustments

    • Diagnosing issues

    • Google Ads Editor

    • Walk-through: Google Ads Editor

    • Manager account

    • Account organization

    • Campaign experiments

    • Walk-through: campaign experiments

    • Introduction to optimization

    • Optimizing the account

    • Optimizing ads

    • Walk-through: ad experiments

    • Optimizing keywords

    • Optimizing landing pages part one

    • Optimizing landing pages part two

    • Walk-through: Google Optimize

    • Increasing traffic

    • Quiz: optimization

    • Exercise: optimization

    • Conversion tracking

    • Importing conversions

    • Attribution

    • Walk-through: attribution

    • Reporting

    • Walk-through: Google Analytics reports

    • Walk-through: Google Data Studio dashboard

    • Introduction to automation

    • Rules and scripts

    • Walk-through: rule

    • Exercise: rules

    • Walk-through: script

  • 2

    Display Campaigns

    • Introduction

    • Ad formats

    • Targeting

    • Additional targeting

    • Quiz: targeting

    • Bidding

    • Creating display campaigns

    • Ad extensions

    • Remarketing

    • Building lists

    • Audience lists

    • Combining lists

    • Walk-through: creating and combining lists

    • Remarketing optimization

    • Dynamic remarketing

    • Walk-through: dynamic remarketing

    • Customer match

    • Quiz: remarketing

    • Exercise: remarketing

    • Reporting

    • Optimization

  • 3

    Mobile Advertising

    • Importance of mobile

    • Mobile ads

    • Bidding

    • Mobile-only campaigns

    • Promoting apps

    • Call-only ads

    • Walk-through: call-only ads

    • Ad formats

    • Conversion tracking

    • Walk-through: conversion tracking

    • Quiz: mobile

  • 4

    Video Campaigns

    • Introduction

    • Ad formats

    • Quiz: ad formats

    • Effective video ads

    • Video campaigns

    • Terminology

    • Remarketing with YouTube

    • Reporting

    • Video best practices

    • Optimization

    • Quiz: terminology and reporting

  • 5

    Shopping Campaigns

    • Introduction

    • Google Merchant Center

    • Walk-through: Google Merchant Center

    • Interface features

    • Product feed

    • Walk-through: product feed

    • Campaign setup

    • Walk-through: campaign setup

    • Walk-through: individual product

    • Campaign management

    • Campaign structure

    • Exercise: product groups

    • Reporting

    • Quiz: shopping campaigns

  • 6

    Bonuses

    • Smart campaigns

    • Local campaigns

    • Discovery campaigns

    • Remarketing, privacy and the GDPR

  • 7

    Conclusion

    • Discussion area

    • Thank you