About the course

Learn the critical building blocks for running successful campaigns, including structuring your account, researching keywords, and testing your ads.

After completing this course you will be able to manage Google Ads (previously AdWords) campaigns, right through to measuring performance and improving outcomes.

What will I learn in the course?

  • Understand how to create and structure campaigns
  • Identify opportunities to optimize campaigns
  • Research keywords and use appropriate keyword matching 
  • Learn how to improve results using ad testing
  • Understand the options for tracking conversions

Your instructor

Co-Founder, Loves Data

Benjamin Mangold

Benjamin Mangold co-founded Loves Data and he is an internationally recognized expert in digital analytics and marketing. He has been working with Google Analytics, Google Ads, Google Tag Manager, Google Data Studio, and other Google products for over twelve years. He has trained and consulted for companies like 3M, Fuji Xerox, and Google. As your course instructor, he will teach you practical techniques, from setup and configuration, right through to improving your website and your marketing campaigns.

Course curriculum

  • 1

    Foundations

    • Welcome to the course

    • Introduction to Google Ads

    • Where your ads appear

    • Exercise: organic and paid search results

    • Quality of your ads

    • Quiz: foundations

  • 2

    Objectives

    • Defining objectives

    • Account life cycle

    • Workbook: part one

  • 3

    Working with Keywords

    • Additional tools

    • Walk-through: keyword planner

    • Keyword research

    • Keyword targeting

    • Quiz: keywords

    • Workbook: part two

  • 4

    Creating Campaigns

    • Structuring campaigns

    • Exercise: grouping keywords - part one

    • Exercise: grouping keywords - part two

    • Workbook: part three

    • Interface features

    • Walk-through: interface features

    • Creating campaigns

    • Walk-through: creating campaigns

    • Bidding strategies

  • 5

    Working with Ads

    • Text ads

    • Ad testing

    • Editorial policies

    • Workbook: part four

    • Ad extensions

    • Quiz: working with ads

  • 6

    Targeting and Settings

    • Location and language targeting

    • Device targeting

    • Ad delivery

    • Quiz: targeting and settings

    • Workbook: part five

  • 7

    Optimization

    • Campaign experiments

    • Walk-through: ad experiments

    • Optimization

    • Optimization tips

  • 8

    Conversions

    • Conversion tracking

    • Import Google Analytics conversions

    • Performance planner

    • Reporting

  • 9

    Display and Remarketing

    • Display targeting

    • Remarketing

    • Building audience lists

    • Targeting ads

  • 10

    Landing Pages

    • Optimizing landing pages - part one

    • Optimizing landing pages - part two

    • Landing page optimization guide

  • 11

    Management

    • Account access

    • Multiple accounts

    • Account organization

    • Exercise: checklist

  • 12

    Conclusion

    • Discussion area

    • Final course quiz

    • Thank you