Google Ads Training Course Modules (Beginner to Advanced)

Module 1: Introduction to Google Ads

What is Google Ads?

• Definition of Google Ads

• How Google Ads Works

• Benefits of Google Ads for Businesses

• Organic Search vs Paid Search

• Google Ads Ecosystem

Understanding Digital Advertising

• Types of Online Advertising

• PPC (Pay Per Click) Explained

• CPC, CPM, CPA and ROAS

• Search Intent and Customer Journey

• Google Ads Auction Process

Google Ads Account Setup

• Creating a Google Ads Account

• Understanding Billing and Payments

• Account Structure Overview

• Linking Business Information

• Security and Access Management

Module 2: Google Ads Account Structure

Understanding Account Hierarchy

• Google Ads Account

• Campaigns

• Ad Groups

• Ads

• Keywords

Campaign Organization

• Naming Conventions

• Structuring Campaigns by Business Goals

• Product-Based Campaign Structure

• Service-Based Campaign Structure

• Geographic Campaign Structure

Google Ads Dashboard

• Navigation Menu

• Campaign Overview

• Performance Metrics

• Notifications

• Recommendations Tab

Module 3: Keyword Research for Google Ads

Introduction to Keywords

• What are Keywords?

• Search Intent

• Commercial vs Informational Keywords

• Transactional Keywords

• Long-Tail Keywords

Keyword Research Methods

• Google Keyword Planner

• Google Search Suggestions

• Competitor Keyword Analysis

• Seasonal Keywords

• Local Search Keywords

Keyword Match Types

• Broad Match

• Phrase Match

• Exact Match

• Broad Match with Smart Bidding

• Choosing the Right Match Type

Negative Keywords

• What are Negative Keywords?

• Benefits of Negative Keywords

• Creating Negative Keyword Lists

• Shared Negative Lists

• Continuous Negative Keyword Optimization

Module 4: Search Campaigns

Creating Search Campaigns

• Campaign Objective Selection

• Network Selection

• Location Targeting

• Language Targeting

• Budget Configuration

Bidding Strategies

• Manual CPC

• Maximize Clicks

• Maximize Conversions

• Target CPA

• Target ROAS

• Enhanced CPC

Ad Scheduling

• Selecting Days

• Selecting Time Slots

• Bid Adjustments

• Dayparting Strategy

Module 5: Writing High-Converting Search Ads

Responsive Search Ads

• Introduction to RSA

• Headlines

• Descriptions

• Display Path

• Final URL

Ad Copywriting

• Writing Attention-Grabbing Headlines

• Creating Powerful Descriptions

• Using Call-to-Action

• Emotional Triggers

• Value Proposition

Ad Assets (Extensions)

• Sitelink Assets

• Callout Assets

• Structured Snippets

• Call Extensions

• Lead Form Extensions

• Promotion Extensions

• Price Extensions

• Image Assets

• Location Assets

• App Extensions

Module 6: Landing Page Optimization

Landing Page Fundamentals

• Importance of Landing Pages

• Landing Page vs Homepage

• User Experience

• Mobile Optimization

• Loading Speed

Conversion Optimization

• Headlines

• CTA Buttons

• Forms

• Trust Signals

• Testimonials

• Contact Information

Landing Page Quality Score Factors

• Relevance

• Content Quality

• Mobile Friendliness

• Speed Optimization

• Conversion Tracking

Module 7: Display Advertising

Introduction to Display Ads

• Google Display Network

• Display Campaign Types

• Display Targeting

Audience Targeting

• Affinity Audiences

• In-Market Audiences

• Custom Audiences

• Demographics

• Remarketing Audiences

Display Creatives

• Banner Sizes

• Image Design Best Practices

• Responsive Display Ads

• HTML5 Ads

Module 8: Video Advertising (YouTube Ads)

Introduction to YouTube Advertising

• YouTube Advertising Basics

• Video Campaign Goals

• Video Ad Formats

Video Ad Types

• Skippable In-Stream Ads

• Non-Skippable Ads

• In-Feed Video Ads

• Shorts Ads

• Bumper Ads

• Masthead Ads

Video Campaign Setup

• Budget

• Audience

• Placements

• Video Optimization

• Performance Tracking

Module 9: Performance Max Campaigns

Introduction to Performance Max

• What is Performance Max?

• AI-Powered Campaigns

• Benefits of Performance Max

Creating Performance Max Campaigns

• Goals

• Budget

• Audience Signals

• Asset Groups

• Ad Assets

• Final URL Expansion

Optimization

• Asset Optimization

• Audience Optimization

• Conversion Tracking

• Reporting

Module 10: Shopping Ads

Introduction to Shopping Campaigns

• Google Merchant Center

• Product Feed

• Feed Optimization

Creating Shopping Campaigns

• Standard Shopping Campaign

• Performance Max Shopping

• Product Groups

• Bid Strategy

Shopping Feed Optimization

• Product Titles

• Product Descriptions

• Images

• Pricing

• Product Categories

Module 11: Remarketing & Audience Strategies

Remarketing Basics

• Website Visitors

• Customer Lists

• Video Viewers

• App Users

Audience Segmentation

• Cart Abandoners

• Previous Buyers

• High Intent Visitors

• Returning Visitors

Dynamic Remarketing

• Product Feed

• Dynamic Ads

• Cross Selling

• Upselling

Module 12: Conversion Tracking

Google Tag Manager

• Introduction to GTM

• Container Setup

• Installing GTM

• Variables

• Triggers

• Tags

Google Ads Conversion Tracking

• Lead Form Tracking

• Phone Call Tracking

• Purchase Tracking

• Button Click Tracking

• Thank You Page Tracking

Enhanced Conversions

• First Party Data

• Privacy Considerations

• Data Accuracy

Module 13: Google Analytics Integration

Connecting Google Ads with Analytics

• Account Linking

• Importing Goals

• Audience Sharing

Campaign Performance Analysis

• User Acquisition

• Engagement Metrics

• Conversion Reports

• Attribution Reports

Module 14: Google Merchant Center

Merchant Center Setup

• Account Creation

• Business Verification

• Website Claim

• Shipping Settings

• Tax Settings

Product Feed Management

• Feed Creation

• Feed Rules

• Feed Diagnostics

• Scheduled Fetch

• Feed Optimization

Module 15: Quality Score Optimization

Understanding Quality Score

• Expected CTR

• Ad Relevance

• Landing Page Experience

Improving Quality Score

• Better Keywords

• Better Ads

• Better Landing Pages

• Account Optimization

Module 16: Budget Management & Bid Optimization

Budget Planning

• Daily Budget

• Monthly Budget

• Campaign Prioritization

• Budget Allocation

Bid Optimization

• Device Bid Adjustment

• Location Bid Adjustment

• Audience Bid Adjustment

• Time-Based Bid Adjustment

Module 17: Campaign Optimization Techniques

Performance Analysis

• CTR Analysis

• CPC Analysis

• Conversion Rate Analysis

• Cost Per Conversion

• Impression Share

Optimization Activities

• A/B Testing Ads

• Keyword Refinement

• Negative Keyword Expansion

• Audience Optimization

• Budget Reallocation

• Landing Page Improvements

Module 18: Google Ads Reports

Standard Reports

• Campaign Reports

• Ad Group Reports

• Keyword Reports

• Search Terms Reports

• Audience Reports

• Device Reports

Custom Reports

• Custom Columns

• Filters

• Dashboards

• Scheduled Reports

Module 19: AI in Google Ads

Artificial Intelligence Features

• Smart Bidding

• Responsive Search Ads

• Performance Max AI

• Predictive Audiences

• AI Recommendations

Using AI for Campaign Management

• AI-Powered Keyword Suggestions

• AI Ad Copy Generation

• AI Image Generation

• AI Performance Analysis

• AI Optimization Workflows

Module 20: Real-Time Google Ads Projects

Lead Generation Campaign

• Local Service Campaign

• Education Campaign

• Healthcare Campaign

• Real Estate Campaign

E-commerce Campaign

• Shopping Campaign

• Performance Max

• Dynamic Remarketing

• Product Feed Optimization

Service Business Campaign

• Search Campaign Setup

• Call Campaigns

• Location-Based Campaigns

• WhatsApp Lead Strategy

Campaign Audit & Optimization

• Google Ads Health Check

• Fixing Low CTR

• Reducing CPC

• Improving Quality Score

• Increasing Conversion Rate

• Scaling Profitable Campaigns

Course Outcome

After completing this Google Ads Training course, learners will be able to:

• Create and manage professional Google Ads campaigns from scratch.

• Perform keyword research using industry-standard techniques.

• Build high-converting Search, Display, Video, Shopping, and Performance Max campaigns.

• Configure conversion tracking using Google Tag Manager and Google Analytics.

• Optimize campaigns using Quality Score, Smart Bidding, and AI-powered recommendations.

• Analyze campaign performance through reports and actionable metrics.

• Generate high-quality leads and sales while maximizing Return on Ad Spend (ROAS).

• Execute real-world Google Ads strategies used by digital marketing agencies, freelancers, and in-house marketing professionals.