This course begins with the fundamentals of paid search and demonstrates how to implement and manage paid search campaigns using Google Ads. It explains the key concepts underpinning bid auctions, how to manage paid advertising budgets and how to optimize paid search campaigns.

It also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.

At the end of this course, students should be able to:                                      

• Distinguish between paid and organic search
• Outline how consumers use search engines
• Identify the key benefits of using paid search in a marketing campaign
• Identify the key elements of a paid search campaign
• Compare differences between a Google Ads manager account and a child account
• Describe best practice for structuring a Google Ads account
• Identify the key elements of a Google Ads account
• Compare differences between keyword research for paid search and SEO campaigns
• Create a paid search campaign using Google Ads
• Describe how to manage an advertising budget using Google Ads
• Recognize key concepts underlying the bidding process
• Outline the function of the Bid Simulator tool
• Optimize paid search campaigns by scheduling ads and setting bid adjustments for audiences, devices, and locations using Google Ads
• Outline the purpose of Google Ads Editor
• Identify appropriate KPIs to measure the success of a paid search campaign
• Describe the purpose of conversion tracking
• Analyse key metrics for measuring the success of a paid search campaign
• Use Google Analytics to measure paid search campaigns