Google Search Advertising Implementation
Ends soon! Keep adding new skills with 10,000+ programs for $239 (usually $399). Save now.
Google Search Advertising Implementation
This course is part of Search Advertising with Google Specialization
Instructors: Anke Audenaert
Included with
Recommended experience
Recommended experience
What you'll learn
How to select an appropriate bidding strategy
How to direct ads to specific user groups
How to interpret key performance metrics
How to create a Google Ads search campaign
Skills you'll gain
- Key Performance Indicators (KPIs)
- Campaign Management
- Performance Management
- Performance marketing
- Bidding
- Performance Analysis
- Search Engine Marketing
- Performance Metric
- Conversion Funnel Analysis
- Online Advertising
- Advertising Campaigns
- Digital Advertising
- Target Audience
- Digital Marketing Campaigns
- Pay Per Click Advertising
- Campaign Planning
- Web Analytics
Tools you'll learn
Details to know
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 5 modules in this course
The course will teach you how to implement an effective Google Ads search campaign. You will learn the concepts of bidding, conversion tracking, attribution modeling, and performance evaluation within Google Ads. You will also explore how to align strategies and settings with campaign objectives for optimal performance.
By the end of this course you will be able to: • Select appropriate bid strategies for your campaign • Implement conversion tracking tags into a website • Use the Google Ads Performance Planner tool to improve performance • Create a Google Ads search campaign Regardless of your current experience, this course will teach you how to align and measure your Google advertising efforts to meet campaign objectives.
This module covers the fundamentals of bid strategies in Google Ads. It explains the concept of bidding, differentiates between manual, automated, and smart bidding, and helps you select the right strategy based on your campaign objectives. You'll also explore how to navigate through various bid strategies, aligning them with different marketing goals for optimal performance.
What's included
15 videos2 readings4 assignments
15 videos•Total 66 minutes
- Introduction to the Program•4 minutes
- Instructor Introduction Video•4 minutes
- Course Introduction Video•4 minutes
- Module 1: Determine a Bid Strategy•1 minute
- Recap: The Google Ads Auction•5 minutes
- Introduction to Bidding•5 minutes
- Manual, Automated and Smart Bidding•5 minutes
- Selecting a Bid Strategy in Google Ads•2 minutes
- Overview of Available Bid Strategies•4 minutes
- Awareness-Focused Bidding•4 minutes
- Consideration-Focused Bidding•6 minutes
- Conversion-Focused Bidding•7 minutes
- Value-Focused Bidding•7 minutes
- Setting a Campaign Budget•6 minutes
- Conclusion: Determine a Bid Strategy•1 minute
2 readings•Total 30 minutes
- Join Aptly's Search Advertising with Google Community!•10 minutes
- Bid Strategy Summary•20 minutes
4 assignments•Total 90 minutes
- Graded Quiz: Determine a Bid Strategy•50 minutes
- Review Your Community Knowledge•10 minutes
- Practice Quiz: Introduction to Bid Strategies•15 minutes
- Practice Quiz: Choosing the Right Bid Strategy•15 minutes
This module focuses on optimizing campaign settings and audience segments to reach the right audience in Google Ads. It explains how to select the best settings to align with your objectives and use audience segmentation to target specific user groups, improving campaign reach and effectiveness.
What's included
13 videos1 reading3 assignments
13 videos•Total 51 minutes
- Module 2: Reach the Right People with Campaign Settings•1 minute
- Where to Select Your Campaign Settings•3 minutes
- Ad Networks•4 minutes
- Selecting Locations•5 minutes
- Selecting Languages•4 minutes
- Intro to Audience Segments in Google Ads•6 minutes
- Understand and Use Detailed Audience Demographics•6 minutes
- Understand and Use Audience Affinity•4 minutes
- Understand and Use In-Market Audiences•5 minutes
- Create and Use Your Own Data Segments•6 minutes
- Combine Segments•3 minutes
- Audience Reporting•3 minutes
- Conclusion: Reach the Right People with Campaign Settings•1 minute
1 reading•Total 10 minutes
- Audience Segments Overview•10 minutes
3 assignments•Total 80 minutes
- Graded Quiz: Reach the Right People with Campaign Settings•50 minutes
- Practice Quiz: Campaign Settings•15 minutes
- Practice Quiz: Audience Segments•15 minutes
This module covers how to track and measure conversions in Google Ads. It explains the importance of conversion tracking, guides you through implementing a conversion tracking tag, and introduces attribution modeling. You'll explore different attribution models, understanding their advantages and limitations in digital advertising.
What's included
9 videos2 readings3 assignments
9 videos•Total 34 minutes
- Module 3: Track and Measure Conversions•1 minute
- What are Conversions and Why Track Them?•4 minutes
- How Conversion Tracking Works•3 minutes
- Creating a Conversion Action•8 minutes
- Installing the Google Tag on Your Website•3 minutes
- What is Attribution Modeling and Why Does it Matter?•5 minutes
- Last Click Attribution•4 minutes
- Data-Driven Attribution•5 minutes
- Weekly Conclusion•1 minute
2 readings•Total 30 minutes
- Conversion Tracking Guide•15 minutes
- Attribution Guide•15 minutes
3 assignments•Total 80 minutes
- Graded Quiz: Track and Measure•50 minutes
- Practice Quiz: Conversions and Conversion Tracking•15 minutes
- Practice Quiz: Attribution and conversion measurement•15 minutes
This module focuses on analyzing and improving Google Ads campaign performance. It covers how to interpret key performance metrics, evaluate campaign results, and use the optimization score to enhance performance. Additionally, it explains how to leverage the Performance Planner tool to optimize conversion campaigns effectively.
What's included
12 videos3 readings4 assignments
12 videos•Total 45 minutes
- Module 4: Analyze and Improve Campaign Performance•1 minute
- Example Campaign Overview•2 minutes
- Reporting Overview•3 minutes
- Campaign, Ad Group and Ads Reporting•6 minutes
- Asset Reporting•3 minutes
- Keyword, Audience, Location Reporting•4 minutes
- What is an Optimization Score?•4 minutes
- How Does Optimization Score Work?•4 minutes
- Optimization Score and Recommendations•7 minutes
- Benefits of Planning and Forecasting•3 minutes
- What is the Performance Planner and How Does it Work?•5 minutes
- Conclusion: Analyze and Improve Campaign Performance•2 minutes
3 readings•Total 35 minutes
- About the Insights Page•10 minutes
- Metrics Summary•15 minutes
- Performance Planner Best Practices•10 minutes
4 assignments•Total 125 minutes
- Graded Quiz: Analyze and Improve Campaign Performance•50 minutes
- Practice Quiz: Understanding Campaign Performance•25 minutes
- Practice Quiz: Boosting Performance with Optimization Score•25 minutes
- Practice Quiz: Increasing Conversions with Performance Planner•25 minutes
This module guides you through creating a full Google Ads Search campaign. You'll first watch how a campaign is built, then apply the steps yourself to create your own Google Ads Search campaign from start to finish.
What's included
5 videos2 readings1 assignment1 discussion prompt1 plugin
5 videos•Total 27 minutes
- Weekly Introduction•1 minute
- Planning the Keywords and Ad Copy•8 minutes
- Setting Up the Campaign in Google Ads•8 minutes
- Evaluating the Campaign Results•9 minutes
- Conclusion: Create a Full Google Ads Search Campaign•1 minute
2 readings•Total 30 minutes
- Reviewing a Campaign Brief•15 minutes
- Campaign Brief•15 minutes
1 assignment•Total 90 minutes
- Graded Quiz: Evaluating the Campaign Results•90 minutes
1 discussion prompt•Total 10 minutes
- Share Your Thoughts!•10 minutes
1 plugin•Total 30 minutes
- Simulation: Building an Ad (Expand to Full Screen)•30 minutes
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructors
Explore more from Marketing
Course
Why people choose Coursera for their career
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
More questions
Financial aid available,