🎓 Certified Google Ads Expert – Course Outline

📌 Module 1: Introduction to Digital Advertising & Google Ads

Topics Covered:

• Evolution of Digital Advertising
• How Google Ads Works
• Google Ads Auction System Explained
• Account Structure:
  • Account
  • Campaign
  • Ad Groups
  • Ads
  • Keywords
• Understanding Search Intent

Learning Outcome:

Students understand the Google Ads ecosystem and structure.

📌 Module 2: Keyword Research & Search Campaign Mastery

Topics Covered:

• Keyword Research Fundamentals
• Using Google Keyword Planner
• Match Types:
  • Broad
  • Phrase
  • Exact
• Negative Keywords Strategy
• Search Campaign Setup (Step-by-Step)
• Writing High-Converting Search Ads
• Ad Extensions (Sitelinks, Callouts, Structured Snippets)

Practical:

Launch a live Search Campaign.

📌 Module 3: Display & YouTube Advertising

Topics Covered:

• Google Display Network Overview
• Audience Targeting Options
• Remarketing Campaigns
• Banner Ad Strategy
• YouTube Ad Formats:
  • Skippable In-Stream
  • Non-Skippable
  • In-Feed Video Ads
• Video Ad Funnel Strategy

Practical:

Create a YouTube remarketing campaign.

📌 Module 4: Shopping & Performance Max Campaigns

Topics Covered:

• Google Merchant Center Setup
• Product Feed Optimization
• Smart Shopping vs Performance Max
• Conversion Tracking Setup
• Scaling Ecommerce Campaigns

Practical:

Launch a Performance Max campaign.

📌 Module 5: Conversion Tracking & Analytics

Topics Covered:

• Setting Up Conversion Tracking
• Google Tag Manager Integration
• GA4 Integration with Google Ads
• Attribution Models
• Understanding ROAS & CPA
• Cross-Device Tracking

Learning Outcome:

Students can track ROI accurately.

📌 Module 6: Campaign Optimization & Scaling

Topics Covered:

• Quality Score Deep Dive
• Smart Bidding Strategies:
  • Maximize Conversions
  • Target CPA
  • Target ROAS
• A/B Testing Ads
• Budget Scaling Techniques
• Diagnosing Underperforming Campaigns
• Competitor Analysis

📌 Module 7: Advanced Strategies

Topics Covered:

• Local Service Ads Strategy
• Lead Generation Funnels
• Landing Page Optimization
• Ad Copy Psychology
• High-Ticket Offer Campaigns
• Automation & AI in Google Ads
• Scripts & Rules for Automation

📌 Module 8: Compliance, Policy & Ethics

Topics Covered:

• Google Ads Policy Guidelines
• Restricted Industries
• Account Suspension Prevention
• Ethical Advertising Practices
• Data Privacy & GDPR Basics

📌 Module 9: Client Management & Freelancing

Topics Covered:

• Client Onboarding Process
• Pricing Your Google Ads Services
• Reporting & Communication
• Creating Monthly Performance Reports
• Scaling as an Agency
• Proposal & Contract Templates

📌 Capstone Project

Students must:

• Conduct keyword research
• Build a full campaign structure
• Launch ads
• Implement tracking
• Optimize for 30 days
• Submit performance report
• Present strategy defense

🎯 Certification Requirements

To earn the “Certified Google Ads Expert” title:

• Complete all modules
• Pass final exam (minimum 70%)
• Complete capstone project
• Demonstrate ability to manage real campaign

Suggested Assessment Structure

• 30 Multiple Choice Questions
• 10 Scenario-Based Questions
• 1 Campaign Audit Case Study
• 1 Live Campaign Project