Module 1: Google Ads Fundamentals

Account Structure & Settings

• Campaign types overview (Search, Display, Video, Shopping)

• Bidding strategies (Manual vs. Automated)

• Conversion tracking setup (Google Tag Manager)

Keyword Research & Match Types

• Using Keyword Planner & competitor analysis

• Phrase, Exact, Broad Match strategies

• Negative keyword implementation

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Module 2: Advanced Search Campaigns

High-Converting Ad Copy

• Writing compelling headlines & descriptions

• Ad extensions (Sitelinks, Callouts, Structured Snippets)

• A/B testing methodologies

Bid Strategies & Budget Optimization

• Target CPA vs. Target ROAS bidding

• Portfolio bid strategies

• Dayparting & device bid adjustments

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Module 3: Display & Video Advertising

Display Network Strategies

• Audience targeting (Affinity, In-Market, Custom Intent)

• Responsive Display Ads best practices

• Placements exclusions & frequency capping

YouTube Advertising

• TrueView in-stream vs. Discovery ads

• Video ad sequencing

• YouTube remarketing strategies

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Module 4: Shopping & Performance Max

Google Shopping Campaigns

• Merchant Center setup & feed optimization

• Smart Shopping vs. Standard campaigns

• Competitor price benchmarking

Performance Max Deep Dive

• Asset group optimization

• Audience signal configuration

• Creative best practices

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Module 5: Measurement & Optimization

Conversion Tracking

• Cross-account conversion tracking

• Offline conversion imports

• Attribution models (Data-Driven, Position-Based)

Advanced Reporting

• Custom reports in Google Ads

• Google Analytics 4 integration

• Scripts for automation

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Module 6: Remarketing & Audience Strategies

Audience Segmentation

• RLSA (Remarketing Lists for Search Ads)

• Customer Match strategies

• Similar Audiences expansion

Dynamic Remarketing

• Feed setup for dynamic ads

• Cross-selling strategies

• Frequency management

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Module 7: Advanced Bidding & Automation

Smart Bidding Strategies

• Seasonality adjustments

• Bid adjustments by device/location

• Shared budgets across campaigns

Scripts & API Automation

• Introduction to Google Ads scripts

• Automated rules for optimization

• Bulk edits with Google Ads Editor