Module 1: Introduction to Google Ads

Topics Covered:

• What is Google Ads?
• Importance of Paid Advertising
• Difference Between Organic (SEO) and Paid (PPC) Marketing
• Benefits of Using Google Ads for Businesses
• Overview of Google Ads Platform

Explanation:
Google Ads (formerly Google Ad Words) is Google’s online advertising platform where advertisers pay to display ads on Google’s search engine and partner websites. It helps businesses reach potential customers instantly and effectively.

Module 2: Google Ads Account Setup

Topics Covered:

• Creating a Google Ads Account
• Navigating the Google Ads Dashboard
• Understanding Account Structure: Campaign → Ad Group → Ad
• Linking Google Analytics & Google Tag Manager
• Billing and Payment Setup

Explanation:
Before running ads, you must set up your Google Ads account properly. This includes linking tools like Analytics to track performance and managing payments for campaigns.

Module 3: Google Ads Campaign Types

Topics Covered:

• Search Ads (Text Ads on Google Search)
• Display Ads (Banner Ads on Websites)
• Video Ads (YouTube Ads)
• Shopping Ads (for E-commerce)
• App Promotion Ads
• Performance Max Campaigns

Explanation:
Google Ads offers multiple campaign types based on your business goals — from search results to YouTube videos. Learning these types helps you select the right campaign for better reach and ROI.

Module 4: Keyword Research and Planning

Topics Covered:

• What are Keywords?
• Types of Keywords (Broad, Phrase, Exact, Negative)
• Keyword Match Types
• Using Google Keyword Planner
• Competitor Keyword Research
• Building Keyword Lists

Explanation:
Keywords are the foundation of search advertising. Proper keyword research ensures your ads appear to the right audience searching for your products or services.

Module 5: Search Campaign Setup

Topics Covered:

• Creating a Search Campaign Step-by-Step
• Writing Effective Text Ads
• Ad Extensions (Sitelink, Callout, Structured Snippets, Call Extensions)
• Keyword Insertion and Ad Customization
• Quality Score Optimization

Explanation:
Search campaigns show text ads on Google when users search specific keywords. You’ll learn to create compelling ads and improve performance using Quality Score techniques.

Module 6: Display Campaign Setup

Topics Covered:

• Understanding Display Network
• Banner and Responsive Display Ads
• Targeting Options (Topics, Interests, Placements, Demographics)
• Exclusions and Ad Placements
• Creative Best Practices

Explanation:
Display campaigns help you show image or video ads across Google’s partner sites. It’s ideal for brand awareness and retargeting audiences visually.

Module 7: Video Ads (YouTube Advertising)

Topics Covered:

• Types of YouTube Ads (Skippable, Non-skippable, Bumper, Discovery Ads)
• Campaign Setup and Targeting
• Video Ad Creation Tips
• YouTube Channel Integration
• Measuring Video Ad Performance

Explanation:
YouTube Ads allow businesses to reach audiences using video. You’ll learn how to set up campaigns, choose targeting, and measure engagement and views effectively.

Module 8: Shopping Ads

Topics Covered:

• Introduction to Google Merchant Center
• Product Feed Creation & Optimization
• Linking Merchant Center with Google Ads
• Creating Shopping Campaigns
• Performance Tracking

Explanation:
Shopping Ads are essential for e-commerce businesses. They display product images, prices, and store names directly in search results to drive more sales.

Module 9: Performance Max Campaigns

Topics Covered:

• What is Performance Max?
• Differences from Traditional Campaigns
• Asset Groups & Targeting
• Conversion Tracking
• Best Practices for Automation

Explanation:
Performance Max is Google’s AI-based campaign that uses machine learning to deliver ads across all Google networks (Search, Display, YouTube, Gmail, Discover). It’s the latest advancement in smart advertising.

Module 10: Audience Targeting and Segmentation

Topics Covered:

• Understanding Audience Types
• In-Market Audiences
• Custom Intent Audiences
• Remarketing Audiences
• Customer Match
• Exclusions and Layered Targeting

Explanation:
Audience targeting ensures your ads are shown to users most likely to convert. You’ll learn how to use data to reach people based on behavior, interest, and intent.

Module 11: Bidding and Budget Strategies

Topics Covered:

• Manual CPC vs. Automated Bidding
• Bidding Strategies: Target CPA, Target ROAS, Maximize Clicks, Maximize Conversions
• Budget Optimization
• Ad Scheduling and Delivery
• Cost Control Techniques

Explanation:
Budgeting and bidding determine how your money is spent. Mastering this helps you achieve maximum results within your desired cost range.

Module 12: Conversion Tracking and Google Tag Manager

Topics Covered:

• What is Conversion Tracking?
• Setting Up Conversion Goals
• Installing Tags & Triggers via Google Tag Manager
• Tracking Website Actions (Purchases, Leads, Clicks)
• Using Google Analytics for Campaign Tracking

Explanation:
Conversion tracking measures how users interact with your ads. It helps you understand which campaigns deliver results and which need improvement.

Module 13: Remarketing Campaigns

Topics Covered:

• What is Remarketing?
• Types of Remarketing Lists (Website Visitors, App Users, Customer Lists)
• Dynamic Remarketing Setup
• Best Practices for Retargeting Ads

Explanation:
Remarketing helps you show ads to users who previously interacted with your website or app. It’s a cost-effective way to bring back potential customers.

Module 14: Google Ads Policies and Compliance

Topics Covered:

• Google Advertising Policies Overview
• Restricted Content (Finance, Health, etc.)
• Ad Disapproval and Fixing Issues
• Account Suspension Prevention

Explanation:
Following Google’s advertising policies ensures smooth campaign operation. Violations can lead to ad disapproval or account suspension, so compliance is essential.

Module 15: Optimization and A/B Testing

Topics Covered:

• Ad Copy Testing
• Landing Page Optimization
• Keyword Optimization
• Negative Keyword Management
• Improving CTR and Quality Score
• Scaling Successful Campaigns

Explanation:
Optimization helps improve campaign performance over time. You’ll learn to identify winning ads, remove underperforming elements, and maximize ROI.

Module 16: Google Ads Reports & Analytics

Topics Covered:

• Understanding Key Metrics (CTR, CPC, CPA, ROAS)
• Creating Custom Reports
• Analyzing Campaign Performance
• Data-Driven Decision Making
• Reporting to Clients or Management

Explanation:
Analytics and reporting allow you to monitor the effectiveness of your ads. You’ll learn to interpret data and use it to refine strategies and boost performance.

Module 17: Advanced Google Ads Strategies

Topics Covered:

• Smart Campaigns and Smart Bidding
• Local Service Ads
• Dynamic Search Ads (DSA)
• YouTube Remarketing
• Multi-Channel Integration (Google Ads + Meta Ads)

Explanation:
Advanced techniques make your advertising more powerful by combining automation and targeting to deliver smarter, high-performing campaigns.

Module 18: Practical Google Ads Project

Tasks:

• Create a Live Google Ads Account
• Run Search, Display & Video Campaigns
• Implement Conversion Tracking
• Optimize Campaigns and Generate Reports

Explanation:
This hands-on project ensures students gain real-world experience creating and managing Google Ads campaigns — essential for professional job readiness.

Module 19: Freelancing & Job Preparation

Topics Covered:

• Building a Google Ads Portfolio
• Freelancing Platforms (Up work, Fiverr, Freelancer)
• Interview Preparation & Common Questions
• Google Ads Certification Guidance

Explanation:
This module prepares you for freelancing or full-time jobs by building your resume, improving client communication, and earning official Google certifications.