Marketing > Paid Advertising
42 h
£44.99 £12.99
Master Google & Microsoft Ads: 100-Day Digital Marketing Bootcamp
What you will learn:
- Google Ads: Basic to Advanced Concepts
- Microsoft Advertising: Basic to Advanced Concepts
- Search Ads 360 (SA360)
- Google Ads Manager Account (MCC)
- Ecommerce & Service Industry PPC Strategies
- 100+ Real-World Examples
- Google Ads & Microsoft Ads Performance Analysis
- Comprehensive Campaign Building
- Google Ads & Microsoft Ads Algorithms
- Microsoft Excel & Google Sheets for PPC
- Google Ads Paid Search Campaigns
- Google Ads Shopping Campaigns
- Google Ads Phone Call Campaigns
- Google Ads Performance Max Campaigns
- Google Ads Display Campaigns
- Google Ads Demand Gen Campaigns
- Google Ads Video Campaigns
- Google Merchant Center Expertise
- Complete Google Ads Editor Mastery
- Microsoft Advertising Paid Search Campaigns
- Microsoft Advertising Shopping Campaigns
- Microsoft Advertising Performance Max Campaigns
- Microsoft Advertising Audience Campaigns (Display, Native, Video)
- Complete Microsoft Ads Editor Mastery
- Microsoft Merchant Center Expertise
- Remarketing Setup for Google Ads & Microsoft Advertising
Description
Elevate your digital advertising mastery with our intensive 100-day bootcamp!
This comprehensive course goes beyond the basics, equipping you with the advanced skills and real-world strategies needed to conquer Google Ads and Microsoft Advertising (formerly Bing Ads). We've trained over 1000+ students, and now it's your turn to transform your career.
Updated for 2025, this course features 100+ practical examples, guiding you through every step, from initial campaign setup to sophisticated optimization techniques. You'll become proficient in Google Ads Editor, Microsoft Ads Editor, Merchant Centers, and even the powerful Search Ads 360 (SA360).
Learn to manage multiple accounts effectively with Manager Accounts, streamline your workflow, and unlock the potential of both platforms to maximize your ROI.
This isn't just theory; it's hands-on practice. You'll work with real-world case studies, get personalized feedback, and build a portfolio that will impress potential employers or clients.
What you'll master:
- Fundamental and advanced Google Ads & Microsoft Advertising concepts.
- Effective campaign creation and management across diverse platforms.
- Proficient use of Ads Editors, Merchant Centers, and Manager Accounts.
- Advanced strategies for scaling campaigns and optimizing performance.
- Data analysis techniques to track and improve your advertising results.
- Mastering automation tools for increased efficiency.
Who this course is for:
- Digital marketing beginners
- Seasoned marketers seeking to enhance their skills
- Entrepreneurs and business owners aiming to leverage PPC for growth
- Freelancers seeking in-demand PPC expertise
Don't just learn about advertising; become an advertising pro. Enroll today!
Curriculum
This introductory lecture sets the stage for the entire 100-day course, providing a comprehensive overview of what to expect and how to make the most of your learning experience. It includes an introduction to the instructor and a quick roadmap of the course content.
This section lays the groundwork for paid advertising. You will learn about the evolution of advertising, understanding the key differences between traditional and online advertising. The core concepts of Search Engines, Search Engine Marketing (SEM), and Paid Search will be explained, along with helpful class notes summarizing these key learning points.
Learn to speak the language of PPC! This section delves into the critical metrics used to measure advertising success. You'll learn about primary metrics (e.g., clicks, impressions) and derived metrics (e.g., CTR, CPC) and how to interpret them effectively. Class notes provide a handy summary for future reference.
This lecture is a practical, step-by-step guide to creating your own Google Ads account. You will learn the process from start to finish, ensuring you have a functional account ready for your subsequent learning.
Understanding your website's structure is critical for successful PPC. This section explains how the purchase journey works on an ecommerce website and the importance of proper URL structure for both ecommerce and service-based businesses. Different campaign and ad types are explored.
Master the art of conversion tracking! Learn what conversion actions are, why they're important, and different conversion windows. Understand enhanced conversions and various attribution models, culminating in the practical setup of conversion actions.
This section continues building on conversion tracking, focusing on enhanced conversions for both web and lead generation. You'll learn how to adjust conversions and leverage third-party conversion actions.
This section completes your understanding of conversion tracking by discussing bidding and optimization strategies. You'll learn about primary and secondary conversion actions, account default goals, standard goals, and custom goals.
This lecture provides a crucial overview of primary and secondary targeting methods used to reach your ideal audience, focusing on the different ways to segment your potential customers.
This section introduces the fundamentals of paid search campaigns. You'll understand how search engines work, how paid search campaigns function, and the process of creating a search campaign.
This section provides a comprehensive approach to keyword research, including methods based on website design and leveraging the Google Keyword Planner for effective strategies.
Building on the previous section, this lesson explores different keyword match types and their impact on campaign performance. A practical example demonstrates how to analyze and optimize your keyword selection.
This section presents advanced keyword research techniques, including analyzing final URLs and designing optimal search campaign structures with practical examples.
Learn the significance of Quality Score and how it affects your advertising performance. This section covers how to improve and analyze your Quality Score with live examples.
This section is dedicated to the importance of negative keywords in improving campaign efficiency. Learn how to add them and use cross-negatives to refine your targeting.
Learn to analyze your search query report to identify both positive (relevant) and negative (irrelevant) keywords for improved campaign performance.
This short lesson teaches you how to use Google Trends to better understand the trends and seasonal shifts impacting your chosen keywords.
This section covers the creation and optimization of Responsive Search Ads, including ad copywriting strategies and effective techniques to maximize their impact.
This section comprehensively explains and demonstrates various ad extensions, including sitelinks, callouts, structured snippets, images, calls, lead forms, locations, prices, promotions, and automated extensions, and how to use them effectively.
This lecture is a comprehensive guide to creating a search campaign from keyword research to ad creation, bringing together all the previous concepts into a practical application.
Learn how to use Google Ads Editor for efficient campaign management, covering installation, overview, bulk upload processes, and important considerations.
This section delves into the tools and settings within Google Ads Editor, including bulk editing techniques and navigating the platform's features.
Learn about specific upload formats for RSAs and ad extensions within Google Ads Editor.
This section introduces audience targeting, focusing on Affinity, In-market, Demographic audiences, and using Google Ads Editor for bulk audience uploads.
This section continues audience targeting, covering website visitors, app users, YouTube users, customer match lists, Google Analytics 4 integration, and audience exclusion strategies.
This section concludes the topic of audience targeting with a deep dive into custom segments and combined segments, combining previously discussed techniques for highly targeted campaigns.
This section covers the crucial aspects of location and language targeting for optimizing campaign reach and relevance.
Learn how to use ad scheduling (dayparting) to optimize your ad delivery based on time of day, and includes practical examples.
This section teaches you how to target specific devices (desktops, mobiles, tablets) based on your campaign objectives.
A summary of all secondary targeting methods covered previously.
A detailed case study of a real-world search campaign to illustrate the practical application of learned concepts.
This section shows you how to effectively analyze keyword and secondary targeting performance data within your Google Ads reports.
Understanding the limitations of Google Ads, and efficient use of columns, segments, and views for better data organization.
This lesson teaches you how to perform week-over-week (WoW) and month-over-month (MoM) analyses to track campaign performance trends.
This section explains Dynamic Search Ads (DSA), their creation via both the interface and Google Ads Editor, along with methods for analyzing dynamic targets.
Introduction to bidding strategies, focusing on manual CPC bidding.
This section focuses on automated bidding strategies, specifically Maximize Clicks.
This section teaches you about impression share and the Target Impression Share bidding strategy.
Detailed explanation and example of the Maximize Conversions bidding strategy, including its relationship with Target CPA (TCPA).
This section covers the Maximize Conversion Value bidding strategy and its connection to Target ROAS (TROAS).
A comprehensive summary of all covered bidding strategies, comparing their strengths and weaknesses.
Real-world case studies illustrating the application of different bidding strategies.
This is a practical assignment where students create their own search campaign, applying the knowledge gained throughout the course.
This lesson focuses on creating customized reports in Google Ads and using basic Excel for data analysis.
A hands-on lesson on how to efficiently edit and update existing campaigns, ad groups, keywords, and ads within Google Ads.
Learn to use Auction Insights to understand your competitive landscape and optimize your bidding strategies.
Quiz to assess understanding of conversion tracking, keywords, ads, targeting, DSA, and bidding strategies.
This section guides you through setting up and managing A/B tests (experiments) within Google Ads to optimize your campaigns.
Learn how to use campaign groups and set performance targets for your campaigns.
This lesson focuses on the various settings available for both campaigns and ad groups within Google Ads.
A practical guide on how to navigate the Google Ads Policy Manager and address potential disapprovals.
This section covers various click-tracking methods, including auto-tagging, URL parameters (UTM and ValueTrack), and custom parameters, providing a comprehensive overview of how to track clicks and measure their effectiveness.
Learn basic health audit techniques for identifying issues like duplicate keywords, URL problems, and empty ad groups.
This lesson focuses on understanding and improving your Google Ads Optimization Score.
Learn how to use labels and rules for efficient campaign management and automation.
Learn how to schedule your ad copy to ensure optimal timing for promotions.
A comprehensive walkthrough of the Google Ads interface.
Learn how to use ad customizers, including dynamic keyword insertion (DKI), countdown insertion, and location insertion, to personalize your ads.
This lesson covers conquesting campaigns and using the Google Ads Ad Library.
Learn how to review your Google Ads change history and track any modifications made to your campaigns.
Learn how to implement conversion value rules and strategies for new customer acquisition.
This section focuses on setting up and managing Remarketing List Search Ads (RLSA) campaigns.
This section covers the creation of a comprehensive search campaign, combining all previously learned techniques.
A series of quizzes to test your mastery of search campaign concepts.
This section introduces the ecosystem of Product Listing Ads (PLAs) or Shopping Ads, including Google Merchant Center and product feeds.
This section covers the creation and management of Standard Shopping campaigns, including practical examples.
This section covers the fundamentals of Performance Max campaigns, including campaign structure, targets, signals, and a practical walkthrough.
This lesson focuses on integrating Product Listing Ads (PLAs) into Performance Max campaigns.
This section covers the integration of Dynamic Search Ads (DSA) and search themes into Performance Max campaigns.
This lesson explains how to utilize Performance Max campaigns for local store visits and promotions.
A deep dive into Shopping Ads, including expert strategies, Auction Insights, and the impact on CTR.
This lesson covers bulk uploading products using Google Ads Editor and implementing promotions within Performance Max campaigns.
A comparison of manual and automated bidding strategies, highlighting their strengths and weaknesses.
This section explains Universal App Campaigns and how to create and manage them within Google Ads.
This lesson focuses on using draft campaigns for testing and planning in Google Ads.
This section provides a complete guide to creating, tracking, and analyzing phone call campaigns in Google Ads.
Introduction to Display, Demand Gen, and Video campaigns, focusing on People Targeting.
This section continues the introduction to Display, Demand Gen, and Video campaigns, focusing on Content Targeting, Content Suitability, and when to use each campaign type.
This section details Display campaign creation and management, including different ad types, bidding strategies, and performance analysis.
This section covers Demand Gen campaigns, including ad types, campaign creation, strategies, and use of Google Ads Editor.
Introduction to Video campaigns, focusing on ad types, companion banners, call-to-actions, and CPV bidding strategies.
This section details Video campaign creation, management, and analysis, including Asset Library, various campaign types, and using Google Ads Editor.
This section focuses on setting up and managing remarketing campaigns, including Standard Remarketing and Dynamic Remarketing.
This section explains the inner workings of Google Ads, including data, machine learning, and artificial intelligence.
This lesson focuses on the planning tools available within Google Ads.
This lesson covers the Shared Library tools in Google Ads.
This lesson focuses on the bulk actions tools within Google Ads.
This lesson details the budgets and bidding tools within Google Ads, including shared budgets, bid strategies, and adjustments.
This lesson focuses on measurement tools, particularly attribution, within Google Ads.
A comprehensive overview of various tools available in Google Ads, including Data Manager, troubleshooting resources, business data, billing, and administrative functions.
This section summarizes the entire Google Ads portion of the course and guides you towards Skillshop certification.
Introduction to Microsoft Ads, including account creation and conversion tracking setup.
This section details Microsoft Ads Search campaigns, including campaign types, ad extensions, keyword planner, and a deep dive into search campaign management.
This section covers bulk actions in Microsoft Ads using Microsoft Ads Editor and promo implementation techniques.
This section covers importing campaigns and data from Google Ads into Microsoft Ads.
This section details Microsoft Ads Shopping campaigns, including Microsoft Merchant Center and campaign creation.
This section covers Microsoft Ads Audience campaigns, including the audience library, LinkedIn profile targeting, and various ad formats (Native, Display, Video).
A comprehensive overview of Microsoft Ads.
This section guides you towards Microsoft Ads certification.
This section explains budget pacing, including templates and optimization techniques.
This section teaches you how to use Manager Accounts (MCC) in both Google Ads and Microsoft Ads to manage multiple accounts efficiently.
Concluding remarks and well wishes for the students.