Course Overview
Google Ads is the most widely-used advertising platform today and constantly evolves to help advertisers keep up with current marketing trends. Therefore, having a solid understanding of the platform is a key component of running a successful marketing campaign. This course will teach you how to navigate the platform, set up and optimize campaigns, improve performance, apply advanced techniques, and analyze performance data.
Skill Level: Beginner
Key Takeaways
- Understand how to navigate through the Google Ads platform
- Describe the foundation of a successful paid search campaign
- Identify tools for selecting relevant keywords
- Understand the importance of negative keywords
- Define multiple bidding strategies
- Explain the different types of audience targeting
- Analyze performance data
Are you an AMA Professional Certified Marketer®️? This training is worth 6 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
Learning Format
This self-paced course features a mobile-friendly mix of videos, real-world case studies and games. You’ll also have access to a subject matter expert in case you have questions along the way.
Pricing
$99
You will leave ama.org to make this purchase.

This course is hosted by our approved learning partner, MindEdge. You’ll be sent to their site to purchase this training, and their customer service team can answer any additional questions you have about the course. As an official partner, the AMA may receive compensation for your enrollment.

3 hours | 23 Modules | Intermediate
Conversion Rate Optimization
Conversion Rate Optimization is the process of steady and incremental marketing improvement to yield stronger results. In this course, you will discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing. In addition, you will gain the knowledge and resources to be a more effective professional through various instructive techniques, including subject matter expert videos and case-study scenarios.

4 Hours | 38 Modules | Beginner
Paid Search (PPC)
Paid Search advertising, also called pay-per-click (PPC), is used to pay for website traffic. This course explores search marketing, the search process and the buying cycle. You will learn how to set up a successful PPC account, set and measure goals, and optimize keyword usage using various strategies. Plus, examine the components of effective ads and landing pages, learn how to optimize ad targeting, and understand when to use search or display advertising. The course also delves into research and analysis considerations, such as report creation, improving quality scores, and using A/B and multivariate ad testing.