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Google Ads (for SEO Practitioners)

You already understand search intent, landing pages, and how to grow traffic with SEO. This learning path teaches you how Google Ads works and how to run campaigns with a clean, test-driven approach.

Who this is for
  • You are new to Google Ads (PPC)
  • You already know SEO basics (keywords, SERPs, landing pages, conversion intent)

What you will be able to do​

  • Build a simple Search campaign with correct structure and settings
  • Choose keywords and match types without wasting budget
  • Write ads that match intent (like good SEO titles/meta - but with testing)
  • Set up basic conversion tracking and read results correctly
  • Improve performance using a repeatable optimization routine

How to use this documentation​

  1. Read modules in order.
  2. Do the small exercises in each module.
  3. Do not jump to advanced automation until tracking is reliable.

Learning Path​

  1. SEO to PPC Foundations
  2. Introduction to Google Ads
  3. Setting Up a Google Ads Account
  4. Campaign Creation Basics
  5. Keyword Research and Strategy
  6. Ad Creation and Optimization
  7. Targeting and Audiences
  8. Tracking and Conversion Measurement
  9. Optimization and Performance Improvement
  10. Advanced Strategies
  11. Troubleshooting and Common Issues
  12. Reporting and Analytics
  13. Certification and Best Practices
  14. Exercises, Templates, and Glossary

Next Step​

Start with SEO to PPC Foundations to get the core mental models right before you build campaigns.

Original Notion curriculum (baseline)
# Google ads curiculum

Tested: No
Author: Deepseek
Category: Academy
Source: AI

Here's a structured **Google Ads Learning Curriculum** in a table format. This curriculum is designed for beginners to advanced learners and covers all essential aspects of Google Ads.

| **Module** | **Topic** | **Subtopics** | **Learning Objectives** | Detail |
| --- | --- | --- | --- | --- |
| **Module 1: Introduction to Google Ads** | - Overview of Google Ads <br> - Benefits of Google Ads <br> - Types of Google Ads Campaigns | - What is Google Ads? <br> - How Google Ads works <br> - Search, Display, Video, Shopping, App, and Performance Max campaigns | Understand the basics of Google Ads and its various campaign types. | [Introduction to google ads](Google%20ads%20curiculum/Introduction%20to%20google%20ads%2018805f1abc3d80109975fd8240accb26.md)  |
| **Module 2: Setting Up a Google Ads Account** | - Account creation <br> - Navigating the Google Ads interface <br> - Billing and payment setup | - Creating a Google Ads account <br> - Understanding the dashboard <br> - Setting up payment methods | Learn how to create and navigate a Google Ads account. | [Setting up a google ads account](Google%20ads%20curiculum/Setting%20up%20a%20google%20ads%20account%2018805f1abc3d80b69941d574d3ad8744.md)  |
| **Module 3: Campaign Creation** | - Choosing campaign goals <br> - Campaign settings <br> - Bidding strategies | - Campaign types and objectives <br> - Setting budgets, locations, and languages <br> - Manual CPC vs. automated bidding | Create and configure a Google Ads campaign from scratch. | [Campaign creation](Google%20ads%20curiculum/Campaign%20creation%2018805f1abc3d801cbbc8e2ec2ec96e90.md)  |
| **Module 4: Keyword Research & Strategy** | - Keyword research tools <br> - Match types (Broad, Phrase, Exact) <br> - Negative keywords | - Using Google Keyword Planner <br> - Building a keyword list <br> - Avoiding irrelevant traffic | Master keyword research and selection for effective targeting. | [Keyword research & strategy](Google%20ads%20curiculum/Keyword%20research%20&%20strategy%2018805f1abc3d80fcbcccd22148ce1213.md)  |
| **Module 5: Ad Creation & Optimization** | - Writing effective ad copy <br> - Ad extensions <br> - A/B testing | - Headlines, descriptions, and CTAs <br> - Sitelinks, callouts, and structured snippets <br> - Testing ad variations | Create compelling ads and use extensions to improve performance. | [Ad creation & optimization](Google%20ads%20curiculum/Ad%20creation%20&%20optimization%2018805f1abc3d8046b710e141797dcca2.md)  |
| **Module 6: Targeting & Audiences** | - Audience segmentation <br> - Demographics and locations <br> - Custom intent and affinity audiences | - Remarketing strategies <br> - In-market audiences <br> - Location and device targeting | Learn how to target the right audience for your campaigns. | [Targeting & audiences](Google%20ads%20curiculum/Targeting%20&%20audiences%2018805f1abc3d8062a679fc1dbf0c0e41.md)  |
| **Module 7: Tracking & Conversion Measurement** | - Conversion tracking setup <br> - Google Analytics integration <br> - UTM parameters | - Setting up conversion actions <br> - Linking Google Ads with Google Analytics <br> - Tracking campaign performance | Measure and analyze campaign performance effectively. | [Tracking & coversion measurement](Google%20ads%20curiculum/Tracking%20&%20coversion%20measurement%2018805f1abc3d80078466f7c5560c8423.md)  |
| **Module 8: Optimization & Performance Improvement** | - Quality Score improvement <br> - Budget management <br> - Ad scheduling | - Improving CTR and ad relevance <br> - Allocating budget to high-performing campaigns <br> - Optimizing for time and day | Optimize campaigns for better ROI and performance. | [Optimization & performance improvement](Google%20ads%20curiculum/Optimization%20&%20performance%20improvement%2018805f1abc3d80fdaf4cc0272339975f.md)  |
| **Module 9: Advanced Strategies** | - Smart Bidding <br> - Dynamic Search Ads <br> - Shopping campaigns | - Target CPA, Target ROAS, Maximize Conversions <br> - Automating ad creation with DSA <br> - Setting up Google Shopping campaigns | Implement advanced strategies for scaling campaigns. | [Advanced strategies](Google%20ads%20curiculum/Advanced%20strategies%2018805f1abc3d8039a1e4dbc86e30b7db.md)  |
| **Module 10: Troubleshooting & Common Issues** | - Disapproved ads <br> - Low CTR or conversions <br> - High CPC | - Fixing policy violations <br> - Improving ad relevance and landing pages <br> - Reducing costs with better targeting | Resolve common Google Ads issues and improve campaign health. | [Troubleshooting & common issues](Google%20ads%20curiculum/Troubleshooting%20&%20common%20issues%2018805f1abc3d80ce964acdf5bce14fa9.md)  |
| **Module 11: Reporting & Analytics** | - Performance reports <br> - Custom dashboards <br> - Competitor analysis | - Analyzing key metrics (CTR, CPC, ROAS) <br> - Creating custom reports <br> - Using tools like Google Data Studio | Generate actionable insights from campaign data. | [Reporting & analytics](Google%20ads%20curiculum/Reporting%20&%20analytics%2018805f1abc3d8096bf36f29d7428b716.md)  |
| **Module 12: Certification & Best Practices** | - Google Ads certification <br> - Industry best practices <br> - Staying updated with Google Ads changes | - Preparing for Google Ads certification exams <br> - Following best practices for success <br> - Keeping up with algorithm updates | Gain certification and stay ahead in the Google Ads landscape. |  |

---

### **Additional Notes:**

- **Hands-On Practice**: Each module should include practical exercises, such as creating a sample campaign or analyzing a case study.
- **Resources**: Use Google's Skillshop, YouTube tutorials, and blogs for additional learning.
- **Time Commitment**: Each module can take 2-4 hours, depending on depth and practice.

Let me know if you'd like me to expand on any specific module or provide additional resources!