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Google Ads Masterclass

get the best return on your google ad spend

Master Google™ Advertising.

This Masterclass is a comprehensive look at all aspects of Google Ads. Get an introduction to paid advertising and walk away with an understanding of the essential elements needed to create successful paid campaigns via Google. This is a great opportunity for anyone looking to expand their brand awareness through tried-and-true techniques as taught by an industry expert. 

What you will learn at a glance
Kshs 65,600 One off
This Masterclass is meant for those with limited Google Ads experience looking to master search marketing and Google Ads.
  • Introduction to Google Ads
  • How to setup and manage a Google Ads account
  • Keyword Strategies
  • How to use Match Types to Control Who See Your Ads
  • Bidding Strategies
  • How the Google Ads Auction works
  • How to Create Ads That Convert
  • Landing Page Best Practices
  • How to Setup Call and Conversion Tracking
  • Navigating the Google Ads Interface
  • Optimizing your Campaign for Maximum Results
  • Remarketing for Search & Display
  • Campaign Automation
  • Display Advertising with Google Ads

Frequently Asked
Questions.

Who is the target audience for this course?

The program is best suited for Business owners or marketers who would like a better understanding of Google Ads to manage agency relationships or bring Google Ads in-house.

Does this course require any prior knowledge or experience?

Students must be comfortable using a computer. No other prior knowledge is required. 

Do I need to bring anything to the class?

No. We provide computers (Mac or PC) with relevant software installed.

A Google Ads account is not mandatory, however, if you already have one set up, you’ll need to make sure you have access to it during class.

Do you offer payment plans or student financing for this course?

This course does not qualify for payments plans or student financing.  Students with disability are however eligible for a subsidised fee structure. Please call our admissions office to discuss your specific financial need.

Can I take this course online (remote learning)?

This course requires in-person attendance. Students in the diaspora are eligible for e-learning. Please call our admissions office to discuss your specific attendance need.

Course Syllabus

Section 1
  • What is Google Ads?
  • Google Ads Terminology
  • The Role of Google Ads
  • Understanding the Google Network
  • How Paid Search Works
  • The Pillars of Google Ad Success
  • What is Keyword?
  • Different Types of Keywords
  • What is Keyword Research
  • Keyword Research Methodology
  • How to Choose the Right Keywords to Target
  • What is a Campaign?
  • Campaign Types
  • Campaign Goals
  • Naming Your Campaign
  • Choosing Campaign Types
  • Location Targeting
  • Languages
  • Budget
  • Delivery Method
  • Bid Strategies: Manual vs Automated
  • What are match types?
  • How to use match types
  • What is an Ad Group?
  • The Goal of Your Ads
  • Anatomy of a Text Ad
  • How to Write Compelling Descriptions
  • Introduction to Call to Actions
  • How to Test Your Ads
  • Ad Policies to Comply With
  • Ad Extensions
  • What is Quality Score?
  • How Quality Score Affects Your Campaigns
  • Quality Score Factors
  • Understanding the Ads Auction
  • What is Ad Rank?
  • How Ad Rank Works
  • What is a Landing Page
  • Landing Page Use Cases
  • Types of Landing Pages
  • Steps to Building High Converting Landing Pages
  • What is a Conversion?
  • What is Conversion Tracking?
  • Different Types of Conversions to Track
  • Steps to Setting Up Conversion Tracking
  • Linking Google Accounts
  • Overview of Google Ads Dashboard
Section 2
  • Understanding Reports in Google Ads
  • Analyzing Reports in Google Ads
  • Analyzing & Optimizing Campaign Performance
  • Data Segmentation
  • Bid Management
  • What is Automation?
  • When to Automate Your Account?
  • Steps to Automating Your Account?
  • Understand what audience targeting is
  • A look at the different types of audience targeting
  • How to setup audience targeting
  • Introduction to Remarketing
  • Types of Remarketing
  • Why you need Remarketing
  • Developing your Remarketing Strategy
  • Installing your Remarketing Code
  • Launching a Remarketing Campaign
  • Introduction to Display Advertising
  • Understanding the Display Network
  • Bidding Strategies for Display
  • Targeting via the Display Network
  • Ad Formats
  • Display Campaign Management
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