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SB DIGITAL

Google Ads Certification Course

Overview of the course

Become an industry-ready Google Ads Expert
30 hours | Live Personalised Mentorship in Small Groups
Certificate from SB Digital Academy, Kolkata

The Google Ads Certification Course is a comprehensive, hands-on program designed to equip learners with the skills and strategies needed to run successful advertising campaigns across Google’s advertising platforms. Whether you’re a beginner or looking to sharpen your PPC expertise, this course prepares you to plan, create, optimise, and analyse Google Ads across Search, Display, YouTube, and more.

Register/Book your time slot

Sessions:

  1. January – May
  2. July – November

New batch starts from:

JULY 2025

Total course fee:

According to the Modules you choose to cover (see below)

CONTACT @ 9051980689

Key features of the course

  • 5X higher live interaction with expert-led online classes
  • Master Google Ads ecosystem: Search, Display, YouTube & Remarketing
  • Hands-on experience with real-world ad campaigns
  • Learn advanced bidding strategies and audience segmentation
  • A/B testing and performance optimisation techniques
  • Creative ad design: search copy, banners & video ads
  • Certification-ready training aligned with Google Skillshop
  • In-depth optimisation & analytics using GA4 and Tag Manager
  • Cross-platform strategy: integrate Google Ads with websites & social media
  • Extra live sessions for doubt-clearing and personalised feedback

Specialisation:

  • Search Engine Marketing
  • Display & Banner Advertising
  • YouTube Video Campaigns
  • Remarketing Strategies
  • Audience Targeting & Segmentation
  • Ad Copywriting & Creative Strategy
  • Conversion Tracking (GA4 & GTM)
  • Campaign Planning & Budgeting
  • A/B Testing & Optimization
  • Cross-Platform Integration (YouTube, GA4, etc.)

Job Opportunities:

  • Google Ads Specialist
  • PPC (Pay-Per-Click) Manager
  • Search Engine Marketing (SEM) Executive
  • YouTube Ads Manager
  • Campaign Manager (Search & Display)
  • Remarketing Specialist
  • E-commerce Ads Manager

Programme Type

Certificate Course
(Certificates will be provided by SB Digital Academy, Kolkata)

Duration & Timing

15 Days  (30 lectures)
(Total 30 hours)
2 classes of 2 hours/week

Mode of Training

Live Online Classes with  practical assignments on Google Meet/Zoom

Medium of Instruction

  • English
  • Bengali
  • Hindi

Course Modules

Module 1:- Google Ads Fundamentals
  • Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
  • Module course fee:- 1500/- (Module-wise instalment) for students
  • Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Introduction to Google Ads & Digital Advertising Ecosystem | Class 1 (2 hours)

  1. What is Google Ads?
    • Role in digital advertising
    • Difference between organic SEO vs paid search (PPC)
  2. Ad Networks Overview
    • Google Search Network
    • Google Display Network
    • YouTube Ads (Video)
    • Discovery & Shopping Ads (brief intro)
  3. Why Google Ads?
    • Intention-based advertising
    • Reach and targeting power
    • Direct ROI tracking
  4. Practical

Day 2: Setting Up Your Google Ads Environment | Class 2 (2 hours)

  1. Setting up a Google Ads account
    • Choosing expert mode vs guided setup
    • Interface walkthrough: Home, Campaigns, Tools & Settings, Billing
  2. Understanding Campaign Structure:
    • Account > Campaign > Ad Group > Ads > Keywords
  3. Linking Google Ads to other tools:
    • Google Analytics (GA4)
    • Google Tag Manager (intro)
  4. YouTube channel (if using video ads later)
  5. Practical

Day 3: Core Concepts & Key Terminology | Class 3 (2 hours)

  1. Essential Metrics & Terminology
    • Impressions, Clicks, CTR (Click-Through Rate)
    • CPC (Cost Per Click), CPM, CPA
    • Quality Score & Ad Rank
    • Conversion, ROAS, Conversion Rate
  2. How the Ad Auction Works
    • Keyword bidding
    • Quality Score factors (Ad relevance, expected CTR, landing page experience)
  3. Ad Rank Formula
    • Ad Rank = Bid × Quality Score
  4. Practical
Module 2:- Search Campaigns – Mastering Text Ads
  • Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
  • Module course fee:- 1500/- (Module-wise instalment) for students
  • Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Keyword Research & Match Types | Class 1 (2 hours)

  1. What are Keywords in Search Ads?
    • Importance of relevance to user intent
    • User behaviour and the search funnel
  2. Using Google Keyword Planner
    • Finding keyword ideas
    • Analysing keyword volume, CPC, and competition
    • Organising keywords by ad group/theme
  3. Keyword Match Types
    • Broad Match (default)
    • Phrase Match (“keyword”)
    • Exact Match ([keyword])
    • Negative Keywords: What they are and how they help
  4. Practical

Day 2: Writing Effective Responsive Search Ads (RSA) | Class 2 (2 hours)

  1. Search Ad Structure:
    • Headlines (max 15, shown up to 3)
    • Descriptions (max 4, shown up to 2)
    • Display Path (vanity URL)
  2. Best Practices for Writing RSA:
    • Use CTAs: “Call now”, “Get a quote”, “Free consultation”
    • Highlight benefits, USPs (Unique Selling Points)
    • Use keyword insertion for relevance
  3. Understanding Pinning (optional)
  4. Practical

Day 3: Campaign Setup, Extensions & Bidding Strategies | Class 3 (2 hours)

  1. Campaign Settings:
    • Objective selection (Sales, Leads, Website Traffic)
    • Location and language targeting
    • Audience segments (in-market, affinity, custom)
  2. Ad Extensions Overview:
    • Sitelinks
    • Callouts
    • Structured Snippets
    • Call Extensions
  3. Bidding Strategies:
    • Manual CPC
    • Maximize Conversions
    • Target CPA (tCPA)
  4. Practical
Module 3:- Display Ads & Remarketing
  • Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
  • Module course fee:- 1500/- (Module-wise instalment) for students
  • Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Introduction to Google Display Network & Ad Creatives | Class 1 (2 hours)

  1. What is the Google Display Network (GDN)?
    • Difference between Search vs Display Network
    • Where your ads can appear: websites, YouTube, Gmail, mobile apps
  2. Types of Display Ads:
    • Image ads (static, animated)
    • Responsive Display Ads (auto-sizing)
  3. Banner Ad Sizes and Formats:
    • Common Sizes: 300×250, 728×90, 160×600, 320×100, 468×60, 970×250
    • File types: JPG, PNG, GIF (under 150 KB)
    • Best practices for design: brand colours, readable text, clear CTA
  4. Practical

Day 2: Targeting Options in Display Campaigns | Class 2 (2 hours)

  1. Audience Targeting:
    • Demographics: Age, Gender, Parental Status, Income
    • Affinity Audiences: Long-term interest groups (e.g. “Fitness Buffs”)
    • In-Market Audiences: Ready-to-buy users (e.g. “Business Services”)
    • Custom Audiences: URLs, search behavior, custom intent
  2. Placement Targeting vs Contextual Targeting:
    • Specific websites/apps vs. related content pages
  3. Managed placements vs. automated targeting
  4. Practical

Day 3: Remarketing & Responsive Display Ads (RDA) | Class 3 (2 hours)

  1. What is Remarketing?
    • Importance of reconnecting with site visitors
    • Benefits: higher conversions, brand recall, lower CPC
  2. Remarketing Lists & Audience Manager:
    • Website visitor list via Google Ads tag
    • YouTube viewer audience
    • Customer match (email list)
  3. Creating Responsive Display Ads (RDA):
    • Upload multiple assets: images, logos, headlines, descriptions
    • Auto-adjusts to ad spaces on different devices
    • Google optimises the best-performing combinations
  4. Practical
Module 4:- YouTube Video Ads (TrueView & Shorts)
  • Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
  • Module course fee:- 1500/- (Module-wise instalment) for students
  • Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Understanding YouTube Ad Formats & Linking Channels | Class 1 (2 hours)

  1. YouTube Ad Formats Overview:
    • Skippable In-Stream Ads (TrueView): Play before/during/after videos, skippable after 5 seconds
    • Non-skippable In-Stream Ads: 15–20 sec ads (brand recall focused)
    • In-feed Video Ads: Appear in YouTube search results, related videos
    • Bumper Ads: 6-second, non-skippable; short, punchy branding
    • YouTube Shorts Ads (new): Vertical, immersive ads on the Shorts feed
  2. How Ads Appear: On YouTube, Google video partners (apps/sites)
  3. Linking Google Ads to a YouTube Channel:
    • Steps to verify and link for advanced metrics (likes, shares, subscribers)
  4. Practical

Day 2: Campaign Setup & Targeting | Class 2 (2 hours)

  1. Creating a Video Campaign in Google Ads:
    • Choose goal: Brand awareness, Leads, Website traffic, etc.
    • Select campaign subtype: Skippable, Non-skippable, etc.
    • Set bidding strategy: CPV (cost-per-view), tCPA (target cost per action)
  2. Ad Group & Audience Targeting:
    • Demographics
    • Keywords (intent-based video placements)
    • Topics (content-based placements)
    • Placements: Target specific YouTube videos, channels
    • Custom Intent Audiences: Reach people searching for specific products/services
  3. Practical

Day 3: Creative Strategy & Performance Metrics | Class 3 (2 hours)

  1. YouTube Ad Creative Best Practices:
    • Grab attention in the first 5 seconds
    • Brand visibility throughout the video
    • Call-to-action (CTA) overlays & end screens
    • Ideal lengths: 15s, 30s, 60s
    • For Shorts: Vertical format, captions, high energy pacing
  2. Performance Metrics to Watch:
    • View rate: Views ÷ Impressions
    • CPV: Cost-per-view
    • Watch time, Engagement rate
    • Clicks, Conversions if goal set
  3. Optimising for Better Results:
    • A/B test multiple creatives
    • Adjust targeting and bidding
    • Add CTA overlays and compelling thumbnails
  4. Practical
Module 5:- Optimization & Reporting
  • Duration: 3 Days  (6 hours, 6 classes of 2-hour duration/week)
  • Module course fee:- 1500/- (Module-wise instalment) for students
  • Total Lectures = 3 | Total Assignments = 3 | Total Marks = 150

Day 1: Conversion Tracking Setup & Attribution | Class 1 (2 hours)

  1. Why Conversion Tracking Matters:
    • Measure actions that matter (sales, sign-ups, leads)
    • Tie ad spend to ROI
  2. How to Set Up Conversion Tracking:
  3. Google Tag Manager (GTM):
    • Overview of GTM containers, tags, triggers
    • Installing GTM on a website
  4. Google Analytics 4 (GA4):
    • Linking GA4 to Google Ads
    • Creating GA4 conversion events
  5. Importing Conversions to Google Ads
  6. Attribution Models Explained:
    • Last-click, first-click, linear, time decay, data-driven
    • Choosing the right model for your goals
  7. Practical

Day 2: Optimization Techniques | Class 2 (2 hours)

  1. A/B Testing Strategies:
    • Split test ad variations (headlines, descriptions, creatives)
    • Test different keyword match types or bidding methods
  2. Campaign Optimisation Essentials:
    • Pausing underperforming keywords/ad groups
    • Adjusting bids by device, audience, or time of day
    • Scaling winning campaigns: Increasing budget, duplicating to new geo-locations
  3. Reports That Matter:
    • Search Terms Report: Discover new keywords & negatives
    • Auction Insights Report: Competitor analysis (position, overlap rate, outranking share)
  4. Practical

Day 3: Performance Reporting & Final Project | Class 3 (2 hours)

  1. What to Include in a Performance Report:
    • Impressions, Clicks, CTR, CPC, Conversions, CPA, ROAS
    • Visuals: Graphs, comparison charts, tables
  2. Using Google Ads Report Editor & Google Data Studio (Looker Studio):
    • Create custom dashboards
    • Schedule automated reports
  3. Campaign Wrap-Up & ROI Reflection:
    • What worked? What didn’t?
    • Strategy recommendations
  4. Practical
Register/Book your time slot

Eligibility to apply

  • Anyone who has appeared for the Higher Secondary (+12)examination in the previous or current year
  • Anyone pursuing undergraduate courses (any stream)/post-graduation courses (any stream) from any college all over India
  • Any individual residing in India (any province) of any age
  • Must have a laptop/desktop with a standard/high-speed internet connection. Mobile is optional, as most of the practical assignments will require a desktop/laptop to complete.
  • Prior knowledge of SEO/Digital Marketing is necessary to understand the advanced stages of SEO.
  • An additional crash course in the Introduction of Digital Marketing and Digital Marketing/SEO is required if the applicant does not have any prior knowledge of them.

Selection Procedure:

  • First come, first served basis after an online Google Meet counselling session 

Evaluation pattern for Certification:

  • Online Tests
  • Practical Assignments & Theoretical Questions

Intake Capacity:- 1-5 students/batch *Please note batch will not start till it reaches the minimum number of student enrolments.

Course commencement:- New Batch starts from July 2025

Class Timings (Day/Dates):-

  1. Time Slot 1 (Weekdays Morning Class):- Every Monday & Every Thursday | 11:00 am – 1:00 pm (Booked)
  2. Time Slot 2 (Weekday Evening Class):- Every Monday & Every Thursday | 5:00 pm – 7:00 pm (Admission Open)
  3. Time Slot 3 (Weekday Evening Class):- Every Wednesday & Every Friday | 5:00 pm – 7:00 pm (Admission Open)
  4. Time Slot 4 (Weekday Night Class):- Every Monday & Every Thursday | 8:00 pm – 10:00 pm (Admission Open)
  5. Time Slot 5 (Weekday Night Class):- Every Wednesday & Every Friday | 8:00 pm – 10:00 pm (Admission Open)
  6. Time Slot 6 (Weekend Morning Class):- Every Saturday & Every Sunday | 9:00 am – 11:00 am (Admission Open)
  7. Time Slot 7 (Weekend Morning Class):- Every Saturday | 11:30 am – 12:30 pm (Booked)
  8. Time Slot 8 (Weekend Night Class):- Every Saturday & Every Sunday | 8:00 pm – 10:00 pm (Admission Open)
Register/Book your time slot

Email: sbdigital.contact.in@gmail.com