Full Course in Google Ads and Google Analytics — Beginner Level

Course overview

Description generated based on course syllabus and open data.

What the Google Ads and Google Analytics course includes

This program builds a foundation in Google advertising (PPC/SEM) and analytics: from account setup to performance evaluation.

• Understanding the Google Ads algorithm and account structure.
• Creating the first campaign: objectives, ad groups, keywords.
• Conversion setup: Leads, Sales, Form Fills and other events.
• Building Google Display and YouTube Ads, Shopping campaigns.
• Bid and ad optimization, analysis in Google Analytics.

Who this Google Ads/Analytics course fits, and who it does not

Best for (Google Ads, PPC, analytics)

• Beginners in Google advertising and Google Analytics.
• Small business owners who need conversion tracking.
• Marketers moving into SEM/PPC and YouTube Ads.
• eCommerce practitioners launching Shopping and remarketing.

May not fit

• Those expecting immediate outcomes without testing and analysis.
• Those seeking only advanced topics without fundamentals.

From problem to target state in Google Ads and Google Analytics

• Problem: chaotic account structure and unclear metrics. Target state: organized campaigns with clear goals and tracked conversions in GA.
• Problem: low keyword relevance. Target state: intent-based segmentation, negatives, higher-quality traffic.
• Problem: underperforming ads. Target state: testing copy, extensions, and YouTube/Display creatives.
• Problem: incorrect conversion tracking. Target state: validated Leads/Sales/Form Fills and attribution.

PPC/SEM: comparison with alternatives

• Self-study (articles/videos): flexible but fragmented; risk of missing critical GA/conversion steps.
• Other platforms (Meta, TikTok): useful for reach, but different signals and formats; for search intent, Google Ads and Shopping are better aligned.
• Agency: saves time but reduces control and still requires literacy to assess reports.

Competencies after completing the materials

• Understanding Google Ads logic and first-campaign setup.
• Ability to track conversions and build reporting in Google Analytics.
• Hands-on practice with Search, Display, YouTube, and Shopping formats.
• Baseline optimization of bids, ads, and keyword audits.

Google Ads and Google Analytics curriculum

Google Ads algorithm and first campaign

• Account structure, objectives, ad groups, match types.
• Budget, location, language, and schedule settings.

Bidding strategies and keyword analysis (SEM/PPC)

• Manual CPC, Maximize Conversions, tCPA/tROAS: when to use.
• Intent research, negatives, search terms.

Ad copy and extensions

• Responsive Search Ads structure, relevance, and CTAs.
• Sitelinks, callouts, structured snippets.

YouTube Ads and Google Display

• Formats, targeting, creatives, frequency.
• Remarketing and intent-based audiences.

Shopping campaigns and feeds

• Merchant Center, feed, product attributes, diagnostics.

Conversions: Leads, Sales, Form Fills

• Tags, events, goal import, validation, attribution.

Google Analytics for measurement

• GA events, basic reports, UTM tagging, data interpretation.

Instructor and experience in Google advertising

The course is authored by Mihir Shah, a Google Ads mentor with long-standing experience managing campaigns across hospitality, cybersecurity, eCommerce, IT, and supply chain for both B2B and B2C projects.