Paid Advertising Basics

Plan, launch and optimise search and social ad campaigns: keywords, match types, Quality Score, bidding, tracking and budgets.

A Intermediate course for adult learners. Each of the 9 lessons explains one topic clearly, gives worked examples you can copy and adapt, lists key takeaways, sets a practical exercise and ends with a 5-question quiz that explains every answer.

What you will learn

1. How Online Advertising Works
2. Search Ads: Keywords and Match Types
3. Writing Ads and Using Assets
4. Quality Score and Ad Rank
5. Bidding Strategies and Budgets
6. Targeting, Audiences and Retargeting
7. Conversion Tracking for Ads
8. Landing Pages for Paid Traffic
9. Optimising and Scaling Campaigns

Lessons take about 20 minutes. Pass every quiz to earn your certificate of completion. All advice follows search engine and platform guidelines: no shortcuts, link schemes or spam tactics.