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Google Ads Search Certification Syllabus

Google Ads Fundamentals and Campaign Structure

Covers the Google Ads ecosystem, account structure, campaign settings, and the Google Search advertising auction.

20%

Weight

Questions

Marks

Google Ads Ecosystem

Google Ads account, campaign, and ad group hierarchy
Campaign types: Search, Display, Shopping, Video, App, Performance Max
Campaign goals and objective selection
Google Ads auction: Ad Rank = Quality Score × Bid × context

Campaign Settings

Geographic and language targeting
Ad scheduling and dayparting
Devices: desktop, mobile, tablet bid adjustments
Budget types: daily budget and campaign budget recommendations

Keyword Strategy and Match Types

Covers keyword research, keyword match types, search term reports, negative keywords, and Quality Score components.

20%

Weight

Questions

Marks

Keyword Match Types

Broad match, phrase match, and exact match
How match types affect reach and precision
Keyword close variants and how Google interprets intent
Negative keywords: campaign vs ad group level

Quality Score

Quality Score components: Expected CTR, Ad Relevance, Landing Page Experience
Impact of Quality Score on Ad Rank and CPC
Improving Quality Score: ad copy, keyword grouping, landing page alignment
Search term report analysis for optimization

Ad Creation and Extensions (Assets)

Covers responsive search ads (RSAs), ad copy best practices, and ad extensions (now called assets) to enhance search ads.

20%

Weight

Questions

Marks

Ad Copy and RSA

Responsive Search Ad structure: headlines and descriptions
Ad strength indicator and pin usage
Dynamic keyword insertion and IF function
Ad copy testing and performance review

Asset Types

Sitelink assets: additional landing page links
Callout assets: short promotional text
Structured snippet assets: feature lists
Call assets and location assets
Price, promotion, and image assets
Lead form assets for in-ad lead capture

Bidding and Budget Optimization

Covers manual bidding, Smart Bidding strategies, Target CPA, Target ROAS, Maximize Conversions, and bid adjustments.

25%

Weight

Questions

Marks

Automated Bidding

Target CPA (Cost Per Acquisition) bidding
Target ROAS (Return on Ad Spend) bidding
Maximize Conversions and Maximize Conversion Value
Enhanced CPC (eCPC) as a transition strategy
Maximize Clicks for traffic campaigns

Bid Adjustments and Portfolio Bidding

Device, location, and time bid adjustments with Smart Bidding
Shared budgets across campaigns
Portfolio bid strategies for multiple campaigns
Seasonality adjustments for Smart Bidding

Audience Targeting and Performance Max

Covers audience solutions including in-market, affinity, and custom audiences, RLSA, Customer Match, and Performance Max campaigns.

15%

Weight

Questions

Marks

Search Audience Targeting

Remarketing Lists for Search Ads (RLSA)
Customer Match with email lists
In-market and affinity audience segments
Similar Audiences and custom intent audiences
Audience observation vs targeting mode

Performance Max Campaigns

Performance Max campaign structure and asset groups
Audience signals for guiding Google AI
Performance Max for Search network coverage
Performance Max insights and reporting
When to use Performance Max vs Standard Search campaigns

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Timed Exams

Simulate real exam conditions with timed practice tests

Exam-like environment
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Latest exam patterns
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Interactive diagrams
Topic relationships

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Topic-wise performance analysis
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Weak area identification

Learning Progress

Google Ads Fundamentals and Campaign Structure 85%

Keyword Strategy and Match Types 92%

Practice Test Scores

95%

Latest Score

Above passing threshold

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