Google Ads, Google Display Network, Gmail Sponsored Ads, YouTube Ads

We will give you from essential to advanced skills to plan, run and manage an effective online advertising campaign using Google Ads. You will learn how to effectively create a winning Google Ads strategy, Write Effective Ads, Master keyword research, target and re-target ready to buy customers to achieve demonstrable ROI. We’ll plan the sales funnel & build Google Ads campaigns step by step. You will learn to master the nuances of pay per click, display advertising, conversion optimization, and web analytics, and you’ll acquire extensive project experience to prepare you for managing paid marketing initiatives.

Who should attend

Search Engine Marketing Masterclass can be pursued by professionals, entrepreneurs or business owners who want to specialize in Google Ads to Reach, Attract, Engage and Convert their target audience, become effective marketers & improve the company’s bottom line.

This course is best suited for:

  • Anyone looking to learn more about how search engines can impact their businesses
  • Small business owners that want more traffic and leads to their websites
  • Professionals who want to add another skill to their marketing mix.
  • Entrepreneurs building and / or starting a business
  • Public Relations & Brand Managers

What you’ll learn:

  • Have knowledge and expertise on various aspects of Pay Per Click advertising.
  • Be familiar with the auction model, ranking algorithms, and post-click activity.
  • Understand the differences between various search engines and how each one can affect a campaign.
  • Be able to assess the market shared by the search engines.
  • Analyze past and future Pay Per Click trends.
  • Define, measure, and compare keywords and choose the best to fit the advertising model.
  • Have a strong awareness of campaign settings, how to structure a campaign, and pricing models.
  • Be proficient in writing your own ads, developing landing pages, and using ad groups.
  • Review the market trends to decipher which PPC campaign works for other marketers.
  • Track clicks and the Return on Investment to determine success for each campaign.
  • Will have knowledge of display advertising
  • Will gain insights into advanced Content marketing and advanced website conversion rate optimization.

What’s Included:

  • 6 Modules (12 Lessons )
  • Slides & Educational Material
  • Unlimited Lifetime Access (Video Recordings of the class)
  • Hands On: Homework & In-Class Exercises
  • Worksheets, Checklists, Cheat-cheats, Standard Operating Procedures & SWIPE Files, Step by Step Guides
  • Accountability & Coaching (Live Office Hours, Group Coaching & One-on-One’s)
  • Community (Private Facebook Group & Slack Channel)
  • Demo’s & Workshops: Hands-on Exercises & Activities
  • Assignments related to your project with feedback from instructor
  • Certificate of Completion

Module 1:

Introduction to Search Engine Marketing

  • The theory behind successful online advertising
  • Understanding paid search versus organic search
  • Understand key search engine marketing concepts
  • Discover other ad options offered by the Google Ads platform
  • Becoming familiar with the features and benefits of Google Ads
  • How to understand your customers from a psychological level
  • Setting realistic expectations for your Google Ads campaigns
  • How to obtain new customers for your organization using the Google Ads platform
  • How to plan, structure and setup your account, campaigns, ad groups and keywords for optimal results from scratch
  • What makes a great Google Ads campaign: Do’s & Don’ts
  • What keywords are and how to use them to your advantage
  • Performing keyword research and selection with multiple industry tools
  • Discussing targeting, placements, bidding and budgets
  • Understanding how pay-per-click works, quality score and the auction system
  • Perform proactive competitive research
  • Understand the psychology of paid search to do keyword research & plan you campaigns
  • Reach the right audience via effective targeting using location, demographics and placements targeting
  • Create an optimized paid search campaign that increases web traffic utilizing an existing paid search account
  • Create the right bidding strategies to win the auction

Module 2:

Building your strategy and Campaigns

Module 3:

Executing Your Strategy

  • Creating an Ads account and managing a campaign including targeted ad groups, keywords and ad text from scratch
  • Understand the Ad platform and how to get started
  • Creating a remarketing campaigns
  • Create and edit targeted pay-per-click campaigns
  • Set and manage Bids and Budgets for multiple Google Ads Campaigns
  • Use Language, Location, and Placement targeting to zero in on your ideal audience
  • Keyword bidding and audience targeting
  • How to write, A/B test & optimize your ads
  • How to increase Quality Score and decrease your cost per click
  • Learning best practices for all ad formats
  • Writing compelling ad copy that drives better clickthrough rates and converts
  • Using ad extensions
  • Write High-Quality Text Ads for desktop and mobile in compliance with Google ad policies

Module 4:

Writing Winning
Ad Copy

Module 5:

Data Analytics & Reporting

  • How to set up conversion tracking and how to track phone calls from your website/landing page
  • How to track sales, revenue and form submissions using Google Ads
  • How to take advantage of competitor reports and customer data in your campaigns
  • How to analyze keyword data to gain deeper insight into your data
  • How to monitor your campaign performance on a daily, weekly and monthly basis
  • Set and track your Key Performance Indicators (KPIs) on a scorecard
  • Track your performance so you know what's working and what's not
  • How to use tools to automate your optimization tasks and run better analyses (Creating and exporting reports, Data & Analytics: Evaluating performance, Setting up Google Analytics for conversion tracking)
  • How to spot trouble in your account and what you need to do to fix it


Run and manage an effective online advertising campaign using Google Ads. You will learn how to effectively create a winning Google Ads strategy, Write Effective Ads, Master keyword research, target and re-target ready to buy customers to achieve demonstrable ROI.


Apply Today

Fill out the form and I will contact you!


Class starts: TBD
Schedule: 7:00pm to 9:00 pm twice a week



Wanna be the best at Search Engine Marketing?

Ernesto A.
Ernesto A.
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Mike's system has made my life so much better. Every strategy and concept that he teaches is 10 times better than anything else you see online. He thoroughly understands everything when it comes to digital advertising and you would be missing out if you don't take a chance at picking his brain and wisdom on the subject. I took the chance and now my client list keeps rising. My investment was nothing compared to the reward I received. Do it. You'll by happy you did.
Stephanie Shaheen
Stephanie Shaheen
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As a professional in the field, Mike is an ideal source to learn Marketing tools from. He supplements his lessons with projects that allowed me to implement what I learned and truly understand it. His approachable demeanor and accessibility sets him apart from other teachers I've had in the past. He is extremely passionate about his craft and genuinely wants to see his students succeed.
Gerardo Bonell
Gerardo Bonell
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Mike adds a lot of value in the path to take your digital marketing skills to the next level. His vast expertise and deep knowledge explain why he had run very successful campaigns and transfers his knowledge to the students. The combination of theory and real life practice helps to learn at an accelerated pace and grasp the concepts with a firm foundation
Jean Blackwell Font
Jean Blackwell Font
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Mike proved himself to be a well-informed practitioner of digital marketing, and shared his experience and knowledge in a very clear and concise manner. He introduced our cohort to best practices, tips, and tricks of the trade that would have taken a lot of trial and error to figure out on our own. The KPI template he shared as part of an assignment continues to be a part of my toolkit for tracking effectiveness in my email marketing responsibilities - and allows me to make important recommendations to leadership on a regular basis.
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I sort of fell into marketing a few years ago and I knew I needed a course that would fill the knowledge gaps. After researching online courses, I learned about Mike’s Digital Marketing Fundamentals course. It fit with my full-time work schedule and I enjoyed being in a classroom setting learning along with peers from different professional backgrounds. The course gives you a comprehensive understanding of the entire digital marketing landscape. Mike is a wealth of knowledge and an invaluable resource. The course was exactly what I was looking for.
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