1. Overview of SEM and other source of paid marketing
2. Google My client centre (MCC)
3. Google ads account structure and access
4. Ad types (Search, Display, Shopping, Video, Gmail, Call-only, Responsive ads)
5. Billing and payments
6. Google Search Network (PPC)
7. Ad Ranking and Quality Score
8. Keyword research
9. Keyword match types
10. Ad Extensions
11. Audience and location targeting
12. Bidding and auction
13. Bidding strategies
14. Device bid adjustments
15. Dynamic search ads (DSA)
16. Dynamic Keyword Insertion (DKI)
17. Auction Insights and search attribution
18. Google Tag Manager
19. Conversion setup and conversion actions
20. Remarketing setup and remarketing lists (Search and Display)
21. Google Display Network (GDN)
22. Predefined reports (Dimensions)