AdTech Academy

Search Essentials Certification

Take this free, on-demand course and get ‘Basis Certified’ today!

For the digital newcomer or anyone looking to gain a fundamental
understanding of paid search advertising.

About this Paid Search Advertising Certification

Journey through the essentials of paid search—learn what it is and how it works, determine the differences between the main platforms, and discuss key terms. Leave this eLearning experience with a solid understanding of paid search fundamentals.

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Course Highlight

Paid Search Landscape

Search has come a long way and continues to evolve as technology does too. Learn about recent trends and statistics and highlight the main players in the space.

Additional Learnings in this Course

Learning the essentials is a key part of gaining a competitive edge in the digital space. Leave these industry-recognized programs ‘Basis Certified’!

Building A Successful Campaign

Much like a paid media campaign, paid search comes with best practices and components too. In this session, learn about the key aspects of SEM campaigns and account architecture.


Once a paid search campaign has launched, it’s just as essential to know how to improve it. Run through analysis and ongoing data collection in this lesson.


Are your paid search campaigns not delivering results? In this lesson, learn about the key reasons why ads may not be serving.


Campaign set-up is important, but developing a strategy is another skillset. Leave this lesson understanding paid search frameworks, such as campaign groups, keywords, ad copy, and advanced tactics.

Machine Learning Capabilities

Understand smart bidding strategies, smart shopping campaigns, discovery campaigns, and local campaigns.

Key Terms

When it comes to key terms in paid search, it’s similar to learning a new language! We break down key terms and decipher what you need to know, to advance your knowledge in this space.

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