The Google Ads Search Certification covers the topics below. Google does not publish an official weighted exam outline for this assessment, so there are no percentages - the Skillshop Search learning path is the authoritative source for what to study. Treat this as a plain-English map of the practical scope.
| # | Topic | What it covers |
|---|---|---|
| 1 | Search advertising fundamentals | How Search campaigns serve ads, the auction, and Ad Rank |
| 2 | Keywords and match types | Choosing keywords; broad, phrase and exact match |
| 3 | Bidding and Smart Bidding | Manual vs automated bidding; Target CPA, Target ROAS, Maximise conversions |
| 4 | Campaign build and optimisation | Account structure, ad groups, responsive search ads, ongoing optimisation |
| 5 | Measurement and conversion tracking | Setting up conversions and reading performance metrics |
| 6 | AI-driven Search features | Automation, broad match with Smart Bidding, AI-assisted recommendations |
1 - Search advertising fundamentals
How ads enter an auction and why position depends on Ad Rank (bid, ad quality and expected impact), not bid alone.
2 - Keywords and match types
Selecting keywords and using broad, phrase and exact match to control how closely a search query must match before your ad is eligible.
3 - Bidding and Smart Bidding
The difference between manual and automated bidding, and which goal-based Smart Bidding strategy fits which objective.
4 - Campaign build and optimisation
Structuring an account into campaigns and ad groups, writing responsive search ads, and improving performance over time.
5 - Measurement and conversion tracking
Setting up conversion tracking and reading the metrics that show whether campaigns deliver value - the foundation Smart Bidding relies on.
6 - AI-driven Search features
Google’s automation features for Search, including broad match paired with Smart Bidding and AI-assisted recommendations, and the intent behind them.