Search Engine Advertising
Build practical SEA skills to plan, launch and optimize profitable Search campaigns across Google Ads, Microsoft Advertising and related platforms.
SEA is the practice of buying and managing paid visibility on search engines and their advertising networks by working on keywords, intent, ads, audiences, bidding, budgets, conversions and attribution.
The 15-course pathway covers Google Ads Search, Shopping and Merchant Center, Performance Max, audiences and remarketing, Microsoft Advertising, automated bidding and budgets, conversion measurement, attribution, and the use of AI to accelerate campaign analysis, creation and optimization.
By the end of the pathway, you will be able to structure a SEA account, launch consistent campaigns, analyze performance, arbitrate budgets and defend optimization recommendations backed by measurable data.
15 courses · 143 interactive lessons · 45 to 75 hours of conversational learning
Best offer
Complete SEA Bundle
148,50 € excl. VAT
Savings : 99,00 €
29,70 €
22,90 excl. VAT
Savings : 6,80 €
Understanding SEA and the search advertising ecosystem
Understand the role of SEA in a digital marketing strategy, auction mechanisms and the indicators that connect delivery, cost and business results.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Positioning SEA within a digital marketing strategy
- Identifying advertising platforms and surfaces on search engines
- Connecting conversions, CPA, ROAS and profitability
- Coordinating SEA, SEO and GEO in a visibility strategy
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Coordinating SEA, SEO and GEO in a visibility strategy
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
Building a paid acquisition strategy
Turn business objectives into a structured SEA strategy covering audiences, funnel, conversions, channels, budget, success metrics and a management framework.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Turning a business objective into an acquisition objective
- Defining the funnel and the conversions to measure
- Building an initial budget hypothesis
- Formalizing an actionable SEA acquisition plan
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Formalizing an actionable SEA acquisition plan
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
Mastering keywords, intent and targeting in Google Ads
Build Search targeting that correctly reflects search intent, controls irrelevant traffic and prepares continuous optimization through search-term analysis.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
No advanced technical prerequisite. General familiarity with digital marketing and everyday Web use is recommended.
- Analyzing the intent behind search queries
- Interpreting volumes, forecasts, competition and estimated costs
- Grouping keywords by intent and topic
- Building a targeting structure ready to launch
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Building a targeting structure ready to launch
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
9,90 € excl. VAT
38,70 €
28,90 excl. VAT
Savings : 9,80 €
Creating and structuring Search campaigns with Google Ads
Turn strategy into an operational, readable and measurable account structure, then manage campaigns at scale with Google Ads Editor.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Organizing accounts, campaigns and ad groups
- Choosing relevant networks and delivery settings
- Adding useful assets to Search campaigns
- Checking a campaign before launch
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Checking a campaign before launch
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
Designing Search ads and assets that convert
Create relevant, differentiated and testable advertising messages, then analyze performance without separating the ad from the keyword and landing page.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Turning a value proposition into an advertising message
- Writing clear and differentiated descriptions
- Designing variants and test hypotheses
- Analyzing ad performance and deciding what to adjust
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Analyzing ad performance and deciding what to adjust
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
Optimizing landing pages and conversion journeys
Connect the advertising promise to a coherent and measurable conversion experience while covering the CRO principles needed for SEA without turning the course into a general Growth Marketing module.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Ensuring continuity between query, ad and landing page
- Strengthening trust, proof and reassurance
- Validating triggers with Google Tag Manager and Tag Assistant
- Diagnosing losses in a conversion journey
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Diagnosing losses in a conversion journey
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
12,90 € excl. VAT
47,70 €
35,90 excl. VAT
Savings : 11,80 €
Mastering bidding, budgets and automated strategies
Manage SEA investment, choose an appropriate bidding strategy and interpret learning periods, budget constraints, volume objectives and value objectives.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
A working knowledge of the pathway foundations, or initial practical experience in digital marketing, acquisition, content or analytics, is recommended.
- Deepening the logic of auctions and ad ranking
- Managing Maximize Conversions and Target CPA
- Building budgets, pacing and allocation rules
- Reallocating budgets across campaigns based on results
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Reallocating budgets across campaigns based on results
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
Managing audiences, remarketing and first-party data
Use audiences as a layer for understanding and activation while respecting data quality, consent and the central role of search intent.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding the main Google Ads audience types
- Using Customer Match in a controlled framework
- Excluding irrelevant or already-converted audiences
- Building an audience strategy aligned with the funnel
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Building an audience strategy aligned with the funnel
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
Leveraging Shopping and Google Merchant Center
Understand the e-commerce chain between product data, Merchant Center, Shopping delivery and profitability, making feed quality a central performance lever.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding the Shopping and Google Merchant Center ecosystem
- Improving the quality and completeness of product attributes
- Understanding standard Shopping campaigns
- Optimizing product feeds and Shopping campaigns together
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Optimizing product feeds and Shopping campaigns together
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
15,90 € excl. VAT
56,70 €
42,90 excl. VAT
Savings : 13,80 €
Mastering Performance Max in Google Ads
Understand what automation handles, what the advertiser must continue to manage and how to integrate Performance Max into a SEA architecture without giving up governance.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Understanding the architecture and role of Performance Max
- Using audience signals methodically
- Managing brand controls, URLs and useful exclusions
- Choosing between Search, Shopping and Performance Max according to the need
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Choosing between Search, Shopping and Performance Max according to the need
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
Using Microsoft Advertising to diversify acquisition
Extend a SEA strategy beyond Google by mastering import, Microsoft Search, UET, Shopping and multi-engine budget allocation.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Positioning Microsoft Advertising in the SEA ecosystem
- Using targeting options specific to Microsoft
- Using Microsoft Shopping and Microsoft Merchant Center
- Building a multi-engine strategy and allocating budgets
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Building a multi-engine strategy and allocating budgets
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
Using AI and automation in SEA management
Use AI as an assistant for reasoning, analysis and production while preserving human validation, traceability, data control and responsibility for decisions.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Distinguishing native platform automation from external generative AI
- Using AI to produce and challenge ad angles
- Building rules, alerts and management workflows
- Building a human + AI SEA management model
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Building a human + AI SEA management model
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
18,90 € excl. VAT
74,70 €
48,90 excl. VAT
Savings : 25,80 €
Measuring conversions, attribution and profitability with GA4, GTM and Looker Studio
Build measurement reliable enough for decision-making across conversions, value, consent, first-party data, attribution, profitability and decision-oriented reporting.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Building a conversion measurement architecture
- Validating tags and events with Tag Assistant
- Understanding the principles and limits of attribution
- Turning data and measurement gaps into optimization decisions
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Turning data and measurement gaps into optimization decisions
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT
Auditing Google Ads and prioritizing optimizations
Apply a repeatable audit method that turns settings, data, anomalies and opportunities into quantified and defensible priorities for action.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Defining the scope, objectives and method of a SEA audit
- Auditing keywords, negatives and search terms
- Auditing bidding, budgets and investment allocation
- Prioritizing quick wins, corrections and structural projects
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Prioritizing quick wins, corrections and structural projects
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT
Building and defending a complete SEA strategy
Start from a brief, design a complete SEA strategy, define its architecture, tools, budget, measurement plan and governance, then defend the resulting trade-offs.
Course information
Acquisition managers, paid search specialists, SEA consultants, marketing leads and professionals responsible for designing, managing and optimizing search advertising campaigns.
You should already master the pathway foundations or have equivalent experience. Advanced courses build on concepts, metrics and methods introduced earlier.
- Analyzing the brief, market, offer and business objectives
- Designing the keyword, ad and landing-page plan
- Building budget, forecasts and the measurement plan
- Presenting and defending a professional SEA recommendation
- Apply the methods and tools covered in the course to a representative marketing situation.
- Produce a usable analysis, action plan or deliverable by combining the concepts covered: Presenting and defending a professional SEA recommendation
- Interpret the relevant data and metrics to support a reasoned decision.
- Check quality, risks and limitations before making a professional recommendation.
3 to 5 h
24,90 € excl. VAT