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Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations

Course created on July 27, 2026Updated on October 5, 2026

On quote

3 days
Onsite
8 people max.

Request a quote See the program

Ref: OMF534

8 people max.

On quote

In-company rate: on quote

On-site and certification exam on quote

3 days

Onsite

Don't let this gap widen

Why this program matters

Without mastering SEA, your search engine advertising campaigns waste on average 35 to 50% of the allocated budget, with no tangible ROI or qualified leads.
75% of under-optimized companies lose more than 20% of market share to agile competitors, with customer acquisition costs multiplied by 2.
These cumulative errors drive a 25 to 40% drop in annual revenue, threatening company growth and exposing marketing managers to serious professional failures.
Each month without optimization accelerates visibility loss, making any recovery exponentially more costly.

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25,663 programs · 25 countries

Every program built with a dedicated engineer

Companies: Aptar, ArcelorMittal, Equans, EDF, Ubisoft and Microsoft.

Learning objectives

Understand the functioning of Search Engine Advertising (SEA)
Set up, configure and optimize Google Ads, Bing Ads or other SEA platform campaigns
Learn to structure accounts and write effective ads
Master budgets and bids to maximize return on investment
Analyze results and adjust campaigns using relevant KPIs

Program

Module 1SEA Fundamentals and Campaign Creation

Overview of search engines and SEA. Terminology (CPC, CPM, CTR, QS, ROAS). Discovery of the Google Ads interface. Account creation, campaign structure, ad groups and ads. Campaign objective definition. Targeting criteria and keyword selection (identification methods and selection strategies, tools). Practical exercises: case analysis, creation of a first test campaign.

Module 2Optimization, Ad Writing and Budget Management

Writing effective ads, ad extension concepts. Compliance rules and best practices. Advanced targeting settings (geolocation, scheduling, audiences). Bid management, cost optimization, budget adaptation based on objectives. Introduction to A/B testing and continuous ad improvement. Study of real campaigns, optimization based on simulated results.

Module 3Analysis, Monitoring and Continuous Optimization

Performance analysis: reading reports and interpreting KPIs (conversion rate, Quality Score, acquisition cost). Introduction to Google Analytics for campaign tracking. Advanced optimizations: scripts, automation, bidding strategies, negative keyword management, remarketing. Best practices to adapt to search engine evolutions. Tips for auditing and sustainably improving a campaign. Practical cases: audit and optimization of an existing campaign.

Evaluation method

Knowledge validation quiz at the end of the training
Practical exercises throughout the course on creating, optimizing and auditing SEA campaigns

Learning method

Alternation of theoretical courses and practical applications
Real and personalized case studies based on participants' fields of activity
Detailed course materials and access to complementary resources
Simulations on the Google Ads platform (and other SEA tools on request)

Methods, materials and delivery

The Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program is delivered onsite or remote (blended-learning, virtual classroom, remote presence). At Learni, an industry-certified training organization, every program is built to maximize skills acquisition regardless of the chosen format.

The trainer alternates between demonstrative, interrogative and active methods (through hands-on labs and/or scenarios). This pedagogical approach guarantees concrete learning that's immediately applicable at work.

Equipment required

For the smooth delivery of the Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program, the following equipment is required:

Mac or PC computers, high-speed fiber internet, whiteboard or flipchart, projector or interactive touch screen (for remote sessions)
Training environments installed on workstations or accessible online
Course materials, hands-on exercises and complementary resources
Post-training access to materials and educational resources

For intra-company training on a site outside Learni, the client commits to providing all required teaching materials (computers, internet, etc.) for the smooth delivery of the program in line with the prerequisites in the communicated program.

* contact us for remote delivery feasibility** ratio varies depending on the program

Skills assessment methods

Assessment of skills acquired during the Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program is performed through:

During training: case studies, hands-on labs and professional scenarios
End of training: self-assessment questionnaire and skills evaluation by the trainer
After training: completion certificate detailing acquired skills

Program accessibility

Learni is committed to making its programs accessible. All our programs are accessible to people with disabilities. Our teams are available to adapt the pedagogical methods to your specific needs. Please contact us for any adjustment request.

Enrollment terms and lead times

Registration is possible up to 48 business hours before the start of training. All our programs are built for corporate L&D budgets and delivered onsite or remotely.

The Learni story

Founded by engineers and learning experts, Learni's mission is to make high-impact tech training accessible to teams everywhere. We work remotely with organizations across the US and Canada, in your time zone, to help teams upskill fast.

Our method

Training quality, guaranteed at every step

Before, during, after: we frame the brief, introduce the trainer, tailor the content and measure impact. You stay in control from kickoff to wrap-up.

Step 1

Rigorous trainer selection

Each trainer is validated on three criteria: hands-on field expertise, proven pedagogy and alignment with your industry.

Triple validation: technical, pedagogical, sectoral.
Minimum rating 4.8/5 over the last 12 sessions.

Step 2

You meet the trainer beforehand

30-minute video call between you and the selected trainer to validate the fit, adjust content and clear any final doubts.

Live briefing on goals and team context.
Veto right — we swap the trainer for free if needed.

Step 3

Content tailored to your context

No recycled slides. The syllabus is reworked from your real cases: tools, constraints, vocabulary, ongoing projects.

Hands-on cases drawn from your stack and projects.
Program co-written then validated by your team.

Step 4

Continuous quality follow-up

Live evaluations, 30/90/180-day check-ins and a consolidation plan. If the impact misses the mark, we rework it.

NPS, knowledge quizzes and skills self-assessment.
Satisfaction guarantee: fully satisfied or free rework.

A simple promise: you don't pay to discover the trainer on day one. Everything is validated upfront, by you.

A child walking to school with a backpack

Our social commitment

A school kit donated to a child for every training booked

To fight inequalities in access to education, Learni donates a complete school kit to a child in need for every training booked. You build your skills, a child heads back to school.

Backpack, notebooks and essential supplies
Distributed through our partner charities
Included, at no extra cost to you

Enroll and offer a kit

FAQ

Frequently asked questions

What can participants do after Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training?+

They can understand the functioning of Search Engine Advertising (SEA), set up, configure and optimize Google Ads, Bing Ads or other SEA platform campaigns and learn to structure accounts and write effective ads. Those are the stated objectives of the Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program at Intermediate level, checked by the end-of-session assessment.

What does the Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program cover, day by day?+

Day 1: SEA Fundamentals and Campaign Creation. Day 2: Optimization, Ad Writing and Budget Management. Day 3: Analysis, Monitoring and Continuous Optimization. The Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program runs over 3 days, delivered on site.

How is Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training assessed?+

Assessment relies on knowledge validation quiz at the end of the training and practical exercises throughout the course on creating, optimizing and auditing SEA campaigns. Learni issues a completion certificate together with the individual assessment report at the end of the Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations program, which an L&D team can file as evidence.

How much does Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training cost per participant?+

Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training is priced on quote. The amount depends on headcount, format and how far the syllabus is tailored to your team. A detailed quote is sent within one business day, and team pricing covers the whole group from the second participant.

How long does Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training take?+

3 days, available live online (US time zones) or on-site at your offices. Half-day tracks spread over several weeks are possible so the team stays operational.

Who pays for Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training?+

Most US teams pay directly through their company L&D or training budget. Learni invoices in US dollars and accepts bank transfer (ACH/wire) or card, with volume pricing for teams. A purchase order is welcome.

What do participants need to know before Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training?+

Basic knowledge of digital marketing and web browsing.

Is a certificate issued after Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training?+

Yes. A Learni completion certificate is issued, along with the individual evaluation report. Learni is a certified training provider and prepares for third-party certifications, but does not award them itself.

Does Learni provide the equipment for Training: Mastering Search Engine Advertising (SEA): Strategies and Optimizations training?+

No. A computer and a stable internet connection are required for each participant. Learni provides the learning platform, the trainer and all course materials.

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