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Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices

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

On quote

3 days
Onsite
12 people max.

Request a quote See the program

Ref: NGC258

12 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 SEA mastery, 40% of ad budgets are wasted on unqualified clicks and inflated bids, according to industry studies.
An average company thus loses 20 000 € per year in disappointing ROI and missed opportunities, with 60% of campaigns underperforming due to lack of optimization.
This erodes market share against agile competitors, threatening growth and exposing marketing leads to serious professional failures.
Every quarter without solid SEA skills widens competitive gaps, making any recovery more costly and uncertain.

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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 how search engines work and the role of SEA ads
Set up and effectively manage Google Ads and Bing Ads campaigns
Structure and optimize ad groups and keyword selection
Optimize budgets and advertising profitability (CPC, CPA, ROAS, lead quality)
Analyze and interpret campaign performance using analysis tools
Apply best practices to maximize conversions and avoid common mistakes

Program

Module 1Overview of Search Engine Advertising and Strategy Selection

General presentation of search engines and advertising models. Introduction to Google Ads and Bing Ads. Differences between SEA and SEO. Case study on the role of SEA in an overall digital strategy. Selecting campaign objectives (traffic, leads, conversions). Defining KPIs and calculating ROI.

Module 2Creating and Structuring SEA Campaigns

Setting up a Google Ads account. Campaign structure: campaigns, ad groups, ads, and keywords. Keyword match types and their impact on delivery. Using keyword planning tools (Keyword Planner). Writing effective ads (headlines, descriptions, extensions). Ad extensions and best practices. Bid settings: manual vs. automatic. Introduction to Quality Score.

Module 3Optimization, Monitoring, and Performance Analysis

Tracking performance using Google Analytics and Google Ads reports. Segmenting campaigns to optimize targeting (geographic, demographic, devices). Adjusting bids and budgets. Negative keywords. A/B testing of ads. Continuous optimization (improving Quality Score, landing pages, extensions). Campaign review, reporting, and SEA monitoring. Tips for staying current with Google Ads updates.

Evaluation method

Case studies and hands-on exercises at each key stage
Validation multiple-choice quiz at the end of the training
Presentation of a mini-SEA project

Learning method

Interactive video conferencing sessions
Live demonstrations on the Google Ads interface
Practical workshops creating real campaigns
Detailed course materials and SEA checklists

Methods, materials and delivery

The Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices training?+

They can understand how search engines work and the role of SEA ads, set up and effectively manage Google Ads and Bing Ads campaigns and structure and optimize ad groups and keyword selection. Those are the stated objectives of the Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices program at Intermediate level, checked by the end-of-session assessment.

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

Day 1: Overview of Search Engine Advertising and Strategy Selection. Day 2: Creating and Structuring SEA Campaigns. Day 3: Optimization, Monitoring, and Performance Analysis. The Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices program runs over 3 days, delivered on site.

How is Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices training assessed?+

Assessment relies on case studies and hands-on exercises at each key stage, validation multiple-choice quiz at the end of the training and presentation of a mini-SEA project. Learni issues a completion certificate together with the individual assessment report at the end of the Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices program, which an L&D team can file as evidence.

How much does Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices training cost per participant?+

Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices training?+

Basic knowledge of digital marketing or prior experience managing a website.

Is a certificate issued after Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices 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): Fundamentals and Essential Practices 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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