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

Ref: NGC258
12 people max.
From $3,465 HT / per person
Group rate: $8,663 (team / on-site)
Pay in 3 installments · On-site on request · +$540 with certification exam
3 days
Remote

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Aptar
ArcelorMittal
Equans
EDF
Ubisoft
Microsoft
Aptar
ArcelorMittal
Equans
EDF
Ubisoft
Microsoft
Aptar
ArcelorMittal
Equans
EDF
Ubisoft
Microsoft
Aptar
ArcelorMittal
Equans
EDF
Ubisoft
Microsoft
Aptar
ArcelorMittal
Equans
EDF
Ubisoft
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

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.

Don't let this gap widen

Why this program matters

  • Without this upskilling, your team accumulates a technological gap that translates directly into productivity loss.

  • Organizations that don't train their talents on key topics see their competitiveness drop.

  • Every quarter without training is a gap widening with competitors who invest.

  • The cost of inaction quickly exceeds that of well-targeted training.

Célian Lebacle
Célian Lebacle

Learni trainer · Web & mobile expert

73%productivity gap
×3cost of inaction

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.

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.

FAQ

Frequently asked questions

How much does the Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices training cost?+
The individual price is $3,465, and the team / on-site price is $8,663 (USD). A detailed quote is sent within one business day.
How long is the Training: Mastering Search Engine Advertising (SEA): Fundamentals and Essential Practices training?+
The training lasts 3 journées, available live online (US time zones) or on-site at your offices.
How is this training paid for?+
Most US teams pay directly through their company (L&D or training budget). We invoice in US dollars and accept bank transfer (ACH/wire) or card, with volume pricing for teams. A purchase order is welcome.
Are there any prerequisites?+
Basic knowledge of digital marketing or prior experience managing a website
Is a certificate delivered at the end?+
Yes. A Learni completion certificate is issued, along with the individual evaluation report.
Does Learni provide the equipment?+
No. A computer and stable internet connection are required for the participant. Learni provides the educational platform, the trainer and all course materials.
On-site & remote

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