# Google Ads Bootcamp Canonical URL: ## Overview This workshop is a comprehensive look at all aspects of Google Ads. Get an introduction to paid advertising and gain an understanding of the essential elements needed to create successful paid campaigns using Google Ads. For more information about the topics covered in class, please refer to the syllabus below. This is a great opportunity for anyone looking to expand their brand awareness through tried-and-true techniques as taught by an NYC industry expert. This class does not cover Google Shopping. ## What you'll learn - Introduction to Google Ads - How to set up and manage a Google Ads account - Keyword strategies - How to use match types to control who sees your ads - Bidding strategies - How the Google Ads auction works - How to create ads that convert - Landing page best practices - How to set up call and conversion tracking - Navigating the Google Ads interface - Optimizing your campaign for maximum results - Remarketing for Search and Display - Campaign automation - Display advertising with Google Ads ## Curriculum ### Section I #### Introduction to Google Ads - What is Google Ads? - Google Ads Terminology - The Role of Google Ads - Understanding the Google Network - How Paid Search Works - The Pillars of Google Ad Success #### Keyword Research - What is Keyword? - Different Types of Keywords - What is Keyword Research - Keyword Research Methodology - How to Choose the Right Keywords to Target #### Creating a Google Ads Account - What is a Campaign? - Campaign Types - Campaign Goals - Naming Your Campaign - Choosing Campaign Types - Location Targeting - Languages - Budget - Delivery Method - Bid Strategies: Manual vs Automated #### Keyword Match Types - What are match types? - How to use match types #### Ad Creation - What is an Ad Group? - The Goal of Your Ads - Anatomy of a Text Ad - How to Write Compelling Descriptions - Introduction to Call to Actions - How to Test Your Ads - Ad Policies to Comply With - Ad Extensions #### Ad Rank & Quality Score - What is Quality Score? - How Quality Score Affects Your Campaigns - Quality Score Factors - Understanding the Ads Auction - What is Ad Rank? - How Ad Rank Works #### Landing Pages - What is a Landing Page - Landing Page Use Cases - Types of Landing Pages - Steps to Building High Converting Landing Pages #### Conversion Tracking - What is a Conversion? - What is Conversion Tracking? - Different Types of Conversions to Track - Steps to Setting Up Conversion Tracking - Linking Google Accounts #### Overview of Google Ads Dashboard ### Section II #### Campaign Optimization - Understanding Reports in Google Ads - Analyzing Reports in Google Ads - Analyzing & Optimizing Campaign Performance - Data Segmentation - Bid Management #### Account Automation - What is Automation? - When to Automate Your Account? - Steps to Automating Your Account? #### Audience Targeting - Understand what audience targeting is - A look at the different types of audience targeting - How to setup audience targeting #### Remarketing with Google Ads - Introduction to Remarketing - Types of Remarketing - Why you need Remarketing - Developing your Remarketing Strategy - Installing your Remarketing Code - Launching a Remarketing Campaign #### Display Advertising with Google Ads - Introduction to Display Advertising - Understanding the Display Network - Bidding Strategies for Display - Targeting via the Display Network - Ad Formats - Display Campaign Management ## Schedule - Aug 6, 2026 – Aug 7, 2026 — NYC - Nov 3, 2026 – Nov 12, 2026 — NYC - Nov 5, 2026 – Nov 6, 2026 — NYC ## Instructors ### Nicole McCullum — Instructor Nicole McCullum is the founder of Captivate Designs, a web design and internet marketing company that helps small businesses establish a professional web presence and generate leads and sales online. She has been involved in web design and internet marketing since 2004 when she founded her first business, a real estate school. Having marketed her first business via the internet with great results, Ms. McCullum decided that she can help other business owners get great results from the internet and she parlayed her experience into a web design and digital marketing company. Ms. McCullum helps her clients get exposure online and increase traffic to their websites through search engine optimization services and training. As a practitioner of SEO, Ms. McCullum has also worked as an SEO Consultant and SEO Trainer. Ms. McCullum has also trained both entrepreneurs and marketing professionals on how to execute a successful SEO strategy. ### J.J. Coleman — Instructor With over 25 years of expertise in digital marketing, J.J. is a recognized authority in the field, blending deep strategic insight with hands-on experience across a wide range of industries. His career includes impactful work with global brands such as American Express, AT&T, McGraw-Hill, Young & Rubicam Advertising, and The New York Times. Holding an MBA in Marketing from NYU’s Stern School of Business, J.J. has also served as an adjunct professor at Pace University, where he taught graduate-level marketing strategy. J.J. is currently the Managing Partner at Contagency, a digital-first agency known for its expert strategy, visionary design, analytical rigor, and results-driven brand growth. In addition to leading agency work, he is an accomplished educator, actively teaching and developing advanced digital marketing curricula for industry professionals. His courses span key areas such as performance marketing, social content marketing, analytics, brand strategy, and digital innovation—empowering the next generation of marketers with actionable skills and thought leadership. J.J. is a certified Meta and Google Ads expert and his agency, Contagency, is a Meta business partner. Passionate about value creation, problem-solving, and the intersection of marketing and technology, J.J. continues to drive meaningful change through education, innovation, and strategic execution. ## FAQ ### Do I need to bring anything to the class? - A Google Ads account is not mandatory, however, if you already have one set up, you’ll need to make sure you have access to it during class. - We provide computers (Mac or PC) with the required software installed. Choose your operating system at checkout. ## Pricing **Tuition:** $650