CURV 821 - Google Ads Strategy
Course Description
The ability to design and execute an effective paid search advertising strategy is a must-have skill in today's competitive digital marketing landscape. Whether you're an emerging marketer or an experienced professional, this microcredential validates the advanced skills needed to design Google Ads strategies that deliver measurable results for any organization
In Google Ads Strategy, you'll demonstrate your expertise in creating campaigns that maximize visibility and return on investment. From identifying impactful keywords and match types to structuring campaigns that seamlessly connect search terms, ads, and landing pages, this microcredential assesses the skills necessary to take on the entire lifecycle of Google Ads planning.
You will also be required to:
- Define target costs, bid limits, and budgets based on client needs
- Recommend goals that align with KPIs to measure success effectively
- Implement tools, techniques, and strategies that ensure a campaign achieves maximum performance
What to Expect
When you sign up, we provide resources and exercises to refresh your skills in paid search advertising. You’ll then complete an assessment to showcase your ability to craft a comprehensive Google Ads strategy. An expert will review your work, and you’ll receive personalized feedback. If you meet our standard for expertise, you’ll earn a Toronto Metropolitan University Curv microcredential from The Chang School that validates your ability to:
- Analyze a client brief, including campaign goals and budget, to design a strategic paid advertising plan
- Develop a campaign structure that aligns keywords, ad copy, and landing pages with client objectives
- Set spend targets, KPIs, and other critical parameters to achieve measurable results
- Apply quality assurance practices and industry standards to craft compelling ad copy
- Justify your strategy by demonstrating your rationale and decision-making process
For the assessment, you will:
- Be assigned a realistic workplace scenario requiring you to analyze a client’s e-commerce site and build a Google Ads campaign tailored to their goals
- Populate tabs with keywords, ad copy, landing pages, and budget allocations using a provided spreadsheet template
- Record a video walkthrough explaining your strategy and decision-making to complete the process
- This microcredential confirms that you can build and present a robust Google Ads campaign strategy grounded in best practices and designed to deliver results
Meet the Curv Creator
Meet Aisling! Aisling McCabe is an expert in the digital marketing industry and currently leads the North American team for Tug Agency, a global advertising agency. Aisling is the General Manager overseeing both the Toronto and New York offices with departments in Paid Media, SEO, Data Science and Strategy. She began her digital marketing career in paid media and has expertise across paid search, paid social and programmatic buying. Her experience spans across many verticals, with a particular focus on education, B2B and eCommerce advertising.
Learn more about Aisling
Who Should Take This Program?
This program is for aspiring and advancing marketers ready to take the next step in their careers.
Whether you’re an entry-level job seeker aiming to break into the marketing world or an early-career professional looking to transition from a “Coordinator” to a “Strategist” role, this microcredential is designed for you.
You might be self-taught or have a Bachelor’s degree in Business, Communications, Media, or Humanities—but what sets you apart is your drive to validate and enhance your expertise. This program equips you with the knowledge and skills to design effective paid advertising campaigns, showcasing your ability to deliver measurable results in a competitive marketing landscape.
No matter your background, this microcredential demonstrates that you’re ready to thrive in today’s fast-paced marketing environment.
Frequently Asked Questions
What are the requirements for this microcredential?
You should have foundational knowledge and skills before enrolling. If you can answer ‘yes’ to all of the following statements, then you may be ready to enrol:
- Basic computer literacy (hardware, software, Internet, etc.)
- Knowledge and familiarity with at least one generative AI tool (e.g., ChatGPT, Google Gemini, Bing Chat, etc.)
- Proficiency with spoken and written English
- Understanding of analyzing data
- Familiarity with tools such as Zoom and QuickTime for virtual collaboration and recording
- Basic knowledge of Google Ads, including campaign fundamentals and keyword usage
What do I need to do for the assessment?
Design a paid advertising plan for Google Search that aligns with client needs and KPIs. Using a provided scenario and spreadsheet template, you’ll create a campaign strategy, including keywords, ad copy, landing pages, spend targets, and KPIs.
Record a video walkthrough explaining your rationale and decision-making process to complete the assessment. Alternatively, submit a written response with your screen recording.
This assessment validates your ability to create and present a Google Ads strategy that delivers measurable results.
What are the technological requirements for the assessment?
You will need a:
- Stable Internet connection (no minimum connection speed required)
- Computer with an Internet browser (e.g., Edge, Safari, Chrome, Firefox, etc.) Note: Chrome Internet browser is recommended for optimal experience
- Mobile phone* capable of receiving an SMS text message
*Why do I need a mobile phone? To log in to the my.torontomu.ca portal and access the microcredential environment (D2L Brightspace), you will need a mobile device for two-factor authentication.
How much time do I have to complete the assessment after enrolling?
Your microcredential will last two weeks. In the first week, you will have access to the microcredential environment (D2L Brightspace) to explore the supporting materials and practice activities that prepare you for the assessment. The supporting materials are self-paced and can take approximately two to seven hours to complete, depending on your prior knowledge and experience.
In the second week, you will gain access to the assessment. You will be able to open the assessment window at any time within that second week. Depending on the microcredential, the assessment window may be time limited (for example, three hours).
What are my support options?
Upon enrolling, you will have access to supporting resources that will help you access the required software for the assessment. If you have any questions or experience any technical issues, you may contact Toronto Metropolitan University’s Computing and Communications Services (CCS) by email or phone.
What happens once I complete the assessment?
A week after you complete the assessment, you will receive your result from an expert assessor.
If you are able to meet the criteria and pass the assessment, you will receive a shareable Curv microcredential digital credential from The Chang School at Toronto Metropolitan University. This credential can be shared on your LinkedIn profile, personal website, or anywhere you want to display your achievements.
If you are not able to meet the criteria and do not pass the assessment, you can re-enrol and try again when the next offering of this microcredential is available. Be sure to review your feedback and ensure that you have filled any gaps in knowledge or skill before registering for a future offering of this microcredential.