Reading List Category
Resource Type
Lesson

Lesson 1

Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.
Essential Resource Website

Google Analytics for Beginners.

by Google
Essential Resource Video

Walkthrough: Google Ads Interface Tools and…

by Melinn, C.,
Wider Reading Website

About Display ads and the Google Display Network

by Google
Wider Reading eBook

Paid attention : innovative advertising for a…

by Yakob, F.
Wider Reading Website

A Beginner-Friendly Guide to Google Ads for 2024

by Martin, M
Wider Reading Article

Consumer’s attitude towards display google ads

by Al Khasawneh, M., et al

Lesson 2

Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.
Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Essential Resource Video

Benefits of Paid Search

by Melinn, C.,
Essential Resource Video

Paid Search Budget Management

by Melinn, C.,
Essential Resource Video

Google Ads Account Setup

by Melinn, C
Essential Resource Video

Walkthrough: Google Ads Manager Accounts

by Melinn, C.,
Essential Resource Video

Google Ads Account Structure

by Melinn, C.,
Essential Resource Video

Walkthrough: Google Ads Pre-Campaign Setup

by Melinn, C
Essential Resource Video

Campaign Creation

by Melinn, C
Essential Resource Website

Reach Customers & Sell More with Online…

by Google Ads
Essential Resource Video

Walkthrough: Google Ads Campaign Creation

by Melinn, C.,
Wider Reading Website

What is Paid Search? A Guide to the Basics of PPC

by Google Ads
Wider Reading Website

An Introduction to Google PPC (Pay-Per-Click…

by WordStream
Wider Reading Website

What Does a PPC Specialist Do?

by Hughes

Lesson 3

Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.
Essential Resource Video

Walkthrough: Remarketing Lists for Search Ads

by Melinn, C.,
Essential Resource Video

Search Remarketing (RLSA)

by Melinn, C.,
Essential Resource Video

Ad Copy

by Melinn, C.,
Essential Resource Video

Understanding Keywords

by Melinn, C.,
Essential Resource Video

Ad Extensions

by Melinn, C.,
Essential Resource Video

Negative Keywords and Bids

by Melinn, C.,
Essential Resource Video

Keyword Match Types

by Melinn, C.,
Essential Resource Video

Keyword Research

by Melinn, C.,
Wider Reading Video

How To Write Amazing Ad Copy | Google Expert…

by HubSpot Marketing
Wider Reading Video

Walkthrough: Keyword Planner

by Melinn, C.,
Wider Reading Video

The Ultimate List of Free Keyword Research Tools

by Melinn C.,
Wider Reading Video

How to do Google Ads Keyword Research in 2025

by Aaron Young | Google Ads | Define Digital Academy

Lesson 4

Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.,
Essential Resource Video

Walkthrough: Ad Schedule

by Melinn, C.,
Essential Resource Video

Walkthrough: Bid Adjustments

by Melinn, C.,
Essential Resource Video

Paid Search Campaign Optimization

by Melinn, C.,
Essential Resource Video

Paid Search Budget Management

by Melinn, C.,
Essential Resource Video

Landing Pages

by Melinn, C.,
Essential Resource Video

Bidding Best Practices

by Melinn, C.,
Wider Reading Website

5 ways to use Quality Score to improve your…

by Google Ads
Wider Reading Other

5 Best Practices for Great Landing Pages

by Melinn, C.,
Wider Reading Website

Uncover Your Competitor's PPC Strategy to…

by Semrush
Wider Reading Other

How to Improve Your Google Ads Quality Score…

by Melinn, C.,

Lesson 5

Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.
Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Essential Resource Video

Google Ads Display Ads Tutorial 2025 (Step-by-…

by Ivan Mana
Wider Reading Video

The RIGHT Way to Set Up Google Ads Display…

by Grow My Ads
Wider Reading Video

Google Ads Optimization Checklist (2025 Edition)

by Ben Heath - Google Ads

Lesson 6

Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.
Essential Resource Video

Google Shopping and Google Merchant Center

by Melinn, C.
Essential Resource Video

Other Search Networks

by Melinn, C.
Wider Reading Video

How To Set Up A PERFORMANCE MAX Google Ads…

by Ben Heath - Google Ads
Wider Reading Video

Performance Max campaigns: General concepts video…

by Google Ads
Wider Reading Video

How to Setup Performance Max Campaigns – Google…

by Loves Data

Lesson 7

Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.,
Essential Resource Other

Conversion Attribution Models

by Coomer, C., and Melinn, C.,
Essential Resource Video

Walkthrough: Linking Google Analytics Conversions…

by Coomer, C., and Melinn, C.,
Essential Resource Video

Conversion Tracking

by Coomer, C., and Melinn, C.,
Essential Resource Video

Walkthrough: Google Tag Manager

by Coomer, C., and Melinn, C.,
Essential Resource Other

Google Analytics and Google Ads

by Coomer, C., and Melinn, C.,
Essential Resource Video

Google Tag Manager

by Coomer, C., and Melinn, C.,
Essential Resource Video

Walkthrough: Performance Metrics and Segments

by Coomer, C., and Melinn, C.,
Essential Resource Other

Key Performance Indicators

by Coomer, C., and Melinn, C.,
Essential Resource Video

Walkthrough: Using Data to Optimize Campaigns

by Coomer, C., and Melinn, C.,
Essential Resource Other

Importing Google Analytics Data into Google Ads

by Coomer, C., and Melinn, C.,
Essential Resource Video

Conversion Optimization

by Coomer, C., and Melinn, C.,
Essential Resource Other

Paid Search Metrics

by Coomer, C., and Melinn, C.,
Wider Reading Website

Crafting a Digital Advertising Plan

by DigitalMarketer
Wider Reading Website

From Data to Insights: A Beginner’s Guide to…

by Dignard, E.,

Lesson 8

Key Text eBook

Digital Marketing Excellence

by Chaffey, D. and Smith, P. R.
Key Text eBook

Digital Marketing: Strategy, Implementation and…

by Chaffey, D., and Ellis-Chadwick, F.,
Essential Resource Video

Walkthrough: Creating events in GA4

by Coomer, C., and Melinn, C.,
Essential Resource Video

Introducing Events

by Coomer, C., and Melinn, C.,
Essential Resource Other

Linking GA4 to Other Tools

by Coomer, C., and Melinn, C.,
Essential Resource Video

Google Ads Reports

by Coomer, C., and Melinn, C.,
Essential Resource Video

The Key Reports

by Coomer, C., and Melinn, C.,
Essential Resource Other

Types of GA4 Events

by Coomer, C., and Melinn, C.,
Essential Resource Video

Walkthrough: Linking Google Tools to GA4

by Coomer, C., and Melinn, C.,
Essential Resource Other

Google Analytics 4 (GA4) Fundamentals

by Coomer, C., and Melinn, C.,
Essential Resource Video

Introduction to Digital Marketing Analytics

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: GA4 Retention Reports

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: GA4 User Reports

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: GA4 Acquisition Reports

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: Engagement Reports

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: GA4 Advertsing Reports

by Coomer, C., and Melinn, C.,
Wider Reading Video

Walkthrough: Monetization Reports

by Coomer, C., and Melinn, C.,
Wider Reading Website

2 Key Formulas for Understanding Your PPC Data

by Coomer, C., and Melinn, C.,