Essentials
8 guided hoursModules 1-2. An introduction with practical exercises and a small reviewed artifact.
MARKETING · SOME PAID-SEARCH FAMILIARITY
Automate PPC
Review performance faster. Keep control of spend.
Build a PPC reporting and review workflow using sample campaign data. Learn data checks, pacing reports, rule design and approved changes without letting an automation spend or publish unchecked.
COURSE OVERVIEW
What does the PPC automation course teach?
Practise campaign reporting, budget pacing, review rules and read-only API workflows using sample or authorised data. Build a campaign monitoring assistant without automatically changing live bids or budgets.
OPTIONAL AI PRACTICE
Apply AI to a relevant task.
Selected modules include an optional prompt-and-review exercise. Verify the result using the underlying skills taught in this course.
Explore the Prompting FoundationA STARTING POINT THAT FITS
Three learning levels.
Practitioner
24 guided hours totalModules 1-6, including Essentials. Complete the core labs and an assessed practical project.
Advanced
12 additional guided hoursTwo extension modules and a four-hour project clinic after practitioner readiness.
These are curriculum planning options. We confirm the timetable, delivery format, fees and required accounts before enrolment. Practitioner includes Essentials; the two durations are not added together.
Download the Curriculum PDFCheck your starting point
- Calculate spend / clicks and spend / conversions from ₹2,000,200 clicks, 10 conversions. If uncertain, start Essentials module 1.
- Identify an exact full-key duplicate. If uncertain, complete Essentials module 2 guided practice.
- Explain why reported form events differ from enrolments. Proceed to Practitioner; advanced measurement requires confident explanation plus the capstone.
WHAT YOU’LL LEARN
Skills to put into practice.
- Validate campaign metrics and distinguish reported conversions from business outcomes.
- Build spend pacing and performance reports using agreed definitions.
- Design rules with thresholds, exclusions, budget limits and approval steps.
- Test recommendations on sample data and document how to pause a workflow.
Who this is for
Paid-search marketers, agency teams and business owners who want clearer reporting and more consistent campaign review.
Before you begin
Basic understanding of paid-search campaigns, budgets and conversions. Spreadsheet skills are required; API or script extensions are optional.
THE COURSE OUTLINE
A clear path, module by module.
Each module connects a concept to a practical task. Open a module to see its topics and exercise.
01Set the measurement foundation
- Map campaign goals, conversion actions and account structure.
- Define spend, clicks, CPC, conversion rate and cost per conversion.
- Recognise attribution, reporting delays and incomplete conversion data.
What you will understand
Riverstone’s fictional campaign seeks qualified course enquiries. A reported conversion is an event attributed under the platform’s configuration; it may represent a form submission rather than a qualified learner. Define the conversion action, counting rule and downstream qualification separately. Never assume all reported leads became enrolments or paying students. CPC is spend divided by clicks; CTR is clicks divided by impressions; CVR here is conversions divided by clicks; CPA is spend divided by conversions; ROAS is attributed revenue divided by spend. Declare units and denominators explicitly. These ratios answer different questions and cannot substitute for tracking business quality or profit. Conversions may arrive after the click or be reported with a delay. Attribution rules distribute credit and do not establish causation. Record the reporting period, currency, timezone, conversion action and extraction date. A recent campaign comparison may be incomplete, so flag lag rather than automatically diagnosing low performance or changing bids.
PUT IT INTO PRACTICE
Write a measurement brief for a fictional lead generation campaign.
02Prepare campaign exports
- Standardise dates, currencies and campaign identifiers.
- Check duplicate rows, missing values and inconsistent totals.
- Keep account credentials and customer information outside working files.
What you will understand
A training row represents one campaign on one date in one currency. Use stable campaign identifiers, not names alone, because names can change. Additional segments create finer grain and alter duplicate rules. Write the row key, units and conversion definition before combining exports, or apparently repeated campaigns may be incorrectly removed. Check required fields, dates, currency and nonnegative counts. Preserve blank conversion values as unknown, and separate them from observed zeros. In this fixture, clicks cannot exceed impressions, but real source semantics must be inspected before applying generalized rules. Save rejected rows and explanations rather than silently repairing values to produce tidy totals. Compare accepted rows against a control total with the same date range, filters and currency. Never add rupee and dollar spend without a documented conversion method. Explain differences caused by duplicate rows, excluded records or changed segmentation. Preserve the original export and record every transformation in a separate validation log.
PUT IT INTO PRACTICE
Create a clean sample campaign dataset and reconciliation checklist.
03Automate reporting and pacing
- Calculate cumulative spend against an agreed budget and period.
- Summarise results by campaign and flag meaningful changes.
- Account for lag, sparse data and zero-denominator calculations.
What you will understand
Budget pacing compares cumulative observed spend with an agreed period budget. A simple linear reference divides the budget by total days and multiplies by elapsed days. It is a planning assumption, not the platform’s guaranteed daily behavior. State whether the current day is complete and how scheduled activity changes the reference. A combined CPC uses total spend divided by total clicks; CPA uses total spend divided by total conversions. Do not average campaign ratios when denominators differ. Weighted aggregation preserves scale. Keep unavailable rates as N/A and report their missing denominator, while separating different currencies and conversion definitions into appropriate groups. Projecting month-end spend from the daily average assumes the remaining days resemble elapsed days. Seasonality, pauses and schedule changes can violate that assumption. Show actual spend, linear reference and projected spend separately. A report can flag pacing for review without changing budgets or implying the forecast is certain.
PUT IT INTO PRACTICE
Build a weekly pacing report with labelled exceptions.
04Design rules with guardrails
- Write conditions, exclusions and minimum evidence requirements.
- Set spend boundaries, review windows and clear ownership.
- Keep bid, budget and campaign changes behind human approval.
What you will understand
A review rule requires a window, metric definition and minimum evidence. One costly click cannot establish a campaign problem. Define the exclusion conditions for incomplete exports, tracking incidents and conversion lag. Use deterministic thresholds to prepare a review queue, while leaving the decision with a person who understands context. A recommendation record should include rule identifier, source period, observed values, confidence and the next verification step. It is not a bid instruction. The teaching workflow never changes bids, budgets or ads. Even an apparently sensible rule can fail when the conversion definition or campaign objective differs from its assumptions. Evaluate values below, at and above each threshold. Record why excluded cases do not trigger. Test missing conversions and stale data separately from observed zero conversions. A predictable rule should make its behavior inspectable, including the treatment of equality, so two analysts obtain the same queue from identical inputs.
PUT IT INTO PRACTICE
Draft rules that prepare recommendations without changing an account.
05Explore scripts and authorised APIs
- Understand reporting requests, permissions and rate limits.
- Separate read-only reporting from account mutations.
- Use logs, dry runs and reviewed change sets for any extension.
What you will understand
Google Ads reporting uses GAQL to select resource attributes, segments and metrics. Search and SearchStream retrieve query results; mutation operations change account resources and are separate. Define requested fields and dates before reading data. A synthetic response is sufficient for learning parsing and validation without contacting any live account. Account-level read-only permission, OAuth authorization and developer-token access address different constraints. Having a credential does not imply a teaching exercise may spend money. Keep tokens outside notebooks and logs. Optional live reporting must use an authorized training account; the core exercise uses supplied fictional records and needs no credentials. API fields may use units different from a CSV. Google Ads cost_micros is a millionth of the account currency unit, so divide by one million before calculating CPC. Capture response status, schema and pagination completeness. Do not interpret a partial response as a complete account report or silently ignore retrieval errors.
PUT IT INTO PRACTICE
Design a read-only reporting integration using sample responses.
OPTIONAL AI PRACTICE
Try this brief
Explain the anomalies in this sample campaign report using the defined metrics. Flag uncertainty and suggest checks; do not change bids, budgets or ads.
Check the result
Recalculate the metrics, inspect tracking and approve any later account action separately.
06Test recommendations and hand over
- Test missing data, delayed conversions and changing schema.
- Compare automated flags with a manually reviewed sample.
- Document approval, rollback, monitoring and a manual operating path.
What you will understand
A recent zero may change after additional conversions arrive. Test the same campaign snapshot before and after a synthetic lag update. Preserve extraction dates and do not compare snapshots as if their completeness were identical. Missing conversion fields and delayed observed zeros require different errors and review actions. Create a small manually checked set with expected calculations and rule results. Compare automated output row by row, including suppression reasons. A correct total does not prove individual campaign flags are correct. Review false positives and missed issues, then adjust the specification rather than merely changing code to fit one example. The operating guide states inputs, validation gates, thresholds, review owner and pause conditions. Describe how to rebuild reports manually and restore the last accepted internal output. Rollback here means report or rule-version recovery, not reversing live bid changes, because the teaching workflow never makes account mutations or publishes ads.
PUT IT INTO PRACTICE
Present a complete review workflow and its failure-handling checklist.
AFTER THE CORE COURSE
Advanced extension.
07Advanced: Attribution and measurement quality assurance
- Separate event firing and successful outcomes
- Audit duplicates and definitions
- Respect attribution limitations
ADVANCED PRACTICE
Audit a synthetic event trace
08Advanced: Experiment planning and evidence-based review
- Design a measurable comparison
- Separate observed difference from certainty
- Prepare an approval-ready hypothesis
ADVANCED PRACTICE
Draft an experiment review memo
Complete both four-hour extension modules and a four-hour project clinic. Entry uses the core project and readiness evidence.
BRING THE SKILLS TOGETHER
A PPC pacing and review assistant
Create a workflow that validates sample campaign exports, calculates budget pacing and prepares a reviewed recommendation queue. It must not make live bids, change budgets or publish ads.
Your project deliverables
- Validated campaign dataset and metric definitions
- Pacing report and recommendation rules
- Test cases, approval process and operating guide
A learning project using sample or permitted material. The final scope is agreed for your learning plan.
KEEP EXPLORING
Useful official resources.
Reference material to complement the Hawa Enterprises curriculum. Account features may vary; basic-feature or manual alternatives support the core exercises.
Course outline published by Hawa Enterprises. Updated . Ask about the learning plan.
GOOD TO KNOW
Before you take the next step.
Will I need to spend money on ads?
The outline uses sample campaign data. A live account exercise, if requested, needs separately agreed access and spending limits; ad spend is not represented as included.
Will automation change my campaign budgets?
The learning workflow prepares reports and recommendations. Live budget, bid and publishing changes are outside the default capstone and require explicit review and authorisation.
What are the fees, schedule and delivery format?
These details are confirmed by email before you commit. The curriculum gives guided-hour options for Essentials, Practitioner and Advanced. Actual schedules, fees and delivery arrangements are confirmed before enrolment. Ask about the course you want and your preferred timeline.
How do I enrol?
Choose a course and complete the enrollment wizard with your name, email and WhatsApp number. Review your details before sending the enquiry. Hawa Enterprises will discuss your starting level, goals and course arrangements before enrolment is confirmed.
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