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Spotlight
PAGE: https://alison.com/course/introduction-to-search-advertising
PROMISE: Learn to set measurable ad goals and evaluate ROI in search campaigns.
WHO: Beginners or marketers who need to structure search ad goals and ROI tracking.
WHYNOW: Search advertising costs are rising, making measurable goal setting and ROI analysis essential for small business survival.
DESC: Learn critical digital marketing skills by creating cost-effective ad campaigns using the principles of search advertising.
BEFORE: You check Search Console but lack ad-specific goal setting tools.
BEFORE: You cannot easily calculate the ROI of search ad placements.
BEFORE: Your ad strategies are not clearly tied to lead generation.
AFTER: You can define and align marketing objectives with ad strategies.
AFTER: You use assessment methods to evaluate campaign ROI and effectiveness.
AFTER: You plan strategies specifically for better reach and engagement.
GAIN: Ability to align marketing objectives with search advertising strategies.
GAIN: Methods to assess the effectiveness and return on investment of campaigns.
GAIN: Strategies for lead generation, list building, and better engagement.
STEP: You lack a clear method to align marketing objectives with ad strategy. || Define and align marketing objectives with effective strategies in search advertising || Set specific, measurable goals for ad performance rather than guessing at targets.
STEP: You struggle to determine if your ad spend is generating actual value. || Assess the effectiveness and return on investment (ROI) of search ad campaigns || Use ROI metrics to judge campaign success and justify budget allocations.
STEP: You want to ensure your ad setup supports lead generation and engagement. || Plan effective strategies for lead generation, list building, better reach and engagement || Design ad structures focused on converting users into engaged leads.
NOTFOR: Readers who need hands-on Microsoft Advertising platform training.
NOTFOR: Experienced advertisers who already master auction mechanics.
FACT: Average duration: 1.5-3 Hours (Contains Video)
FACT: CPD-accredited certificate available
FACT: Beginner level
COVERS: Analyse the fundamental concepts of Search Engine Optimisation, Search Engine Marketing, and Search Engine Results Page
COVERS: Evaluate the factors influencing organic search results and the strategies to enhance organic visibility
COVERS: Outline the fundamental principles of Google ads to design and implement effective ad campaigns
COVERS: Identify and utilise various Google Ads formats, Ad extensions along with designs
COVERS: List relevant and high-performing keywords as well as differentiate between various keyword match types
COVERS: Plan effective strategies for lead generation, list building, better reach and engagement
COVERS: Define and align marketing objectives with effective strategies in search advertising
COVERS: Assess the effectiveness and return on investment (ROI) of search ad campaigns
COVERS: Create and optimise ad groups with keywords for high-performing search ads
COVERS: Analyse ad performance and Quality Scores for better ad rankings as well as cost-efficiency
COVERS: Compare Google Ads and Microsoft Advertising for informed search advertising decisions
COVERS: Describe and implement the mechanics of the Google ads auction
MODULE: Search Marketing: From SEO to Advanced Google Ads Strategies || Search Advertising and SEO: A Guide to SERPs and Organic Search | Optimising Campaigns with Google Ads | Google Ads: Formats, Features, and Advanced Strategies | Keyword Research and Match Types for Effective Google Ads | Strategies for Driving Traffic and Generating Leads
MODULE: Search Advertising: Strategies, Optimisation, and Performance Insights || Strategic Search Advertising | Optimising Ad Groups and Keywords for High-Performance Search Ads | A Guide to Ad Performance and Quality Scores | Microsoft Advertising: Campaign Creation and Optimisation | The Google Ads Auction: Keywords, Bids, and Strategic Bidding
What you are probably seeing
You received an email in Google Search Console showing a count of users who selected your domain as a preferred source.
You notice that other publishers are adding interactive buttons on their sites to encourage readers to use this new setting.
Why it happens
Google is testing new user controls that allow readers to prioritize specific sites in search results.
Publishers are using on-site buttons to bridge the gap between the email notification and the actual user action of selecting a source.
What changed recently
2026-10-07 · Google started telling Publishers how many people chose them as a preferred source.
Today one of our SEO clients received an email from Google Search Console that I had never seen before.
I searched
Publishers are now adding interactive buttons for that gap:
• Email shows how many people selected the publisher.
• Button on website encourages readers to use the setting.
Source: bluesky
Step by step
1. Check your Google Search Console account email for specific enrollment instructions or counts.
2. Review the latest Search Engine Roundtable posts for updated details on the feature rollout.
3. Design a simple button or banner on your site that explains the preferred source benefit to readers.
4. Direct users to the appropriate Google settings link where they can select your domain.
5. Monitor your dashboard for changes in the selected user count after implementing the button.
Ways to go further
Start here: Introduction to Search Advertising For when you want to set measurable goals for reader engagement. Open the free course on Alison ↗
Affiliate links: CHEAPUNO may earn a commission if you buy through them, at no extra cost to you.
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