Red Belt Certification – Detailed Curriculum


The Red Belt-level is the second level in working towards your data-driven black belt certification.  By achieving the Red Belt level of mastery, you will be able to optimize the campaigns, ad groups, keywords, and ad text that you learned to build at the Blue Belt level.  The Blue Belt-level qualifies you to build an AdWords campaign, and the Red Belt-level qualifies you to start “optimization.”  Specifically, you will be able to optimize keywords, landing pages, and ads. And you will also be able to “analyze” the the trends in data, by setting up, using and interpreting conversion metrics across multiple systems. Finally, you will be able to use the most important aspects of Google Analytics for further campaign analysis. 

Previous level: blue belt.

Next level: green belt


Red Belt Course Curriculum: [TIME]

Part 1: Quality Score

Part 2: Landing Page Optimization

Part 3: Conversion Tracking

Part 4: SEO Audits

Part 5: Metrics + Dimensions

Part 6: Ad Writing

Evaluation: Proctored Exam + Project

Red Belt Curriculum

QUALITY SCORE (5 Lessons):

  1. Why should you care about quality score?
  2. How to create a ”weighted-quality score” analysis at the account level.
  3. How to create a ”weighted-quality score” analysis at the ad group level.
  4. How quality score impacts other metrics, such as cost-per-click and ad rank
  5. How to use the Search Query Report


  1. QA Landing Page – can perform the basic 8-steps landing page QA
  2. Understanding the two most common types of landing pages: buy or die vs. choose your own adventure
  3. Introduction To Landing Page Optimization (free)
  4. Understanding The Difference Between Top and Bottom Funnel LPs
  5. How To Create a Competitive Landing Page Analysis Prezo
  6. How To Create a Full List of Landing Pages for Each Competitor


  1. What is “conversion tracking”? (free)
  2. How to calculate “cost per conversion” targets, and how to calculate ROI with AdWords ROI Calculator (free)
  3. What are soft vs. hard conversions?
  4. How to calculate an appropriate “cost per click” (free)
  5. How to conduct an AdWords + Analytics Conversion Audit
  6. Conduct Conversion Audit for Third Party System – (i.e.,
  7. Google Analytics conversions: Setup ”event” goal for form button clicks
  8. Google Analytics conversions: how to turn “events” into goals
  9. Understand Difference Between Conversion Tracking and Attribution Modeling
  10. How do you create a report showing conversions by time of day?

SEO Audits

  1. Introduction to SEO Audits
  2. SEO Audit Checklist [PPT & Excel] (DV)
  3. Example of an SEO Audit Presentation
  4. What Is Google Webmaster Tools
  5. Linking AdWords & Webmaster Tools
  6. Setup Google Webmaster Tools


  1. What Is The Difference Between Dimensions & Metrics
  2. Most common 16 dimensions to understand
  3. Understanding the Difference Between Session and Users (free)
  4. The 9 most common Google Analytics metrics to understand

AD WRITING (3 Lessons)

  1. Ad Writing “Method 3” – how to test different message concepts
  2. How to test different messaging approaches in the same campaign or for the same client
  3. Can name and describe the eight (8) most common types of ad concepts:
    1. Brand [strong clear branded message: leading with the brand messaging]
    2. Value [affordable, cheap, low cost, luxurious, premium]
    3. Quality [money-back guarantee, etc.]
    4. Third Party Validation [endorsements from outsiders, trusted sources]
    5. Product Information [appealing to specific features + benefits – what makes product unique]
    6. Sales [discount, coupon, special offers]
    7. DKI [matching ad text to a user’s search query]
    8. Question vs. Assertion [specifically addressing what’s on the mind of a searcher, appealing to pain points]

Exam + Testing

The red-belt level of training is the second level of data-driven marketing certification, and will emphasize advanced topics in keyword research, conversion tracking and optimization.  You should reach out to your instructor to ask questions in advance of completing the testing assignments, and should make sure you are prepared before submitting your work.  Your work will be reviewed as part of a video and screenshare discussion.

  1. Keywords + Ad Creation Assignment