Private corporate batches, live online cohorts and 1-on-1 mentoring in paid search and paid social — auction mechanics, account structure, bidding strategy and conversion measurement — taught by a practitioner who runs it in production.
20 years across DevOps, SRE and Security · 10,000+ engineers trained · Trained teams at JPMorgan Chase, Verizon, Nokia and the World Bank
Principal DevOps Engineer & Architect
Rajesh teaches SEM as an auction and measurement discipline rather than a tour of the Google Ads interface: how Ad Rank and Quality Score actually combine bid with expected click-through, ad relevance and landing page experience, why account structure by search intent beats structure by product taxonomy, and how negative keywords and search term review stop automated match types buying the wrong demand. Sessions cover Smart Bidding strategies and the conversion data they depend on, conversion tracking through Google Tag Manager and GA4 with consent handled properly, attribution models and their honest limits, Performance Max and paid social on Meta and LinkedIn, and the reporting that lets a marketing lead defend spend to finance.
Twenty years across DevOps, SRE and Security, in principal and architect roles at PayPay, SoftwareAG, ServiceNow, JDA Software, Intuit, Adobe and others. He has trained engineers at JPMorgan Chase, Verizon, Nokia, the World Bank, VMware, Oracle, Mercedes-Benz and Airbus — more than 10,000 people personally. He teaches what he runs, not what he reads.
You are booked with a named engineer, and that is who turns up. Marketplaces and larger providers rotate whoever is free, so the person who sold you the agenda is rarely the person teaching it.
The same trainer is available for the next engagement, which matters when a team builds on what it learned last time.
Your batch is assigned a named trainer before it starts, and that is who teaches it. See the full faculty.
Engagements are matched on the tool, not the calendar. For SEM that means a trainer who has run it in production — paid search and paid social — auction mechanics, account structure, bidding strategy and conversion measurement — rather than whoever is free that week. You are told who is teaching before you commit, and that person is on the discovery call that shapes the agenda.
Where a batch is large enough to need a second trainer, the pairing is declared up front. The lead trainer stays accountable for the syllabus and the assessment either way.
Principal DevOps Engineer & Architect
Twenty years across DevOps, SRE and Security in principal and architect roles at PayPay, SoftwareAG, ServiceNow, JDA Software, Intuit, Adobe, IBM/Emptoris, Ness, MindTree and Accenture. He has trained more than 10,000 engineers personally, at organisations including JPMorgan Chase, Verizon, Nokia, the World Bank, VMware, Oracle, Mercedes-Benz and Airbus. He teaches what he runs, not what he reads.
Teams of 8–30
Custom agenda, your timezone, onsite or online, NDA-friendly.
Request a quoteIndividual engineers
A private instructor and a curriculum built around your goal.
₹99,999Individuals who want peers
Scheduled batch, max 8 to 10 hours of live instruction.
₹34,999A private batch starts with a discovery call. We look at the stack you actually run — the CI system, the cloud, the constraints — and map the agenda onto it, so examples use your topology rather than a generic one.
Delivery is onsite at your premises, live online, or hybrid, scheduled around your release calendar rather than ours. Batches run 8 to 30 engineers.
Every attendee leaves with recordings, slides, lab repositories and a completion certificate. You receive an attendance and assessment report. Invoicing supports PO and GST.
Talk to us about a private SEM batchSEM — search engine marketing — is the practice of buying visibility on search engine results pages and the surfaces attached to them. In current usage it means paid search: Google Ads, Microsoft Advertising, and the shopping, display, video and demand-generation inventory those platforms sell alongside the search results themselves. It is the paid counterpart to SEO, and the two are complementary rather than substitutes; SEM buys a position immediately and stops the moment the budget stops, while organic ranking accrues slowly and persists.
The core mechanism of SEM is an auction, but not a simple one. When a query is entered, eligible advertisers enter a real-time auction where position and cost are determined by bid combined with a quality assessment of the ad and the landing experience. A higher-quality advertiser can outrank a higher bidder and pay less per click. That single fact reframes the discipline: the lever is rarely the bid on its own, it is relevance across the keyword, the ad copy, the assets and the page the click lands on.
Running SEM well is therefore an account structure and measurement problem more than a creative one. It means grouping keywords by intent rather than by topic, choosing match types deliberately, using negative keywords to stop the auction paying for the wrong queries, writing ads that map to the query and the page, feeding the platform accurate conversion data so automated bidding optimises towards revenue rather than clicks, and reading the results in a way that separates genuine incremental demand from traffic that would have converted anyway.
Paid search moved from manual control to automation, and that changed the job rather than removing it. Smart Bidding, broad match paired with machine learning, Performance Max and asset-based creative mean the platform now decides much of what an account manager used to set by hand. The skill shifted to the inputs: conversion data quality, audience signals, budget allocation, exclusions, and the guardrails that stop automation spending efficiently on the wrong outcome.
Measurement got harder at the same time. Third-party cookie restrictions, browser tracking prevention, consent requirements under GDPR and equivalent regimes, and the move to event-based analytics have all made attribution noisier. Teams that cannot set up server-side conversion tracking, consent mode and offline conversion imports are handing the bidding algorithm bad data and then blaming the algorithm.
Meanwhile the money keeps growing and so does the cost per click in competitive categories. That makes wasted spend visible to finance in a way it was not a decade ago, and it is why organisations increasingly want the capability in-house rather than only at an agency. The people who are hard to hire are the ones who can structure an account, instrument conversions correctly, tell a genuine incrementality result from a correlation, and defend a budget with a number the finance team accepts.
How the money actually moves. Where paid search sits alongside organic search and paid social, what happens in the milliseconds after a query, and the Ad Rank calculation that determines whether relevance or budget wins — plus the metric definitions everything else in the course depends on.
Topics: Paid versus organic search: what each buys and what each costs · The real-time auction: eligibility, Ad Rank and position · Quality Score components: expected CTR, ad relevance, landing page experience · Why a lower bid can outrank a higher one · Impressions, clicks, CTR, CPC, CPA, ROAS and conversion rate defined precisely · Search, Shopping, Display, Video and Demand Gen inventory compared · Google Ads and Microsoft Advertising: differences that matter · Setting a realistic objective before spending anything
Buying the right demand. Research methods and tools, separating commercial from informational intent, understanding match types as they behave today rather than as they once did, and building the negative keyword discipline that stops an account paying for queries it never wanted.
Topics: Research sources: Keyword Planner, search terms, competitors, internal search · Commercial, transactional, navigational and informational intent · Head terms, long-tail and the cost/volume trade-off · Broad, phrase and exact match as they actually behave now · Close variants and why exact match is not literal · Negative keywords: campaign, ad group and shared list strategy · Search terms report review as a recurring operational task · Estimating volume, competition and realistic cost per click
The architecture decision that determines how manageable an account is in year two. Structuring by intent rather than by product catalogue, campaign settings that quietly waste money, geographic and schedule targeting, and the budget allocation model across campaigns.
Topics: Account, campaign, ad group and keyword hierarchy · Structuring by search intent rather than by product taxonomy · Single-theme ad groups and why they raise relevance · Campaign settings that leak budget: networks, partners, location intent · Geographic, language, device and ad schedule targeting · Budget allocation, shared budgets and pacing · Naming conventions and account hygiene for teams · Account access, permissions and manager accounts
The half of Quality Score you control directly. Responsive search ads and asset variety, alignment between query, ad and page, ad extensions and their real effect on click-through, landing page relevance and speed, and testing that produces a decision rather than an opinion.
Topics: Responsive search ads: headlines, descriptions and pinning · Asset variety, asset performance ratings and what they mean · Message match between keyword, ad and landing page · Sitelink, callout, structured snippet, call and image assets · Landing page relevance, speed and conversion friction · Ad policies, disapprovals and trademark restrictions · Testing methodology: what to change, how long to wait, how to read it · Creative for Shopping, Display and Video placements
Where automation earns its keep and where it fails. Manual bidding as a baseline, the Smart Bidding strategies and the conversion volume each needs, target CPA and target ROAS behaviour, portfolio strategies, seasonality adjustments, and diagnosing an automated strategy that is spending efficiently towards the wrong thing.
Topics: Manual CPC and enhanced CPC as a baseline · Maximise clicks, maximise conversions, target CPA and target ROAS · Conversion volume thresholds and the learning period · Portfolio bid strategies and shared budgets · Seasonality adjustments and data exclusions · Bid adjustments by device, location, audience and schedule · Impression share, lost impression share and where growth actually exists · Diagnosing automation optimising towards the wrong conversion
Buying demand that is not currently typing a query. Audience segments and first-party data, remarketing and customer match, Shopping and the merchant feed, Performance Max and its limited controls, Display, Video and Demand Gen — and how each one should and should not be measured.
Topics: Audience types: in-market, affinity, custom, similar and first-party · Remarketing lists, audience segmentation and recency · Customer Match and first-party data onboarding · Shopping campaigns, Merchant Center and feed quality · Performance Max: what it controls and what you still can · Display targeting, placement exclusions and brand safety · YouTube and video campaign objectives · Preventing cannibalisation between brand, generic and Performance Max
The foundation everything automated depends on. Tag implementation through a tag manager, GA4 events and conversion imports, enhanced conversions and server-side tagging, offline conversion imports for lead businesses, consent mode, and an honest treatment of what attribution models can and cannot tell you.
Topics: Conversion actions, values, counting and attribution windows · Google Tag Manager implementation and debugging · GA4 events, key events and importing them into the ads platform · Enhanced conversions and server-side tagging · Offline conversion imports for lead-generation businesses · Consent mode, GDPR and modelled conversions · Attribution models and their limits: last click, data-driven, position based · Cross-device, cross-domain and app measurement gaps · Validating that tracking is correct before trusting a single report
Running the account as an operation. A weekly and monthly optimisation routine, scaling what works, extending into Meta and LinkedIn paid campaigns where the objectives differ, incrementality testing, and reporting in terms a finance function will accept.
Topics: A weekly and monthly optimisation checklist that actually gets done · Scaling: budget, geography, match type and campaign expansion · Meta advertising: objectives, awareness through conversion, audience targeting · LinkedIn advertising: objectives, ad formats, audience targeting and cost reality · Ad format and dimension requirements across platforms · Incrementality testing and geo holdouts · Budget forecasting and marginal return · Dashboards and reporting for marketing, sales and finance audiences · Working with an agency: what to delegate and what to keep
We rebuild the agenda around the tools you actually run.
Request a custom agendaWork through Ad Rank calculations for competing advertisers and demonstrate exactly how relevance beats budget, then diagnose a real low Quality Score.
Take a sprawling account organised by product catalogue and restructure it around search intent, with settings audited for silent budget leaks.
Work a real search terms export into a layered negative keyword strategy and quantify the spend the exclusions would have saved.
Implement a conversion action through a tag manager, validate it, break it deliberately and prove you can detect the failure before a report does.
Diagnose an account where automated bidding is optimising efficiently towards the wrong conversion, and fix the inputs rather than the strategy.
Deliver a complete paid account — structure, keywords, ads, bidding, tracking — plus an incrementality test design and a report finance would accept.
Billed yearly at ₹9,996
Max 8 to 10 hours of live instruction
Full program, private instructor
8–30 engineers · custom agenda · onsite or online · PO and GST invoicing
Refunds. If we cancel or postpone a cohort, you get a full refund within 15 days. There is no money-back guarantee otherwise.
Terms. Course material remains licensed to the attendee. Read the terms.
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Certificate of completion
My experience with the AIOps training was positive. The course covered important topics in a structured way, and Rajesh Kumar explained the concepts patiently. I found the practical aspects particularly helpful because they made the technical content easier to understand.
I was looking to improve my understanding of AIOps, and this training helped me achieve that goal. Rajesh Kumar explained the subject in a structured and practical manner. The sessions on different AIOps concepts were informative.
I recently did a SRE Session with Rajesh Kumar from DevOps School and the session was great. Right from 1st day till day 15, we had a very interactive session. Rajesh clarified our doubts and the tool demos were excellent without any hiccups. He simplified the concepts while sticking to the content with a fine balance between theory and practice. Am convinced he is one of the best trainers for SRE & DevOps concepts.
The Rundeck developer session was excellent and highly engaging. I appreciated how well the session was structured, with the theoretical concepts explained clearly and in simple terms. What stood out most to me was the demo — it was both informative and enjoyable. I especially liked how Rajesh walked us through not only the happy path but also the sad path, showcasing common issues and sharing practical troubleshooting tips.
Rajesh's experience and knowledge are exceptional and we learnt invaluable practical knowledge which we can apply in our production environment. Incredibly friendly and gave us a fantastic insight both in-depth and at a high level of the Rundeck product.
Great learning experience from a very knowledgeable instructor with well-prepared course notes. The lab exercises on AWS instance work well to learn the hands-on side of the course.
| What matters | YouTube + blogs | Generic online course | Freelance marketplace | DevOpsSchool |
|---|---|---|---|---|
| Named practitioner | No | Rarely | Varies per booking | Yes — same trainer each time |
| Production experience | Unknown | Unknown | Unverified | 20 years, named employers |
| Custom agenda | No | No | Sometimes | Built from your stack |
| Onsite delivery | No | No | Sometimes | Yes |
| Lab environment | None | Sandbox that expires | Varies | Your own cloud — skill goes with you |
| Assessment | None | Quiz | Rarely | Assignments + capstone per module |
| Per-attendee certificates | No | Sometimes | Rarely | Yes |
| Corporate invoicing | No | Limited | Varies | PO and GST |
| Post-training support | None | Forum, time-limited | None | Lifetime forum access |
Tell us the team, the stack and the timeline. You'll get a straight answer, not a sales sequence.
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