Answer Ad Academy

Learn how answer advertising works in practice

Four courses, sixteen lessons, worked examples and a quiz after every lesson. Free forever | create an account to save your progress, earn points and access the full curriculum.

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The first lesson of every course is open to everyone. All sixteen lessons are open to read. A free account keeps your quiz scores and points.

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Core track

45 min · 5 lessons

GEA Foundations

How answer engines choose brands, and what changes when a machine writes the recommendation instead of ranking ten links.

1What Generative Engine Advertising actually isWhy an answer is not a results page, and what that means for paid media.2How answer engines decide which brands to nameRetrieval, constraint satisfaction and confidence, the three filters your brand has to survive.3Building intent clusters from legacy keywordsHow to convert a keyword export into the small set of situations worth competing in.4The product feed as advertising creativeWhy attributes, not headlines, are the raw material an engine quotes back.5Measuring GEA: citation share and downstream impactThe metric set that replaces impressions, clicks and position.

Advanced track

36 min · 4 lessons

Context Hints in Practice

The craft of writing, structuring, testing and governing the context hints that decide whether your brand is named in an answer.

1Writing a context hint that an engine can useThe anatomy of a hint: persona, intent, scope and disqualifier.2The four-part structure, worked end to endTurning one cluster into a full ad group of hints, promise and landing path.3Testing hints without fooling yourselfNon-deterministic engines demand a different experiment design.4Governing a hint library at agency scaleOwnership, review cadence, claim safety and retirement.

Practitioner track

35 min · 4 lessons

Media Planning for Answer Engines

Turning a client brief into ad groups, personas, budget splits and a reporting story your client will actually renew.

1From client brief to answer-engine ad groupsA repeatable intake-to-plan workflow you can run in a single session.2Modelling personas as constraint setsReplacing demographic personas with the constraints an engine can actually check.3Allocating budget across engines and workstreamsWhere the money goes when there is no auction to bid into.4Reporting GEA so the client renewsThe monthly narrative: what moved, who displaced you, what you are doing next.

Technical track

26 min · 3 lessons

Feeds, Evidence and Trust

The structured evidence an engine needs before it will name you, and how to audit and repair a feed that keeps you out of answers.

1The evidence an engine needs before naming youSix evidence types, and which prompts each one serves.2Structured data, reviews and corroborationMaking the same facts checkable in more than one place.3Auditing and repairing a weak feedA scored audit you can run in an afternoon, and the repair order that follows.