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The course is designed for Google Ads (Google AdWords) practitioners that already have basic knowledge in setting up and running AdWords accounts.  The course explores advanced techniques and ideas that I have picked up and developed over 10 years running AdWords campaigns for small to large scale clients.

I explain the idea behind each technique and I give you ideas and example cases on how I have used it.  I then show you how to set it up step by step inside Google Ads.  We also look at how to interpret results and how to apply it to your own campaigns, we look at real data and actual results.

What you’ll learn

  • Google Ads Campaign Experiments: Best Use Cases, Step-by-Step Setup, Analysis, Implementation
  • Access Google Ads tools for forecasting performance
  • Budget Optimisation techniques using regression formula
  • Advanced Concept Testing: moving beyond A/B ad testing to testing concepts
  • Improving Geotargeting for Local Businesses With A Double Campaign Structure
  • How To Setup, Run, Pivot & Interpret the Paid & Organic Report
  • Make A Strong Argument For Running Branded Ads Using the Paid & Organic Report
  • Identify Opportunities Between Organic & Paid Listings
  • Learn to use a free Google Sheets template for automating and tracking budgets in multiple ad accounts
  • How to find the key pitfalls in any Google Ads account
  • How to Audit a new or existing Google Ads account and find issues to improve upon quickly
  • Utilise Dynamic Ad Customisers for more personalised ads
  • Understand the power of using Google Analytics with Google Ads and be familiar with Audience setup and relevant Google Ads reports in GA
  • Understand attribution models and why the default last click is not always ideal
  • Implement Machine Learning features within Google Ads to benefit your account in ways that human optimisation could never reach
  • Develop a multi-funnel remarketing strategy for GDN and search campaign


  • Able to set up your own Google Ads account
  • Be confident navigating Google Ads accounts
  • Basic exposure to excel filtering & pivot tables

Course Curriculum

1. Introduction 00:02:00
Testing to Ad Concepts
2. Introduction to Ad Concepts 00:02:00
3.Example Ad Concepts 00:04:00
4. Label Setup 00:04:00
5. Reporting on Ad Concepts 00:08:00
Google Ads Paid % Organic Interaction Report
6. Understanding the usefulness of this report 00:03:00
7.Linking Google Ads with Search Console 00:04:00
8.Excel Report Setup & Pivot 00:04:00
9.Identifying Google Ads & SEO Search Term Opportunities 00:02:00
10.CTR Interaction between SEO & SEM 00:06:00
Geolocal Campaigns - Double Campaign Structure
11.The theory behind the double campaign 00:04:00
12.A practical example inside Google Ads 00:03:00
Google Ads Campaign - Experiments (Drafts & Experiments)
13.Introduction to Drafts & Experiments 00:05:00
14.Example experiment Ideas for use 00:06:00
15.Draft & Experiment Setup 00:10:00
16.Report Analysis & explanation of symbols 00:05:00
Automate Budgeting for Multiple Ad Accounts
17. Introduction to the Google Spreedsheet template 00:02:00
18. Data Inputs 00:04:00
19. Reading the sheet output 00:06:00
AdWords Audit
20. Audit Overview 00:02:00
21. Auditing the Account Structure 00:08:00
22. Campaign Settings 00:04:00
23. Auditing on the AdGroup Level 00:10:00
24. Other Things to look for in an Audit 00:08:00
Remarketing Strategy & Implementation
25. Why Remarketing Works 00:03:00
26.GDN Remarketing 00:06:00
27.Remarketing Lists for Search Ads (RLSA) & IF Statements 00:04:00
28. Customer Match (Email Retargeting) 00:01:00
29. Dynamic Remarketing 00:04:00
30. Lookalike Audiences 00:02:00
31. GDN Banner Sizes & Other Things to Consider 00:03:00
32. Audience List Sharing 00:14:00
33. Remarketing with Events 00:06:00
Artificial Intelligence & Machine Learning
34.What is AI & ML 00:06:00
35. Auto Rotate for Budgets & Ads 00:03:00
36.Dynamic Search Ads 00:03:00
37.Smart Bidding Strategies 00:07:00
38.Lookalike Audiences 00:02:00
39.Data Driven Attribution Models 00:03:00
Dynamic Ad Customisers
40.Introduction to Ad Customisers 00:04:00
41. Advantages & Example Uses 00:05:00
42.Setting up the Business Data Feed 00:06:00
43.Best Practice for Ads 00:03:00
Google Analytics for Google Ads
44. The Advantages of linking AdWords with GA 00:04:00
45. Linking GA & AdWords 00:02:00
46. AdWords Reports in GA 00:01:00
47. GA Conversion Tracking & Goal Setup 00:07:00
48. Remarketing Segments in GA 00:13:00
49. Attribution Models in Google Analytics 00:07:00
Using Scripts
50. Introduction to AdWords Scripts 00:04:00
51. 404 Link Checker Script 00:07:00
52. Experiment Results Script 00:07:00
53. Google Ads Audit Script 00:06:00
AdWords Editor
54. Introduction and advantages of AdWords Editor over the online interface 00:04:00
55. Example Uses for AdWords Editor 00:04:00
56.AdWords Editor – what you can’t do 00:02:00
Competitor Research Tools
57.Auction Insights displayed graphically 00:17:00
58.3rd Party Competitor Research Tools -SEMrush 00:16:00
Landing Page Software
59.Why Use Landing Page Software 00:06:00
60.Unbounce Walk-through 00:08:00
61. Tracking integration for landing pages 00:09:00
New Features in 2018/19
62.Ad Variations 00:06:00
63.Search Responsive Ads 00:05:00
64. Life Events Audiences 00:04:00
65. Custom Intent Audiences 00:04:00


This course is for anyone who's interested in this topic and wants to learn more about it. This course will also help you gain potential professional skills.

No prior qualifications are needed to take this course.

You can study this course from wherever and whenever you want. You can study at your own pace and from any device. Just log in to your account from any device and start learning!

Yes, there is a test at the end of the course. Once you’ve completed all the modules of the course, you will have to give a multiple-choice test. The questions will be based on the topics of the modules you studied. And of course, you can take the test at any time, from any device and from anywhere you want.

Don’t worry if you fail the test, you can retake it as many times as you want.

You don’t have to wait a minute after your payment has been received, you can begin immediately. You will create your login details during the checkout process and we will also send you an email confirming your login details.

We make the payment process easy for you. You can either use your Visa, MasterCard, American Express, Solo cards or PayPal account to pay for the online course. We use the latest SSL encryption for all transactions, so your order is safe and secure.

After you complete the course, you’ll immediately receive a free printable PDF certificate. Hard Copy certificate is also available, and you can get one for just £9! You may have to wait for 3 to 9 days to get the hard copy certificate.

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