Course Description
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
Requirements
- Able to set up your own Google Ads account
- Be confident navigating Google Ads accounts
- Basic exposure to excel filtering & pivot tables
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1. Introduction
00:02:00
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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
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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
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11.The theory behind the double campaign
00:04:00 -
12.A practical example inside Google Ads
00:03:00
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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
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17. Introduction to the Google Spreedsheet template
00:02:00 -
18. Data Inputs
00:04:00 -
19. Reading the sheet output
00:06:00
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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
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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
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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
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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
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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
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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
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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
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57.Auction Insights displayed graphically
00:17:00 -
58.3rd Party Competitor Research Tools -SEMrush
00:16:00
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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
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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
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