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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
Requirements
- Able to set up your own Google Ads account
- Be confident navigating Google Ads accounts
- Basic exposure to excel filtering & pivot tables
Course Curriculum
| Introduction | |||
| 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 | ||
FAQs
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.
