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

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

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Advanced Google Ads / AdWords Training - Updated for 2019

By iStudy UK

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