The course is designed for 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 AdWords. Lastly we look at how to interpret results and how to apply it to your own campaigns, we look at real data and actual results.
The course is module based and not run to a particular order, so you can choose a module or technique that seems useful to you, learn about it and apply it to your own practice. All the techniques taught can be applied to almost any AdWords account, they have been chosen for their practicality and usefulness. I will also be adding more modules into the course with time as I record them. I hope you enjoy the courses!
We discuss what an ad concept is and how it is different to a/b testing for ads. We see it as a more comprehensive way of testing ideas and concepts across the whole account
We discuss a number of different ad concept ideas that you can try. I'll show you some of the concepts I have used with my clients
This lecture shows you inside AdWords where labels are found and best practice for label categories so that reporting with flow smoothly
We look at the reports section inside AdWords and how to create a quick template for reporting on the Ad Concepts. We look at what metrics are key to analysis
We explain how the report can be used to identify opportunities for both SEO & AdWords and how the report can be used to answer important strategic questions around bidding on branded keywords
We show inside AdWords the report location and we discuss the requirements of getting AdWords and the search console to communicate and how to do it.
This video shows the process of manipulating the report data in excel and pivoting the data to get the required output
This video shows you how to pivot and filter the data in order to get output which shows cases where there are opportunities for both AdWords and SEO keywords
From the output show in this video we can identify the effects of showing Ads with organic listings. We identify different outcomes for branded and non-branded keywords. We also show you how to present the data for a client
This presentation discusses the idea behind the double campaign structure and why it is effective in targeting users that are looking for products or services in a specific location
We run through a practical example inside AdWords how this should be setting up including adgroup setup. The example is for a dentist but could be applied to any local business
We discuss the importance of drafts and experiments (ACE). Why they are an important part of AdWords optimisation and the benefits of using them for yourself and your clients
We look at practical ways the tool can be used. I provide examples where I have used experiments for my own clients and other suggested usages
Hands on step by step guide to setting up a draft and experiment
We look at actual results from a current experiment. We discuss how to analyse the results and what the symbols mean and then how to apply or roll back an experiment
Mark has 10 years of experience in the world of digital, specializing in Paid Search & Analytics. With a BA (Pysch) & an M.B.A. Mark is the co-founder and head of Search for the One Egg Agency team. His experience was forged working for multinational agencies & blue chip clients in Australia & abroad. He's managed small, medium & very large campaigns over the years, with sole responsibility over advertising campaigns spending up to $1 million per month. His passion lies with helping businesses achieve success online and making real differences to companies bottom lines.