Advanced Google Ads Training: Master Strategies & Techniques

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 discuss changes to labels due to the RSA ad type.

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 & Google Ads and how the report can be used to answer important strategic questions around bidding on branded keywords

We show inside Google Ads the report location and we discuss the requirements of getting Google Ads 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 Google Ads 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 changes to the way you setup Geolocal campaigns using phrase match keywords.

We discuss what experiments are and how to use them.  We talk about why they are an important part of Google Ads 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

We discuss the ad variations feature in Google Ads.  We provide a walkthrough how to use this tool.

An overview of how the template works and what it can do.  Please make a copy of the template, it can be found here: https://docs.google.com/spreadsheets/d/1f9jGf80pwiiLYCLnTaNQuDudkWmJ_3iLQdsdq-auscc/edit?usp=sharing

An explanation of where to input data.  This is the Google Analytics View ID's and Goal Numbers

We walk-through the information that the output sheet provides and show you how to take actionable insights and adjust daily budgets based on the results

This lecture reviews the sections of the audit that we will be looking at.  There is also a downloadable audit checklist PDF

We look at ideal account structures and how often campaigns are not planned and set up properly.  We review ideal structures for e-commerce and Google Shopping Campaigns

We review settings at the campaign level and default settings that should be changed but often are not and the issues this can cause.  We also discuss device, audience and scheduling bidding, where to review them and what to look for

We take a deep dive into the adgroup.  We look at best practice for Ads, extensions and keywords and what people often forget to do.  We also talk about audiences and RLSA.  

A quick amendment on the previous level discussing the  changes and use of RSA's.

Here we discuss other issues an AdWords account can have outside of the regular structure.  We uncover whether experiments are being used, we discuss the use of scripts, conversion tracking & landing pages

What we'll cover in this section, the theory behind remarketing and increasing advertising exposure

How I setup a strategy for GDN remarketing and things to look out for.

The best approach to using RLSA.  Strategical setup and the power if using IF Statements with RLSA

We discuss the difference between Customer Match and Cookie based retargeting 

We discuss what Dynamic Remarketing is.  Requirements for setup and practically how to set it up campaigns and ads for this product

We discuss how these work and when to use these lists in your remarketing campaigns

I'll show the most common GDN Banner sizes and we'll also discuss other things to keep in mind when running remarketing from setting pixels and privacy policies

We discuss the option of sharing your remarketing lists with others, some of the ethics around it and which platforms allow you to do it.  We show you practically inside how you can share you audience lists.

This video explores the concept of remarketing with events rather then with page urls.  We discuss the advantages of using events for remarketing and how to do it.  We look at a few examples of events such as form abandoners, users clicking on phone numbers after hours and users that have watched events.

We discuss the role AI plays in AdWords and why humans will always be essential.  We discuss the difference between AI & ML and all the ways AI can be utilised in AdWords

We look at settings you can use to optimise the delivery of ads and budgets and when these should be used. 

DSA can be a powerful tool when used correctly.  How to use them and what results to expect

An exploration into the different automated bidding strategies available.  Where these strategies sit on the marketing funnel.  How to implement them using Campaign Experiments and where to find them inside your campaigns 

Updates on smart bidding strategies.  What we've learnt since they first rolled out.
https://support.google.com/google-ads/answer/2979071?hl=en-AU

https://support.google.com/google-ads/answer/6268637

We discuss how these audiences are generated using algorithms and also best practices for using them

What it is and why you should try it!  It is possible to achieve end-to-end automation

Updates on the data driven attribution model, what we've learnt and how to review it.

We discuss why you should link your AdWords account with Google Analytics.  This includes gathering more actionable data, stronger retargeting lists and revenue tracking

We'll show you where to find your AdWords data in GA and how to customise your reports

in indepth discussion around goal tracking via GA vs AdWords.  Where to find Goal setup in GA and AdWords and how to import from GA to AdWords

Learn why you should setup remarketing via GA rather then AdWords.  We look at how to create audiences in GA and import them to AdWords

Learn about the limitations of the default last click attribution model that is too widely accepted.  Learn about other attribution models and where to view attribution reports in GA specific to AdWords data