Mastering Google Search & Google Shopping Ads for Ecommerce

Name: Mastering Google Search & Google Shopping Ads for Ecommerce
Rating: 4.4 (36 reviews)

Sell your products direct-to-consumer (DTC) on the world's biggest search engine!

Created byEagan Heath

Last updated 7/2024

English

What you'll learn

How to Research and Find Keyword Phrases that are Likely to Convert
How to Create Landing Pages that are Ready for PPC Traffic
How to Write Effective Google Ads that will Earn Clicks, Leads & Conversions
Keyword Match Types and Which to Use When
Optimizing Your Google Ad Performance Over Time to Drive Better Results
Dynamic Search Ads
Remarketing with Search Ads
Working with Performance Max and Other Bidding Strategies
Setting Up & Optimizing Your Google Merchant Center Product Feed
Structuring Your Account, Campaigns, Ad Groups & Ads for Success & Clarity
Setting Up Google Shopping Ads Strategically
Optimizing Google Shopping Ads for Better Performance
More Advanced Manual and Automated Google Shopping Strategies

Course content

7 sections • 20 lectures • 4h 7m total length

Google Search for Ecommerce: What We'll Cover, About Your Instructor, Why PPC6:21
Explore why pay per click search ads drive ecommerce traffic, set up accounts and conversion tracking, research keywords, optimize landing pages, create effective ads, and measure CPA, CPC, and conversions.
Setting Up Your Google Ads Account2:59
Set up your Google Ads account using your Google account, pause a dummy ad, enable conversion tracking with revenue data, and connect Analytics and Search Console for enhanced ecommerce insights.

PPC Landing Pages: optimize your landing pages for the phrases you're targeting5:00
Brainstorming Keywords and Finding Keyword Data9:30
Brainstorm and validate ecommerce keywords with a keyword research questionnaire and Google Ads keyword planner. Align terms like keto chocolate chips and sugar free with product pages and ad groups.
Using Historical SEO Data to Find PPC Opportunities6:02
Use Google Search Console to mine historical SEO data for pay-per-click opportunities. Identify non-branded, high impression keywords and export insights to Google Sheets for prioritization.
Keyword Research: effective keyword research and campaign planning7:27
Learn to research keyword intent, volume, and competition to plan campaigns and ad groups using tools like Google Keyword Planner, Search Console, and competitor data.
Will My Ads be Profitable? Projecting or Calculating Your CPA3:40
Learn to project profitability of pay-per-click campaigns using a target CPA calculator, adjusting sale price, margins, and conversion rate to determine viable CPC and budgeting.

Writing and Creating High-Quality Search Ads5:31
Learn to structure Google search ads by campaigns, ad groups, and ads; craft keyword-aligned, benefit-focused copy with extensions, negative keywords, and ongoing testing for ecommerce.
Optimizing Your Search Ads Over Time12:48
Finding Opportunities in the Paid and Organic Report10:35
Connect Google Ads, Search Console, and Google Analytics to power the paid and organic report, then analyze queries, impressions, clicks, and position to uncover opportunities for ecommerce ads and SEO.
Analyzing your Google Ads Campaigns in Google Analytics GA4 Reports13:08
Explore how GA4 analyzes ecommerce campaigns, tying add to cart and purchases to channels, campaigns, and landing pages while navigating GA4's differences from Universal Analytics.

Setting Up & Running Dynamic Search Ads19:50
Master dynamic search ads by letting Google crawl your web pages to create relevant headlines and descriptions, while using manual cpc and negative keywords to guide targeting.
Remarketing with Search Ads (RLSA)16:55
Set up a remarketing list search ad (RLSA) to reengage past website visitors with relevant keywords. Boost conversions by using targeted audiences, extensions, and compelling, risk-free messaging.

Requirements

Basic familiarity with web marketing
Have a product to sell and a landing page or website to sell it on

Description

Want to tap into existing consumer demand on Google, but can’t seem to create profitable campaigns?

It’s not your fault.

We all know the Google Ads interface can be overwhelming initially, and even once you start to get used to it, it can be really challenging to get a handle on the metrics that matter and the levels you can work to improve performance.

That’s why we’ve created this video course, Mastering Google Search & Google Shopping Ads for Ecommerce.

This is the perfect course for you if you:

are selling products online through a platform like Shopify, WooCommerce, etc.
want to tap into existing demand for your products
have some working familiarity with digital marketing and online ad campaigns
are looking to sharpen the saw to drive better e-commerce PPC results
want Google Ad frameworks and advice that are specific to e-commerce

In this course, you’ll learn how to set up and optimize your Google Search and Google Shopping campaigns to make them profitable, then scale up from there.

We’ll go from beginner to intermediate to advanced, to ensure you have all the strategies and tactics you need to hit profitable Return on Ads Spend (ROAS) on your campaigns.

After you take this course, you’ll know how to:

Research the most important keyword phrases to target
Navigate the confusing Google Ads interface
Structure your ad campaigns, ad groups and ads for maximum success
Calculate which products make sense to advertise on Google
Write effective ads that get an outsized click-through rate (CTR)
Maximize your search engine real estate with extensions
Set up and Optimize your Google Shopping Feed for your most important keywords
Measure and analyze your results to quickly see what’s working and which ads still need work
Run tests to improve your campaigns over time
Optimize your Google Search and Shopping campaigns until they’re profitable
Scale up your campaigns that are working

About Your Instructor

Eagan Heath is a digital marketing agency owner, speaker, and trainer.

He helps clients and students grow company revenue by driving online traffic, leads, and sales.

Since 2016, he's:

started the local digital marketing agency Get Found Madison
purchased, run, and sold the pet painting business Splendid Beast
created the training course and workshop series My Digital Marketing Mastery
launched an ecommerce agency called Caravan Digital
published and hosted the What's Working in Ecommerce YouTube show and podcast

Who this course is for:

Beginner Digital Marketers
Intermediate Digital Marketers
Freelancers
Agencies
SEO Marketers who want to learn Paid Search (SEM/PPC)
Social Media Marketers who want to learn Paid Search (SEM/PPC)

Mastering Google Search & Google Shopping Ads for Ecommerce

What you'll learn

Explore related topics

Course content

Introduction to Google Search Ads for Ecommerce2 lectures • 9min

Planning & Preparing to Create & Run Your Search Ads5 lectures • 32min

Writing, Creating & Optimizing Your Google Search Ads4 lectures • 42min

Other Search Ad Features to Try2 lectures • 37min

Introduction to Google Shopping Ads for Ecommerce2 lectures • 26min

Creating & Optimizing Google Shopping Ads3 lectures • 39min

Automated Strategies vs Manual Strategies2 lectures • 1hr 3min

Requirements

Description

Who this course is for: