Advanced Google Ads Course


3,369 students (603 ratings)

A hands on course exploring Google Ads techniques developed over 12 years.

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Course Overview

A top rated Google Ads course dedicated to teaching advanced strategies & practice!

17 Sections, 68 videos and over 6 hours worth of advanced Google Ads training. From the theory all the way through to hands on practice, take your Google Ads skills to the next level.

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 11 years running Google Ads 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.

I’ve also now included access to a propriety Google Ads analysis tool that I’ve built which using ML and regression modelling to help you analyze, predict & forecast performance in your Google Ads account.

What you will learn

Are there any prerequisites?

Learning Path

A quick outline of the course, a discussion on prerequisites and who the course is ideal for. Also attached is a free ebook for all course students.  Feel free to download and enjoy! 

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

An introduction to the Budget Optimize Tool and overview of how it can help you with Google Ads account analysis and optimisation. I’ve been working on developing Budget Optimize for over 1 year. Click here to use it.

We show you how to connect Budget Optimize to your Google Ads account via the API. Budget Optimize can be found. Click here to use it.

We look at how the tool can be used to analyze your Google Ads campaigns.  We show how you can make predictions on CPA & ROI at different levels of Ad spend, and how you can forecast different levels of spend.  We also touch on using different regression models to fit your data.

Budget Optimize can be found. Click here to use it.

A 4 minute whirlwind tour of 4 ways to use the budget optimize tool to forecast and improve campaign performance

Some final words on using the Budget Optimize Tool, including a not on seasonality and incorporating other factors into your analysis

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Video 48 Min  + 2 Min read to complete

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 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

An overview of how the template works and what it can do. Please make a copy of the template, it can be found here:

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.

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

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

Understand the mechanics of how these ad customisers are setup within ads and how they pull data from a business feed.

Learn why these ad customisers are better then regular ads and example cases where I have been successful in using them with my clients

An in-depth look at the business data feed.  What fields are required and how you can utilise it for your products and services

We’ll look at best practice in writing the actual ads to help save you loads of time when you come to putting these together!

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

We discuss what AdWords scripts are, where to find them in AdWords and how you can use them to automate your AdWords practice and improve your reporting

The 404 error script is provided by Google and runs through all of your landing pages to check for 404 errors on a regular basis. We walk you through how to setup the script, run it and review the results in Google Sheets. The 404 Link Checker Script can be found in the attached link

This script is used to provide better reporting on AdWords Experiment results. We walk you through setting up, running and review the script results. The Experiment Results Script can be found in the attached link

This script functions as an automated audit of your account. The script runs and checks for issues in your AdWords account. It’s a great tool for checking your account is healthy and for reviewing new potential clients. We walk you through setting up, running and reviewing the script results. The script can be found in the attached link

Introduction and discussion around the advantages that AdWords Editor can provide you when working with AdWords

A walk-through of examples where it is advantageous to use AdWords Editor over the online interface

We discuss the limitation of AdWords Editor

We walk through the AdWords auction insights data.  We look at a script in Google Docs that displays the auction insight data in a meaningful graphical output that makes it possible to clearly see changes in competitor bidding over time

We walk through the SEMrush interface and cherry pick the best features for AdWords competitor research

We look at what landing page software does for you and the advantages of using it.  This includes templates, A/B testing, Quality Scores and more.

A walk-through to setting up Unbounce landing pages on your website and working with the builder

A walk-through to integrating Google Analytics tracking with Unbounce and event tracking

We discuss the new Search Responsive ads – what they are and how to implement them.

Search Responsive ads – Google Resource Guide:

There are new audiences available for Google Ads, one of the more interesting ones is life events.  We talk about what they are and how they might be good for you!

Another excellent audience option for prospecting is the Custom Intent Audience.  We discuss what these are and how to put them into practice in your Google Ads account

What people are saying

Great tips and examples. Fast, efficient and to the point.


Gerardo Calvo

Exceeded all expectations, thank you for all your valuable knowledge Mark!


Alex Atkinson

Really useful, clear and something handy to easily put in practice. I liked also that you were showing in practice how to apply the concepts explained.


Laura Manenti

Learning a lot of valuable things I did not know before.


Lisa Visser

Mark and his course are “the truth” no fluff! 98% of the competition is definitely NOT employing more than 2 or 3 of these advanced strategies let alone ALL of them! This course has far EXCEEDED my expectations! I have been looking EVERYWHERE for REAL advanced Google Ads strategies that are current and I found a very short detailed eBook with a few very solid strategies. I was so impressed that I reached out to Mark personally via email and that lead me here to his course packed with even more advanced strategies! Take this course it is worth it’s weight in gold!


Ashleigh Effinger

I am learning A LOT. The scripts and resources will come in handy too. Thank you.


Michelle Yeauger

This was a very good advanced Google Ads lesson full of useful information. Sometimes it could go even deeper in terms of analysis and explain some topics in ever more detail. But generally it helped me a lot further improve my understanding and technical knowledge. Highly recommended.


Christos Zafeiridis

Very good content and instructor, the advanced knowledge in here definitely surpasses the trying offered in Google Skillshop. Excited to put the scripts into practice on some of my ad accounts


Tyler Howard

Great course, well paced with good resources to back up the lecture content.


Nick McHugh

Yes. It’s advertised correctly and absolutely perfect! Love it so far. Certainly will buy more courses from Mark Meyerson.


Maryanne Evans

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