Advanced Google Ads Course

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

$399 USD


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Course Overview

What You Will Learn

Are There Any Prerequisites?

Learning Path

17 Lessons

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.

Video 48 Min + 2 Min read to complete.

This presentation discusses the idea behind the double campaign structure and whyit 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

George Maser

This course provided an insight into Google Analytics, Google Adwords, Google Tag Manager and how it works with FB and LI platforms. Twitter was not mentioned or Pinterest. Tracking Landing pages and Buttons and ATC and Purchase was covered. Very Nice Course. I am going to take it again. Data Studio is new to me.

Chua Yi Cheng

I highly recommend this course for anyone who is managing a Google Ads account and wants to take his/her skills to the next level. I have been managing an adwords account for about half a year now and there are so many changes that I want to implement from the knowledge I learned from this course. This is a great course for advanced users no doubt about that.

Peter L.

Perfect match. I wanted to take my Google Ads and Analytics knowledge to another level, and this course is perfect for it. I’ve gone through it twice and will go through it at least one more time to really absorb it. I’m looking forward to working through Mark’s Conversion Tracking course next.

Oliver M.

This is the best ads course that I have seen. very good to understand…

Erdjan Remziev

He absolutely amazed me by the knowledge he has. I expected that course to be ” The usual HOW TO ” But its actually exceed my expectations by showing us really superior statistics A/B testings, labeling & etc… You will explore a lot of advanced secrets even if you’ve been handling ads for a long time, like me. Thank that’s really advanced course.

Malvika Jain

Excellent course. I was using Adwords in-depth 2013-15 and now wanted to get back to it. Seemed a herculean task but the pace and depth of this course was perfect at 2x speed. Looking fwd to trying many of the things mentioned here, and trying other courses by this instructor. The GA part was great.