Google Ads Comprehensive Course
The course is designed as a handbook and guide for building and managing a successful Google Ads campaign. Whether you are beginning your journey in digital marketing or have a couple of years experience and want to upskill and become more professional, this course is for you! The course is all encompassing, covering everything you need to know to be great as a Google Ads marketer. We start from a basic level all the way up to covering advanced strategies.
How Is This Course Different?
What You Will Learn
Are There Any Prerequisites?
We review audiences that can be used for search and display campaigns and how you can apply them. We cover the difference between ‘observation’ and ‘targeting’.
We discuss the different dimensions that you can bid on within the account and where these are found. This includes a discussion of the issues of bidding on multiple aspects inside the account and why automated bidding makes sense. We review the main automated bidding strategies and when to use them.
Automated bidding strategies support doc: https://support.google.com/google-ads/answer/2979071?hl=en-AU
In this video we walk through creating new ads within your account. We look at the different types of ads you can create and what you should be considering when writing. We also talk about best practice for writing new ads and include key tips you should use when writing ads. We review some examples of well written ads and how they have used these key tips.
We discuss what sitelink extensions are and we go through the main extensions and what they do. We show where to find them within the Google Ads interface.
We cover the concept of conversion tracking and the different ways you can track what happens on your website.
We cover other aspects of the interface that are important to be aware of such as Billing, Shared Library, Dashboard, Recommendations, Ad Preview.
We explain the concept of remarketing and why it is so powerful. We discuss the different types or retargeting that you can run.
In this video we discuss how you can setup your Google Ads account for success with Research, Strategy & Planning, which we will cover in this section of the course. We then jump into a more detailed discussion of the research process involved in setting up a new account. This includes an overview of all the information we need to source and how to source it from clients, existing accounts and competitors.
Client brief document: https://docs.google.com/document/d/1qR076vY2kv6m79m_c5eIL6TN_uuyPUSqYZXqNGGPKkk/
We discuss the 2 levels of a great Google Ads account and why strategy is a crucial part of account building that is very commonly overlooked. We drill down into the 3 components of strategy and provide an in depth discussion of what they are.
Planning is about using the research and strategy we have discussed and start putting this into practice. This is the phase where we start thinking about how to structure campaigns, what we need to do on an ongoing basis and making projections as to what is possible.
As part of the planning phase, its important to come up with projections. These can be fairly rough, but should be based on existing data. We show you how to generate projections for your campaigns.
We start a brief overview of what we will cover in this section of the course. We then jump into a detailed discussion about the different ways you can structure your campaigns. There are multiple options that you should consider before building an account and we recommend which option to choose based on our experience and the future of campaign building. We also recommend 3 basic campaign types that all accounts should have – brand, non-brand and competitor.
The aim of this video is to cover common issues that occur when setting up campaigns. Our goal is to help you create better campaigns by covering these problems. We look at the issues of ‘location options’, ‘Search & Display Campaigns’, ‘automatically applied suggestions’, ‘Content Exclusions’, ‘Observation vs Target Audiences’.
We recommend how you should use keywords within your AdGroups for the optimal structure to help implement your campaign strategy. This focuses less on match types and more on theme relevance.
This video shows you ways you can generate new keywords and come up with new ideas for your AdGroups.
In this walkthrough we show you best practices for using Audiences & other dimensions within your Google Ads accounts. We touch on the different audience types of available to you.
We’ve already discussed best practice for ad copy in the previous section. Here we dive deeper and discuss Ad Copy creation within context of the campaign build. We also talk about testing concepts vs ad copy. We show you the way we build out ad copy within spreadsheets.
Small Campaign Structure Sheet: https://docs.google.com/spreadsheets/d/1FoJkAXlz_zqQk4UlPcdmOElXrBNngaOnZZISEE9RCEk/edit?usp=sharing
Large Campaign Structure Sheet: https://docs.google.com/spreadsheets/d/1WOuomKbvlQX3jO6iJGQfVoGa7GZQ8PQutkR_75f1Ojw/edit?usp=sharing
We discuss further the idea of labelling ads and show a walkthrough of how you view reports to see which labels perform well.
We cover the importance of tracking and why this should be one of the first things you setup. We recap the key things you should do when setting up tracking including the ‘conversions’ section in Google Ads and how to view your different conversion types within your campaign reports.
We list the topics we will cover in this section of the course. We then jump in and discuss search terms. We provide a walkthrough of how to optimize them inside Google Ads.
Quality Score is one of the most important concepts for Google Ads, we show you how to identify specific QS issues within Google Ads and techniques to improve QS. We also show you how to use Google’s Natural Language Processing tools (NLP) to optimize your own QS.
Google NLP Demo: https://cloud.google.com/natural-language
We go into more depth here in our discussion of ad testing. We review best practice and ad writing techniques and what we recommend doing regularly to optimize your ads.
We review the key segments inside the account that need to be optimized on a regular basis, and include a walkthrough of where to find them.
We discuss the different automated bidding strategies and key things to be aware of when using them and how to implement them cautiously.
Automated bidding signals – more info: https://support.google.com/google-ads/answer/7065882
Automated bidding Strategies – more info: https://support.google.com/google-ads/answer/2979071?hl=en-AU
Reporting is an integral part of regular client management. We talk about specifics about what to include in reports, how often to report and what systems to use. We show you report examples as well.
Reviewing budgets should be conducted regularly. We show you how to calculate this and make it easy to streamline for Google Ads using a calculated spreadsheet.
Access the budgeting sheet: https://docs.google.com/spreadsheets/d/1f9jGf80pwiiLYCLnTaNQuDudkWmJ_3iLQdsdq-auscc/edit?usp=sharing
After a quick intro to this section of the course we jump in and discuss experiments. We discuss what they are and why you should use them. We show you example case uses and we include a walkthrough for setting up experiments inside a real Google Ads account
The more you engage with customers the higher our conversion rates. Previously we discussed different types of remarketing available, here we discuss different remarketing strategies you can utilize for Google Ads. This includes a walkthrough for creating a number of these audiences.
We discuss functions you can use in ads like Dynamic keyword insertion, countdowns, IF Statements and more.
We discuss Dynamic Search Ads (Dynamic Search Campaigns). These campaigns can be very powerful when used properly. We talk about best practice in implementing these campaigns and provide a setup walkthrough.
Google Help Article: https://support.google.com/google-ads/answer/2471185?hl=en-AU
Without a good landing page your whole campaign will suffer. We show you the key things to consider when optimizing your landing page and we include a few examples.
Your client calls you and says they cannot see their ad showing! We discuss the steps you can take to diagnose and rectify.
Your campaign is running, but there are no Conversions (sales). Don’t stress! We provide a step by step process to assess the possible issues.
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