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With over a decade experience running Google Ads campaigns for my eCommerce clients, I bring you a wealth of knowledge in how to run campaigns that will give you an edge over your competition. The course discusses the strategy behind building successful campaigns and walks you through the process of setting up and running eCommerce campaigns.
The course is recorded on the new version of the Google Ads interface, many other similar courses have not been updated and are now outdated.
I provide insights and Google Ads tools you can use for your eCommerce business. This includes:
- Building a strategic campaign structure to make the most of the Google Ads console
- Utilising Dynamic Search Campaigns to leverage long tail traffic and keep costs low
- Setting up Search Campaigns to best target category traffic
- Implementing dynamic ad customisers to create hyper relevant ads for searchers
- Structuring your Google Shopping Campaigns for easy optimisation towards maximum ROI.
- Multi-tiered Retargeting strategies specifically tailored for eCommerce campaigns
- We also discuss setting up tracking for eCommerce campaigns and using the Google Analytics eCommerce and enhanced eCommerce report features.
Are there any prerequisites?
This video reviews what we will cover in the course
We review the theory behind the account structure for setting up campaigns in Google Ads.
Dynamic Search Ads (DSA) help you leverage long tail keywords and send hyper relevant search terms direct to product landing page. For any large ecommerce platform these campaigns can give you a significant edge
We look at how best to implement search campaigns to drive traffic to category sections on your site.
Ad Customisers are a great tool for creating hyper relevant ads for users. Learn more about how to implement these using a business data feed and customised ad text.
We discuss the optimal way to setup your Google Shopping Campaigns. This setup allows for a large coverage of product SKU’s, creates an easy optimisation process to generate strong ROI
We discuss the right approach for setting up retargeting for an eCommerce retailer. This includes retargeting within the tiers of the marketing funnel. We also look at using similar audiences and IF statements within adcopy.
For a large eCommerce site, one of the common pitfalls is managing landing pages. This 404 error error script provides a practical solution for checking 404 errors in your landing pages automatically. This is a great solution for any large eCommerce retailer
We discuss the difference between ecommerce and enhanced ecommerce and review Google Analytics features for ecommerce
A step by step guide for setting up ecommerce tracking for Google Analytics. This includes changes within GA, an overview of the code requirements and an overview of ecommerce CMS software
An in-depth review of ecommerce reports within Google Analytics and practical ways to use them
We discuss what well cover and talk about the future of Google Shopping and why the future of shopping will be focused on product feeds
We discuss the concept of feeds and the required fields for Google Shopping feed. We also talk about how to generate these product feeds from different CMS’s and 3rd party tools.
This lecture shows you how to setup and navigate the Merchant Centre including adding and reviewing feeds
We review the general rules & best practice for feed policy
We discuss ways of improving the quality of feeds which ultimately leads to stronger campaign performance. This includes best practice for product titles and using Merchant Centre Rules to set titles.
We dig deeper into more advanced Merchant Centre features.
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