Advanced Google Ads

Course details

You've mastered the fundamentals of using Google Ads for marketing campaigns. Want to ensure that you're leveraging all that this popular pay-per-click (PPC) advertising analytics tool has to offer? In this advanced course, Michael Taylor helps you take your Google Ads knowledge to the next level.

Unsure if you're consistently making the right decisions to maximize your PPC performance? Learn how to follow bid and budget optimization rules and defend the optimization decisions you make. Curious how top advertisers work efficiently on large accounts? Get tips for using the Google Ads Editor to quickly make changes in bulk, as well as how to use ChatGPT to automate repetitive tasks. Plus, learn how to run Google Ads scripts that automate nearly anything on your account, efficiently track campaign performance, and leverage other Google channels, such as Google Shopping.

Concepts

0. Introduction

01 - Getting the most out of Google Ads
02 - What you should know

1. Google Ads Strategy

03 - How to audit a Google Ads account
04 - Building your keyword universe
05 - The 80 20 rule and the long tail
06 - Account structure tradeoffs
07 - Ad copy tactics to try in your campaigns
08 - Building a swipe file for creative ideas
09 - Calculating how many A B tests to run

2. Optimizing Google Ads Account Performance

10 - Bid and budget optimization rules
11 - Retargeting audience strategy
12 - Automating negative keywords with AI
13 - Dynamic text on landing pages

3. Tips for Working Efficiently with Google Ads

14 - Using Google's native ad creative tools
15 - Making changes with bulk sheets
16 - Choosing an ad copy testing method
17 - Using generative AI to automate ad copy

4. Using Automation in Google Ads

18 - Applying automated rules
19 - Running Google Ads scripts
20 - Google Ads scripts you should be using
21 - Google Looker Studio dashboards

5. Tracking Campaign Performance

22 - Custom parameters in tracking templates
23 - Tracking additional conversion events
24 - Choosing an attribution model
25 - Using third-party tracking tools

6. Other Google Channels

26 - Optimizing Google Shopping campaigns
27 - Getting started with Google Display Network
28 - Running video ads on YouTube

Conclusion

29 - Continuing learning Google Ads