Advanced Google Ads (2020)

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 modify campaigns via bulk sheets. 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 - Get the most out of Google Ads
02 - What you should know

1. Google Ads Strategy

03 - How to audit a Google Ads account
04 - Advanced keyword research techniques
05 - Auction insights and the bid simulator
06 - Account structure - SKAGs or STAGs
07 - Ad copy tactics to try in your campaigns

2. Optimizing Google Ads Account Performance

08 - Bid and budget optimization rules
09 - Retargeting audience strategy
10 - Rules for finding negative keywords
11 - Dynamic text on landing pages

3. Tips for Working Efficiently with Google Ads

12 - Working with Google Ads Editor
13 - Making changes with bulk sheets
14 - Choose an ad copy testing method
15 - Compare the tools for managing campaigns

4. Using Automation in Google Ads

16 - Applying automated rules
17 - Running Google Ads scripts
18 - Google Ads scripts you should be using
19 - Google Data Studio dashboards

5. Tracking Campaign Performance

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

6. Other Google Channels

24 - Setting up Google Shopping campaigns
25 - Get started with Google Display Network
26 - Running video ads on Youtube
27 - Universal App Campaigns (UAC) on mobile

Conclusion

28 - Continue learning Google Ads

Advanced Google Ads (2020)

Authors

Michael Taylor