Google Ads For Pro Marketers Training Course

Course overview

• Google Ads, now over two decades old, has grown into a complex and feature-rich platform that can be intimidating.
• Despite many features being automated and AI-driven, navigating and understanding the platform can be challenging. Consequently, many campaigns suffer from poor setup and management, leading to losses.
• If you have a basic understanding and want to elevate your campaigns, this Google Ads course is ideal for you.
• Targeted at professional marketers, this course provides practical guidance on planning, managing, and optimising campaigns within the platform. It also reveals hidden opportunities in Google Ads, giving attendees a competitive edge.
• This interactive session includes practical demonstrations within the Google Ads interface and ample time for attendees to ask questions about their own campaigns.

Benefits

• Be more strategic in your Google Ads planning and execution
• Choose the right campaign types and ad formats to fulfil your strategic goals
• Set up bullet-proof conversion tracking and attribution
• Confidently set budgets and choose the right bid strategy for each campaign
• Use the latest Google Ads tools and features to fulfil your strategic goals
• Improve performance and ROI through better campaign hygiene
• Be data-driven in your activity, in order to continuously improve performance
• Test your cookie consent to ensure you have correctly implemented Consent Mode v2

Curriculum

Building Your Google Ads and PPC Strategy

• A review of the latest search marketing trends and benchmarks
• How to map business goals with your PPC strategy
• Setting up bullet-proof Conversion actions in Google Ads
• Attribution differences between Google Ads and Google Analytics 4
• Tools and techniques to understand the competitive landscape
• Case studies of award-winning campaigns
• The importance of Google Consent Mode v2; how to test your cookie consent; actions to take if you aren't compliant

Planning & Building Campaigns

• Choosing the right campaign type to suit your goals
• Use cases for Search, Display, Performance Max, Shopping, Video and Demand Gen campaigns
• Ad formats and use cases across all Google Ads campaign types
• Smart bidding strategies: which to choose and when
• How to optimise your campaign structure to improve performance

Audiences & Remarketing

• Remarketing strategy and planning
• The nuts and bolts of setting up your data sources
• Building audience segments in Google Ads or Google Analytics 4
• Advanced audience targeting settings
• Using Custom Segments

Campaign Optimisation

• The Google Ads Auction, Quality Score and Ad Rank explained
• Hidden campaign settings that will improve your ROI
• Advanced keyword strategies through the funnel
• Keyword match types; understanding the options and optimal setup
• Negative keyword management and scaling negative keywords
• When to use Portfolio bid strategies
• Dynamic Search Ads: when to use them and how to optimise performance
• Optimising Performance Max asset groups and audience signals
• How and when to use bid adjustments
• Ad and Landing Page Optimisation
• Copywriting techniques to increase click-through rates
• Ad copywriting rules and policies: do’s and don’ts in Google Ads
• Optimising copy to increase click through and conversion rates
• Tips on dynamic ad formats
• Landing page optimisation; opportunities and examples
• Tools and methods to A/B test landing pages
• How to measure and maximise Search Impression share
• Understanding the competitive landscape with Auction Insights
• Measuring conversion paths across multiple campaigns
• Setting up automated rules to monitor and control activity in real-time

Ad and Landing Page Optimisation

• Copywriting techniques to increase click-through rates
• Ad copywriting rules and policies: do’s and don’ts in Google Ads
• Optimising copy to increase click through and conversion rates
• Tips on dynamic ad formats
• Landing page optimisation; opportunities and examples
• Tools and methods to A/B test landing pages

Reporting & Measurement

• How to measure and maximise Search Impression share
• Understanding the competitive landscape with Auction Insights
• Measuring conversion paths across multiple campaigns
• Setting up automated rules to monitor and control activity in real-time

Who will benefit from this course?

• This Google Ads course is aimed at marketers with rudimentary knowledge of Google Ads who are looking to improve their skills, campaign performance and hygiene.