Stay tuned for 2022 details!

Advanced Google Ads training: Live workshop

Available on-demand – $249

Even with all of the new marketing channels that have opened up over the years, Google Ads (formerly AdWords) is still the core of many companies’ interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line.

Join Google Ads expert Brad Geddes online for two days of Google Ads education and discussion that will teach you not only the best practices but also advanced concepts and strategies that are based on a decade of research and testing.

This workshop aired live online on November 11-12 and is now available for viewing on-demand. Book now for $249 or bundle with an SMX Next All Access pass for $459!

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Workshops will be available for viewing on-demand until Monday, January 10, 2022.

Here’s a breakdown of what will be covered:

The Buyer Journey

We start the workshop by looking at how people search and the overall buying funnel, including examples of specific funnels for different types of companies. This information helps set the stage for the rest of the program, as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Comprehensive Keyword Usage & Organization

The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.

With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.

For the advanced users, we will get into n-gram analysis and Levenshtein distance for query management and analysis.

Everything You Need to Know About Creating & Testing Amazing Ads

There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups: The only part of your account that a searcher sees is your ads.

We’ll cover how to:

  • Create compelling ads
  • Effectively using RSAs
  • Setting up your account for the sunset of ETAs
  • Scientifically test ads for small to enterprise accounts
  • Find and use insights from ad testing data

It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups and test at scale so you can pull customer insight data for your account.

Audience Targeting Strategies

Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll discuss how to create advertising strategies for your account that combines audience targeting data and other Google Ads features together to fine-tune your customer acquisition strategy.

We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.

Competitive Analysis

Your ads and marketing do not exist in a vacuum. Competitors are watching and changing offers or starting new promotions all the time. We’ll make sure you get the answers to these common questions:

How do you evaluate competitor ads to ensure our offers are compelling?

What insights can I gather from Google’s Auction Insights tool?

Should I use 3rd party tools? How can they help?

We’ll look at how to analyze the competition to find insights you can use in your marketing tactics and include Free Data Studio reports to examine Auction Insights data.

Managing your Account inside of Google’s Black Box

Google Ads continues to funnel advertisers into Google-controlled automation. At the same time, Google continues to remove advertiser options and an advertiser’s access to data. This combination of factors makes Google Ads feel like a black box. We’ll look at how Google Ads management is changing as well as strategies to successfully optimize and test accounts within Google’s Black Box.

Open Q&A

We will end the workshop with an open Q&A session to ensure all your burning questions are answered!

Attendees will also receive:

  • A copy of the full deck
  • Several Data Studio templates to help analyze your account or are complementary to the workshop data analysis
  • Excel templates for examining Quality Scores

Meet your workshop instructor

Brad Geddes

Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows.  One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

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