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The Google Ads Masterclass

17 Units - 129 video lessons

Welcome to This Course!
Google Ads is the most popular and largest advertising platform that can help you increase your business's profitability through digital advertising campaigns. In this course, you’ll learn practical steps on how to use Google Ads, including all its features to get people to buy from you and maximize profit. This course will also help you to understand advertising platforms.
12:45
How to Make the Most of This Course
I strongly recommend that you take this course one video at a time to be able to understand fully. If you want to receive an ad click, one of the questions you should ask yourself is; how much am I willing to pay for an impression? In this video, I’ll show you how and when to use Google Ads script to double your account’s conversion rate and also reduce the cost of advertising.
19:46
Formula Calculator
Some questions that arise when considering digital advertising campaigns are; what’s the most I can pay for a form submission? How much money do I make when someone clicks my ads? What is the minimum ROAS (Return on ads spend I need to break even? In this video, I’ll give you the formulas that will help you assess your advertising campaigns performance(s).
13:56
Creating Your First Account
In this video, I’ll take you through the step-by-step process of creating and configuring a Google Ads account. All you need to create a Google Ads account is an internet connection, a computer, and a Google account. At the end of this video, you’ll also be able to create an advertising campaign.
08:31
Google Account Hierarchy
Before naming a campaign, it is important to understand Google Ads structure and hierarchy. Two or three campaigns can have different settings. Therefore, in this video, you’ll learn how to structure and break down your campaigns based on different factors and the differences between Campaigns, Ad groups, Ads, and Keywords.
08:13
Website Navigational Structure
The website navigational structure helps you break down how your advertising campaigns will look on Google Ads. In this video, you’ll learn how to structure your information in a way that will generate traffic and increase your conversion rate.
20:03
Network Settings
In this video, you will understand how a campaign network works, and the differences between display network clicks and search network clicks, and the effect of having both in your campaign.
13:50
Location Targeting
Google Ads location targeting helps you to find the right customers for your business by using your location in your advertising campaigns. This video will learn about the benefits, principles, and strategies of location targeting of Google Ads.
12:25
Configure Location Targeting
I’ll take you through the process of configuring and or set up location targets on your Google Ads account and how to use it to increase your business visibility.
09:47
Location Reports
Location reports help you to track your ad performance and conversion value using locations. Watch this video to understand how to understand location reports and modify it to increase conversion rate.
14:52
Advanced Location Options
Location options help you to include or make exclusions to your campaign's visibility. This video will help you decide the best location targeting settings that will be most suitable and profitable for the visibility of your ads.
16:01
Setting Budgets
You need to set daily financial budgets for a campaign on your Google ads, so you don’t overspend and eventually run at a loss. This video will explain in detail how to achieve that.
12:51
Configure Locations
Google properties have default languages; for example, google.com and google.fr default to English and French respectively. When you search using a language or location-specific domain, the results will be in the default language. Watch this video to know more about how to change and configure your campaign's language settings.
03:57
Hourly Reports
Hourly reports show how campaigns are performing at every hour of the day. This helps you to track the effectiveness of your ads. Hourly reports can be accessed in the Google Ads Interface. Watch this video for more details.
05:59
Default Bid Strategy
Google, by default, would say you want to focus on clicks, which is an automated bid strategy. The different types of bidding strategy are automated bidding, semi-autonomous bidding, and manual bidding. Their differences and the best one to use will be discussed in this video.
05:45
Bidding Strategy: Target Search Page Location
In my previous video, we learned about the different bidding strategies. In this video, you’ll learn about the target search page location, its objectives, and how it works. It is an automated bid strategy that allows your campaign ads to be ranked on the top of the search engine results page.
05:36
Bidding Strategy: Target ROAS
This is another type of automated bidding strategy. Return on ad spend (ROAS) is a metric or formula that measures the efficacy of a digital advertising campaign. ROAS is not the same as ROI (Return On Investment). Watch this video to learn more.
10:26
Bidding Strategy: Target CPA
Target CPA (Cost per acquisition) is another type of automated bidding strategy. The objective of the target CPA is to get as many conversions as possible at or below the target CPA that has been set. It helps to avoid unprofitable clicks and get more conversions at a lower cost. This video will expose you to all there is no know about Target CPA and how to use it effectively.
04:54
Bidding Strategy: Target Outranking Share
This is an automated bidding strategy in which your bid is modified daily either by lowering it or increasing the rank in order to outrank the ads from your competitors. This video will explain in detail how target outranking share works.
07:32
Bidding Strategy: Maximize Clicks
This is an automated bidding strategy. It is being set as default on any new Google ads account that is created. This strategy sets your bids to help you get as much traffic to your site as possible within your budget. I discussed how it works in this video.
05:27
Bidding Strategy: Enhanced CPC Bidding
Enhanced Cost per click (ECPC) is the only semi-autonomous bidding strategy that there is. This method combines a manual bidding with an automated bidding such as Target CPA or Target ROAS. Enhanced CPC helps to maintain a tight control of your individual keywords as well as using Google Ads algorithm to make adjustments and optimize CPC for better conversions.
04:38
Bidding Strategy: Manual CPC Bidding
Manual bidding strategies help you set your maximum cost per click, which is the highest amount you are willing to pay for a click on your advertising campaign. You have full control over your bids in every auction. This is the bidding strategy I highly recommend. To know more about Manual CPC and its working principle, watch this video.
04:38
Campaign Start and End Dates
Set the campaign time frame and duration. This can be paused at any time you so desire. This video will show you how to set campaign start and end dates on the Google Ads interface.
01:36
Dynamic Search Ads Introduction
This is an exciting feature that Google allows you to create a campaign that can be modified at any time. It helps you find the area of your website you should focus more on. A dynamic search ad is a campaign set up for you by Google based on your website. The dos and don’ts of Dynamic search Ads are discussed in detail in this video.
07:39
Sitelink Extensions
You can enhance your ads with various types of extensions. The 3 primary forms of extensions are sitelink extensions, callout extensions, and call extensions. In this video, I discussed the sitelink extensions and the benefits of using ad extensions.
14:08
Callout Extensions
Callout extensions are easy to set up and eligible to appear with your ad on a computer or mobile device. It lets you include detailed information about your ads using additional texts which can be edited. Learn more about how to set a callout extension in this video.
05:01
Call Extensions
Call Extensions lets you add contact (phone) numbers to your ads, which can significantly increase your click-through rate. I discussed the benefits and the process of adding a call extension to your ads in this video.
08:29
Structured Snippet Extensions
Structured Snippet Extensions is a type of Google ad extension that allows you to add extra information about your products and services. It will enable you to add multiple headers so that the search engine can display the most relevant structured snippet to the customer/buyer based on his query intent.
06:06
App Extension
App extensions help you to provide access to your website and your app from a single ad. You will be able to link to your mobile or tablet app from your text ads (a single link). In this video, I discussed the differences between App extensions and App campaigns.
02:28
Message Extension
Message extension is especially for businesses. It allows you to get a direct message from your customers through the Google ad. The customer will click on the call to action to send a text or message. However, you will be charged whenever someone clicks the message extension on your ad. This video will show you how to create a message extension.
08:40
Location Extensions
Location Extensions is great for local businesses. Even if you have multiple locations, you get to add them. It allows you to show your business address, phone number, and a map along with your ad text. You will also need a Google my business account for this. This video gives more valuable details about adding your location extensions to your ads.
05:05
Promotion Extensions
Promotion extensions are free to add, but you will be charged for clicks from people viewing your ad. It is different from callout extensions, where you could run specific deals and add links to those deals. Promotion extensions usually appear with a coupon code and or discounted percentage. This video will take you through the process of adding a promotion extension.
09:44
Price Extensions
This creates a pseudo shopping ads experience inside your text ads. The customer gets more information without even clicking on the ad. Price extensions appear just below your text ads and gives you the opportunity to provide more details about your business. For example, they can view different options and prices.
11:58
Ad Rotation Settings
There are 2 ads rotation settings. It is either you optimize using preferably the best performing ads, or you do not optimize, and by that, you rotate ads indefinitely. The former will use Google’s machine learning technology to deliver ads expected to perform better than the other ads. At the same time, the latter will rotate ads without paying attention to their performance. This video will explain in detail what ad rotation is all about.
04:56
Ad Scheduling
You can decide to run your ads throughout the day or at certain periods. Ad scheduling helps you control the times your ads are eligible to enter the auction in Google Ads. By default, Google sets ad schedule at 24hrs i.e. all through the day, but you can also use your previous data to adjust your scheduling periods.
10:59
Device Targeting
Device targeting settings is not one of the core settings you set up while you are creating your first campaign. A common fact is that mobile phones have more searches daily and more clicks on ads when compared to desktop. Device targeting helps you to control and choose which ads are shown on which devices. You can create mobile-only specific campaigns or desktop-only specific campaigns. I discussed more about device targeting and how to set it up in this video.
15:19
Campaign URL Options
This is the last setting of creating a new campaign. In this video, you will learn how to use this tool to add campaign parameters to URLs easily and also track custom campaigns in Google analytics. Setting up URL options at the ad group or campaign means that you can update your tracking information without resubmitting your ads for approval.
07:17
Ad Group Basics
In this section, I will discuss what ad groups are about and everything about ad group fundamentals and structures. Ad groups consist of keywords and related ads. The most important thing to think about when creating an ad group is the theme. Ads with the same keyword theme should be grouped together, and the best way to do that is to follow the navigational structure of your website. All these and many others will be discussed in detail in this video.
13:57
Ad Group Structure Ideas
In this video, I gave a detailed explanation on how to structure an ad group which includes the themes, match type, top performers, and how they can be used to structure your ad groups.
06:52
Creating Your First Ad Group
In this video, I will take you through the entire process of creating an ad group on Google ad. Mergewords.com is a tool that helps to mix and match different keywords.
09:05
Anatomy of a Google Ad
Google is continually changing how paid search ads appear on their search results. The anatomy of a Google ad consists of; 2 headlines with a maximum of 30 characters each, Ad indicator, Display URL that has 2 paths with a maximum of 15 characters each, description text, and extension.
07:00
Compliance in Ads
In this video, you’ll learn about the compliance techniques and a method used in advertising to get your ads approved faster and also to induce a consumer to purchase a product. These compliances are discussed in detail, and they include avoidance of cursing words, character limits of 90 for description and 30 for your 2 headlines, etc.
05:31
Requesting a Manual Review of Your Ads
In this video, I will take you through the step-by-step process of how to request a manual review of your ads. You are also going to learn about a URL that is used to request for a review. After typing the URL, it brings up a form for you to fill and add your contact details.
02:33
Best Practices
To enable your ads to be as effective as possible, you have to put some practices in check. Some of which include highlighting your company's uniqueness, including price, promotions, sales and exclusive offers, using registered symbols whenever you can. This increases CTR (Click through rate).
14:03
Case Study
In this video, you will learn how you can write killer google ads. I used a Medical Equipment Company as a real-life case study to further help you in your understanding of writing a great Google ad. Research helps generate better advertising campaigns and helps you advertise with intelligence.
15:17
Creating our First Ad
Now that we understand the anatomy, pros and cons of Google Ads, we will go ahead to create our first Ad on the Google Ad interface. Follow the steps keenly to understand better.
13:17
Configuring Billing Details
After your Ad has been created, it is time to fill in your billing details from which payment is made to Google for clicks on the ads you have created. To input your billing details, go to tools>setup>billing and payments.
05:11
Keywords Vs Queries
In this video, you will learn more about keywords and search queries and how they influence your campaigns. Keywords are the heartbeats of an account; it could be a word or a phrase. Getting your keywords right is very important for your Ad visibility. Keywords are the items up for auction. The keywords you add to your ad groups instruct Google ads as to which queries should trigger your ads. Queries and search terms are interchangeable. Query gives insights about how users are searching for your type of products or services.
08:44
Keyword Research
In this lecture, you will learn how to create campaigns with a keyword structure referred to as keyword research. Before you start planning and organizing your keywords, the first thing to do is to research the best keywords that will be more effective and profitable for your campaign.
11:05
Keyword Planning
Keyword planning is the second stage of setting keywords. The keyword planner helps you to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them. With a planner, you can forecast how well a keyword will improve your ad's visibility.
12:58
Keyword Organization
In this video, you will learn more about the last stage of keywording which is the keyword organization. Keyword organization helps to improve your search marketing performance in that it groups huge lists of keywords into compact and more relevant keyword groups each containing between 10-25 keywords.
06:31
Keyword Match Types
This video is an overview of keyword match types. A keyword match type tells Google how much freedom they have when pairing your keywords with search queries. There are five types of match types: broad match, broad match modified, phrase match, exact match, and negative match. These match types will be discussed in detail in subsequent lectures.
12:12
Keyword Match Types: Broad Match
This is the default match type when you create a keyword inside an ad group in Google ads. It captures the most clicks and impressions. Search engines use broad matches to determine the search terms your ads will match against. The pros and cons of the broad match will be discussed in detail in this video.
09:13
Keyword Match Types: Broad Match Modified
This is a modified version of the broad match keyword type. In a broad match modified, a plus sign is added in front of one or more words in a broad match keyword. This feature can drive more traffic than phrase or exact match, and it attracts more qualified traffic than broad match. Watch this lecture video for more explanations on broad matches modified.
06:15
Keyword Match Types: Phrase Match
Phrase match is a more flexible keyword matching option, and it is more targeted than the default broad match option. In phrase match, Google matches your ad only against keywords that include a phrase you designate. The symbol for phrase match is quotation mark(“”), that is, you will quote your keyword to make sure your ad only appears for searches containing your exact keyword with additional words or phrases before or after your keyword.
06:30
Keyword Match Types: Exact Match
In this lecture video, you will learn about the exact match and its pros and cons. An exact match is a positive match that uses brackets [ ] to ensure your ad will only show for queries containing your exact keyword or additional phrases. Negative keywords are not required to supplement exact matches. The highest click through rate and cost per click is generated from the exact match.
11:52
Keyword Match Types: Negative Match
This lecture discusses in detail the negative match type. Negative match is more like a preventive measure in that it does not trigger ads. Negative match can be broad, phrase or exact match. Negative keywords use the minus (-) sign. Negative keyword match helps you to select which keywords you want to block your ads from appearing for.
12:18
Search Term Reports to Locate Negative Keywords: Part 1
In this lecture, we will be looking at how to use search term reports to find negative keyword ideas and add them at the campaign level. Search term reports enable you to see the exact search term that triggered the appearance of your campaign. This is an excellent tool for optimizing your Google Ads performance.
15:17
Search Term Reports to Locate Negative Keywords: Part 2
I used a live account to show you how to use a search term report to find profitable negative keyword ideas for your products or services. Try optimizing your campaigns based on the order of importance; that is, the campaign that is spending the most money. Do not pay attention to search terms that have too few clicks because there is not enough data for you to conclude it as having the potential to be profitable.
17:17
Negative Keyword Lists
Negative keyword lists are the collection of keywords that you want to re-use for multiple campaigns not to repeat the same negative keywords for different campaigns. The most popular form of negative keyword list is the “account irrelevant” list. It consists of a list of keywords you don’t want your ads to show up for. The other types of negative keyword lists are discussed in this lecture.
11:55
Traffic Sculpting
Traffic sculpting, also known as funneling, is a technique of adding negative keywords to ad groups. It helps to get the most relevant ad copy for search, which in turn increases the quality score and return on investment but decreases the cost per click and the conversion rate. Ad serving issue occurs when certain keywords compete with each other due to variations in quality score, bid, and overall history.
18:10
Adding Negative Keywords
Negative keywords lists can only be added to the campaign levels, and therefore, ad group negatives can only be in ad group levels. To add individual negative keywords to ad groups, select keywords and targeting > Keywords Negative > Add Negative Keyword > select Ad group negative keyword or Campaign negative keyword > select the destination for the new negative keyword and click OK. Enter the negative keyword in the edit panel. It is also possible to add multiple negative keywords to an ad group and campaign.
09:13
Traffic Sculpting Using OPTMYZR
OPTMYZER is an industry-leading PPC (Pay Per click) performance insight agency software. PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. In this video, you will learn how to use OPTMYZER and learn about its benefits.
07:18
Google Suggestions, Google Related Searches and Autocomplete
In this video, you will learn about keyword research tools. Examples of Keyword research tools are Google suggestions or autocomplete, Soovle/Uber suggests, Friends & Family, and Keyword Planner. Google suggest or autocomplete is a Google search engine function that provides suggestions to users as they enter their search query into the search box.
14:03
Additional Research Tools to Pinpoint Negative Keywords
In this lecture, you will learn additional research tools for negative keyword ideas and how to use them. Autocomplete suggestions are suggestions that Google thinks are popular, and they are being suggested as you type in Google search.
11:40
Google Keyword Planner- Part 1
In the previous video, we learned about how to research keywords using Google suggest, autocomplete, Google related searches, asking Friends & Family, etc. In this video, we will learn how to use Google keyword planner. It has a dual purpose in that it can be used for keyword research and keyword planning. There are 2 ways to get into the Google keyword planner; by using the shortcut GT (Go To) and type planner or by using Tools.
19:56
Google Keyword Planner- Part 2
This video is a continuation of the previous video where I discussed Google keyword planner. In the last lecture, we added some keywords to our keyword plan, and we used URL (Uniform Resource Locator) for Google to generate keyword ideas. Peradventure, the URL did not give enough information, and then you can search for keyword ideas using actual keyword ideas and add your keywords. This method can also be used for negative keywords.
15:45
Downloading Keyword Ideas from the Google Keyword Planner
In this lecture, we will learn about the relationship between the different ways people talk to search engines and the Buyer Funnel. The way a potential customer searches the internet can help us understand where they are in the Buyer Funnel. The stages of a buyer journey occur from the Awareness stage, the Interest stage, the Shop stage, and ends with the Buy stage. Every customer goes through this process every time.
16:07
The 6 Ways People Communicate With Search Engines
In this lecture, we will discuss the 6 main ways people communicate with search engines. Understanding the different methods that people use to express what they are looking for will give you ideas for search terms and keywords and the ability to predict the keywords and search terms that will lead to conversions. It also helps you structure your account and decide what you want to bid and how much you are willing to spend on bidding.
16:30
Understanding the Buyer Funnel
The type of query or the buyer psyche does not necessarily relate to any one of these stages of the buyer journey. You have to be able to assess everything on a query by query basis so you can understand where they fall in these stages of the buyer’s funnel. This helps you create thematically related keyword groups and bid more aggressively on keywords on the shop and interest stages of the funnel. This and more will be discussed in this lecture video.
11:51
What Keywords Say About Buying Intent
The type of query or the buyer psyche does not necessarily relate to any one of these stages of buyer journey. You have to be able to assess everything on a query by query basis so you can understand where they fall in these stages of the buyer’s funnel. This helps you create thematically related keyword groups and bid more aggressively on keywords on the shop and interest stages of the funnel. This and more will be discussed in this lecture video.
11:51
Using SEM Rush to Get Volume and Cost Estimates
In this video, we will continue with keyword planning, and the tool we will look into is the SEM Rush. SEM Rush pulls data from Google’s API (Application Programming Interface). SEM Rush has an advantage over Google keyword planner in that SEM Rush does not have a native integration back into your campaigns with Google Ad. It is a paid software, and it also has a free version that provides you with a limited amount of data.
18:13
Using SEM Rush to Get Keyword Ideas from Your Competitors
This video will put you through the process of using the SEM Rush to generate keyword ideas from your competitors. In order to get details about what your competitors have been advertising and the best keywords that are being used, use SEM Rush. Use the search box to search for keyword ideas.
19:24
Google Keyword Planner to Generate Volume
In previous lectures, I have shown you how to use the Google keyword planner to get keyword ideas. Google Keyword Planner is also a great tool in getting traffic to your website, cost estimates, building a plan, and getting actual conversion estimates. Click on the wrench icon in the toolbar at the top of the page. There are 2 different tools within keyword planner: “discover new keywords” and “get search volume and forecasts”.
17:11
Exporting Keywords to Excel and Keyword Themes
This is the final stage of our keyword training which is Keyword Organization. There are a lot of ways to get keyword information into Excel. The first step is getting the researched keywords (which have been downloaded from SEM Rush, Google keyword planner, Uber suggest etc.) into a spreadsheet. This video will take you through the process of exporting keywords into excel for organization.
16:38
Formatting Keywords in Excel
Keywords and themes can be exported into a spreadsheet. When you copy and paste on Google ads we want to make sure that our keywords are formatted properly. The procedures to be followed in keyword formatting are discussed in detail in the video.
11:29
Using Pivot Tables to Visualize Your Campaign Structure
During this video, you will learn about effective campaign visualization tools inside Excel which are the Pivot tables. A Pivot table is used to summarize, sort, reorganize, group, count, total or average data stored in a table.
12:05
Using Mergewords to Generate Keyword Lists
In this lecture, we will look at some tools to help you build out keyword lists faster and more efficiently. A Merge Words tool is used to combine sets of words automatically. It helps to avoid repetition of keywords. Other tools are the AdWords Wrapper and Speed PPC.
13:34
Configure Initial Max CPC Bids
This video answers the question, “how to choose a Max CPC (cost per click) bid. Revenue per click is the amount of money being generated from every click. Revenue per click can be analyzed at the ad group level, campaign level, and the keyword level. Revenue per click is derived by using the formula Conversion value divided by click.
19:57
Create a New Ad Group Within Your Campaign
In this video, we will talk about adding new ad groups within your campaign. To pause or remove an ad group, click on the drop down menu with the green light indicator, which indicates enabled, and you can either pause or remove. To add an ad group on Google Ads, click on the red button with a plus sign and ad group and remember that Google Ads interface always has to be at the campaign level when creating new ad groups.
07:27
Importing Keywords From Excel To Your New Ad Group
In this video, you will learn how to copy your keywords and paste them to your new Ad group in Google Ads. You will also learn how to copy keywords by Match types.
10:48
Creating Multiple, Relevant Ads For Your New Ad Groups
In the type list, select Ad groups, click “make multiple changes”. Under “Destination”, select My data includes columns for campaigns and/or ad groups or use selected destinations. Type or paste your changes into the grid. Click process. To continue, click finish and review changes. To add the pending changes to your account, click keep.
13:11
How To Navigate Between Ad Groups, Keywords and Ads Within A Campaign
If you want to see all the keywords in this campaign, you will navigate to keywords from the campaign view in Google ads. To view keywords only from an individual Ad group, click the Ad group name from the left-hand menu. By the end of this video, you should be able to navigate between your Ad groups and keywords.
08:09
Intro to AdWords Auction
In this chapter, we will talk about understanding the AdWords auction. This is going to be a couple of videos because there is a lot to learn specifically regarding. The AdWords auction focuses on relevancy, uses a “second price” auction model, you only pay for clicks, and every search triggers another auction. In this video, you will know more about all you will learn in videos coming up.
20:08
Quality Score: Quick Through Rate
In this video, we will go through a quality score. You will learn how it works, how QS is calculated, what makes up your quality score, how your actual cost per click is calculated, what Google looked like in the pre-quality score era. Before going into what quality score is and how it came to be, it is important to go through what Google is at its most fundamental level.
15:28
Landing Page Quality
Landing page load time is not a problem that comes up often. As long as your site looks like it’s loading at a normal speed, you are good. If your site is excessively sluggish, talk to your hosting provider to figure out what is going on. In this video, you will learn about landing page quality, spiderbility, transparency, navigability, and more. Always take your landing pages seriously
07:04
Ad Rank and How It's Calculated
In this video, we will talk about how to calculate the Ad rank in your actual CPC. We will dive into the modern-day Google AdWords options where we understand what ad rank is, how your ad rank determines your placement options, and more importantly, how actual option works to determine what you pay when your ad gets clicked on.
12:04
When to Ignore Low Quality Score
Sometimes, it is okay to ignore quality scores. In this video, we will take a closer look at some of the uncommon situations where these exceptions apply. The most common exception to the quality score rules is what I call PAINS. You will also learn about other common exceptions to the quality score rules like new keywords, bad blood, competitor campaigns, and much more.
09:14
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 1
In this exciting chapter, we will go into Microsoft excel- into a live account, and take a look at how we can diagnose quality score issues in our account. You will learn how we can identify and point out quality score problems. Please note that sensitive personal information is blurred out in the live account for demonstration, but the data is real.
08:02
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 2
This is the 2nd part of the advanced techniques video for diagnosing low-quality scores with an excel pivot table. You will learn how we can identify and point out quality score problems. Watch this video until the end for a comprehensive explanation of identifying and pointing out quality score problems.
11:25
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 3
This is the 3rd part of the advanced techniques video for diagnosing low-quality scores with an excel pivot table. You will learn how we can identify and point out quality score problems. Watch this video until the end for a comprehensive explanation of identifying and pointing out quality score problems.
07:09
The AdWords Dashboard
Google AdWords is a powerful tool when it comes to advertising a business online. What makes it so great? The AdWords Dashboard gives you a detailed overview of its features, keys, tabs, buttons, and many more. Using Google AdWords is a common and effective marketing strategy among businesses looking to get their first online customers. Today we’ll dive into some of the basics of using Google AdWords for your business from the backend(dashboard).
15:58
How To Edit, Pause And Enable Keywords, Ad Groups and Campaigns
In this course, the 4 key metric tabs you will be working with are Campaigns, Ad Groups, Ads, and keywords. These are the tabs where you get to spend the majority of your time building your account audiences, ad extensions, and dimensions. Today, we will be taking a look at these main menu tabs along with their sub-menus and their functions. This way, we can go more in-depth and start narrowing our focus on the most important sections.
15:14
Editing The Essential Campaign Settings
It is possible that you have launched a campaign with the settings configured to your requirements. After some observation and results, it is also possible that you may want to make changes to either of these parts of the campaign. This is why we have this course on editing your campaign settings. Based on the results you see on the dashboard, you may want to change some integral parts of the campaign. Whether it’s the daily budget, location, method of delivery of ads, and so forth, it is important that you have a hang on how to make changes where and when necessary.
06:18
Create New Campaigns to Improve Your Results
Improving Google Ads through campaigns sounds easy, doesn’t it? Just set up your campaigns and you are good to go. Well, not exactly, as you need to certify a number of things before creating one. Not all campaigns need to be created to improve results. When creating a new campaign for the purpose of improving results, be sure that it meets the necessary requirements for that to be possible. Want to know some of these requirements? Hop on to this course to learn how and when to create new campaigns.
15:21
Using Your Website to Make the Most Compelling Campaigns
Do you know your website can function as a great way to make the most of compelling campaigns? There’s a lot of techniques you can employ to go about this. From the web pages, to the ad groups, to the ads, to the keywords, your site will be in its best form. Every good campaign deserves a well-structured website. With a proper structure and arrangement of any site, your campaigns can be more profitable. Looking to try out some of those techniques for your website? Take this class on that!
15:45
Creating Custom Schedules For Your Campaign
Creating custom schedules is important for cases where you don’t want to buy traffic to your website at certain times of the day or on certain days of the week. Instead of going back and forth to activate and pause your campaign based on the timings of your conversion, this is where the custom schedule comes in. Based on your observations, you can easily set up a timeframe where your ads are increased, decreased, and so on. This way, it saves time and effort and generates adequate results for you. Want to learn how you can create your custom schedule for your campaign? Find out in this course.
11:56
Bid Adjustments and How To Enhance Your Campaign Schedule
Bid adjustments are percentage changes that allow for either an increase or decrease and better control of where ads are shown. They make it possible to target specific audiences with search term bidding, opening the door to significant campaign optimization opportunities. Whichever bidding strategy you choose, you have the option to raise or reduce your bids when certain criteria are met. In this course, you will learn how to enhance your campaign schedules with bid adjustments.
12:07
Comprehensive Overview of Negative Keywords
In finding your potential customers, you need to determine the most profitable keywords that can help you find the customers you are looking for. While this is great, it is also equally important to identify and eliminate keywords that are not in search of the ones you provide. This is why you need Negative Keywords. In this course, we will take an in-depth on all you need to know when it comes to using Negative keywords.
14:19
Broad, Phrase, and Exact Match with Negative Keywords
Why are Negative keyword match types important? Simple! They help improve your click-through rate and save you money on profitable ads. Using an appropriate match type helps to influence how a negative keyword should work in blocking irrelevant search terms. The three main types include Broad, Phrase, and Exact. Want to know how they work? Find out here.
06:50
Managing Negative Keywords and Keyword Lists
Learning the theory of negative keywords is great but now let’s get into actually doing it. Here is a walk-through of how to add negative keywords at the ad group level, campaign level, and developed negative keyword lists. Here you will see how I get to do it.
20:25
Introduction to Ad Extensions
If you have ever thought about standing out from your competitors in a crowded online marketplace, then you should try Ad Extensions. Ad Extensions are an integral part of optimizing paid search ads. This is particularly great for campaigns looking to be one step ahead of their competition. In this course, you will learn the basics of Ad extensions, their benefits, types, and the effects these types produce.
06:22
An Overview of the Advantage of Using Ad Extensions
There are so many benefits that come with implementing ad extensions. One of them is making your ads more relevant to users, providing them additional and useful information. This means that you will get more clicks, calls, and other valuable user interactions. Want to know the other amazing benefits using ad extensions provides? This course has got you covered. Find out in this video.
08:14
Varieties of Ad Extensions and Best Practices
In using ad extensions, another thing that is important is the variety of the types. The more varieties of ad extensions you use, the better you get to load your campaigns with potential results. This way you can get to test and see which extensions work best for your business and include them in your ads. Also, as you learn the varieties of ad extensions, understand that the practices used for one may not be entirely equal with another. So, you want to also learn the best practices for each of these varieties. All these you can find right here in this course.
05:55
Adding and Editing Sitelink Ad Extensions
Sitelinks are one of the most versatile extensions in all of AdWord's ad extensions. They are additional links that take people to specific pages of your site. They are useful for accounts of all verticals as they appear on all devices, and advertisers can use them to say just about anything. If you are also looking to have a higher yield in your Click-through rates(CTRs), sitelinks are what you need. In this course, we would look at setting up and editing ad extensions of your own. Let’s jump right in!
08:19
Customize Your Sitelink Extensions for Ideal Results
Ever wondered why Sitelink extensions are the best-known ad extensions in Google Ads? That’s because they’ve been around the longest and are probably also one of the most effective extensions when it comes to increasing your CTR. In customizing your sitelink extensions, you will get to see how you can schedule, filter, and name your sitelinks in different ways. This process is crucial if you are going to see the results that you desire. Check this course out for a walk-through on getting started.
11:22
Adding Phone and Callout Extensions
Callout extensions can be used to increase click-through rates because they take up more real estate in search results. You can also use callout extensions to improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. Before you start, you want to map out which callout extensions you want to tie to the account, campaign, or ad group levels. So how do you add, edit and remove both phone and callout extensions? Find out in this course today!
08:13
Intro To Remarketing
Callout extensions can be used to increase click-through rates because they take up more real estate in search results. You can also use callout extensions to improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. Before you start, you want to map out which callout extensions you want to tie to the account, campaign, or ad group levels. So how do you add, edit and remove both phone and callout extensions? Find out in this course today!
15:55
The Benefits Of Remarketing
In this video, we will go through the technical aspects of creating your remarketing campaigns, what remarketing is, how the remarketing process works, concepts of remarketing, the benefit of remarketing, and different types of remarketing campaigns that we can run. By the end of the video, you would have learned about and understood how remarketing actually functions and the technical steps we need to take.
12:49
Creating and Adding Your Remarketing Tag
As you have learned in previous videos, remarketing is an essential part of your overall account strategy. It is important to be able to stay in front of your visitors to be able to get them back to your site. In this video, we will set up a remarketing tag on your site, I will show you how to install remarketing tags on your website, and we will go ahead to create our remarketing audiences.
09:28
Developing a Remarketing Audience
Remarketing audience is also known as remarketing list, is the list used in future campaigns. Creating a list doesn’t mean we are creating a campaign; we are just creating specific audiences. We might not use them right away, but we might want to start capturing certain types of visitors for later use. In this video, you will learn how to create remarketing lists.
13:28
Customizing Your Remarketing Campaign Settings
In your ad copy, use the chance you have with remarketing to be more personal and be a little more humorous and give the audience the reason to come back to your site. In this video, you will learn how to find and add keywords that will put your site in front of your potential audience, how to add coupon tags, and more.
13:51
Introduction to Conversions
We are going to get started about conversions tracking in google AdWords. Conversions tracking is the most important way for you to access and measure the result of your account. A conversion is any actions that are valuable for one of your potential customers or visitors to take on your site. In this video, you will learn how to track conversions, primary conversion types, benefits on conversions, and much more.
14:22
The Different Conversion Actions Visitors Take On Your Site
Types of website conversions include purchase/sale, sign-up, lead (form), view of a key page. A conversion tag is placed on the individual page that signifies a conversion. You can always redirect your visitors to the thank you page. The thank-you page is the page that the person lands on after taking action. You can also track multiple conversions. Find out more in this video.
14:22
Setting Up Form Conversions
In this video, we will talk about conversion tracking but, more importantly, how we are going to set up our conversion tracking on your website. It is really important that we know exactly what we are doing in our account. We need to know the keywords and AdWords campaigns that are leading to that action. I am going to show you what a real account looks like.
17:51
Preparing and Employing Your Conversion Tracking Tag
In this video, I will demonstrate to you how to prepare and employ your conversion tracking tag in Google Adwords. In the next video, we will go ahead and set up a call only campaign and extension.
09:10
Setting Up Call Tracking
In this video, we will continue our conversation on conversion tracking and talk about phone tracking. There are 3 main ways to track phone calls: tracking phone calls from ads themselves, call only campaigns, through a call extension. A call only campaign is for that purpose only and they run specifically on mobile phones only. Watch this video till the end to find out more about the 3 main ways to track phone calls.
09:02
Phone Call Tracking and Conversion Data
In this video, you will learn through demonstration phone call tracking and conversion data. You will also learn how to set how long a call should last for the call to be reasonably assumed it was a good value of a phone call to be paid for. We will cover more advanced features of conversion tracking in some bonus lessons soon to come.
09:32
The Difference Between Return On Investment (ROI) And Return On Ad Spend (ROAS)
In this video, we will talk about understanding the profit in your account when you start generating conversions. In this video, you will find out if you are profitable or making money, how to improve your account to make more money, how to improve your account to be generating a higher Return On Investment (ROI) and Return On Ad Speed (ROAS), how much you should pay per click and more.bh
14:58
Calculating ROIs and ROASs
As long as your ROI is above 100, you are making money. If it is exactly 100, you are breaking even. If it is below 100, you are losing money. In this video, you will learn more about conversion tracking in place, conversions having value, and knowing your margins. After this video, you would have understood the formula for ROI and ROAS and how to calculate your profits.
09:07
Determining Maximum CPC Bid From Your Conversion Rate and Value
You now understand the concept of tracking conversion values, what conversions are, the importance of knowing your profit margins, and determining your return on investment from your Ad. In this chapter, we will talk about determining profitable maximum CPC bids based on some conversion information we have in our account.
11:49
Using Revenue Per Click to Determine Profitable Keyword Bids
You will learn what you should be paying for click and what your maximum CPC be. In the example in this video, all you need to know is your desired ROAS and your Revenue Per Click to determine maximum CPC. With this information, you are in a very good position to take down your competition, take back all the business that has been lost, and capture all the new businesses looking for you in a very profitable way.
09:08
Introduction to AdWord Scripts
Scripts are a pretty advanced technique, but when used properly, AdWords script can drastically improve the performance of your campaigns and they can create a tremendous amount of additional efficiency to how you go about optimizing and enhancing the performance of all the campaigns Ad groups, Ads, keywords in your account. In this section, we will be talking about what Adwords script is, and I will give you a pre-built Adwords script that you will be able to copy and paste directly to your own account.
04:58
Using Bidding to Average Position AdWords Script: Part 1
In this video, we will talk about our first script which is called the bid average position Adwords script. It is really a powerful script, and it is one of my favorite scripts to use. I personally use it in essentially all my client’s accounts that are running Google search campaigns.
11:36
Using Bidding To Average Position AdWords Script: Part 2
This is part 2 of the two parts of the video on bid average position AdWord script. In this video, we will go through some of the different options and functions in the script. If you use this script effectively, you will be in the top 1% of power Adwords users managing your campaigns like a pro.
13:58
Conclusion
I thank you so much for making it this far, taking your time to really drive into google Adwords with me, to learn from my instructions, to draw from my experience, and I truly, sincerely, and genuinely hope that this course has given you everything and more than you expected to gain from it.
03:22
Understanding Search Queries and Searcher Language
I have 4 winning Adwords strategies for companies on a shoestring budget. In this video, you will learn about search terms (queries) vs. keywords, the meaning of negative keywords, learning your customers’ language, finding positive and negative keywords with the search query report, and accessing the search query report.
18:02
Understanding the Search Query Report and Long Tail Keywords
In this video, I will demonstrate to you using a client’s account that manufactures steel and stainless-steel washers that you use for industrial applications. I will show you a global overview of the keywords in all our campaigns if you want to specifically see the structure of a specific campaign or specific Adwords. You will also learn about long-tail keywords and budget restraints, strategies for structuring your ad groups, and remembering match types even with long-tail keywords.
18:18
Qualifying Your Ad Text and A/B Split Testing Your Ads
I am a big advocate of qualifying the ad text. It is really important to qualify your ad text. In this video, you will learn why you should qualify your ad text, ways to qualify ad text, and the effect of qualifying on budget. You will also learn how to A/B test your Ads, differences between A/B tests and multivariate tests, the most important elements to test in an Ad, using ACE (Adwords Campaign Experiments), and more.
22:51

About Instructor

instructor

Yomi Dubin

Online Marketing Expert

I founded AdVenture Media, a digital advertising agency based in Long Island, NY, in 2011. Since then, my team and I have consulted with over 450 companies around the world. I started my career as an artist, but soon transitioned into the world of online marketing. I saw so many businesses being outmaneuvered by their competition, only because they didn't understand the nuances and strategies behind a successful online marketing campaign. I have a Masters Degree in Industrial Psychology from Hofstra University, which has helped me shape our agency and grow our business portfolio. I decided to found the AdVenture Media Group to help smaller companies compete with advertisers with internal marketing teams and huge advertising budgets. Since 2011, I've helped both small, local boutiques and publicly traded enterprises increase their online sales through smarter online advertising campaigns. Our team has managed ad campaigns spending anywhere from $2,000 / mo to millions of dollars a year. I've generated millions of dollars in revenue for my clients, spanning more than 75 unique industries.

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17 Units - 129 video lessons

Welcome to This Course!
Google Ads is the most popular and largest advertising platform that can help you increase your business's profitability through digital advertising campaigns. In this course, you’ll learn practical steps on how to use Google Ads, including all its features to get people to buy from you and maximize profit. This course will also help you to understand advertising platforms.
12:45
How to Make the Most of This Course
I strongly recommend that you take this course one video at a time to be able to understand fully. If you want to receive an ad click, one of the questions you should ask yourself is; how much am I willing to pay for an impression? In this video, I’ll show you how and when to use Google Ads script to double your account’s conversion rate and also reduce the cost of advertising.
19:46
Formula Calculator
Some questions that arise when considering digital advertising campaigns are; what’s the most I can pay for a form submission? How much money do I make when someone clicks my ads? What is the minimum ROAS (Return on ads spend I need to break even? In this video, I’ll give you the formulas that will help you assess your advertising campaigns performance(s).
13:56
Creating Your First Account
In this video, I’ll take you through the step-by-step process of creating and configuring a Google Ads account. All you need to create a Google Ads account is an internet connection, a computer, and a Google account. At the end of this video, you’ll also be able to create an advertising campaign.
08:31
Google Account Hierarchy
Before naming a campaign, it is important to understand Google Ads structure and hierarchy. Two or three campaigns can have different settings. Therefore, in this video, you’ll learn how to structure and break down your campaigns based on different factors and the differences between Campaigns, Ad groups, Ads, and Keywords.
08:13
Website Navigational Structure
The website navigational structure helps you break down how your advertising campaigns will look on Google Ads. In this video, you’ll learn how to structure your information in a way that will generate traffic and increase your conversion rate.
20:03
Network Settings
In this video, you will understand how a campaign network works, and the differences between display network clicks and search network clicks, and the effect of having both in your campaign.
13:50
Location Targeting
Google Ads location targeting helps you to find the right customers for your business by using your location in your advertising campaigns. This video will learn about the benefits, principles, and strategies of location targeting of Google Ads.
12:25
Configure Location Targeting
I’ll take you through the process of configuring and or set up location targets on your Google Ads account and how to use it to increase your business visibility.
09:47
Location Reports
Location reports help you to track your ad performance and conversion value using locations. Watch this video to understand how to understand location reports and modify it to increase conversion rate.
14:52
Advanced Location Options
Location options help you to include or make exclusions to your campaign's visibility. This video will help you decide the best location targeting settings that will be most suitable and profitable for the visibility of your ads.
16:01
Setting Budgets
You need to set daily financial budgets for a campaign on your Google ads, so you don’t overspend and eventually run at a loss. This video will explain in detail how to achieve that.
12:51
Configure Locations
Google properties have default languages; for example, google.com and google.fr default to English and French respectively. When you search using a language or location-specific domain, the results will be in the default language. Watch this video to know more about how to change and configure your campaign's language settings.
03:57
Hourly Reports
Hourly reports show how campaigns are performing at every hour of the day. This helps you to track the effectiveness of your ads. Hourly reports can be accessed in the Google Ads Interface. Watch this video for more details.
05:59
Default Bid Strategy
Google, by default, would say you want to focus on clicks, which is an automated bid strategy. The different types of bidding strategy are automated bidding, semi-autonomous bidding, and manual bidding. Their differences and the best one to use will be discussed in this video.
05:45
Bidding Strategy: Target Search Page Location
In my previous video, we learned about the different bidding strategies. In this video, you’ll learn about the target search page location, its objectives, and how it works. It is an automated bid strategy that allows your campaign ads to be ranked on the top of the search engine results page.
05:36
Bidding Strategy: Target ROAS
This is another type of automated bidding strategy. Return on ad spend (ROAS) is a metric or formula that measures the efficacy of a digital advertising campaign. ROAS is not the same as ROI (Return On Investment). Watch this video to learn more.
10:26
Bidding Strategy: Target CPA
Target CPA (Cost per acquisition) is another type of automated bidding strategy. The objective of the target CPA is to get as many conversions as possible at or below the target CPA that has been set. It helps to avoid unprofitable clicks and get more conversions at a lower cost. This video will expose you to all there is no know about Target CPA and how to use it effectively.
04:54
Bidding Strategy: Target Outranking Share
This is an automated bidding strategy in which your bid is modified daily either by lowering it or increasing the rank in order to outrank the ads from your competitors. This video will explain in detail how target outranking share works.
07:32
Bidding Strategy: Maximize Clicks
This is an automated bidding strategy. It is being set as default on any new Google ads account that is created. This strategy sets your bids to help you get as much traffic to your site as possible within your budget. I discussed how it works in this video.
05:27
Bidding Strategy: Enhanced CPC Bidding
Enhanced Cost per click (ECPC) is the only semi-autonomous bidding strategy that there is. This method combines a manual bidding with an automated bidding such as Target CPA or Target ROAS. Enhanced CPC helps to maintain a tight control of your individual keywords as well as using Google Ads algorithm to make adjustments and optimize CPC for better conversions.
04:38
Bidding Strategy: Manual CPC Bidding
Manual bidding strategies help you set your maximum cost per click, which is the highest amount you are willing to pay for a click on your advertising campaign. You have full control over your bids in every auction. This is the bidding strategy I highly recommend. To know more about Manual CPC and its working principle, watch this video.
04:38
Campaign Start and End Dates
Set the campaign time frame and duration. This can be paused at any time you so desire. This video will show you how to set campaign start and end dates on the Google Ads interface.
01:36
Dynamic Search Ads Introduction
This is an exciting feature that Google allows you to create a campaign that can be modified at any time. It helps you find the area of your website you should focus more on. A dynamic search ad is a campaign set up for you by Google based on your website. The dos and don’ts of Dynamic search Ads are discussed in detail in this video.
07:39
Sitelink Extensions
You can enhance your ads with various types of extensions. The 3 primary forms of extensions are sitelink extensions, callout extensions, and call extensions. In this video, I discussed the sitelink extensions and the benefits of using ad extensions.
14:08
Callout Extensions
Callout extensions are easy to set up and eligible to appear with your ad on a computer or mobile device. It lets you include detailed information about your ads using additional texts which can be edited. Learn more about how to set a callout extension in this video.
05:01
Call Extensions
Call Extensions lets you add contact (phone) numbers to your ads, which can significantly increase your click-through rate. I discussed the benefits and the process of adding a call extension to your ads in this video.
08:29
Structured Snippet Extensions
Structured Snippet Extensions is a type of Google ad extension that allows you to add extra information about your products and services. It will enable you to add multiple headers so that the search engine can display the most relevant structured snippet to the customer/buyer based on his query intent.
06:06
App Extension
App extensions help you to provide access to your website and your app from a single ad. You will be able to link to your mobile or tablet app from your text ads (a single link). In this video, I discussed the differences between App extensions and App campaigns.
02:28
Message Extension
Message extension is especially for businesses. It allows you to get a direct message from your customers through the Google ad. The customer will click on the call to action to send a text or message. However, you will be charged whenever someone clicks the message extension on your ad. This video will show you how to create a message extension.
08:40
Location Extensions
Location Extensions is great for local businesses. Even if you have multiple locations, you get to add them. It allows you to show your business address, phone number, and a map along with your ad text. You will also need a Google my business account for this. This video gives more valuable details about adding your location extensions to your ads.
05:05
Promotion Extensions
Promotion extensions are free to add, but you will be charged for clicks from people viewing your ad. It is different from callout extensions, where you could run specific deals and add links to those deals. Promotion extensions usually appear with a coupon code and or discounted percentage. This video will take you through the process of adding a promotion extension.
09:44
Price Extensions
This creates a pseudo shopping ads experience inside your text ads. The customer gets more information without even clicking on the ad. Price extensions appear just below your text ads and gives you the opportunity to provide more details about your business. For example, they can view different options and prices.
11:58
Ad Rotation Settings
There are 2 ads rotation settings. It is either you optimize using preferably the best performing ads, or you do not optimize, and by that, you rotate ads indefinitely. The former will use Google’s machine learning technology to deliver ads expected to perform better than the other ads. At the same time, the latter will rotate ads without paying attention to their performance. This video will explain in detail what ad rotation is all about.
04:56
Ad Scheduling
You can decide to run your ads throughout the day or at certain periods. Ad scheduling helps you control the times your ads are eligible to enter the auction in Google Ads. By default, Google sets ad schedule at 24hrs i.e. all through the day, but you can also use your previous data to adjust your scheduling periods.
10:59
Device Targeting
Device targeting settings is not one of the core settings you set up while you are creating your first campaign. A common fact is that mobile phones have more searches daily and more clicks on ads when compared to desktop. Device targeting helps you to control and choose which ads are shown on which devices. You can create mobile-only specific campaigns or desktop-only specific campaigns. I discussed more about device targeting and how to set it up in this video.
15:19
Campaign URL Options
This is the last setting of creating a new campaign. In this video, you will learn how to use this tool to add campaign parameters to URLs easily and also track custom campaigns in Google analytics. Setting up URL options at the ad group or campaign means that you can update your tracking information without resubmitting your ads for approval.
07:17
Ad Group Basics
In this section, I will discuss what ad groups are about and everything about ad group fundamentals and structures. Ad groups consist of keywords and related ads. The most important thing to think about when creating an ad group is the theme. Ads with the same keyword theme should be grouped together, and the best way to do that is to follow the navigational structure of your website. All these and many others will be discussed in detail in this video.
13:57
Ad Group Structure Ideas
In this video, I gave a detailed explanation on how to structure an ad group which includes the themes, match type, top performers, and how they can be used to structure your ad groups.
06:52
Creating Your First Ad Group
In this video, I will take you through the entire process of creating an ad group on Google ad. Mergewords.com is a tool that helps to mix and match different keywords.
09:05
Anatomy of a Google Ad
Google is continually changing how paid search ads appear on their search results. The anatomy of a Google ad consists of; 2 headlines with a maximum of 30 characters each, Ad indicator, Display URL that has 2 paths with a maximum of 15 characters each, description text, and extension.
07:00
Compliance in Ads
In this video, you’ll learn about the compliance techniques and a method used in advertising to get your ads approved faster and also to induce a consumer to purchase a product. These compliances are discussed in detail, and they include avoidance of cursing words, character limits of 90 for description and 30 for your 2 headlines, etc.
05:31
Requesting a Manual Review of Your Ads
In this video, I will take you through the step-by-step process of how to request a manual review of your ads. You are also going to learn about a URL that is used to request for a review. After typing the URL, it brings up a form for you to fill and add your contact details.
02:33
Best Practices
To enable your ads to be as effective as possible, you have to put some practices in check. Some of which include highlighting your company's uniqueness, including price, promotions, sales and exclusive offers, using registered symbols whenever you can. This increases CTR (Click through rate).
14:03
Case Study
In this video, you will learn how you can write killer google ads. I used a Medical Equipment Company as a real-life case study to further help you in your understanding of writing a great Google ad. Research helps generate better advertising campaigns and helps you advertise with intelligence.
15:17
Creating our First Ad
Now that we understand the anatomy, pros and cons of Google Ads, we will go ahead to create our first Ad on the Google Ad interface. Follow the steps keenly to understand better.
13:17
Configuring Billing Details
After your Ad has been created, it is time to fill in your billing details from which payment is made to Google for clicks on the ads you have created. To input your billing details, go to tools>setup>billing and payments.
05:11
Keywords Vs Queries
In this video, you will learn more about keywords and search queries and how they influence your campaigns. Keywords are the heartbeats of an account; it could be a word or a phrase. Getting your keywords right is very important for your Ad visibility. Keywords are the items up for auction. The keywords you add to your ad groups instruct Google ads as to which queries should trigger your ads. Queries and search terms are interchangeable. Query gives insights about how users are searching for your type of products or services.
08:44
Keyword Research
In this lecture, you will learn how to create campaigns with a keyword structure referred to as keyword research. Before you start planning and organizing your keywords, the first thing to do is to research the best keywords that will be more effective and profitable for your campaign.
11:05
Keyword Planning
Keyword planning is the second stage of setting keywords. The keyword planner helps you to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them. With a planner, you can forecast how well a keyword will improve your ad's visibility.
12:58
Keyword Organization
In this video, you will learn more about the last stage of keywording which is the keyword organization. Keyword organization helps to improve your search marketing performance in that it groups huge lists of keywords into compact and more relevant keyword groups each containing between 10-25 keywords.
06:31
Keyword Match Types
This video is an overview of keyword match types. A keyword match type tells Google how much freedom they have when pairing your keywords with search queries. There are five types of match types: broad match, broad match modified, phrase match, exact match, and negative match. These match types will be discussed in detail in subsequent lectures.
12:12
Keyword Match Types: Broad Match
This is the default match type when you create a keyword inside an ad group in Google ads. It captures the most clicks and impressions. Search engines use broad matches to determine the search terms your ads will match against. The pros and cons of the broad match will be discussed in detail in this video.
09:13
Keyword Match Types: Broad Match Modified
This is a modified version of the broad match keyword type. In a broad match modified, a plus sign is added in front of one or more words in a broad match keyword. This feature can drive more traffic than phrase or exact match, and it attracts more qualified traffic than broad match. Watch this lecture video for more explanations on broad matches modified.
06:15
Keyword Match Types: Phrase Match
Phrase match is a more flexible keyword matching option, and it is more targeted than the default broad match option. In phrase match, Google matches your ad only against keywords that include a phrase you designate. The symbol for phrase match is quotation mark(“”), that is, you will quote your keyword to make sure your ad only appears for searches containing your exact keyword with additional words or phrases before or after your keyword.
06:30
Keyword Match Types: Exact Match
In this lecture video, you will learn about the exact match and its pros and cons. An exact match is a positive match that uses brackets [ ] to ensure your ad will only show for queries containing your exact keyword or additional phrases. Negative keywords are not required to supplement exact matches. The highest click through rate and cost per click is generated from the exact match.
11:52
Keyword Match Types: Negative Match
This lecture discusses in detail the negative match type. Negative match is more like a preventive measure in that it does not trigger ads. Negative match can be broad, phrase or exact match. Negative keywords use the minus (-) sign. Negative keyword match helps you to select which keywords you want to block your ads from appearing for.
12:18
Search Term Reports to Locate Negative Keywords: Part 1
In this lecture, we will be looking at how to use search term reports to find negative keyword ideas and add them at the campaign level. Search term reports enable you to see the exact search term that triggered the appearance of your campaign. This is an excellent tool for optimizing your Google Ads performance.
15:17
Search Term Reports to Locate Negative Keywords: Part 2
I used a live account to show you how to use a search term report to find profitable negative keyword ideas for your products or services. Try optimizing your campaigns based on the order of importance; that is, the campaign that is spending the most money. Do not pay attention to search terms that have too few clicks because there is not enough data for you to conclude it as having the potential to be profitable.
17:17
Negative Keyword Lists
Negative keyword lists are the collection of keywords that you want to re-use for multiple campaigns not to repeat the same negative keywords for different campaigns. The most popular form of negative keyword list is the “account irrelevant” list. It consists of a list of keywords you don’t want your ads to show up for. The other types of negative keyword lists are discussed in this lecture.
11:55
Traffic Sculpting
Traffic sculpting, also known as funneling, is a technique of adding negative keywords to ad groups. It helps to get the most relevant ad copy for search, which in turn increases the quality score and return on investment but decreases the cost per click and the conversion rate. Ad serving issue occurs when certain keywords compete with each other due to variations in quality score, bid, and overall history.
18:10
Adding Negative Keywords
Negative keywords lists can only be added to the campaign levels, and therefore, ad group negatives can only be in ad group levels. To add individual negative keywords to ad groups, select keywords and targeting > Keywords Negative > Add Negative Keyword > select Ad group negative keyword or Campaign negative keyword > select the destination for the new negative keyword and click OK. Enter the negative keyword in the edit panel. It is also possible to add multiple negative keywords to an ad group and campaign.
09:13
Traffic Sculpting Using OPTMYZR
OPTMYZER is an industry-leading PPC (Pay Per click) performance insight agency software. PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. In this video, you will learn how to use OPTMYZER and learn about its benefits.
07:18
Google Suggestions, Google Related Searches and Autocomplete
In this video, you will learn about keyword research tools. Examples of Keyword research tools are Google suggestions or autocomplete, Soovle/Uber suggests, Friends & Family, and Keyword Planner. Google suggest or autocomplete is a Google search engine function that provides suggestions to users as they enter their search query into the search box.
14:03
Additional Research Tools to Pinpoint Negative Keywords
In this lecture, you will learn additional research tools for negative keyword ideas and how to use them. Autocomplete suggestions are suggestions that Google thinks are popular, and they are being suggested as you type in Google search.
11:40
Google Keyword Planner- Part 1
In the previous video, we learned about how to research keywords using Google suggest, autocomplete, Google related searches, asking Friends & Family, etc. In this video, we will learn how to use Google keyword planner. It has a dual purpose in that it can be used for keyword research and keyword planning. There are 2 ways to get into the Google keyword planner; by using the shortcut GT (Go To) and type planner or by using Tools.
19:56
Google Keyword Planner- Part 2
This video is a continuation of the previous video where I discussed Google keyword planner. In the last lecture, we added some keywords to our keyword plan, and we used URL (Uniform Resource Locator) for Google to generate keyword ideas. Peradventure, the URL did not give enough information, and then you can search for keyword ideas using actual keyword ideas and add your keywords. This method can also be used for negative keywords.
15:45
Downloading Keyword Ideas from the Google Keyword Planner
In this lecture, we will learn about the relationship between the different ways people talk to search engines and the Buyer Funnel. The way a potential customer searches the internet can help us understand where they are in the Buyer Funnel. The stages of a buyer journey occur from the Awareness stage, the Interest stage, the Shop stage, and ends with the Buy stage. Every customer goes through this process every time.
16:07
The 6 Ways People Communicate With Search Engines
In this lecture, we will discuss the 6 main ways people communicate with search engines. Understanding the different methods that people use to express what they are looking for will give you ideas for search terms and keywords and the ability to predict the keywords and search terms that will lead to conversions. It also helps you structure your account and decide what you want to bid and how much you are willing to spend on bidding.
16:30
Understanding the Buyer Funnel
The type of query or the buyer psyche does not necessarily relate to any one of these stages of the buyer journey. You have to be able to assess everything on a query by query basis so you can understand where they fall in these stages of the buyer’s funnel. This helps you create thematically related keyword groups and bid more aggressively on keywords on the shop and interest stages of the funnel. This and more will be discussed in this lecture video.
11:51
What Keywords Say About Buying Intent
The type of query or the buyer psyche does not necessarily relate to any one of these stages of buyer journey. You have to be able to assess everything on a query by query basis so you can understand where they fall in these stages of the buyer’s funnel. This helps you create thematically related keyword groups and bid more aggressively on keywords on the shop and interest stages of the funnel. This and more will be discussed in this lecture video.
11:51
Using SEM Rush to Get Volume and Cost Estimates
In this video, we will continue with keyword planning, and the tool we will look into is the SEM Rush. SEM Rush pulls data from Google’s API (Application Programming Interface). SEM Rush has an advantage over Google keyword planner in that SEM Rush does not have a native integration back into your campaigns with Google Ad. It is a paid software, and it also has a free version that provides you with a limited amount of data.
18:13
Using SEM Rush to Get Keyword Ideas from Your Competitors
This video will put you through the process of using the SEM Rush to generate keyword ideas from your competitors. In order to get details about what your competitors have been advertising and the best keywords that are being used, use SEM Rush. Use the search box to search for keyword ideas.
19:24
Google Keyword Planner to Generate Volume
In previous lectures, I have shown you how to use the Google keyword planner to get keyword ideas. Google Keyword Planner is also a great tool in getting traffic to your website, cost estimates, building a plan, and getting actual conversion estimates. Click on the wrench icon in the toolbar at the top of the page. There are 2 different tools within keyword planner: “discover new keywords” and “get search volume and forecasts”.
17:11
Exporting Keywords to Excel and Keyword Themes
This is the final stage of our keyword training which is Keyword Organization. There are a lot of ways to get keyword information into Excel. The first step is getting the researched keywords (which have been downloaded from SEM Rush, Google keyword planner, Uber suggest etc.) into a spreadsheet. This video will take you through the process of exporting keywords into excel for organization.
16:38
Formatting Keywords in Excel
Keywords and themes can be exported into a spreadsheet. When you copy and paste on Google ads we want to make sure that our keywords are formatted properly. The procedures to be followed in keyword formatting are discussed in detail in the video.
11:29
Using Pivot Tables to Visualize Your Campaign Structure
During this video, you will learn about effective campaign visualization tools inside Excel which are the Pivot tables. A Pivot table is used to summarize, sort, reorganize, group, count, total or average data stored in a table.
12:05
Using Mergewords to Generate Keyword Lists
In this lecture, we will look at some tools to help you build out keyword lists faster and more efficiently. A Merge Words tool is used to combine sets of words automatically. It helps to avoid repetition of keywords. Other tools are the AdWords Wrapper and Speed PPC.
13:34
Configure Initial Max CPC Bids
This video answers the question, “how to choose a Max CPC (cost per click) bid. Revenue per click is the amount of money being generated from every click. Revenue per click can be analyzed at the ad group level, campaign level, and the keyword level. Revenue per click is derived by using the formula Conversion value divided by click.
19:57
Create a New Ad Group Within Your Campaign
In this video, we will talk about adding new ad groups within your campaign. To pause or remove an ad group, click on the drop down menu with the green light indicator, which indicates enabled, and you can either pause or remove. To add an ad group on Google Ads, click on the red button with a plus sign and ad group and remember that Google Ads interface always has to be at the campaign level when creating new ad groups.
07:27
Importing Keywords From Excel To Your New Ad Group
In this video, you will learn how to copy your keywords and paste them to your new Ad group in Google Ads. You will also learn how to copy keywords by Match types.
10:48
Creating Multiple, Relevant Ads For Your New Ad Groups
In the type list, select Ad groups, click “make multiple changes”. Under “Destination”, select My data includes columns for campaigns and/or ad groups or use selected destinations. Type or paste your changes into the grid. Click process. To continue, click finish and review changes. To add the pending changes to your account, click keep.
13:11
How To Navigate Between Ad Groups, Keywords and Ads Within A Campaign
If you want to see all the keywords in this campaign, you will navigate to keywords from the campaign view in Google ads. To view keywords only from an individual Ad group, click the Ad group name from the left-hand menu. By the end of this video, you should be able to navigate between your Ad groups and keywords.
08:09
Intro to AdWords Auction
In this chapter, we will talk about understanding the AdWords auction. This is going to be a couple of videos because there is a lot to learn specifically regarding. The AdWords auction focuses on relevancy, uses a “second price” auction model, you only pay for clicks, and every search triggers another auction. In this video, you will know more about all you will learn in videos coming up.
20:08
Quality Score: Quick Through Rate
In this video, we will go through a quality score. You will learn how it works, how QS is calculated, what makes up your quality score, how your actual cost per click is calculated, what Google looked like in the pre-quality score era. Before going into what quality score is and how it came to be, it is important to go through what Google is at its most fundamental level.
15:28
Landing Page Quality
Landing page load time is not a problem that comes up often. As long as your site looks like it’s loading at a normal speed, you are good. If your site is excessively sluggish, talk to your hosting provider to figure out what is going on. In this video, you will learn about landing page quality, spiderbility, transparency, navigability, and more. Always take your landing pages seriously
07:04
Ad Rank and How It's Calculated
In this video, we will talk about how to calculate the Ad rank in your actual CPC. We will dive into the modern-day Google AdWords options where we understand what ad rank is, how your ad rank determines your placement options, and more importantly, how actual option works to determine what you pay when your ad gets clicked on.
12:04
When to Ignore Low Quality Score
Sometimes, it is okay to ignore quality scores. In this video, we will take a closer look at some of the uncommon situations where these exceptions apply. The most common exception to the quality score rules is what I call PAINS. You will also learn about other common exceptions to the quality score rules like new keywords, bad blood, competitor campaigns, and much more.
09:14
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 1
In this exciting chapter, we will go into Microsoft excel- into a live account, and take a look at how we can diagnose quality score issues in our account. You will learn how we can identify and point out quality score problems. Please note that sensitive personal information is blurred out in the live account for demonstration, but the data is real.
08:02
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 2
This is the 2nd part of the advanced techniques video for diagnosing low-quality scores with an excel pivot table. You will learn how we can identify and point out quality score problems. Watch this video until the end for a comprehensive explanation of identifying and pointing out quality score problems.
11:25
Advanced Techniques: Diagnosing Low Quality Score With Excel Pivot Tables- Part 3
This is the 3rd part of the advanced techniques video for diagnosing low-quality scores with an excel pivot table. You will learn how we can identify and point out quality score problems. Watch this video until the end for a comprehensive explanation of identifying and pointing out quality score problems.
07:09
The AdWords Dashboard
Google AdWords is a powerful tool when it comes to advertising a business online. What makes it so great? The AdWords Dashboard gives you a detailed overview of its features, keys, tabs, buttons, and many more. Using Google AdWords is a common and effective marketing strategy among businesses looking to get their first online customers. Today we’ll dive into some of the basics of using Google AdWords for your business from the backend(dashboard).
15:58
How To Edit, Pause And Enable Keywords, Ad Groups and Campaigns
In this course, the 4 key metric tabs you will be working with are Campaigns, Ad Groups, Ads, and keywords. These are the tabs where you get to spend the majority of your time building your account audiences, ad extensions, and dimensions. Today, we will be taking a look at these main menu tabs along with their sub-menus and their functions. This way, we can go more in-depth and start narrowing our focus on the most important sections.
15:14
Editing The Essential Campaign Settings
It is possible that you have launched a campaign with the settings configured to your requirements. After some observation and results, it is also possible that you may want to make changes to either of these parts of the campaign. This is why we have this course on editing your campaign settings. Based on the results you see on the dashboard, you may want to change some integral parts of the campaign. Whether it’s the daily budget, location, method of delivery of ads, and so forth, it is important that you have a hang on how to make changes where and when necessary.
06:18
Create New Campaigns to Improve Your Results
Improving Google Ads through campaigns sounds easy, doesn’t it? Just set up your campaigns and you are good to go. Well, not exactly, as you need to certify a number of things before creating one. Not all campaigns need to be created to improve results. When creating a new campaign for the purpose of improving results, be sure that it meets the necessary requirements for that to be possible. Want to know some of these requirements? Hop on to this course to learn how and when to create new campaigns.
15:21
Using Your Website to Make the Most Compelling Campaigns
Do you know your website can function as a great way to make the most of compelling campaigns? There’s a lot of techniques you can employ to go about this. From the web pages, to the ad groups, to the ads, to the keywords, your site will be in its best form. Every good campaign deserves a well-structured website. With a proper structure and arrangement of any site, your campaigns can be more profitable. Looking to try out some of those techniques for your website? Take this class on that!
15:45
Creating Custom Schedules For Your Campaign
Creating custom schedules is important for cases where you don’t want to buy traffic to your website at certain times of the day or on certain days of the week. Instead of going back and forth to activate and pause your campaign based on the timings of your conversion, this is where the custom schedule comes in. Based on your observations, you can easily set up a timeframe where your ads are increased, decreased, and so on. This way, it saves time and effort and generates adequate results for you. Want to learn how you can create your custom schedule for your campaign? Find out in this course.
11:56
Bid Adjustments and How To Enhance Your Campaign Schedule
Bid adjustments are percentage changes that allow for either an increase or decrease and better control of where ads are shown. They make it possible to target specific audiences with search term bidding, opening the door to significant campaign optimization opportunities. Whichever bidding strategy you choose, you have the option to raise or reduce your bids when certain criteria are met. In this course, you will learn how to enhance your campaign schedules with bid adjustments.
12:07
Comprehensive Overview of Negative Keywords
In finding your potential customers, you need to determine the most profitable keywords that can help you find the customers you are looking for. While this is great, it is also equally important to identify and eliminate keywords that are not in search of the ones you provide. This is why you need Negative Keywords. In this course, we will take an in-depth on all you need to know when it comes to using Negative keywords.
14:19
Broad, Phrase, and Exact Match with Negative Keywords
Why are Negative keyword match types important? Simple! They help improve your click-through rate and save you money on profitable ads. Using an appropriate match type helps to influence how a negative keyword should work in blocking irrelevant search terms. The three main types include Broad, Phrase, and Exact. Want to know how they work? Find out here.
06:50
Managing Negative Keywords and Keyword Lists
Learning the theory of negative keywords is great but now let’s get into actually doing it. Here is a walk-through of how to add negative keywords at the ad group level, campaign level, and developed negative keyword lists. Here you will see how I get to do it.
20:25
Introduction to Ad Extensions
If you have ever thought about standing out from your competitors in a crowded online marketplace, then you should try Ad Extensions. Ad Extensions are an integral part of optimizing paid search ads. This is particularly great for campaigns looking to be one step ahead of their competition. In this course, you will learn the basics of Ad extensions, their benefits, types, and the effects these types produce.
06:22
An Overview of the Advantage of Using Ad Extensions
There are so many benefits that come with implementing ad extensions. One of them is making your ads more relevant to users, providing them additional and useful information. This means that you will get more clicks, calls, and other valuable user interactions. Want to know the other amazing benefits using ad extensions provides? This course has got you covered. Find out in this video.
08:14
Varieties of Ad Extensions and Best Practices
In using ad extensions, another thing that is important is the variety of the types. The more varieties of ad extensions you use, the better you get to load your campaigns with potential results. This way you can get to test and see which extensions work best for your business and include them in your ads. Also, as you learn the varieties of ad extensions, understand that the practices used for one may not be entirely equal with another. So, you want to also learn the best practices for each of these varieties. All these you can find right here in this course.
05:55
Adding and Editing Sitelink Ad Extensions
Sitelinks are one of the most versatile extensions in all of AdWord's ad extensions. They are additional links that take people to specific pages of your site. They are useful for accounts of all verticals as they appear on all devices, and advertisers can use them to say just about anything. If you are also looking to have a higher yield in your Click-through rates(CTRs), sitelinks are what you need. In this course, we would look at setting up and editing ad extensions of your own. Let’s jump right in!
08:19
Customize Your Sitelink Extensions for Ideal Results
Ever wondered why Sitelink extensions are the best-known ad extensions in Google Ads? That’s because they’ve been around the longest and are probably also one of the most effective extensions when it comes to increasing your CTR. In customizing your sitelink extensions, you will get to see how you can schedule, filter, and name your sitelinks in different ways. This process is crucial if you are going to see the results that you desire. Check this course out for a walk-through on getting started.
11:22
Adding Phone and Callout Extensions
Callout extensions can be used to increase click-through rates because they take up more real estate in search results. You can also use callout extensions to improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. Before you start, you want to map out which callout extensions you want to tie to the account, campaign, or ad group levels. So how do you add, edit and remove both phone and callout extensions? Find out in this course today!
08:13
Intro To Remarketing
Callout extensions can be used to increase click-through rates because they take up more real estate in search results. You can also use callout extensions to improve your text ads by promoting unique offers to shoppers, like free shipping or 24-hour customer service. Before you start, you want to map out which callout extensions you want to tie to the account, campaign, or ad group levels. So how do you add, edit and remove both phone and callout extensions? Find out in this course today!
15:55
The Benefits Of Remarketing
In this video, we will go through the technical aspects of creating your remarketing campaigns, what remarketing is, how the remarketing process works, concepts of remarketing, the benefit of remarketing, and different types of remarketing campaigns that we can run. By the end of the video, you would have learned about and understood how remarketing actually functions and the technical steps we need to take.
12:49
Creating and Adding Your Remarketing Tag
As you have learned in previous videos, remarketing is an essential part of your overall account strategy. It is important to be able to stay in front of your visitors to be able to get them back to your site. In this video, we will set up a remarketing tag on your site, I will show you how to install remarketing tags on your website, and we will go ahead to create our remarketing audiences.
09:28
Developing a Remarketing Audience
Remarketing audience is also known as remarketing list, is the list used in future campaigns. Creating a list doesn’t mean we are creating a campaign; we are just creating specific audiences. We might not use them right away, but we might want to start capturing certain types of visitors for later use. In this video, you will learn how to create remarketing lists.
13:28
Customizing Your Remarketing Campaign Settings
In your ad copy, use the chance you have with remarketing to be more personal and be a little more humorous and give the audience the reason to come back to your site. In this video, you will learn how to find and add keywords that will put your site in front of your potential audience, how to add coupon tags, and more.
13:51
Introduction to Conversions
We are going to get started about conversions tracking in google AdWords. Conversions tracking is the most important way for you to access and measure the result of your account. A conversion is any actions that are valuable for one of your potential customers or visitors to take on your site. In this video, you will learn how to track conversions, primary conversion types, benefits on conversions, and much more.
14:22
The Different Conversion Actions Visitors Take On Your Site
Types of website conversions include purchase/sale, sign-up, lead (form), view of a key page. A conversion tag is placed on the individual page that signifies a conversion. You can always redirect your visitors to the thank you page. The thank-you page is the page that the person lands on after taking action. You can also track multiple conversions. Find out more in this video.
14:22
Setting Up Form Conversions
In this video, we will talk about conversion tracking but, more importantly, how we are going to set up our conversion tracking on your website. It is really important that we know exactly what we are doing in our account. We need to know the keywords and AdWords campaigns that are leading to that action. I am going to show you what a real account looks like.
17:51
Preparing and Employing Your Conversion Tracking Tag
In this video, I will demonstrate to you how to prepare and employ your conversion tracking tag in Google Adwords. In the next video, we will go ahead and set up a call only campaign and extension.
09:10
Setting Up Call Tracking
In this video, we will continue our conversation on conversion tracking and talk about phone tracking. There are 3 main ways to track phone calls: tracking phone calls from ads themselves, call only campaigns, through a call extension. A call only campaign is for that purpose only and they run specifically on mobile phones only. Watch this video till the end to find out more about the 3 main ways to track phone calls.
09:02
Phone Call Tracking and Conversion Data
In this video, you will learn through demonstration phone call tracking and conversion data. You will also learn how to set how long a call should last for the call to be reasonably assumed it was a good value of a phone call to be paid for. We will cover more advanced features of conversion tracking in some bonus lessons soon to come.
09:32
The Difference Between Return On Investment (ROI) And Return On Ad Spend (ROAS)
In this video, we will talk about understanding the profit in your account when you start generating conversions. In this video, you will find out if you are profitable or making money, how to improve your account to make more money, how to improve your account to be generating a higher Return On Investment (ROI) and Return On Ad Speed (ROAS), how much you should pay per click and more.bh
14:58
Calculating ROIs and ROASs
As long as your ROI is above 100, you are making money. If it is exactly 100, you are breaking even. If it is below 100, you are losing money. In this video, you will learn more about conversion tracking in place, conversions having value, and knowing your margins. After this video, you would have understood the formula for ROI and ROAS and how to calculate your profits.
09:07
Determining Maximum CPC Bid From Your Conversion Rate and Value
You now understand the concept of tracking conversion values, what conversions are, the importance of knowing your profit margins, and determining your return on investment from your Ad. In this chapter, we will talk about determining profitable maximum CPC bids based on some conversion information we have in our account.
11:49
Using Revenue Per Click to Determine Profitable Keyword Bids
You will learn what you should be paying for click and what your maximum CPC be. In the example in this video, all you need to know is your desired ROAS and your Revenue Per Click to determine maximum CPC. With this information, you are in a very good position to take down your competition, take back all the business that has been lost, and capture all the new businesses looking for you in a very profitable way.
09:08
Introduction to AdWord Scripts
Scripts are a pretty advanced technique, but when used properly, AdWords script can drastically improve the performance of your campaigns and they can create a tremendous amount of additional efficiency to how you go about optimizing and enhancing the performance of all the campaigns Ad groups, Ads, keywords in your account. In this section, we will be talking about what Adwords script is, and I will give you a pre-built Adwords script that you will be able to copy and paste directly to your own account.
04:58
Using Bidding to Average Position AdWords Script: Part 1
In this video, we will talk about our first script which is called the bid average position Adwords script. It is really a powerful script, and it is one of my favorite scripts to use. I personally use it in essentially all my client’s accounts that are running Google search campaigns.
11:36
Using Bidding To Average Position AdWords Script: Part 2
This is part 2 of the two parts of the video on bid average position AdWord script. In this video, we will go through some of the different options and functions in the script. If you use this script effectively, you will be in the top 1% of power Adwords users managing your campaigns like a pro.
13:58
Conclusion
I thank you so much for making it this far, taking your time to really drive into google Adwords with me, to learn from my instructions, to draw from my experience, and I truly, sincerely, and genuinely hope that this course has given you everything and more than you expected to gain from it.
03:22
Understanding Search Queries and Searcher Language
I have 4 winning Adwords strategies for companies on a shoestring budget. In this video, you will learn about search terms (queries) vs. keywords, the meaning of negative keywords, learning your customers’ language, finding positive and negative keywords with the search query report, and accessing the search query report.
18:02
Understanding the Search Query Report and Long Tail Keywords
In this video, I will demonstrate to you using a client’s account that manufactures steel and stainless-steel washers that you use for industrial applications. I will show you a global overview of the keywords in all our campaigns if you want to specifically see the structure of a specific campaign or specific Adwords. You will also learn about long-tail keywords and budget restraints, strategies for structuring your ad groups, and remembering match types even with long-tail keywords.
18:18
Qualifying Your Ad Text and A/B Split Testing Your Ads
I am a big advocate of qualifying the ad text. It is really important to qualify your ad text. In this video, you will learn why you should qualify your ad text, ways to qualify ad text, and the effect of qualifying on budget. You will also learn how to A/B test your Ads, differences between A/B tests and multivariate tests, the most important elements to test in an Ad, using ACE (Adwords Campaign Experiments), and more.
22:51