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Advanced Google Ads

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

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


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

  • 02 - 1. Google Ads Strategy
  • 01 - How to audit a Google Ads account
  • 02 - Building your keyword universe
  • 03 - The 8020 rule and the long tail
  • 04 - Account structure tradeoffs
  • 05 - Ad copy tactics to try in your campaigns
  • 06 - Building a swipe file for creative ideas
  • 07 - Calculating how many AB tests to run

  • 03 - 2. Optimizing Google Ads Account Performance
  • 01 - Bid and budget optimization rules
  • 02 - Retargeting audience strategy
  • 03 - Automating negative keywords with AI
  • 04 - Dynamic text on landing pages

  • 04 - 3. Tips for Working Efficiently with Google Ads
  • 01 - Using Googles native ad creative tools
  • 02 - Making changes with bulk sheets
  • 03 - Choosing an ad copy testing method
  • 04 - Using generative AI to automate ad copy

  • 05 - 4. Using Automation in Google Ads
  • 01 - Applying automated rules
  • 02 - Running Google Ads scripts
  • 03 - Google Ads scripts you should be using
  • 04 - Google Looker Studio dashboards

  • 06 - 5. Tracking Campaign Performance
  • 01 - Custom parameters in tracking templates
  • 02 - Tracking additional conversion events
  • 03 - Choosing an attribution model
  • 04 - Using third-party tracking tools

  • 07 - 6. Other Google Channels
  • 01 - Optimizing Google Shopping campaigns
  • 02 - Getting started with Google Display Network
  • 03 - Running video ads on YouTube

  • 08 - Conclusion
  • 01 - Continuing learning Google Ads
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