Google Ads Complete Training. Become A Master
** Last Update – Feb 2023 ** the course has undergone a full update.
A top rated Google Ads course designed for anyone wanting to improve digital marketing strategies & practice!
The Google Ads course is designed as a handbook and guide for building and managing a successful Google Ads campaign.
Whether you are beginning your journey in digital marketing or have a couple of years experience and want to upskill and become more professional, this course is for you!
The course covers everything you need to know to be great as a Google Ads marketer. We start from a basic level all the way up to covering advanced strategies.
How Is This Course Different?
Most courses teach you a lot of the ‘what’: ‘what are CPC’s? What is a campaign?’.
Some courses teach you a bit of the ‘how’: ‘how to set up an account, how to adjust bids and other technical aspects’. But even these courses tend to focus on account setup only. (don’t take my word for it, look through the course curriculums!).
This course is different…
In this course we will cover both the what and the how. And not just how to setup an account, we show you what you should be doing on an ongoing basis. This is what we actually do when we manage an account in our agency. We show you how to create an account that is both technically and strategically excellent.
A great account requires two levels of greatness:
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To be built and run with technical precision, with all the technical aspects implemented according to best practice.
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To be strategically excellent, where the account is an embodiment of the marketing strategy implemented in practice. We show you how to translate strategy into the framework and tactics of Google ads. (I believe that 90% of marketers practicing today, still do not understand this discrepancy between strategy and tactics, in the course we explain this difference and how it greatly affects the way you use Google Ads.)
By the end of this course you will have a thorough understanding of Google Ads including all the key concepts within the platform and have the practical tools and skills to manage an account. This will be taught as a practical guide for setting up and running a successful account both on a basic, strategic and advanced level.
The course can be used as a handbook for you to apply to your own campaigns or your own clients. Practicality and usefulness was our guiding principal in writing the course.
We start by providing a strong understanding of Google Ads concepts and then focus on practice and application, giving you the tools to manage your own account. We show you how we manage our own successful accounts, which you can use as a blueprint to running your campaigns. This includes planning, research, account builds, basic and advanced optimisations.
Lot’s of Course Materials!
We provide a range of free course materials throughout the course. This includes calculators, guides, forms, templates, scripts and more. All of this available for free to enrolled students via our marketplace ‘byMarketers’
Added Bonus: All students also receive a 30% discount on all other products our digital marketing marketplace ‘byMarketers’
What Students Are saying:
Bill Dermody (July, 2022) wrote:
“It was very well done. I especially liked that he had the green screen with the interface of Google Ads behind him.”
Kab (Feb, 2022) wrote:
“This is my 5th course about Google Ads. This course is the only one with a marketing strategic approach. It is a course completely different from the others. It teaches how to think, which is very rare. About the practical part (the “how to do” part), this course highlights specific technical points that (for some of them) I never heard of in the other Google Ads courses. And about the technical points I already knew about, they are presented here in a very different way that helped me to go in-depth. I am very grateful for such a course as I feel more confident : I have now a very professional framework, a clear methodology that I can apply on any Google Ads account. I know how to structure the account, plan my actions, forecast the results, control the budget, debug. The course explains also in gread details how to run an experiment and gives the steps to follow. And I have also a clear idea of what and when to optimize. I also have a clear idea of the most important technical things I have to focus on, to do a lot better than an average practionner (yes !!!). At the end of the course, I feel “organised” in my mind. However, as I do not have any experience, it has been hard work for me to grasp everything, as there is a lot of information in the course ! And I am wondering if this is the best course to start with, if you do not know the Google Ads platform at all.”
Leigh (July, 2021) wrote:
“I am an SEO Specialist, work at a branding and dev agency, and understand where ads fit into the marketing process. This is the 4th or 5th course I’ve tried after not really feeling like others did enough, or put everything into perspective. It’s very important to be able to think about ads and reporting the results, and most instruction will just show you the interface of Ads and explain a thing or two. This instructor goes beyond that. It’s really good content and well planned, and perfect if you want to run ads in a professional setting and plan to prove your work and learn how to improve and check yourself.”
Emma Whaley (July, 2021) wrote:
“This course was efficient, got to the point and taught me exactly what I needed to learn and more. Thanks!”
What we cover:
The course is divided into 8 sections. Sections 2 & 3 are designed mostly for beginners. For students with some background in Google Ads, we recommend starting from section 4.
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Introduction
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Background to Google Ads
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Key Terms & Concepts
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Planning, research & Strategy Generation
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Campaign Build Stage
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Fundamental Optimisations
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Advanced Optimisations
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Common Issues we Troubleshoot
Introduction
We discuss the purpose of the course, who it is designed for and why it’s different to other courses. Mark talks also about his background and experience. We also cover the outcomes.
We cover the curriculum of the course and explain what we will be covering in each section of the course.
Background to Google Ads
Google Ads is one of the most popular digital marketing advertising platforms in the work. We look at all the different advertising products contained within the platform. We also discuss the advantages of Google Ads and why it is different to other types of advertising.
The Ad Auction is key to the way Google places adverts. This is important to understand in order to run a successful campaign since it places emphasis on ad quality.
Extra info on Google Ad Rank: https://support.google.com/google-ads/answer/1722122?hl=en-AU
6 multiple choice questions to test your knowledge on this section
Key Concepts in Google Ads
We discuss what we cover in this section of the course. Then we jump in, looking at the account structure from a high level and map out where different parts of the account are located. We cover the concept of a campaign and an adgroup and the settings and features found at each level.
This walkthrough guides you through the Google Ads account setup process from scratch. We provide tips and advice as we setup your first campaigns and show you which settings to review and make sure you have selected the right options.
We continue our walkthrough inside Google Ads, we deep dive into the settings on the Campaign level and the Adgroup level. We provide recommendations on how to setup your settings.
Clicks, Impressions, CPC’s, CTR’s, QS…. We demystify the meaning of metrics We also look at the difference between a dimension and a metric and how they are tied together. We show that metrics change at different levels of the account. We look at how you can adjust your metrics, add them to reports and which are the key ones to be concerned about! We also talk about Metrics that come from Google Analytics. And we touch on creating your own calculated metrics.
Keywords are the essence of Google Ads, we discuss keyword match types and how to use them. We also review the difference between keywords and search terms. We discuss the components of Quality Score and how you can improve them briefly.
There have been some important updates to keywords recently. We discuss these changes and their implications.
https://support.google.com/google-ads/answer/7478529?hl=en-AU#zippy=%2Cphrase-match
https://support.google.com/google-ads/answer/2453972
We review audiences that can be used for search and display campaigns and how you can apply them. We cover the difference between ‘observation’ and ‘targeting’.
We discuss the different dimensions that you can bid on within the account and where these are found. This includes a discussion of the issues of bidding on multiple aspects inside the account and why automated bidding makes sense. We review the main automated bidding strategies and when to use them.
Automated bidding strategies support doc: https://support.google.com/google-ads/answer/2979071?hl=en-AU
There have been interesting developments to automated bidding. I discuss the implications of these changes and my experience with automated bidding since it rolled out.
https://support.google.com/google-ads/answer/2979071?hl=en-AU
https://support.google.com/google-ads/answer/6268637?hl=en-AU
In this video we walk through creating new ads within your account. We look at the different types of ads you can create and what you should be considering when writing. We also talk about best practice for writing new ads and include key tips you should use when writing ads. We review some examples of well written ads and how they have used these key tips.
RSA is now the only ad type available for Search Ads. We discuss this ad type in detail
We discuss what sitelink extensions are and we go through the main extensions and what they do. We show where to find them within the Google Ads interface.
We cover the concept of conversion tracking and the different ways you can track what happens on your website.
We cover other aspects of the interface that are important to be aware of such as Billing, Shared Library, Dashboard, Recommendations, Ad Preview.
We explain the concept of remarketing and why it is so powerful. We discuss the different types or retargeting that you can run.
13 questions testing your knowledge
Research, Strategy & Planning
In this video we discuss how you can setup your Google Ads account for success with Research, Strategy & Planning, which we will cover in this section of the course. We then jump into a more detailed discussion of the research process involved in setting up a new account. This includes an overview of all the information we need to source and how to source it from clients, existing accounts and competitors.
Client brief document: https://docs.google.com/document/d/1qR076vY2kv6m79m_c5eIL6TN_uuyPUSqYZXqNGGPKkk/
We discuss the 2 levels of a great Google Ads account and why strategy is a crucial part of account building that is very commonly overlooked. We drill down into the 3 components of strategy and provide an in depth discussion of what they are.
Planning is about using the research and strategy we have discussed and start putting this into practice. This is the phase where we start thinking about how to structure campaigns, what we need to do on an ongoing basis and making projections as to what is possible.
Copy the Gantt chart - https://docs.google.com/spreadsheets/d/1mfbVyFQ-2tJS9sLaGbXaeVGqPew_y25TB6jXKSv8H08/edit?usp=sharing
As part of the planning phase, its important to come up with projections. These can be fairly rough, but should be based on existing data. We show you how to generate projections for your campaigns.
projections sheet: https://docs.google.com/spreadsheets/d/1HUavYkysvpYARTn5CpkJMYuC3B1GyfTtO8jpWnh78eU/edit#gid=0
9 questions testing your knowledge
Campaign Build
We start with a brief overview of what we will cover in this section of the course. We then jump into a detailed discussion about the different ways you can structure your campaigns. There are multiple options that you should consider before building an account and we recommend which option to choose based on our experience and the future of campaign building. We also recommend 3 basic campaign types that all accounts should have - brand, non-brand and competitor.
I provide updates to the previous video. Due to recent changes to Google Ads, the way we structure campaigns has changed a bit. We go into detail
The aim of this video is to cover common issues that occur when setting up campaigns. Our goal is to help you create better campaigns by covering these problems. We look at the issues of ‘location options’, ‘Search & Display Campaigns’, ‘automatically applied suggestions’, ‘Content Exclusions’, ‘Observation vs Target Audiences’.
We recommend how you should use keywords within your AdGroups for the optimal structure to help implement your campaign strategy. This focuses less on match types and more on theme relevance
We discuss some of the changes to keywords in Google Ads and the resulting required keyword changes.
This video shows you ways you can generate new keywords and come up with new ideas for your AdGroups.
In this walkthrough we show you best practices for using Audiences & other dimensions within your Google Ads accounts. We touch on the different audience types of available to you.
We’ve already discussed best practice for ad copy in the previous section. Here we dive deeper and discuss Ad Copy creation within context of the campaign build. We also talk about testing concepts vs ad copy. We show you the way we build out ad copy within spreadsheets.
Small Campaign Structure Sheet: https://docs.google.com/spreadsheets/d/1FoJkAXlz_zqQk4UlPcdmOElXrBNngaOnZZISEE9RCEk/edit?usp=sharing
Large Campaign Structure Sheet: https://docs.google.com/spreadsheets/d/1WOuomKbvlQX3jO6iJGQfVoGa7GZQ8PQutkR_75f1Ojw/edit?usp=sharing
We've seen some changes to Ad Copy and the Ad Types available. We discuss these implications and the way this changes the Campaign Structure.
We discuss further the idea of labelling ads and show a walkthrough of how you view reports to see which labels perform well
We cover the importance of tracking and why this should be one of the first things you setup. We recap the key things you should do when setting up tracking including the ‘conversions’ section in Google Ads and how to view your different conversion types within your campaign reports.
8 Questions testing your knowledge
Regular Optimizations
We list the topics we will cover in this section of the course. We then jump in and discuss search terms. We provide a walkthrough of how to optimize them inside Google Ads.
Quality Score is one of the most important concepts for Google Ads, we show you how to identify specific QS issues within Google Ads and techniques to improve QS. We also show you how to use Google’s Natural Language Processing tools (NLP) to optimize your own QS.
Google NLP Demo: https://cloud.google.com/natural-language
We go into more depth here in our discussion of ad testing. We review best practice and ad writing techniques and what we recommend doing regularly to optimize your ads.
We review the key segments inside the account that need to be optimized on a regular basis, and include a walkthrough of where to find them.
We discuss the different automated bidding strategies and key things to be aware of when using them and how to implement them cautiously.
Automated bidding signals - more info: https://support.google.com/google-ads/answer/7065882
Automated bidding Strategies - more info: https://support.google.com/google-ads/answer/2979071?hl=en-AU
Reporting is an integral part of regular client management. We talk about specifics about what to include in reports, how often to report and what systems to use. We show you report examples as well.
Link to the report shown in the video found here: https://bymarketers.co/product/google-ads-agency-report-comprehensive/
Message me for a coupon :)
Reviewing budgets should be conducted regularly. We show you how to calculate this and make it easy to streamline for Google Ads using a calculated spreadsheet.
Access the budgeting sheet: https://docs.google.com/spreadsheets/d/1f9jGf80pwiiLYCLnTaNQuDudkWmJ_3iLQdsdq-auscc/edit?usp=sharing
11 Questions testing your knowledge
Advanced Optimizations
After a quick intro to this section of the course we jump in and discuss experiments. We discuss what they are and why you should use them. We show you example case uses and we include a walkthrough for setting up experiments inside a real Google Ads account.
We discuss the ad variations feature in Google Ads. We provide a walkthrough how to use this tool.
The more you engage with customers the higher our conversion rates. Previously we discussed different types of remarketing available, here we discuss different remarketing strategies you can utilize for Google Ads. This includes a walkthrough for creating a number of these audiences
We discuss functions you can use in ads like Dynamic keyword insertion, countdowns, IF Statements and more.
We discuss Dynamic Search Ads (Dynamic Search Campaigns). These campaigns can be very powerful when used properly. We talk about best practice in implementing these campaigns and provide a setup walkthrough.
Google Help Article: https://support.google.com/google-ads/answer/2471185?hl=en-AU
Without a good landing page your whole campaign will suffer. We show you the key things to consider when optimizing your landing page and we include a few examples.
We show you inside how you can use this power tool for Google Ads. We show you the specific cases where it makes sense to use the tool and significantly speed up your account management time.
Download Google Ads Editor: https://ads.google.com/home/tools/ads-editor/
11 Questions to check your knowledge
Common Troubleshooting Issues
Your client calls you and says they cannot see their ad showing! We discuss the steps you can take to diagnose and rectify.
Your campaign is running, but there are no Conversions (sales). Don’t stress! We provide a step by step process to assess the possible issues.
