Advanced Google Ads

Introduction

• Getting the most out of Google Ads
• What you should know

1. Google Ads Strategy

• How to audit a Google Ads account
• Building your keyword universe
• The 80/20 rule and the long tail
• Account structure tradeoffs
• Ad copy tactics to try in your campaigns
• Building a swipe file for creative ideas
• Calculating how many A/B tests to run

2. Optimizing Google Ads Account Performance

• Bid and budget optimization rules
• Retargeting audience strategy
• Automating negative keywords with AI
• Dynamic text on landing pages

3. Tips for Working Efficiently with Google Ads

• Using Google's native ad creative tools
• Making changes with bulk sheets
• Choosing an ad copy testing method
• Using generative AI to automate ad copy

4. Using Automation in Google Ads

• Applying automated rules
• Running Google Ads scripts
• Google Ads scripts you should be using
• Google Looker Studio dashboards

5. Tracking Campaign Performance

• Custom parameters in tracking templates
• Tracking additional conversion events
• Choosing an attribution model
• Using third-party tracking tools

6. Other Google Channels

• Optimizing Google Shopping campaigns
• Getting started with Google Display Network
• Running video ads on YouTube

Conclusion

• Continuing learning Google Ads