Google Ads Complete Guide

Google Ads Complete Guide: Course Index

Module 1: Introduction to Google Ads

  1. What is Google Ads?
    • Overview and History
    • Benefits of Using Google Ads for Businesses
  2. Understanding the Google Ads Ecosystem
    • Search Network vs. Display Network
    • Google Search Partners
    • Google Ads Auction and Ad Rank
  3. Types of Google Ads Campaigns
    • Search, Display, Shopping, Video, App, Discovery, and Performance Max Campaigns
  4. Setting Up Your Google Ads Account
    • Creating a Google Ads Account
    • Navigating the Google Ads Dashboard
    • Account Structure: Campaigns, Ad Groups, and Ads

Module 2: Google Ads Fundamentals

  1. Keyword Research and Planning
    • Importance of Keywords in Google Ads
    • Using the Google Keyword Planner Tool
    • Types of Keywords: Broad, Phrase, Exact, Negative
    • Building a Keyword List and Negative Keywords Strategy
  2. Creating Your First Search Campaign
    • Setting Campaign Goals and Objectives
    • Understanding Bidding Strategies: CPC, CPM, CPA, Target ROAS, Maximize Conversions
    • Ad Group Structure: Single Keyword Ad Groups (SKAGs) vs. Themed Ad Groups
  3. Ad Creation and Optimization
    • Writing Effective Text Ads: Headlines, Descriptions, Display URL
    • Using Ad Extensions: Sitelinks, Callouts, Structured Snippets, Call Extensions, etc.
    • Dynamic Search Ads and Responsive Search Ads

Module 3: Intermediate Google Ads Strategies

  1. Understanding Quality Score and Ad Rank
    • Components of Quality Score: Expected CTR, Ad Relevance, Landing Page Experience
    • Strategies to Improve Quality Score
  2. Introduction to Google Display Network (GDN)
    • Understanding the GDN and Its Importance
    • Creating Display Ads: Banner Ads, Responsive Display Ads
    • Targeting Options: Contextual, Demographic, In-Market, Affinity Audiences
    • Placement Targeting and Exclusions
  3. Remarketing Strategies
    • What is Remarketing? Benefits and Types
    • Setting Up Remarketing Lists and Campaigns
    • Custom Intent and Similar Audiences
    • Dynamic Remarketing for E-commerce
  4. Google Shopping Campaigns
    • Overview of Google Shopping Ads
    • Setting Up Google Merchant Center
    • Creating and Optimizing Shopping Campaigns

Module 4: Advanced Google Ads Techniques

  1. Video Campaigns on YouTube
    • Types of YouTube Ads: TrueView, Bumper Ads, Outstream, Masthead
    • Creating and Managing Video Campaigns
    • Audience Targeting for Video Ads: Custom Audiences, Video Remarketing
  2. Performance Max Campaigns
    • Introduction to Performance Max Campaigns
    • Leveraging Machine Learning and Automation
    • Optimizing Asset Groups, Creative Assets, and Audience Signals
  3. Advanced Bidding Strategies and Automation
    • Automated Bidding Strategies: Target CPA, Target ROAS, Maximize Conversions, Maximize Clicks
    • Smart Bidding: Benefits and Limitations
    • Automated Rules and Scripts
  4. Landing Page Optimization for Google Ads
    • Key Principles of Landing Page Design
    • A/B Testing and Conversion Rate Optimization (CRO)
    • Improving Page Speed and Mobile Responsiveness

Module 5: Tracking, Analytics, and Reporting

  1. Conversion Tracking and Setup
    • Importance of Conversion Tracking
    • Setting Up Google Ads Conversion Tracking
    • Importing Conversions from Google Analytics
  2. Google Analytics and Google Ads Integration
    • Linking Google Ads with Google Analytics
    • Understanding Key Metrics: CPC, CTR, Conversion Rate, Cost per Conversion, ROAS
    • Analyzing Audience Behavior and Performance
  3. Creating Custom Reports and Dashboards
    • Using Google Ads and Google Analytics for Reporting
    • Creating and Analyzing Custom Reports
    • Setting Up Automated Reports and Alerts

Module 6: Expert-Level Optimization and Strategies

  1. Account Audit and Performance Review
    • Performing Regular Google Ads Account Audits
    • Identifying Areas for Improvement: Wasted Spend, Low-Performing Keywords, Ad Groups, etc.
    • Competitor Analysis and Industry Benchmarking
  2. Scaling Google Ads Campaigns
    • Strategies for Scaling Google Ads: Geographic, Budget, Keyword Expansion
    • Advanced Targeting Techniques: Audience Layering, Location-Based Bidding
  3. Advanced Audience Targeting and Segmentation
    • Using Customer Match, Similar Audiences, and Custom Affinity Audiences
    • Advanced Demographics and In-Market Segments
  4. Leveraging AI and Machine Learning for Google Ads
    • Understanding Google’s Smart Campaigns
    • Using AI-Powered Tools and Features
    • Predictive Analytics for Campaign Optimization

Module 7: Specialized Google Ads Campaigns and Strategies

  1. App Campaigns and User Acquisition
    • Overview of Google App Campaigns
    • Strategies for Promoting Mobile Apps: Installs, In-App Actions
    • Best Practices for User Retention and Engagement
  2. Discovery Ads and Campaigns
    • Introduction to Google Discovery Ads
    • Benefits of Discovery Campaigns
    • Creative Best Practices for Discovery Ads
  3. Promotions, Seasonal Campaigns, and Budget Management
    • Planning and Executing Seasonal Promotions
    • Advanced Budget Management Techniques
    • Using Campaign Experiments for Testing

Module 8: Advanced Troubleshooting and Compliance

  1. Troubleshooting Common Google Ads Issues
    • Addressing Low Quality Scores, Disapproved Ads, and High CPC
    • Resolving Policy Violations and Suspended Accounts
  2. Understanding Google Ads Policies and Compliance
    • Overview of Google Ads Policies: Restricted Content, Editorial Standards, etc.
    • Avoiding Common Policy Violations
    • Compliance Strategies for Different Industries

Module 9: Certification and Continued Learning

  1. Preparing for Google Ads Certification Exams
    • Overview of Google Ads Certifications: Search, Display, Video, Shopping, Apps
    • Study Resources and Exam Strategies
  2. Staying Updated with Google Ads Changes
    • Keeping Up with Google Ads Updates and Features
    • Engaging in Continued Learning and Professional Development

Conclusion

  • Recap of Key Learnings
  • Final Tips and Best Practices
  • Resources for Further Learning

This course structure provides a step-by-step approach to mastering Google Ads, from basic concepts to advanced strategies, ensuring a comprehensive understanding for all levels of learners.