Brad Geddes

Inefficient PPC campaigns can kill your business.

Join us for: Mastering advanced Google Ads with Brad Geddes to learn how to create and manage persuasive PPC ads that drive targeted traffic.

Online August 21-22 | 12:00pm – 3:00pm ET | $299

You will learn:

• • The buyer journey. Understand how people search and the overall buying funnel, including examples of specific funnels for different types of companies. Your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

• • Comprehensive keyword usage and organization. Keywords are the absolute center of every Google Ads campaign. Correlating keywords to the buying funnel and examining user intent is paramount. Perfecting match-type usage while controlling negative keywords can drastically increase overall revenue. You’ll also learn how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes. Advanced users will enjoy the discussion on n-gram analysis and Levenshtein distance for query management and analysis.

• • Creating and testing amazing ads. Learn how to create compelling ads, effectively using RSAs and pinning, targeting ads to users throughout the funnel, testing RSAs, and finding and using insights from ad testing data. You’ll also learn how to create ChatGPT prompts to get creative ideas for writing and testing your ads. It doesn’t matter if you have 10 ads or 10 million; you will go through how to test individual ad groups and test at scale so you can pull customer insight data for your account.

• • Audience targeting strategies. Display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options… you’ll cover them all. You’ll also discuss how to create advertising strategies for your account that combine audience targeting data and other Google Ads features to fine-tune your customer acquisition strategy. We’ll relate these features back to the customer journey so you can fill your funnel with users based on where you want to increase your funnel size.

• • Competitive analysis. Your ads and marketing do not exist in a vacuum. Competitors are watching and changing offers or starting new promotions all the time. You’ll get the answers to common questions including: How do you evaluate competitor ads to ensure our offers are compelling? What insights can I gather from Google’s Auction Insights tool? Should I use third-party tools? How can they help? You’ll also look at how to analyze the competition to find insights you can use in your marketing tactics and include Free Data Studio reports to examine Auction Insights data.

• • Leveraging machine learning. Machine learning is found throughout your Google Ads account, from broad match to Performance Max to automated recommendations. Sometimes automation can increase your account’s conversions, and other times, it can waste a lot of your marketing spend. Examine various features that use machine learning and show how to properly use or test them to see how they affect your account’s data.

• Open Q&A + additional assets. End the Master Class with an open Q&A session to ensure all your Google Ads questions are answered.

Who should attend?

The class is intended for practitioners with some experience in Google Ads. We’ll make sure to cover the basics so that beginners know how to manage Google Ads accounts. We’ll take deep dives into the data with multi-ad group testing, N-gram analysis, and more for the experts to find and implement new Google Ad strategies.

Agenda

Here’s a look at what you’ll cover when. On-demand access is included for free if you cannot attend live. (Exact times are subject to change.)

Meet your Master Class instructor

Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure success for all parties involved.