Mastering advanced Google Ads with Brad Geddes

The buyer journey. You'll start the Master Class by looking at how people search and the overall buying funnel, including examples of specific funnels for different types of companies. This information helps set the stage for the rest of the program, as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Comprehensive keyword usage and organization. The absolute center of every Google Ads campaign is keywords. You'll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.

With the recent changes to match types, you'll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.

For the advanced users, you will get into n-gram analysis and Levenshtein distance for query management and analysis.

Everything you need to know about creating and testing amazing ads. There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups: The only part of your account that a searcher sees is your ads. In this next section, we'll go over creating 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. We'll also walk through 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. Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll discuss how to create advertising strategies for your account that combine audience targeting data and other Google Ads features together 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. We’ll make sure you 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?

We’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. We’ll 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. You will end the Master Class with an open Q&A session to ensure all your burning questions are answered!

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.