Perry Marshall – Google Ads Mastery 2021-22
Six Modules to Google Ads Mastery:
Module #1: Bidding
- How the various smart bidding models work…and EXACTLY how to use them to maximize your returns
- What to do if you choose NOT to use them…be very, VERY careful
- How to give the machine the right “target”…and avoid MASSIVE stupidity tax
Module #2: Targeting
- The news of the death of Keywords has been greatly exaggerated…here’s what you need to know about them now
- How to “layer” audiences over your Search and Shopping campaigns
- How to navigate the Audience options for Google Display Network and YouTube
- Audiences and Smart Bidding…how to combine their power
Module #3: Messaging
- How to use Responsive Search Ads vs. Expanded Text Ads for search…and a big warning about RSA reporting
- How-to’s and Not-to’s for Shopping Ads, Showcase, and Local Inventory Ads
- Using Google Cloud Platform tools to get insight into what your customers think
- Responsive Display Ads vs Image Ads?
- Video: Trueview, Action vs Reach + Bumpers…are you up to speed?
- What’s up with Gmail?
Module #4: Date & Measurement
- Why data is uber important in a machine learning world
- Are you feeding the machine the right data, or putting garbage in and getting garbage out?
- How to import conversions for accurate data
- What you need to know about Google Click ID
- What to watch out for with Pay Per Conversion
- A look at Google Data Studio – Get Mike’s ROAS template
Module #5: Optimizing Your Accounts
- What you need to consider in your planning process
- How to scale your campaigns … what’s reasonable?
- ROAS or POAS?
Module #6: What It All Means for Your Future
- What these changes might mean for you as a supplier of ad management (either as an agency or a practitioner in this world)
- Explaining the My Client Dashboard
- Understanding the optimization score and the red badge
- What will your job look like in …2025!?
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