Introduction

• Review of basic skills and reports

• Review of account structure and current set up

Managing your Google Ads account

• How to administer manager and standard accounts

• Adding and removing users

• About the account map

• About billing and company information

• Account preferences

• Examining the change history log

How are your ads performing?

• Looking at historical keyword performance

• Which ads are working best?

• Responsive Search Ad performance

• Which extensions are helping?

• Where is the money being spent?

• Are you on budget, over budget or under budget?

• Resolving issues

Work more efficiently

• Copying and pasting in Google Ads

• Setting up and using assets from the shared library

• Re-using and/or re-assigning extensions

• Creating a reusable negative keyword list

Set up custom reports

• Custom reports in Google Ads

• Building a dashboard

• Exporting reports to documents

• Dynamically exporting data to google sheets

Integrating Google Analytics

• Linking Google Analytics to Google Ads

• Switching on data sharing in Google Analytics

• Looking at Google Ads reports in Google Analytics

• What is Google Tag Manager (GTM) and how can it help you?

• Adding a remarketing tag to your website with GTM

• Setting up conversion tracking

• Setting up Smart Goals in Google Analytics

• Importing Smart and other goals into Google Ads

Integrating other services

• Linking Google Search Console to Google Ads

• Linking Youtube to Google Ads

• Setting up a Merchant Account for product ads

• Other integration possibilities

Bidding methods in more detail

• Using conversion based bidding

• Working with ROAS (Return on Ad Spend)

• Understanding Target impression share

• Manual bidding and the keyword planner revisited

Audiences and remarketing lists

• Adding a new search campaign and setting a key objective

• Working through the campaign settings

• Adding an Adgroup and some keywords

• Remarketing smart lists (RLSA)

Other types of campaigns

• About display Ads

• Setting up and running Merchant accounts and product ads

• About Video Ads

Questions & Answers