Course Curriculum
Introduction
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Course Search Engine
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Getting Organised
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Course Suggestions
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Course Calls - August 2023 Cohort
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NEW MENU LAYOUT
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⚡Lesson Legend
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Module 1 - Google Ads Overview
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- Module Overview (2:01)
- ⚡Introduction Video (9:43)
- ⚡ Lesson 1 - Google Ads Roadmap (11:26)
- ⚡ Lesson 2 - Getting To Know Google Ads (14:40)
- ⚡ Lesson 2B - Getting to Know Google Ads (10:02)
- ⚡ Lesson 3 - Structure of Search Campaigns (12:04)
- 🛒 Lesson 4 - Structure of Shopping Campaigns (4:58)
- Lesson 5 - Structure of Remarketing Campaigns (6:53)
- ⚡ Lesson 6 - Your Website (8:10)
- >> test your site speed
- >> join website buddy system
- ⚡ Lesson 7 - Marketing Funnel + Google Ads (5:26)
- ⚡ Lesson 8 - Metrics That Matter (10:13)
- >> metrics that matter g-sheet
- ⚡ Lesson 9 - Conversion Overview (17:39)
- ⚡ Lesson 10 - Attribution Models (14:39)
- ⚡ Lesson 11 - Crunching the Numbers (16:46)
- ⚡>> goal setting calculator (training video) + g-sheet (7:51)
- ⚡ Lesson 12 - Optimisation Overview (6:50)
- ⚡Lesson 13 - Google Ads Walkthrough (24:12)
Module 1 Companion Guide
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Module 1 - Quiz
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💼 Module 1 - Bonus - Requesting Account Access
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- 💼 Client Access (Slidedeck Video) (7:33)
- 💼 Creating a MCC account (training video) (1:25)
- 💼 Requesting Access to Google Ads Account (training video) (0:32)
- 💼 Granting Google Analytics Access
- 💼 Granting GTM Access
- 💼 Granting GMC Access
- 💼 Sample Email
- 💼 >> FYI - What to look out for when using a manager account
Module 1 - FAQs
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Module 2 - Connecting the Tech
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Module 2 - Shopify Plan
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Module 2 - Lesson 1 - Tech Overview
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Module 2 - Lesson 1 - Tag Assistant
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Module 2 - Lesson 1 - Setting Up Google Ads
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Module 2 - Lesson 2 - Google Tag Manager
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❓ Module 2 - Lesson 2 - Adding GTM to Your Platform
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- Select the corresponding platform to add GTM to your platform
- Adding GTM to Your Platform - Wordpress (1:53)
- Adding GTM to Your Platform - Squarespace (1:46)
- Adding GTM to Your Platform - Wix (0:52)
- Adding GTM to Your Platform - BigCommerce (1:26)
- >>How to handle if you have multiple domains (12:12)
Module 2 - Lesson 2 - Google Analytics
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Module 2 - Lesson 2 - Adding Code to GTM
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Module 2 - Lesson 2 - Adding Analytics to Shopify (all plans)
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⚡Module 2 - Lesson 2 - Linking Analytics and Google Ads
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⚡Module 2 - Lesson 3 - Remarketing
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Module 2 - Lesson 3 - Remarketing (eComm & Lead Gen)
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- SKIP THIS LESSON BLOCK IF YOU'RE ON SHOPIFY (STANDARD, BASIC + ADVANCED)
- ⚡ Checking If Your Remarketing Code Is Installed Already (2:22)
- Adding Remarketing Code to GTM (4:47)
- Shopify Standard URLs for Remarketing (2:06)
- Woocommerce Standard URLs for Remarketing (2:07)
- Finding URLs in Google Analytics (3:21)
- ⚡ Setting Up Remarketing Lists in Google Ads (17:01)
- ⚡ >> checking your remarketing lists are populating
Module 2 - lesson 3 | Remarketing (Shopify)
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- SKIP THIS LESSON BLOCK IF NOT ON SHOPIFY
- Checking If Remarketing Code Is Installed On Home and Checkouts Page (2:13)
- Checking If Remarketing Code Matches Google Ads (2:22)
- Enabling Remarketing In Google Analytics (1:14)
- Shopify Standard URLs for Remarketing (2:06)
- Setting Up Remarketing Lists in Analytics (7:27)
- Checking Analytics Lists in Google Ads (1:58)
- >> checking your remarketing lists are populating
🛒Module 2 - Lesson 4 - Google Merchant Centre
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🛒❓ Module 2 - Lesson 4 - Verifying and Claiming Your Site
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- Select the corresponding platform below to verify your site in GMC
- Verifying and Claiming Your Site - Shopify (2:51)
- Verifying and Claiming Your Site - Wordpress (2:44)
- Verifying and Claiming Your Site - Squarespace (1:59)
- Verifying and Claiming Your Site - Wix (2:09)
- Verifying and Claiming Your Site - BigCommerce (2:05)
🛒 ❓Module 2 - Lesson 4 - Setting Up Your Product Feed (Shopify)
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- SKIP THIS LESSON BLOCK IF NOT USING SHOPIFY
- Setting Up Your Product Feed - Shopify (Slidedeck Video) (6:09)
- (Option 1) Setting up free Shopify feed app (training video) (10:33)
- >> Free Shopify feed app - ignore this message
- >> Excluding products from Shopify free app (4:09)
- (Option 2) Setting up paid Shopify feed app (training video) (12:49)
- >> Excluding products from Shopify paid app (2:04)
🛒 Module 2 - Lesson 4 - Setting Up Your Product Feed (Wordpress)
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🛒 Module 2 - Lesson 4 - Setting Up Your Product Feed (Other)
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🛒 Module 2 - Lesson 4 - Misc
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- Troubleshooting GMC Suspensions (training video) (3:34)
- Troubleshooting Pending Shopping Feeds (training video) (3:44)
- Enabling Merchant Promos (training Video) (2:32)
- Product Ratings (5:38)
- GMC - Automatic Improvements (0:45)
- How do I resolve price mismatch errors? (5:48)
- FYI - Free Google Shopping Listings
🛒Module 2 - Lesson 5 - Shopify Dynamic Remarketing
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- SKIP THIS LESSON BLOCK IF YOU'RE NOT USING SHOPIFY
- (Shopify) Dynamic Remarketing Slidedeck (10:36)
- (Shopify) Checking if Dynamic Remarketing Code is Installed (2:44)
- (Shopify) Setting Up Dynamic Remarketing Code (7:12)
- (Shopify) Setting Up Dynamic Remarketing Audience Lists (14:50)
- >> FYI if you have a "fly out" cart (3:11)
- Check your audience lists are populating
Module 2 - Lesson 6 - UTM Parameters
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Module 2 Companion Guide
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Module 2 - Quiz
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Module 2 - FAQs
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- (Shopify) September 2023 updated dynamic remarketing code
- How do I switch to expert mode?
- (GTM) Why can't I use GTM preview mode?
- (GTM) - I'm having trouble connecting the debugging mode to my site.
- (GMC) My GMC account has been suspended during setup, what have I done wrong?
- Do I need Google Search Console?
- What happens if I have 2 gtags?
- I'm having trouble claiming my client's website. It appears to already have been claimed.
- (UTM PARAMETERS) Can I change the parameters to include campaign name instead of ID?
- (REMARKETING) Do remarketing lists backdate?
- (REMARKETING) Why aren't my remarketing lists accurate?
- (REMARKETING) Setting Up Remarketing for Thrivecart
- (REMARKETING) I don't have enough site visitors for remarketing lists yet, what should I do?
- (REMARKETING) Why don't you recommend excluding URLs when creating remarketing lists?
- (REMARKETING) What's the deal with Google's "automatically created" audiences?
- (REMARKETING) Should I have different remarketing lists for 'cart' vs 'checkout' visitors?
- (REMARKETING) Can I remove/prevent Google from creating auto-lists?
- (GMC) - I have multiple shipping options, what should I do?
- (GMC) - My account has been suspended due to "Misrepresentation", what should I do?
- (SHOPIFY - Free Shopping App) - The number of pending/active products doesn't match up to GMC - what should I do?
- (SHOPIFY) My cart page doesn't have a specific URL, can I still create a remarketing list?
- (SHOPIFY) My buyers lists aren't populating yet - what should I do? (3:15)
- (SHOPIFY) Multi Currency Issues (5:07)
- (SHOPIFY - Dynamic Remarketing) I can't see the retail parameter option when setting up my dynamic remarketing in Google Ads.
- (SHOPIFY - Dynamic Remarketing) Why aren't my audiences getting enough traffic?
- Do I need GTM & gTAG on my site?
- Reviewing your account for Universal Analytics (10:27)
- Similar Audiences
Module 3 - Conversion Tracking
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⚡❓Module 3 - Conversion Tracking Audit
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❓Module 3 - Purchase Conversions
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- How to use this lesson block
- (Option 1) Setting Up Purchase Conversion (Shopify) (16:17)
- (Option 1) >> adding enhanced conversions to Shopify conversions (7:19)
- (Option 2) Setting Up Purchase Conversion (Wordpress) (14:13)
- (Option 3) Setting Up Purchase Conversion (Squarespace) (5:21)
- (Option 4) Setting Up Purchase Conversion (Thrivecart) (19:07)
- (Option 5) Setting Up Purchase Conversion Using Enhanced E-Commerce Tracking (Other) (8:29)
- (ALL) >> verifying your conversion tracking is working
Module 3 - Conversion Tracking Using Google Analytics
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Module 3 - Call Tracking
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❓Module 3 - Form Tracking
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❓Module 3 - Calendar, Event Booking + Misc Tracking
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Cross Domain Tracking
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Module 3 - Checking New Conversion Tracking
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Module 3 Companion Guide
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Module 3 - Quiz (choose the one most relevant for you)
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💼 Rinse and Repeat Tech Setup for Client Managers
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- 💼 How to use this lesson block
- 💼 Account Access
- 💼 Audit Existing Account
- 💼 E-Commerce Google Ads Tech Setup Spreadsheet [SHOPIFY/WOOCOMMERCE]
- 💼 Perform a Tech Check
- 💼 Google Ads
- 💼 GTM (excluding Shopify)
- 💼 Google Analytics
- 💼 Remarketing
- 💼 GMC
- 💼 Dynamic Remarketing (Shopify Only)
- 💼 UTM Parameters
- 💼 Conversion Tracking
Module 3 - Conversion Tracking FAQs
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- Switching Conversion Tracking Over (6:04)
- How do I remove conversion actions? (0:53)
- How do I edit existing conversion actions? (1:12)
- What do the conversion columns mean?
- Why are some conversion actions locked?
- Does removing conversion actions erase that conversion data from my account?
- What does "no recent conversions mean"?
- What does "tag inactive" mean?
- What does "unverified" mean?
- Why do I have the source of Google Analytics?
- Can you track conversions on a third party site?
- (SHOPIFY) removing script elements to verify conversion tracking (2:43)
- (eCOMM) What do I do if my purchase conversion isn't working?
- >> Create conversion actions manually using code for a form fill (with thankyou page) (8:11)
- (CALLS FROM ADS) You need to check this if you've ever had a Smart Campaign
- Why is my campaign not showing Primary conversions (or showing secondary conversions)?
- (eCOMM) Why are my purchases falling under 'webpage unknown'?
⚡Module 4 - Search Campaigns
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Module 4 - Reviewing the Existing Search Setup
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⚡Module 4 - Lesson 3 - Keywords
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KEYWORD REVIEW
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Module 4 - Lesson 4 - Bidding & Budgeting
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Module 4 - Lesson 5 - Setting Up Search Campaigns
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Module 4 - Lesson 5 - Google Ads Editor
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⚡❓Module 4 - Lesson 5 - Loading Adgroups and Keywords
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- ⚡How to use this lesson block
- Option 1: Uploading Ad Groups and Keywords Via Google Ads Editor (9:27)
- Option 2 (Step 1): Uploading Ad Groups Via Bulk Uploads (Interface) (5:51)
- Option 2 (Step 2): Uploading Keywords Via Bulk Uploads (Interface) (4:21)
- Option 3: Creating Adgroups and Keywords Manually (Interface) (8:11)
- My keywords have been flagged as low search volume, what should I do?
- My keywords are below first page bid - what should I do?
- Adding New Keywords and Adgroups After Campaign Creation (10:20)
Module 4 - Lesson 6 - Writing & Uploading Ads - Overview
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Module 4 - Lesson 6 - Writing and Uploading Ads
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Module 4 - Lesson 6 - Editing Ads
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⚡Module 4 - Lesson 6 - Brand Campaigns
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Module 4 - Lesson 6 - Competitor Campaigns
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Module 4 - Lesson 7 - DSA Campaigns
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Module 4 - Lesson 8 - Ad Extensions
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- ⚡Ad Extension Slidedeck (7:45)
- Ad Extension Cheat Sheet
- ⚡Sitelink Extensions (6:00)
- ⚡Callout Extensions (2:52)
- ⚡Structured Snippet Extensions (3:17)
- Call Extensions (2:50)
- Price Extensions (4:18)
- Promotion Extensions (3:51)
- Seller Ratings (5:08)
- Image Extensions (5:30)
- Business name and logo (3:37)
- ⚡Google Automated Ad Assets (1:29)
Module 4 - Lesson 9 - Customer Match
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⚡Module 4 - Lesson 9 - Audiences
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Module 4 - Lesson 9 - Demographic Restrictions
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⚡Module 4 - Lesson 10 - Negative Keywords
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Module 4 - Lesson 11 - Local Search Ads
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⚡Module 4 - Lesson 12 - Campaign Review
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Module 4 Companion Guide
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Module 4 - Quiz
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Rinse and Repeat Way of Adding New Search Campaigns
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Module 4 - FAQs
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- How do I remove a negative keyword list from a campaign? (0:41)
- In Google Ads Editor I don't have all the options available for my campaign shell.
- When setting up my RLSA, is there a way to *exclude* people who have already made a purchase?
- (CALL EXTENSIONS) Does a click mean a call was made?
- In the Keyword Planner, Why Does Google Say "All Keywords Were Removed"?
[SKIP MODULE 5 IF YOU'RE NON-ECOMM]
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🛒 [IF YOU SKIPPED MODULE 4 HEAD HERE FIRST]
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🛒Module 5 - Shopping Campaigns
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🛒Module 5 - Lesson 3 - Creating a Healthy Feed
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🛒Module 5 - Lesson 3 - Optimising Your Feed (Option 1)
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🛒Module 5 - Lesson 3 - Optimising Your Feed (Option 2)
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- How to use this lesson block
- Supplementary Feed Template
- Preparing Your Supp Feed (Feed Optimisation and Organisation) (49:52)
- Preparing Your Supp Feed (Title Optimisation) (7:51)
- Uploading Your Supp Feed in GMC (6:14)
- Updating Your Supp Feed (8:47)
- Price In Your Supp Feed
- Image In Your Supp Feed
- >> Offer Does Not Exist (6:13)
🛒Module 5 - Lesson 3 - Maintaining a Healthy GMC
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🛒Module 5 - Lesson 4 - Traditional Shopping Campaigns
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🛒Module 5 - Lesson 5 - Setting Up a Performance Max Campaign
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- How to use this lesson block
- Performance Max Slidedeck (6:20)
- Setting Up a Custom Segment Audience List (5:59)
- >> New Performance Max Custom Segment Feature (2:19)
- Performance Max Campaign Setup (24:14)
- >> reviewing the "everything else" during campaign organisation
- Performance Max Negative Keywords (4:36)
🛒Module 5 - Lesson 6 - Shopping Promotions
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🛒Module 5 Companion Guide
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🛒Module 5 - Quiz
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🛒Module 5 - FAQs
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Module 6 - Remarketing Overview
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Module 6 - Existing Remarketing Campaign
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Module 6 - Standard Remarketing
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Module 6 - Dynamic Remarketing
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Module 6 - Remarketing Best Practices
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Module 6 Companion Guide
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Module 6 - Quiz
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Module 6 - FAQs
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⚡ASSIGNING BUDGET + SETTING YOUR CAMPAIGNS LIVE 🎉
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BUDGET FAQs
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- Why you shouldn't search for your own ads in Google.
- How should I allocate shared budgets across search, shopping, DSA, brand and remarketing?
- Why aren't my ads getting impressions?
- Why is my DSA Campaign not getting any impressions?
- Why aren't my campaign/s spending their daily budget?
- Why are my average CPCs higher than my max CPCs?
- What does "limited by budget" mean and what should I do?
- Where are my search terms?
Module 7 - Optimising | Lesson 1
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⚡Module 7 - Optimising | Lesson 1
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Module 7 - Lesson 1 - Helpful Google Ads Training Videos
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Module 7 - Lesson 2 - Reporting
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Module 7 - Lesson 2 - Scripts
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⚡❓Module 7 - Lesson 2 - Autorules
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Module 7 - Lesson 3 - Account Optimisations
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- How to use this lesson block
- ⚡Account Optimisations Slidedeck (26:51)
- ⚡Building Reports and Creating an Account Dash (22:48)
- ⚡Analysing Dash and Adding Negative Keywords (Weekly) (7:44)
- ⚡N Gram Report (11:53)
- FYI if you have a Performance Max campaign
- Audience Maintenance
- Comparing ETA v RSA Performance (7:25)
⚡Module 7 - Lesson 4 - Non Brand Search
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⚡Module 7 - Lesson 5 - Brand Campaigns
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Module 7 - Lesson 6 - DSA Campaign Optimisation
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🛒Module 7 - Lesson 7 - Shopping Campaigns
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- How to use this lesson block
- Shopping Optimisation (Slidedeck Video) (7:47)
- Building Shopping Reports in Google Ads (16:34)
- Setting Up Shopping Filters (Training Video) (7:23)
- Shopping Campaign Optimisation (37:08)
- >> reviewing the "everything else" during campaign organisation
- Installing Shopping Script (Advanced) (9:15)
- Updating Your Supp Feed
- Maintaining a Healthy GMC
- Setting Up A Shopping Promo
- Restricting Your Shopping Campaign (Advanced) (14:04)
Module 7 - Lesson 8 - Remarketing Campaign Optimisation
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Module 7 - Lesson 9 - Performance Max Optimisation
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- How to use this lesson block
- Performance Max Optimisation (Slidedeck) (8:24)
- Setting Up Performance Max Reports
- Performance Max Optimisation (Training Video) (45:01)
- >> reviewing the "everything else" during campaign organisation
- Performance Max and Negative Keywords
- Installing Shopping Script (Advanced)
- Updating Your Supp Feed
- Maintaining a Healthy GMC
Module 7 - Lesson 10 - Automated Bid Strategies
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Example Account Optimisations
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⚡Module 7 - Ongoing Optimisation Plan
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Module 7 - Ongoing Optimisation by Phase
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Module 7 Companion Guide
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Module 7 - Quiz
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Module 7 - Additional Training Videos
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Module 7 - FAQs
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- How do I change my audience targeting setting? (2:16)
- Should I increase bids of keywords that have low impression share?
- Is pausing a keyword enough, or do I have to also add as a negative keyword?
- Why am I seeing decimal/fractional conversion numbers in the conversions column? (3:11)
- How can we improve Ad Rank so my ads show more?
- Interface Updates - Where did "Devices" go?
General FAQs
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- Should I set up a new campaign for a promo period (e.g. Mother's day, Boxing Day etc)
- What are your thoughts on click fraud apps/programs?
- How do you deal with products that go in and out of stock frequently?
- (eCOMM) Should we focus on shopping campaigns first?
- (SHOPIFY) What happens if I am changing Shopify Theme?
- Should I run ads if I have stockists who will also be advertising my products?
- What To Do If You're Changing Websites
- How Much Should I Charge Clients For Google Ads Services?
- What is gBraid?
Post course
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Resources
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Additional Resources
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Advanced - YouTube Training
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Advanced
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Old Course Calls
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Guest Experts
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