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Profitable Promotion
Introduction
Welcome Video (Watch me first) (14:43)
Student intake form (fill this in!)
Calendar, key dates and curriculum breakdown
September 2025 Challenge Tracker
Course Support
September 2025 Students: Join Facebook Group here
Podcast Feed
Glossary of Terms
Search Engine
Search Engine (1:09)
Getting Organised
Homework Tracker
Getting organised (3:44)
Two Factor Authentication (2FA)
Tools We Love
Course Calls - September 2025 Cohort
Submit Questions
Course Call Replays (461:40)
⚡Lesson Legend
⚡How to navigate the course (1:09)
Google Ads Strategy
Overall Account Strategy
Module 1 - Google Ads Overview
Module Overview (1:22)
⚡ Lesson 1 - Course Overview (11:06)
⚡ Lesson 2 - Google Ads Overview (15:26)
⚡ Lesson 3 - Structure of Search Campaigns (10:50)
🛒 Lesson 4 - Structure of Product Based Campaigns (9:30)
⚡Lesson 5 - Audiences (6:12)
⚡ Lesson 6 - Your Website (4:37)
>> join website buddy system
⚡ Lesson 7 - Marketing Funnel + Google Ads (5:26)
⚡ Lesson 8 - Metrics That Matter (6:39)
⚡ Lesson 9 - Conversion Overview (14:36)
⚡ Lesson 10 - Attribution Models (7:59)
⚡ Lesson 11 - Crunching the Numbers (15:07)
⚡>> goal setting calculator + g-sheet (5:59)
⚡ Lesson 12 - Optimisation Overview (5:11)
⚡Lesson 13 - Google Ads Walkthrough (8:24)
Module 1 Companion Guide
Module 1 Companion Guide
Module 1 - Quiz
Quiz - Module 1
Module 1 - FAQs
Common Abbreviations
Module 2 - Connecting the Tech
Module Overview (1:54)
Module 2 - Auditing an Existing Account
💼 Auditing an Existing Ad Account (25:17)
Module 2 - Lesson 1 - Tech Check
⚡ Tech Overview (10:27)
⚡ Downloading Tag Assistant and Tag Explorer Chrome Extensions (2:43)
⚡ Performing a "Tech Check" (3:04)
🛒 E-Commerce Google Ads Tech Setup Spreadsheet [SHOPIFY/WOOCOMMERCE] (1:56)
Module 2 - Lesson 1 - Google Ads
Setting Up Your Google Ads Account (3:35)
⚡Google Ads Account Settings and adding app exclusions (6:25)
⚡Configuring Enhanced Conversion Settings (1:05)
Module 2 - Lesson 2 - Google Tag Manager (Non Shopify)
Checking GTM code and setting up account (non Shopify) (5:11)
Adding Google Tag Manager Code (Wordpress and Squarespace) (3:34)
Module 2 - Lesson 2 - Google Analytics
⚡Checking GA4 Code and Setting Up Account (6:52)
Adding GA4 Code to GTM (Non Shopify) (1:58)
Adding GA4 Code to Shopify (3:52)
⚡Linking Google Ads & Google Analytics 4 (2:28)
Module 2 - Lesson 3 - Google Merchant Centre
🛒 GMC (6:57)
🛒 Setting Up GMC Next Account (3:15)
🛒GMC Settings (Verifying Account, Shipping, Return Policy and Account Linking) (8:24)
🛒 GMC Walkthrough (10:44)
Module 2 - Lesson 3 - Setting Up Your Product Feed
🛒Setting Up Your Product Feed - Shopify (24:58)
🛒Setting Up Your Product Feed - Wordpress (13:28)
🛒Setting Up Your Product Feed - Manual G-Sheet Feed (11:32)
Module 2 - Lesson 4 - Remarketing
⚡Remarketing and Audience Lists (10:54)
Checking and installing Remarketing code (non Shopify) (4:57)
Checking and installing dynamic Remarketing code (Shopify) (6:57)
⚡Determine audiences and setup lists in Google Ads (16:39)
Module 2 Companion Guide
Module 2 Companion Guide
Module 2 - Quiz
Quiz - Module 2
Module 2 - FAQs
Adding Google Ads tag to GTM (1:11)
Woocommerce Standard URLs for Remarketing (2:07)
What happens if I have 2 gtags?
(REMARKETING) Setting Up Remarketing for Thrivecart
(SHOPIFY) My buyers lists aren't populating yet - what should I do? (2:43)
Consent Mode
Free Google Shopping Listings
Transitioning feed apps (Shopify)
Google Tag Gateway (Non-Shopify only)
Module 3 - Conversion Tracking
Module Overview (1:46)
⚡Conversion Tracking (11:39)
Module 3 - Conversion Tracking Audit
⚡Performing a Conversion Audit (6:40)
⚡ >> post a screenshot of your conversions tab in the Facebook group (1:07)
Module 3 - Purchase Conversions
🛒Setting Up Purchase Conversion (Shopify, Wordpress, Squarespace, Thrivecart) (25:21)
🛒GA4 Purchase Conversion (6:18)
Module 3 - Lead Based Conversion Tracking
Importing GA4 Events (lead gen) (6:50)
Form Tracking (thankyou page and button click) (30:06)
Calls from Websites (15:32)
Calls from Ads (3:11)
Module 3 - Calendar, Event Booking + Misc Tracking
Calendar conversion tracking (Acuity and Calendly) (19:59)
Booking platform tracking (Eventbrite and Cliniko) (18:44)
Module 3 - Checking New Conversion Tracking
Review New Conversion Setup + Repost Screenshot (1:10)
Module 3 Companion Guide
Module 3 Companion Guide
Module 3 - Quiz
Module 3 Quiz
Module 3 - Conversion Tracking FAQs
Switching Conversion Tracking Over (4:20)
How do I remove conversion actions? (0:56)
How do I edit existing conversion actions? (0:37)
Why are some conversion actions locked?
Does removing conversion actions erase that conversion data from my account?
Conversion statuses
Can you track conversions on a third party site?
🛒(eCOMM) What do I do if my purchase conversion isn't working?
(CALLS FROM ADS) You need to check this if you've ever had a Smart Campaign
Chat Widget Conversion Tracking
Why is my campaign not showing Primary conversions (or showing secondary conversions)?
🛒 (eCOMM) Why are my purchases falling under 'webpage unknown'?
🛒 (eCOMM) Google Ads vs Google Analytics Conversion Tracking
Tracking email address clicks on your website
Module 4 - Search Campaigns
⚡ Overview (5:51)
⚡ Lesson 1 - Deep Dive (10:47)
⚡ Lesson 2 - Developing a Search Strategy (20:26)
⚡How Many Campaigns Should You Have? (5:55)
⚡Naming Convention (2:39)
⚡Bid Strategies (17:32)
Module 4 - Reviewing the Existing Search Setup
Reviewing the Existing Search Setup (16:31)
⚡Module 4 - Lesson 3 - Keywords
⚡ Keyword Overview (11:03)
⚡ Keyword Categories (6:53)
⚡ Marketing Funnel + Keywords (6:03)
⚡ What Makes a Good Keyword (16:27)
⚡ >> Keyword and adcopy g-sheet template
⚡Keyword Research (19:41)
⚡Keyword Organisation (12:11)
Module 4 - Lesson 4 - Keywords and Adcopy
⚡Prepping your keyword template (3:17)
KEYWORD REVIEW
>> Submit your keywords for review
Module 4 - Lesson 5 - Adcopy
⚡Writing ads and creating an adcopy template (19:28)
⚡Module 4 - Lesson 6 - Creating Search Campaigns
⚡How to Setup a Search Campaign (19:40)
Module 4 - Lesson 6 - Brand Campaigns
Setting Up a Brand Campaign (22:08)
Module 4 - Lesson 7 - Dynamic Search Ads (DSA)
Setting Up Dynamic Search Ads (DSA) Adgroup (25:37)
Module 4 - Lesson 8 - Assets
⚡Assets (9:35)
⚡Sitelinks (10:16)
⚡Callouts (2:54)
⚡Structured Snippets (3:08)
Call Assets (2:58)
Price Assets (3:52)
Image Assets (5:45)
⚡Business name and logo (2:14)
⚡Google Automated Ad Assets (1:00)
Module 4 - Lesson 9 - Audiences
⚡Audiences (10:36)
Uploading Customer Match Lists (Klaviyo, manual and conversion based lists) (32:21)
⚡Adding Audiences Across Your Campaigns (3:27)
Module 4 - Lesson 10 - Negative Keywords
⚡Negative Keywords (9:56)
⚡Negative Keyword Research (11:11)
⚡Adding Negative Keywords (6:28)
Module 4 - Lesson 11 - Campaign Review
⚡Campaign Review (3:49)
⚡ Reviewing Auto-Apply Settings
Module 4 Companion Guide
Module 4 Companion Guide
Module 4 - Quiz
Quiz - Module 4
Module 4 - FAQs
How do I remove a negative keyword list from a campaign? (0:43)
Industry Averages
My keywords have been flagged as low search volume, what should I do?
Should I use exact or phrase match negative keywords?
Local Service Ads
Limited Ads - Personalised Advertising Policies in Google Ads
Module 5 - Product Based Campaigns
🛒Module Overview (1:14)
🛒Product Based Campaigns (7:46)
🛒Reviewing An Existing Setup (9:42)
Module 5 - Feed Management
🛒Feed Management (14:37)
🛒Reviewing GMC (2:14)
Module 5 - GMC Rules and Edits
🛒Creating rules in GMC (33:13)
🛒Editing Products Directly in GMC (2:45)
Module 5 - Product Analysis and Supplementary Feeds
🛒Product Analysis and Creating a Supplementary Feed (36:30)
Module 5 - Lesson 3 - Setting Up a Performance Max Campaign
🛒Performance Max Settings (9:21)
🛒Creating an Audience Signal (13:45)
🛒URL targeting in Performance Max (23:48)
🛒Search themes (4:34)
🛒Performance Max Campaign Setup (31:21)
Module 5 Companion Guide
Module 5 Companion Guide
Module 5 - Quiz
Quiz - Module 5
Module 5 - FAQs
Resolving GTIN Issues (3:17)
What happens if I want to target multiple countries with product based ads?
Do I need GTIN numbers if I make my own products?
Creating a Feed Only Performance Max Asset Group (3:30)
Local Inventory Feed (Shopify)
What is Google Manufacture Centre?
Module 6 - Budgets
⚡Daily Budgets (9:29)
⚡ Budget Management (22:35)
⚡Assigning Budget (1:41)
Module 6 Companion Guide
Module 6 Companion Guide
Module 6 - Quiz
Quiz - Module 6
Module 6 - FAQs
Why is Google spending more than my daily budget?
Why aren't my campaign/s spending their daily budget?
What should I do if my campaign isn't spending? (Decision Tree)
Why you shouldn't search for your own ads in Google.
What does "limited by budget" mean and what should I do?
Module 7 - Optimising
Module Overview (3:56)
⚡Module 7 - Lesson 1 - Optimising
⚡Optimisation Overview (15:02)
⚡Three Optimisation Phases (10:15)
⚡Diagnosing What to Optimise (15:02)
⚡Optimisation & Recommendations Tab (5:16)
Module 7 - Lesson 2 - Reporting
⚡Reporting (9:22)
⚡Columns (2:22)
Module 7 - Lesson 3 - Scripts and Autorules
⚡Scripts and Autorules (6:53)
⚡Broken Link Script (5:13)
⚡N Gram Script (10:24)
⚡Keyword Scripts (16:21)
⚡Creating Autorules (CPA and ROAS) (20:19)
Module 7 - Lesson 4 - Account Optimisations
⚡Account Optimisations (16:13)
⚡Building Reports and Creating an Account Dash (10:16)
⚡Using the N gram and search term report to add negative keywords (14:02)
⚡Adding exact match negative keywords (3:18)
⚡Adjusting budgets (9:44)
Location Analysis (13:49)
Ad schedule analysis (5:34)
Module 7 - Lesson 5 - Bid Strategy Optimisations
⚡Bid strategy optimisation (17:50)
Adding and removing CPA/ROAS targets (3:25)
Adjusting CPA/ROAS targets (15:35)
Module 7 - Lesson 6 - Non Brand Search
⚡Non Brand Search (11:08)
⚡Adding New Keywords and Match Types (21:31)
⚡Non brand campaign analysis (keywords, adgroups, audience and demographics) (21:19)
Module 7 - Lesson 7 - Brand Campaigns
Brand Optimisations (Slidedeck) (8:39)
Brand Optimisations (Training video) (10:18)
Module 7 - Lesson 8 - Dynamic Search Ads (DSA) Optimisation
Dynamic Search Ads (DSA) Optimisation (Slidedeck) (2:45)
Dynamic Search Ads (DSA) Optimisation (Training video) (10:26)
Module 7 - Lesson 9 - Performance Max Optimisation
🛒Performance Max Optimisation (Slidedeck) (5:03)
🛒Performance Max Optimisation (Training video) (11:37)
🛒Analysing Product Reports (12:09)
🛒Updating Your Supp Feed and Refreshing Product Analysis (10:27)
🛒Reviewing GMC
Module 7 - Ongoing Optimisation Plan
⚡Weekly Optimisations
⚡Monthly Optimisations
⚡Quarterly Optimisations
⚡As Needed Optimisations
Module 7 - Ongoing Optimisation by Phase
⚡Control Phase
⚡Maintenance Phase
⚡Expansion Phase
Module 7 Companion Guide
Module 7 Companion Guide
Module 7 - Quiz
Quiz - Module 7
Module 7 - FAQs
How do I change my audience targeting setting? (1:06)
Why am I seeing decimal/fractional conversion numbers in the conversions column?
(CALL EXTENSIONS) Does a click mean a call was made?
How an increased CPC can be a good thing (6:09)
Why are my average CPCs higher than my max CPCs?
How to Undo Changes You've Made (1:36)
General FAQs
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?
Should I run ads if I have stockists who will also be advertising my products?
What to check/update inside Google Ads when URL, website and/or business name is changing
How Much Should I Charge Clients For Google Ads Services?
Google Ads Grants Accounts
Post course
Student feedback form (fill this in!)
Course completion badge
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Join Mastermind
Add yourself to our list of ad managers
Join our referral program
1:1 strategy sessions ($200)
Client Reporting Dashboards
Book a tech setup (Shopify and Wordpress only)
Course Suggestions
Resources
G-Sheets + G-Docs
Script Lessons
ChatGPT lessons
Additional Resources
Courses we recommend
💼 Module 1 - Bonus - Requesting Account Access
💼 Client Access (6:53)
💼 Creating a MCC account (1:22)
💼 Requesting Access to Google Ads Account (0:43)
💼 GA4, GTM and GMC access
💼 Request Shopify Access
💼 Sample Email
Module 2 - Advanced Lessons
Multiple domains (11:54)
Creating a referral exclusion list in GA4 (5:34)
Excluding products from Shopify feed apps (3:22)
Product Ratings (6:52)
How do I resolve price mismatch errors? (5:48)
Adding UTM parameters (1:25)
Module 3 - Advanced Lessons
Cross Domain Tracking (4:45)
Form Fill Enhanced Conversions (2:55)
💼 Rinse and Repeat Tech Setup for Client Managers
💼 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 (non Shopify)
💼 Google Analytics
💼 GMC (e-commerce only)
💼 Remarketing
💼 Conversion Tracking
Module 4 - Advanced Lessons
Editing Ads in Bulk (10:42)
Competitor Campaigns (12:06)
Promotion Assets (4:06)
Updating Manual Customer Match Lists (4:16)
Demographic Restrictions (7:45)
Local Search Ads (8:21)
Google Ads Editor Walkthrough (14:29)
Duplicating Audiences in Google Ads Editor (2:15)
Performance Max for Lead Gen (31:19)
Search Experiments (13:04)
AI Max for Search (5:48)
Rinse and Repeat Way of Adding New Search Campaigns
How to use this lesson block
Keyword Research
Prepare adcopy template
Setup Search Campaign
Assets
Layering Across Audiences
Applying Negative Keywords
Review
Module 5 - Advanced Lessons
Setting Up a GMC Promo (5:14)
Module 7 - Advanced Lessons
AI Max Optimisations (13:09)
Auction Insights (3:32)
Using the Notes Feature (3:02)
Using the Segment Function (5:12)
Turning a Campaign Back On (Conversion Lag) (2:03)
Implementing a Seasonality Bid Adjustment (6:31)
How to update scripts (3:04)
Old Course Calls
March 2025 - Weekly Course Call Replays (436:10)
September 2024 - Weekly Course Call Replays (746:39)
Limited Ads - Personalised Advertising Policies in Google Ads
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