Re-Organising An Existing Shopping Campaign

Profitable Promotion

Introduction

Welcome Video (Watch me first) (28:07)
Student intake form (fill this in!)
Key Dates (PDF)
Curriculum Breakdown
12 Week Ads Tracker
Course Support
August 2023 Students: Join Facebook Group here
Podcast Feed
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Course Search Engine

How to use the search engine (3:47)

Getting Organised

Printable Calendar
Digital Calendar
Homework Tracker
Create a Bookmarks Folder (2:22)
Organising your course resources (2:41)
Download Zoom
Screenshot software
Dragging Gmail to primary (0:21)
Lastpass
Using Control F (1:01)
Two Factor Authentication (2FA)
Tools We Love

Course Suggestions

Course Suggestions

Course Calls - August 2023 Cohort

Submit Questions
Course Call Replays (786:21)

NEW MENU LAYOUT

Walkthrough of the New Menu Layout (3:11)

⚡Lesson Legend

⚡How to navigate the course (4:56)

Module 1 - Google Ads Overview

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

Module 1 Companion Guide

Module 1 - Quiz

Quiz - Module 1

💼 Module 1 - Bonus - Requesting Account Access

💼 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

Common Abbreviations

Module 2 - Connecting the Tech

Module Overview (2:29)
💼 Lesson 1a - Auditing an Existing Ad Account (Slidedeck Video) (6:04)
💼 >> Existing Account Audit G-Doc
💼 Lesson 1a - Auditing an Existing Ad Account (Training Video) (52:08)

Module 2 - Shopify Plan

FYI for Shopify sites

Module 2 - Lesson 1 - Tech Overview

⚡ Tech Overview (slidedeck video) (9:32)
>> Book a tech setup (Shopify)
>> Book a tech setup (Wordpress)

Module 2 - Lesson 1 - Tag Assistant

⚡ Google Tag Assistant (Slidedeck Video) (6:51)
⚡ Downloading Google Tag Assistant (Training Video) (1:08)
⚡ Performing a "Tech Check"
🛒 E-Commerce Google Ads Tech Setup Spreadsheet [SHOPIFY/WOOCOMMERCE] (2:58)

Module 2 - Lesson 1 - Setting Up Google Ads

Setting Up Your Google Ads Account (3:37)
⚡ >> turning off auto-apply recommendations (2:07)
⚡ >> excluding apps (3:10)
>> verifying your identity

Module 2 - Lesson 2 - Google Tag Manager

FYI for Shopify Sites
⚡ Google Tag Manager (slidedeck video) (7:51)
⚡ Checking whether GTM is installed (2:11)
Setting Up Your GTM Account (1:30)

❓ Module 2 - Lesson 2 - Adding GTM to Your Platform

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

⚡Google Analytics Slidedeck Video (2:00)
Checking GA4 code (2:15)
Setting Up Your Google Analytics Account (GA4) (8:03)
How to link GAU and GA4 if you've already set up GA4 (1:31)
⚡ >> creating a referral exclusion list in GA4 (4:58)

Module 2 - Lesson 2 - Adding Code to GTM

SKIP THIS LESSON BLOCK IF YOU'RE ON SHOPIFY (all plans)
Adding Conversion Linker (1:42)
Adding Google Analytics 4 to GTM (1:57)

Module 2 - Lesson 2 - Adding Analytics to Shopify (all plans)

SKIP THIS LESSON BLOCK IF YOU'RE NOT ON SHOPIFY
(Option 1) Adding Google Analytics 4 Code to Shopify using code (2:49)
(Option 2) Adding Google Analytics 4 Code to Shopify - using plugin (3:11)

⚡Module 2 - Lesson 2 - Linking Analytics and Google Ads

⚡Linking Google Ads & Google Analytics 4 (1:49)

⚡Module 2 - Lesson 3 - Remarketing

⚡Remarketing and Audience Lists (slidedeck video) (26:25)

Module 2 - Lesson 3 - Remarketing (eComm & Lead Gen)

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)

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

SKIP ALL OF LESSON 4 AND 5 IF YOU'RE NOT GOING TO USE SHOPPING CAMPAIGNS
🛒 GMC Slidedeck (12:24)
🛒 Setting Up Your GMC Account (10:01)
🛒 GMC Walkthrough (7:21)

🛒❓ Module 2 - Lesson 4 - Verifying and Claiming Your Site

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)

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)

SKIP THIS LESSON BLOCK IF NOT USING WORDPRESS
Setting Up Your Product Feed - Wordpress (11:43)
>> Setting up additional countries - Wordpress
>> Excluding products from Product Feed Pro (4:39)

🛒 Module 2 - Lesson 4 - Setting Up Your Product Feed (Other)

FYI for non Shopify/Wordpress sites
Setting Up Your Product Feed - Manual G-Sheet Feed (12:49)

🛒 Module 2 - Lesson 4 - Misc

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

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

UTM parameters (slidedeck video) (5:13)
Implementing UTM parameters (training video) (3:32)

Module 2 Companion Guide

Module 2 Companion Guide

Module 2 - Quiz

Quiz - Module 2

Module 2 - FAQs

(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

Module Overview (5:01)
⚡ Conversion Overview Refresher
🛒 (Option 1) Conversion Tracking for e-Commerce (slidedeck video) (18:42)
(Option 2) Conversion Tracking for Lead Generation (Slidedeck Video) (21:12)

⚡❓Module 3 - Conversion Tracking Audit

How to use this lesson block
(Option 1) Performing a Conversion Audit (Lead Generation) (3:39)
🛒 (Option 2) Performing a Conversion Audit (E-Commerce)
⚡ >> post a screenshot of your conversions tab in the FB group (1:00)

❓Module 3 - Purchase Conversions

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

Importing Events from Google Analytics (lead generation) (3:29)

Module 3 - Call Tracking

How to use this lesson block
Calls from Websites (Slidedeck Video) (7:41)
Calls from Websites (Training Video) (8:33)
Calls from Ads (5:46)

❓Module 3 - Form Tracking

How to use this lesson block
Changing WPForms to Thankyou Page (2:37)
(Option 1) Setting Up Form Fill Conversion Action (with thankyou page) (6:17)
(Option 2) Setting Up Conversion Action (no thankyou page) (29:57)

❓Module 3 - Calendar, Event Booking + Misc Tracking

How to use this lesson block
Setting Up Acuity/Squarespace Scheduling Booking Conversion Action (13:37)
Setting Up Calendly Booking Conversion Action (9:50)
Eventbrite Conversion Tracking (21:00)
Cliniko Conversion Tracking (5:47)
>> Tracking email address clicks on your website FYI

Cross Domain Tracking

Module 3 - Cross Domain Tracking (5:09)
>> Kartra FYI

Module 3 - Checking New Conversion Tracking

Review New Conversion Setup + Repost Screenshot (0:58)

Module 3 Companion Guide

Module 3 Companion Guide

Module 3 - Quiz (choose the one most relevant for you)

🛒 eComm Conversion Tracking Quiz
Lead Gen Conversion Tracking Quiz

💼 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 (excluding Shopify)
💼 Google Analytics
💼 Remarketing
💼 GMC
💼 Dynamic Remarketing (Shopify Only)
💼 UTM Parameters
💼 Conversion Tracking

Module 3 - Conversion Tracking FAQs

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

⚡ Overview (12:45)
⚡ Lesson 1 - Deep Dive (15:07)
⚡ Lesson 2 - Developing a Search Strategy (20:27)
⚡ Reviewing Auto-Apply Settings

Module 4 - Reviewing the Existing Search Setup

How to use this lesson block
Reviewing the Existing Search Setup (Training Video) (12:50)

⚡Module 4 - Lesson 3 - Keywords

⚡ Keyword Overview (14:04)
⚡ Keyword Categories (6:56)
⚡ Marketing Funnel + Keywords (6:41)
⚡ What Makes a Good Keyword (16:44)
⚡ >> Keyword and adcopy g-sheet template
⚡Keyword Research (18:07)
⚡Keyword Pruning (5:31)
⚡Grouping Your Keywords (4:51)
⚡ Deciding on Match Type (4:55)

KEYWORD REVIEW

>> Submit your keywords for review

Module 4 - Lesson 4 - Bidding & Budgeting

Bidding and Budgeting (slidedeck video) (11:41)
Budget Calculator G-Sheet (1:49)
Budgeting - FYI
Bidding Cheatsheet
Industry Averages
⚡Setting Starting Bids (2:21)

Module 4 - Lesson 5 - Setting Up Search Campaigns

How Many Campaigns Should You Have? (7:09)
Naming Convention Slidedeck (4:20)
⚡Setting up Your Campaign Shell (17:29)
Search Campaign Checklist

Module 4 - Lesson 5 - Google Ads Editor

⚡Google Ads Editor Walkthrough (16:15)
Download Google Ads Editor (3:11)
Posting Changes in Google Ads Editor (0:55)
Exporting Account Via Google Ads Editor (0:56)
Why won't Google Ads Editor let me make changes?

⚡❓Module 4 - Lesson 5 - Loading Adgroups and Keywords

⚡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

⚡Search Ads (Slidedeck) (9:14)
Editorial policies - FYI
Copywriting Best Practice (helpful PDF)
Helpful AdCopy article

Module 4 - Lesson 6 - Writing and Uploading Ads

⚡Creating an Adcopy Template (6:16)
⚡Writing Responsive Search Ads (9:28)
Copying ads across adgroups (4:27)

Module 4 - Lesson 6 - Editing Ads

How to use this lesson block
Editing Ads in Bulk (Interface) (5:07)
Editing Ads in Bulk (Editor) (7:51)

⚡Module 4 - Lesson 6 - Brand Campaigns

⚡Brand Campaigns (slidedeck video) (13:22)
⚡Setting Up a Brand Campaign (19:05)

Module 4 - Lesson 6 - Competitor Campaigns

NOT CORE CURRICULUM - USE ONLY AS NEEDED
Competitor Campaigns Slidedeck (7:16)
Setting Up a Competitor Campaign (7:46)
Competitor Campaigns – Quick tip

Module 4 - Lesson 7 - DSA Campaigns

How to use this lesson block (not core curriculum)
DSA Campaigns Slidedeck (7:52)
Setting Up a DSA Campaign (16:52)
Creating Positive & Negative Dynamic Ad Targets (1:44)
How do Dynamic Search Ads work?
DSA - FYI

Module 4 - Lesson 8 - Ad Extensions

⚡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

⚡Customer Match Slidedeck (15:34)
Uploading Customer Match Lists (6:44)
Updating Customer Match Lists (6:33)
Using Zapier to Update Customer Match Lists Automatically (4:00)
Using Klaviyo to Update Customer Match Lists Automatically (6:48)

⚡Module 4 - Lesson 9 - Audiences

⚡Audiences Slidedeck (12:40)
⚡Adding Audiences Across Your Campaigns (6:44)
⚡Duplicating Audiences in Google Ads Editor (2:15)

Module 4 - Lesson 9 - Demographic Restrictions

How to use this lesson block (not core curriculum)
Demographic Restrictions Slidedeck (8:49)
Implementing Demographic Restrictions (1:39)

⚡Module 4 - Lesson 10 - Negative Keywords

⚡Negative Keywords (slidedeck video) (11:14)
⚡Negative Keyword Research (4:06)
⚡Setting Up Negative Keyword Lists (5:37)
FYI if you have a Performance Max campaign
⚡Should I use exact or phrase match negative keywords?

Module 4 - Lesson 11 - Local Search Ads

NOT CORE CURRICULUM – USE ONLY AS NEEDED
Local Search Ads (slidedeck video) (7:00)
Linking GMB and Google Ads (2:39)
Enabling Location Extensions (5:20)

⚡Module 4 - Lesson 12 - Campaign Review

⚡Campaign Review Slidedeck (1:41)
⚡Campaign Review Training Video (6:23)

Module 4 Companion Guide

Module 4 Companion Guide

Module 4 - Quiz

Quiz - Module 4

Rinse and Repeat Way of Adding New Search Campaigns

How to use this lesson block
Keyword Research
Set Starting Bids
Set Up Campaign Shell
Load Adgroups and Keywords
Writing + Uploading Ads
Applying Ad Extensions
Layering Across Audiences
Adding Demographic Restrictions (where necessary)
Applying Negative Keywords
Review

Module 4 - FAQs

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]

SKIP MODULE 5 IF NON-ECOMM

🛒 [IF YOU SKIPPED MODULE 4 HEAD HERE FIRST]

Setting up Shopping before Search? Don't miss this

🛒Module 5 - Shopping Campaigns

🛒Module Overview (2:13)
🛒Google Shopping Recap (5:56)
🛒Google Shopping Campaigns (10:47)
Reviewing An Existing Shopping Setup (6:44)

🛒Module 5 - Lesson 3 - Creating a Healthy Feed

How to use this lesson block
Creating a Healthy Feed Slidedeck (19:23)

🛒Module 5 - Lesson 3 - Optimising Your Feed (Option 1)

How to use this lesson block
Editing Products Directly in GMC (8:02)

🛒Module 5 - Lesson 3 - Optimising Your Feed (Option 2)

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

Maintaining a Healthy GMC (4:24)
Resolving GTIN Issues (13:59)
>> Mismatched value [price] (11:42)

🛒Module 5 - Lesson 4 - Traditional Shopping Campaigns

How to use this lesson block
Setting Up A Traditional Shopping Campaign (9:34)
Re-Organising An Existing Shopping Campaign (7:13)
>> reviewing the "everything else" during campaign organisation (3:43)

🛒Module 5 - Lesson 5 - Setting Up a Performance Max Campaign

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

Setting Up a GMC Promo (training video) (6:02)

🛒Module 5 Companion Guide

Module 5 Companion Guide

🛒Module 5 - Quiz

Quiz - Module 5

🛒Module 5 - FAQs

What happens if I want to target multiple countries with shopping ads?
How can I split brand and non-brand in shopping?
Why can't I download the Google Product Category for my Supp Feed?
Do I need GTIN numbers if I make my own products?

Module 6 - Remarketing Overview

Module Overview (1:12)
Creating a Remarketing Strategy (18:25)

Module 6 - Existing Remarketing Campaign

How to use this lesson block
Existing Remarketing Campaign (Slidedeck) (5:40)
Existing Remarketing Campaign (Training Video) (9:13)
What to do next

Module 6 - Standard Remarketing

How to use this lesson block
Creating a Remarketing Adgrid (10:46)
Remarketing Campaign Setup (Training Video) (15:04)
Adding Banner Ads (Training Video) (8:29)

Module 6 - Dynamic Remarketing

How to use this lesson block
Setting Up Dynamic Remarketing Adgroups (9:49)

Module 6 - Remarketing Best Practices

How to use this lesson block
Ensuring your content exclusions are turned on
Turning Off Optimised Targeting (2:27)
Adding Frequency Capping (0:31)

Module 6 Companion Guide

Module 6 Companion Guide

Module 6 - Quiz

Quiz - Module 6

Module 6 - FAQs

What's the difference between the Remarketing Audiences set up in this module and the RLSA's set up in Module 4?
What does it mean by size for Search, YouTube, Display and Google?

⚡ASSIGNING BUDGET + SETTING YOUR CAMPAIGNS LIVE 🎉

How to use this lesson block
⚡Budget Allocation Slidedeck (21:17)
⚡Assigning Budget (training video) (3:15)
FYI - Your campaigns are now live

BUDGET FAQs

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

Module Overview (3:17)
⚡All About Optimising (Slidedeck Video) (5:58)

⚡Module 7 - Optimising | Lesson 1

⚡Initial Optimisation Focus (25:11)
⚡Three Optimisation Phases (13:12)
⚡Diagnosing What to Optimise (26:16)

Module 7 - Lesson 1 - Helpful Google Ads Training Videos

⚡Optimisation & Recommendations Tab (11:10)
How to Undo Changes You've Made (1:48)
Using the Notes Feature (2:33)
Using the Segment Function (5:12)
Using the ad preview and diagnosis tool (2:35)

Module 7 - Lesson 2 - Reporting

How to use this lesson block
⚡Overview of Reporting (Slidedeck Video) (11:23)
⚡Columns and Reporting (6:02)
Dimensions (4:42)
Auction Insights (2:01)

Module 7 - Lesson 2 - Scripts

How to use this lesson block
Scripts Slidedeck (1:49)
⚡Broken Link Script (6:01)
⚡N Gram Script (7:37)
Migrating Scripts (1:38)

⚡❓Module 7 - Lesson 2 - Autorules

How to use this lesson block
⚡Autorules Slidedeck (4:33)
Creating a CPA Autorule Template (g-sheet inside) (13:51)
Creating a ROAS Autorule Template (g-sheet inside) (14:38)
Setting Up Autorules (New Interface) (21:08)

Module 7 - Lesson 3 - Account Optimisations

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

How to use this lesson block
⚡Non Brand Search (Slidedeck) (19:57)
⚡Non Brand Search (Optimisations) (30:56)
⚡Adding Top Converting Search Terms (15:15)
⚡Building Out New Keywords/Adgroups
⚡Optimising search campaigns [EXAMPLE] (27:41)

⚡Module 7 - Lesson 5 - Brand Campaigns

How to use this lesson block
⚡Brand Optimisations (Slidedeck) (9:15)
⚡Brand Optimisations (Training Video) (15:15)

Module 7 - Lesson 6 - DSA Campaign Optimisation

How to use this lesson block
DSA Optimisation (Slidedeck Video) (3:21)
DSA Optimisation (Training Video) (11:21)

🛒Module 7 - Lesson 7 - Shopping Campaigns

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

How to use this lesson block
Remarketing Optimisation (Slidedeck Video) (3:05)
Remarketing Optimisation (Training Video) (4:03)
>> checking your display expansion is turned off (2:03)

Module 7 - Lesson 9 - Performance Max Optimisation

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

How to use this lesson block
Automated Bid Strategies (14:26)
Implementing Maximise Conversions tCPA Bid Strategy (4:41)
Implementing Maximise Conversion Value with tROAS Bid Strategy (3:33)
Optimising Automated Bid Campaigns (10:00)
Implementing a Seasonality Bid Adjustment (7:08)

Example Account Optimisations

Optimising a brand new account (133:45)

⚡Module 7 - Ongoing Optimisation Plan

How to use this lesson block
⚡Weekly Optimisations
⚡Monthly Optimisations
⚡As Needed Optimisations

Module 7 - Ongoing Optimisation by Phase

How to use this lesson block
⚡Control Phase
⚡Maintenance Phase
⚡Expansion Phase

Module 7 Companion Guide

Module 7 Companion Guide

Module 7 - Quiz

Quiz - Module 7

Module 7 - Additional Training Videos

How to use this lesson block
Optimising Audiences On "Targeting" Setting (5:03)
Sculpting Traffic Through Negative Keywords (3:00)
Turning a Campaign Back On (Conversion Lag) (2:03)
How an increased CPC can be a good thing (6:14)

Module 7 - FAQs

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

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?

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Resources

How to use this lesson block
G-Sheets + G-Docs

Additional Resources

Courses we recommend

Advanced - YouTube Training

Youtube Campaign Types (8:48)
setting up YouTube campaign training video (14:21)
video shopping campaign slidedeck video + audio (2:50)
Setting Up Video Shopping Campaign Training Video (9:42)
optimising YouTube campaign training video (5:38)

Advanced

Using Drafts + Experiments Training Video (23:41)
Google Ads Grants Accounts

Old Course Calls

March 2023: Weekly Course Call Replays (1652:47)
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October 2020: Weekly Course Call Replays (842:49)
July 2020: Weekly Course Call Replays (968:38)

Guest Experts

Replays (741:03)

Re-Organising An Existing Shopping Campaign

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