The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, and audiences all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization:
The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and levenshtein distance for query management and analysis.
Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:
- Create compelling ads
- How to use RSAs, ETAs, and 3rd headlines
- Scientifically test ads for small to enterprise accounts
- Find & use insights from ad testing data
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.
Using Impression Share & Quality Score to Make Smart Decisions:
Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs.
In this section, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.
Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:
- The types of automation
- How and when to fully automate tasks
- What tasks should leverage semi-automation and filters
This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.
By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.
Who is Brad Geddes?
Brad Geddes is the Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.
- Google Certified Google Ads Trainer
- Author of “Advanced Google AdWords”
- Host of Marketing Nirvana on Webmaster Radio
- International Speaker at 65+ conferences
- Hosted 100+ training workshops
- Trained more than 10,000 businesses on AdWords/Google Ads
- Columnist for Search Engine Land since 2007
- Active PPC blogger since 2001