Advanced Google Ads Workshop: Strategy & Scripts To Increase Your Productivity & ROI

Hosts:
Navah Hopkins Frederick Vallaeys

Date:
17 Mar, 2025

Time:
9:00 AM - 4:45 PM

Price:
€ 999

Advanced Google Ads Workshop: Strategy & Scripts To Increase Your Productivity & ROI

The Advanced Google Ads workshop is tailored for a EU audience and incorporates many examples and nuances specific to the EU market. The focus of the day is on mastering Google Ads for optimal performance, emphasizing modern techniques like automation, AI, and advanced audience targeting.

The workshop will cover:

Introduction

– Get to know everyone and specific problems they’re looking to solve

– Overview of Google Ads and Performance Max data and where we think the industry is heading

– Establish key scripts they want to walk away with, so Fred can have some time to troubleshoot

Workflow + Strategy audit

– ROI on tasks and choices in Google Ads including PMax account structures, negative work, leaning into AI vs human driven campaigns, and creative workflows we’ve seen deliver better ROI on time.

– An honest conversation about how to interact with the ad platforms and where trust is warranted and where building in protection through scripts and rules is important including budgeting, bidding, placements, and ad creative

Untapped Opportunities & Testing

– Identifying when a campaign is a good candidate for scale vs needing to use other campaign types that build the available market..

– Unconventional testing and research methods like using DSA for competitive research, CLS to prequalify campaigns on QS and placements for visual content, and organic synergy reports.

Account Structure

– Auditing account structures for probability of success with current Google Ad tools

– If this, then that guide to know when a structure choice might need to change.

Modern Audits

– Data on what we’re seeing in most audits

– Audits to sell vs audits to retain and grow

Budgeting and Bidding

– If this, then that guide on whether to use micro-conversions or not to make the most out of your budget

– Budget pacing and a guide on whether to use schedules to pace or use manual adjustments with exclusions.

Ad Creative and audiences

– Advanced tactics for generating creative ads

– Importance of layering in audiences and understanding when an audience will act as a signal vs a hard target

Competitive Research & Wild & Crazy Time

– Strategies for competitive research

– Innovative ideas based on participant questions

Fred’s Scripting and AI Master Class (2-3 hours)

About the Workshop Leaders:

Navah Hopkins: A veteran of the digital marketing industry and “Top 25 PPC Expert”, Navah began as an SEO in 2008, transitioning to PPC in 2012. She is a frequent contributor to SEJ, SEL, SEMrush, and WordStream blogs/webinars.In 2019, she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners, as well as serving as a resource for all practitioners to learn from and share with the community.

Frederick Vallaeys: Frederick Vallaeys co-founded Optmyzr in 2013 to give search marketers the tools they needed to make managing pay-per-click (PPC) accounts quick and simple. A former Google executive and one of the tech giant’s first 500 employees, Fred spent close to 10 years managing and evangelizing for the AdWords (now Google Ads) product, and is best remembered for his work on Quality Score.

Fred is also an accomplished speaker on PPC account management, automation, and scripts — having spoken at high-profile events like SMX and Hero Conf. He is also listed at #4 on PPC Hero’s definitive industry ranking of the 25 most influential PPC experts of 2020.

After publishing his first book „Digital Marketing in an AI World: Futureproofing Your PPC Agency“ in 2019, Fred is currently working on his second book about automation and how to use it to gain a competitive advantage.

Advanced Google Ads Workshop: Strategy & Scripts To Increase Your Productivity & ROI

About the Workshop Leaders:

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