Description
Perry Marshall – Google Ads Mastery 2019-2020
Google Ads Mastery 2019-2020 by Perry Marshall is a comprehensive course aimed at teaching advanced strategies for leveraging Google Ads to drive profitable traffic to websites and businesses. Perry Marshall, known as a pioneer in online advertising and author of “The Ultimate Guide to Google Ads,” designed this course to help marketers maximize ad efficiency, improve targeting, and optimize ad spend. Here’s a breakdown of the main elements of the course:
Course Overview
- Fundamentals of Google Ads
- Google Ads Basics: An introduction to Google Ads, covering the different types of ads (Search, Display, Shopping, and Video) and how to choose the best ad format for different business goals.
- Account Structure and Setup: Guidance on structuring Google Ads accounts for optimal organization, ad relevance, and budgeting across campaigns.
- Ad Rank and Quality Score: Explanation of the factors that determine ad placement, such as Quality Score, bid amount, and how to improve these for better visibility and cost-efficiency.
- Keyword Research and Strategy
- Keyword Selection: Techniques for identifying profitable keywords, understanding search intent, and organizing keywords by relevance.
- Negative Keywords: Strategies for using negative keywords to exclude irrelevant traffic, thereby improving ad targeting and reducing wasted spend.
- Long-Tail Keywords: How to leverage long-tail keywords to attract more qualified leads and improve click-through rates with lower competition.
- Ad Copywriting and Creative
- Writing Compelling Ad Copy: Tips for crafting ad headlines, descriptions, and calls-to-action that capture attention and drive clicks.
- A/B Testing for Ads: Setting up and running A/B tests to determine which ad variations perform best and how to refine copy for better results.
- Responsive and Expanded Ads: Insights on using Google’s expanded and responsive ad formats for more dynamic and relevant ads that adapt to user intent.
- Advanced Targeting Techniques
- Geo-Targeting and Audience Segmentation: How to use location-based targeting and audience segments to reach the most relevant users for each campaign.
- Retargeting and Remarketing: Techniques for creating retargeting campaigns that bring back previous visitors and increase conversion rates.
- Custom Audiences and In-Market Segments: Leveraging Google’s custom audiences and in-market segments to target users based on behavior, interests, and intent.
- Optimizing Ad Performance
- Bid Management and Optimization: Guidance on bid strategies (manual vs. automated) and how to adjust bids based on performance data.
- Quality Score Improvement: Advanced tips for improving Quality Scores across campaigns to increase ad rank while lowering cost-per-click (CPC).
- Conversion Tracking and Attribution: Setting up conversion tracking to accurately measure the return on ad spend (ROAS) and analyze the customer journey.
- Scaling and Budgeting
- Budget Allocation: Recommendations on budget distribution across campaigns and using Google’s tools to manage and optimize budget over time.
- Scaling Winning Campaigns: Techniques for scaling successful campaigns, including budget adjustments, targeting expansion, and geographic scaling.
- Reducing Wasteful Spend: Identifying areas of wasted ad spend and using data to refine targeting, bids, and ad placements.
- Analytics and Reporting
- Google Analytics Integration: Using Google Analytics alongside Google Ads to track user behavior, conversion paths, and on-site engagement metrics.
- Creating Custom Reports: Building custom reports to analyze key performance indicators (KPIs), visualize data trends, and measure campaign effectiveness.
- Interpreting Data for Insights: Techniques for interpreting ad data and making informed decisions on ad copy, bidding, and targeting adjustments.
- Perry’s Unique Strategies for Success
- 80/20 Rule in Advertising: Applying Perry Marshall’s 80/20 rule to Google Ads, focusing on the highest-performing keywords and campaigns that generate the most results.
- Swiss Army Knife Method: Perry’s method for creating versatile and adaptable campaigns that can be used across multiple Google Ads formats.
- Automation and Tools: Overview of automation tools and scripts for managing large campaigns, automating repetitive tasks, and enhancing ad management efficiency.
Summary
Google Ads Mastery 2019-2020 by Perry Marshall is a strategic course designed for marketers and business owners aiming to achieve maximum profitability with Google Ads. Covering everything from keyword research and ad copywriting to advanced targeting and scaling, the course combines foundational knowledge with advanced insights, including Perry’s unique advertising principles, such as the 80/20 rule and Swiss Army Knife method. This course offers a complete roadmap for using Google Ads effectively, ensuring participants have the tools and strategies needed to succeed.
