Susan Wenograd (CXL) – Google Ads Experiments

Susan Wenograd (CXL) – Google Ads Experiments

Susan Wenograd’s Google Ads Experiments course at CXL Institute is designed to help marketers master the art of testing and optimizing their Google Ads campaigns. With years of experience in pay-per-click (PPC) advertising, Susan breaks down the complexities of Google Ads experiments, offering actionable insights on how to systematically test and refine your campaigns for maximum performance.

Course Overview

The course focuses on leveraging the experimental capabilities within Google Ads to improve campaign performance, minimize wasted ad spend, and maximize return on investment (ROI). It’s designed for marketers, PPC specialists, and business owners who want to optimize their Google Ads strategy through data-driven experimentation.

What You Will Learn:

1. Introduction to Google Ads Experiments:
   • Learn what Google Ads experiments are and why they are essential for optimizing your campaigns.
   • Understand the difference between standard campaign changes and running a true experiment that delivers actionable data.
2. Setting Up Experiments:
   • Step-by-step guide to setting up experiments in Google Ads.
   • Understand how to create split tests for ad variations, bidding strategies, targeting options, and landing pages.
   • Explore the various types of experiments (Drafts & Experiments feature) and how they can be applied to your campaigns.
3. Experiment Types & Use Cases:
   • Explore different experiment types, including A/B testing, multivariate testing, and split testing for specific elements like ad copy, keywords, or targeting settings.
   • Discover specific use cases and real-world examples of successful experiments to guide your own tests.
4. Optimizing Bidding Strategies:
   • Learn how to experiment with different bidding strategies, such as manual CPC, automated bidding, or smart bidding, to find the best approach for your campaigns.
   • Understand how to test for the optimal cost-per-click (CPC) or cost-per-acquisition (CPA) in various scenarios.
5. Testing Ad Copy & Creative:
   • Discover best practices for testing ad copy, headlines, and creative elements to determine what resonates most with your audience.
   • Learn how to structure ad variations in a way that provides clear, data-driven insights for future campaigns.
6. Landing Page Testing:
   • Understand how to test landing page performance within Google Ads experiments.
   • Learn the impact of landing page relevance on Quality Score, conversion rates, and overall campaign efficiency.
7. Audience Targeting & Segmentation:
   • Experiment with different audience targeting methods, including demographic segmentation, interest-based targeting, and remarketing.
   • Learn how to optimize your audience targeting to ensure that your ads are shown to the right people, at the right time.
8. Analyzing Experiment Results:
   • Learn how to properly interpret the results of your experiments, using Google Ads’ built-in analytics tools.
   • Understand statistical significance, confidence levels, and when to take action based on the results of your experiments.
9. Applying Learnings to Campaigns:
   • Once an experiment is complete, learn how to apply the winning strategy to your live campaigns.
   • Explore strategies for scaling successful experiments and using your learnings to optimize other areas of your advertising efforts.

Course Structure:

• Video Lectures: A series of detailed video tutorials, each focusing on different aspects of Google Ads experiments and optimization.
• Hands-on Exercises: Practical exercises that allow you to set up your own experiments within Google Ads, ensuring that you gain hands-on experience and can apply what you’ve learned to real campaigns.
• Templates & Resources: Downloadable templates for experiment tracking and optimization checklists that guide you through each step of setting up and analyzing experiments.
• Case Studies: Real-life case studies are used to demonstrate how companies have used Google Ads experiments to improve their campaigns, providing practical examples you can learn from.

Learning Outcomes:

• Master Google Ads Experiments: Gain a deep understanding of how to set up and run effective experiments within the Google Ads platform.
• Data-Driven Decision Making: Learn to base your campaign decisions on hard data, minimizing guesswork and maximizing the impact of your ad spend.
• Improved Ad Performance: By systematically testing and refining your campaigns, you’ll increase click-through rates (CTR), conversion rates, and overall ad performance.
• Cost-Efficiency: Optimize your campaigns to reduce wasted spend and increase ROI, ensuring that every dollar you invest in Google Ads delivers value.
• Scalable Campaign Insights: Learn how to scale successful experiments across multiple campaigns or accounts, allowing you to replicate your successes on a larger scale.

Who Is This Course For?

• PPC Specialists: Who want to refine their approach to Google Ads by leveraging experimental data for optimization.
• Digital Marketers: Looking to enhance their Google Ads skillset and improve campaign outcomes.
• Business Owners: Who want to ensure their Google Ads budget is being used efficiently and effectively.

Susan Wenograd’s Google Ads Experiments course is an invaluable resource for marketers looking to elevate their Google Ads campaigns through data-driven experimentation. By following the steps outlined in the course, you’ll be able to optimize your ads more effectively, reduce wasted ad spend, and maximize your campaign performance.