Google Ads Advanced: Course Outline

Hey there,

Here's an overview of what's covered in my Google Ads Advanced course. You'll find extra lessons and walk-throughs in the actual course.

– Benjamin and the Loves Data Team

Module 1: Search Campaigns

Introduction
Overview of best practice
Testing and optimization
Ad rank
Quality score
Ad testing
Ad rotation
Working with ads
- Customizing ads
- Keyword insertion
- Countdown
- Ad customizers
- Remarketing for search
- Dynamic search ads
Managing campaigns
- Ad extensions
- Advanced location targeting
- Bid adjustments
- Diagnosing issues
- Google Ads Editor
- Manager Account
- Google Ads experiments
Optimization
- Introduction
- Optimizing keywords
- Optimizing ads
- Optimizing landing pages
Conversions and reporting
- Tracking conversions
- Attribution
- Reporting
Automation
- Introduction
- Machine learning in Google Ads
- Rules and scripts

Introduction
- Introduction to display advertising
Working with ads
- Ad formats
Display targeting
- Targeting options
- Best practices
Managing campaigns
- Bidding
- Bidding and targeting
- Creating a display campaign
- Assets (previously called ‘extensions’)
Remarketing
- Introduction
- Combining lists
- Dynamic remarketing
- Customer match
Reporting
- Conversions
- View-through conversions
- Reporting on display
- Reach and frequency
Optimization
- Optimizing display campaigns

Introduction
- Importance of mobile
- Mobile sites and mobile apps
- Ways mobile users make decisions
- Introduction to mobile ads
Managing campaigns
- Mobile bid adjustments
- Mobile-only campaigns
- Advertising apps
  - Universal app campaign
  - Remarketing with apps
- Advertising networks
  - Including Google Display Network and YouTube
Working with ads
- Ad extensions on mobile
- Call-only ads
- Mobile ad formats

Introduction
- Introduction to advertising on YouTube
Working with ads
- Video ad formats
Managing campaigns
- Targeting options
- Terminology
- Remarketing with YouTube
Reporting
- Measuring video ads
  - Average view frequency
  - View rate
  - Earned view
- YouTube Analytics basics
Optimization
- Best practice recommendations
- Optimizing video ads

Introduction
- Introduction to Shopping ads
- Introduction to Google Merchant Center
Managing campaigns
- Setting up Google Merchant Center
- Creating your product data feed
- Linking accounts
- Setting up shopping campaigns
Reporting
- Measuring performance