What You Get:

SESSION 1

Setting Up Shop & Building Your Ad Accounts

MODULE DETAILS

⊕ “Why Google Ads?” & Building the Proper Framework
⊕ Shopping Funnels
⊕ Fueled by Data & Insights
⊕ Google Analytics Setup & Enabling Remarketing Lists
⊕ Building Remarketing Lists, Setting Goals & Understanding Attribution
⊕ Connecting AdWords & Google Analytics
⊕ Setting UP Google Merchant Center
⊕ YouTube Channel Setup

SESSION 2

The Google Display Network: Art, Science & Structure

MODULE DETAILS

⊕ Display Remarketing Setup
⊕ The Abandoned Cart Remarketing Sequence
⊕ The Top 4 Remarketing Campaigns You’ll Need
⊕ Display Remarketing Bidding Strategies
⊕ 4 Steps to Killer Display Ads
⊕ Campaign Creation & Responsive Ads
⊕ Measure Success on GDN

SESSION 3

Brand Search With Google Ads

MODULE DETAILS

⊕ “Why Branded Search Campaigns?”
⊕ Google Ads Account & Campaign Structure
⊕ Keyword Research & Match Types
⊕ Creating Great Search Ads
⊕ Search Ad Campaign Creation
⊕ Audience Targeting

SESSION 4

Google Shopping Campaigns

MODULE DETAILS

⊕ Google Shopping Overview
⊕ Product Feed Tips: Part 1
⊕ Product Feed Tips: Part 2
⊕ Google Merchant Center & Feed Diagnostics
⊕ Google Shopping Campaign Creation
⊕ Google Shopping RLSA Campaign Creation
⊕ Measuring Success with Google Shopping

SESSION 5

YouTube Remarketing Ads

MODULE DETAILS

⊕ Intro to YouTube Advertising
⊕ YouTube TrueView Ads
⊕ Creating Killer Video Ads
⊕ YouTube Top Audiences
⊕ Creating YouTube Remarketing Campaigns
⊕ Measuring Success with YouTube

SESSION 6

Foundation & Structure For Success

MODULE DETAILS

⊕ Understanding TrueView Ads
⊕ Conversion Paths & Shopping Funnels
⊕ Attribution Models & Cross Channel Issues
⊕ Setting Up Your Google Ads Account
⊕ Google Ads Custom Columns
⊕ Build Video Viewers Lists

SESSION 7

Crafting The Perfect YouTube Ads

MODULE DETAILS

⊕ 7 Tips for Killer YouTube Ads
⊕ What, Who, How
⊕ Testimonial Sandwich
⊕ Story Principles
⊕ The Story & The Glory
⊕ The Pitchman Demo
⊕ 7 Conversion Killers
⊕ 7 Resources

SESSION 8

Audience Targeting

MODULE DETAILS

⊕ In-Market Audiences
⊕ Custom Intent Audiences
⊕ Affinity Audiences
⊕ Custom Affinity Audiences
⊕ Life Events
⊕ Keyword Targeting & Placements
⊕ “And” Targeting vs. “Or” Targeting

SESSION 9

Bids & Budgets

MODULE DETAILS

⊕ In-Market Campaign
⊕ Creating Your First Ad
⊕ Custom Intent Campaign
⊕ Affinity Campaign

SESSION 10

Campaign Management & Optimization

MODULE DETAILS

⊕ Custom Intent Clarification
⊕ Keyword Campaign
⊕ Placement Campaigns
⊕ Frequency Caps
⊕ How the Bidder Works
⊕ Optimization Basics
⊕ Key Metrics to Measure
⊕ Keys to Growth: New Videos & Audiences
⊕ Watch Audience Insights

SESSION 11

Completing Your YouTube Funnel

MODULE DETAILS

⊕ Video Viewer Audiences
⊕ Video Viewer Campaign
⊕ Remarketing Campaigns: Trueview for Shopping
⊕ Target Video Viewers in Search & Shopping
⊕ Encourage Repeat Purchases