[Video Course] Google Ads Mastery by Mike Rhodes & Perry Marshall

Module #1: Search: 

Google’s massive battery of new changes: the New Way of thinking about & running Google Ads 

How to use ‘drafts & experiments’ Because You Must Test Before You Trust! 

You MUST know the fundamentals before you automate! 

You must use audiences and not just keywords in search campaigns 

Correct account & campaign structures for 2019-2020 

Why Exact Match isn’t exact any more & what to do about it (Google is doing to keywords what phone providers do to service plans. they morph them into something else so if you’re not paying attention, you wind up on the most expensive plan) 

Why you need to be VERY CAREFUL using broad match with smart bidding 

“Responsive Search Ads” is now 90% bigger than it ever was before – but they need to be tested FIRST (your mileage may vary) 

AI: Understanding ad ‘elements’ in 2019-2020. When to let the ‘machine’ manage your ads (& when not to) 

Which Ad extensions are most critical 

Should you use Google’s new Smart Campaigns? A definitive criteria 

Module #2: Google Shopping: 

Smart Shopping campaigns – what are they & should you use them? 

How to setup shopping the correct way for 2019-2020 

Feed management – what do you need to know, what tools to use 

Dynamic Remarketing – how do you set this up? (You can expect very attractive ROIs if you do this properly) 

Shopify integrations are coming. Are they ready for prime time? 

How do you sell products to multiple countries with the new Smart Campaigns 

Common errors & how to troubleshoot them 

YouTube TrueView shopping – filter & match to video ‘groups’ 

Module #3: Display & Remarketing: 

The Display Grid – what is it & how to use it to plan campaigns & win more clients 

How to target Intent with G’s latest audiences 

Smart Display Campaigns – eventually forced into this, why you need to know this NOW 

What happened to the Display Planner? Google scrapped it. What Google wants you to use instead. 

Similar Audiences recently changed – are you using them the right way? 

What offers/funnels are working on Google Display Network? Look at these examples! 

How should your Display messaging differ from search? 

What are ‘Life Events’ & should you use them? 

Responsive Display Ads – what’s changed & why you probably want to re-consider using them, with the new capabilities that Google’s AI brings (Google is in a massive dog fight with Facebook – struggling to regain their perceived relevance. But make no mistake, Google is EXTREMELY relevant) 

Module #4: Youtube & Gmail: 

YouTube as sales influencer – earlier in funnel than ever before! 

How does targeting differ for Youtube & Gmail? 

Which of the (many) formats should you focus on 

TV4A goal is sales (only!) (And don’t let any Google rep tell you otherwise) 

Is your Remarketing setup the right way? 

The Story Arc changed in 2018. are you making use of this critical insight? 

How do you win with Gmail ads 

Which metrics to expect & how to improve them 

What’s Google’s Reach Planner & how can it help you? 

Module #5: Tracking :

Deep Dive into conversion tracking 

Which phone tracking solutions are worth using & which are not (Call Rail vs Google?). How to manage local numbers 

Have you updated to the Gtag yet? 

A quick primer on Google Tracking Manager 

When to use Google Analytics for tracking. and when not to 

What questions should you ask of your Analytics – aka how to get useful reports 

What reporting tools should you use in 2019? 

Module #6: Optimizing campaigns in 2019: 

Mike’s ‘CEO Method’ explained 

It’s all about having the right processes. What questions to ask yourself to managing things right. 

New Google Ads habits you need in 2019 

What’s the Profit Curve & how can you use it to find that optimum sweet spot 

What target CPA (or Return On Ad Spend) should you be aiming for? What are you optimizing for? 

What campaign structures should you use in 2019? 

Are SKAGs dead? 

Are external management tools like Optmyzr worth the money in a world of automation? 

Mindset – Ads management is a blend of art & science 

Alerts – send yourself an email when important metrics change 

Billing alerts – now you can get alerted when your credit card declines 

Auto rules – what are the best use cases 

Should you invest in learning Scripts? 

How can you create an email-able Dashboard for your results inside Google Ads 

Mobile speed – how much does it matter & what is AMP? 

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