Ezra Firestone – Smart Google Ads

What You Get In Smart Google Ads

In Smart Google Ads, you get 8 modules with 91 videos that combine in-depth strategy and step-by-step tutorials to help you leverage the wide-reaching power of Google.

MODULE 1

Crucial Cornerstones Of Google Ads:

• The Goal
• “Why Your Business Needs to Beef Up Google Ads”
• Demand Generation v. Capture Generation
• Google Ads & Your Media Mix
• 4 Pillars of Google Ads
• Strengths & Weaknesses of Google Ads

MODULE 2

Preparing To Run Traffic On Google:

• Charting Your Direction
• Getting Familiar With KPIs
• Conversion Tracking
• Setting Up Your Conversion Tracking
• Attribution Models & Your Source of Truth
• Getting Your Ass(ets) in Order
• Getting Your Ass(ets) in Order: Messaging
• Getting Your Ass(ets) in Order: Images
• Getting Your Ass(ets) in Order: Videos
• Creating Remarketing Audiences
• Types of Targeting

MODULE 3

Google Search:

• Search Ads and Your Marketing Funnel
• Targeting the RIGHT Keywords
• Conducting Keyword Research
• Leveling-Up with Quality Score
• Segmenting Campaigns
• Structuring Ad Groups
• Search Ad Copy
• Utilizing Search Assets (aka Extensions)
• Manual Bidding v. Smart Bidding
• Building Out Your Search Campaigns
• Optimizing Your Search Campaigns
• Advanced Tools & Tactics
• “Search is Where Google Got Its Start”

MODULE 4

Google Shopping:

• Google Shopping and Your Marketing Funnel
• Merchant Center Overview
• Types of Product Feeds
• Elements of a Product Feed
• Product Reviews
• Google Merchant Center & Promotions
• Google Shopping Bidding
• Building Out Your Google Shopping Campaign
• Google Shopping Optimizations
• “It All Starts With Your Products”

MODULE 5

Performance Max:

• Performance Max and Your Marketing Funnel
• Elements of an Asset Group
• Performance Max Ad Copy & Assets
• Performance Max Strategies & Best Practices
• Performance Max Bidding
• Building Out Your Performance Max Campaign
• Performance Max Optimizations
• “The Machine Will Make It Better Over Time”

MODULE 6

YouTube:

• YouTube and Your Marketing Funnel
• 7 Must Have Elements of a YouTube Video
• 8 Winning YouTube Ad Templates
• Laying the Foundation with Remarketing
• Building Our Remarketing Audiences
• YouTube Remarketing Strategies
• YouTube Bidding Strategies
• Building Out Your YouTube Remarketing Campaign
• Using YouTube for Top of Funnel Ads
• Building Top of Funnel Audiences
• Building Out Your Top of Funnel YouTube Campaign
• YouTube Optimizations
• “It All Starts With Your Video”

MODULE 7

Display & Discovery:

• Display & Discovery and Your Marketing Funnel
• Google Display vs. Google Discovery
• Display and Discovery Campaign Types
• Display and Discovery Ad Types
• Using Display and Discovery for Top of Funnel Ads
• Display and Discovery Bid Strategies
• Crafting Your Message: Display and Discovery Ad Copy
• The Most Important Element of Image Ads: Selecting Your Image!
• Building Out Your Display Remarketing Campaign
• Building Out Your Display Top of Funnel Campaign
• Display Ads Optimizations
• Building Out Your Discovery Remarketing Campaign
• Building Out Your Discovery Top of Funnel Campaign
• Discovery Ads Optimizations

MODULE 8

Using Google For Full Funnel Marketing:

• Putting All the Channels Together
• Full-Funnel Perspective
• Full-Funnel Perspective: Portfolio Metrics
• Balancing the Budget
• ROAS Based Budget Model Walkthrough
• Leveraging Third-Party Tracking Tools
• “Google Ads As a Catalysis To Grow”

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