Course curriculum

  • 1

    Welcome

    • Introduction: Google Display, YouTube, and Shopping Ads

    • Deals

  • 2

    Your First Project

    • Project: Getting Started

    • Resource: Glossary of Marketing Terms

  • 3

    Finding Your Target Audience

    • Find Your Target Audience

    • Feedback: Finding Your Target Audience

  • 4

    Value Props

    • Project: Value Props

    • Template: Value Props

    • Feedback: Value Props

  • 5

    Acquisition

    • Introduction: Acquisition

    • Retargeting

    • Direct Audiences and Lookalikes

    • Attribution

    • UTM Tags

    • Suppressing Ad Channel Spend

    • Avoiding Ad Metric Confusion

    • Feedback: Acquisition

  • 6

    Conversion Tracking

    • Introduction: Conversion Tracking

    • Conversion Tracking Tools

    • Overview of Projects

    • Project: Conversion Events

    • Project: Configure GA and Ad Channels

    • Mobile Apps

    • Project: Mobile App

    • Project: Shopify

    • Project: Delegate to engineering

    • Project: Install Hotjar

    • Project: Verify pixels

    • Project: Install Google Analytics

    • Bonus Project: Analytics Events

    • Feedback: Conversion Tracking

  • 7

    Conversion Tracking – Additional Resources

    • Questions to Ask When Verifying Ad Channel Setup

    • FAQ: Mobile App Tracking

    • Example: Conversion Event Mappings

    • Example: Analytics Events

    • Template: Conversion Event Mappings

    • Template: UTM Tracking

    • Template: AppsFlyer Code

    • FAQ: Conversion Tracking

    • External Resources

  • 8

    Conversion Tracking – Advanced

    • Installation – Manual, GTM, or Segment

    • Google Tag Manager (GTM)

    • Video: GTM Tracking

    • Project: GTM

    • Template: GTM Engineering Tracking Doc

    • Segment

    • Project: Segment

    • Configuring Destinations on Segment

  • 9

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

  • 10

    Ad Copy – Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 11

    Ad Creatives

    • Introduction: Ad Creatives

    • Complement Your Copy with the Ideal Creative

    • Ad Design Guidelines

    • Screen Recording Ads

    • Project: Ad Creatives

    • Bonus Project: Animoto Ads

    • Feedback: Ad Creatives

  • 12

    Ad Creatives – Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 13

    Google Ads – Display Ads

    • Introduction: Display Ads

    • Differences from Search Ads

    • Display Ads Targeting Options

    • Display Ads Account Structure

    • Types of Display Ads

    • Project: Display Ads

    • Feedback: Google Ads - Display Ads

  • 14

    Google Ads – Shopping Ads

    • Introduction: Shopping Ads

    • Shopping Ads Campaign Structure

    • Project: Google Merchant Center

    • Project: Shopping Ads

    • Feedback: Google Ads - Shopping Ads

  • 15

    Google Ads – YouTube Ads

    • Introduction: YouTube Ads

    • YouTube Ad Types

    • YouTube Videos

    • YouTube Account Structure

    • Project: YouTube Ads

    • Feedback: Google Ads - YouTube Ads

  • 16

    Ad Optimization

    • Before You Begin Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Feedback: Ad Optimization

  • 17

    Final Project

    • Final Project: Google Display, YouTube, and Shopping Ads

    • Google Ads Account Access

    • Feedback: Post-Course

  • 18

    Next Steps

    • Keep Growing With Demand Curve

What's included?

You're not only paying for curriculum — you're paying for proven growth playbooks plus direct access to our expert team.

  • Access your Mini Course for 1 year.

  • Access our growth instructors for 1 month.

  • No fluff. Concise, tactical insights you can apply immediately.

  • Get expert feedback to ensure you properly implement our insights.

Ready to learn from the industry's best?

We've helped ecommerce and B2B brands grow their revenue by millions using Google Display, YouTube, and Shopping ads. Learn how we did it.