Google Search Ads
Learn to run the biggest search engine marketing channel, Google Ads (AdWords).
Introduction: Google Search Ads
Deals
Project: Getting Started
Resource: Glossary of Marketing Terms
Project: Value Props
Template: Value Props
Feedback: Value Props
Introduction: Acquisition
Retargeting
Direct Audiences and Lookalikes
Attribution
UTM Tags
Suppressing Ad Channel Spend
Avoiding Ad Metric Confusion
Feedback: Acquisition
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
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
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
Introduction: Google Ads
Introduction: Search Ads
Project: Search Ads
Keywords
Project: Keywords
Quality Score, Bids, and Bid Strategies
Search Ads Copy
Project: Ad Extensions
Project: UTM Tags
Project: Search Ads Copy
Google Ads Targeting and Structure
Project: Targeting and Structuring
Google Ads Audiences
Project: Audiences
Project: Prepare to Optimize Google Ads
Project: Optimize Google Ads
Feedback: Google Ads
Search Ads URL Encoding
Search Ads Advanced Campaign Structure Examples
FAQ: Search Ads
Google Ads Account Access
Project: Keyword Research
Project: How to Read Ad Results and Optimize Ads
Before You Begin Optimization
Feedback: Ad Optimization
Final Project: Google Search Ads
Feedback: Post-Course
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