Run Your Ad Campaigns More Effectively with Google’s Latest Tools
Special Winter 2024 Pricing: Regularly $1,100 is now 50% off—$550. Enroll Here (Live Online).
Special Winter 2025 Pricing: Regularly $1,100 is now 50% off—$550. Enroll Here (Live Online).
Effectively placing and managing Google ads requires an understanding of all of Google’s ad management tools, including keyword-driven RSA (Responsive Search Ads) and theme-driven pMax (Performance Max) ad types. You need to know how they function, how and when to use them, what kinds of content to create for them, and how to maximize them to place your ads above your competitors’—while getting better results with lower bids and budgets. This Google Ads Masterclass, taught by expert Andreas Ramos, will teach you what you need to know in three information-packed modules. You will also see proven methods to apply AI tools for better ads.
Bonus: The course has been significantly updated for 2025. While Google is always making changes to its ad platforms, the shifting landscape of the Google anti-trust litigation and its policies regarding cookies have been making many marketers uncertain about using Google Ads. We’ll help you navigate these changes.
Throughout, we’ll also introduce you to AI tools and techniques and show you how to use them to make your job faster and easier for tasks ranging from keyword research to generating text and images for ads.
The modules are hands-on and practical, with many examples, tips, notes, and insights. You’ll see dozens of tactics to apply, including examples you can copy, paste, edit, and use immediately. Whether you do the work yourself or manage staff, agencies, or consultants to do the day-to-day work, your new understanding of Google Ads platforms and strategies will make you more effective at every aspect of running your ad campaigns.
Module 1: Google Ads and Keywords.
Description:
Module 1 explains how Google Ads uses accounts, campaigns, ad groups, keywords, themes, ad creative, and landing pages. You’ll learn about the latest changes to the platform and Google’s business model, and how that affects how you manage and maximize your campaigns.
We’ll show you how to save time using AI to define your campaign, discover more about your target audience, and write ads that speak to your audience.
We also cover how to research and find keywords, and then use AI to categorize them, find the most important ideas, and sort your keywords by competition, intent, seasonality, and more. You’ll also see how to test thousands of keywords to find the ones that get impressions and clicks.
Key Takeaways:
In Module 1, you’ll learn:
- What the antitrust litigation reveals about Google’s real bid process, and how you can take advantage of that knowledge.
- About Google’s latest cookie policy, and what that means for you.
- The role of Google ads in your marketing mix.
- SEO and organic search vs. paid ads.
- How a Google Ads account is structured, its limits, and how to get around those limits.
- How to find, evaluate, test, and use keywords for maximum results.
- How to use AI to write better ads.
- How to read Google’s data reports, examine trends, and learn which recommendations to follow—and which to ignore.
Bonus: All attendees will get Andreas Ramos’ book, Prompt Crafting for Digital Marketing.
Module 2: Creating and Managing RSA and pMax Ads, Plus New AI Tricks to Work Faster & Easier.
Description:
In Module 2, you’ll gain an understanding of the types of Google ads, including the Responsive Search Ads (RSA) and Performance Max (pMax) ads, and how they work.
Our section on pMax covers what it is, examples of results, how to set it up, and how to adjust the settings. You’ll also learn cool tricks with dynamic insertion that let you set up countdown clocks (“Offer ends in 4 days, 6 hours, 22 minutes!”), or the city (“Available in Dallas”) in your ads. Other code lets you give special offers to mobile users or returning visitors.
Finally, we look at A/B Split Testing. This invaluable technique can tell you which ad is statistically better, do it quickly, precisely, and without any special software.
Key Takeaways:
In this class, you’ll learn:
- The latest updates on keyword-based RSA and theme-based pMax, as well as how to use each one.
- How to use match modes to refine your keyword search.
- How to use negative keywords to suppress the audiences you want, and how to quickly and easily remove duplicate keywords.
- Understand the relationships between keywords, search results, and landing pages and how to evaluate the data from them.
- Understand and improve your Google Quality Score to bid less for better results.
- Where your Google ads will appear, including search, YouTube and other Google properties, and partner sites.
- About the many types of ads available on Google.
- How do RSA ads work, how do you build them, and how do you use them?
- How to use AI to automate the writing of RSA ads.
- How to choose, develop, and add response-boosting assets (links, callouts, images, forms, prices, and more) to your ads.
- How to use dynamic insertion in your ads to customize them for each visitor and device type, with different offers, CTAs, features, and even images.
- How, when, and why to use display ads to extend your reach beyond search to YouTube, Google Ad Distribution Network, and other Google channels.
- How to target your display ads by context, user behavior, and location for greater impact and precision.
- How to create ads that get more attention and that are more memorable, and the information to add to them to gain more responses.
- About pMax (Performance Max) ads, how they differ from RSA ads, and how to use them.
- Example of a pMax campaign.
- How to set up pMax campaigns, set target URLs, and target locations.
- Understanding pMax themes, how they’re different from keywords, and how and when to use them.
- How to improve pMax conversions.
- What pitfalls to watch out for when using pMax campaigns.
- To understand, use, and gain valuable insights from A/B split testing.
Module 3: Bids and Budgets.
Description:
In this module, we’ll explore the secrets of the Google Ads engine. You’ll learn how the bidding system works and how to use lower bids and budgets to outperform your competitors.
We’ll also discuss how Google Ads uses Quality Score to set the ranking position of your ad and how much you’ll pay for the click (your cost-per-click). With this knowledge, you’ll be able to increase your Quality Score, which lets you lower your bids yet rank higher.
You’ll learn how to optimize your Google Ads account for maximum results by managing bids to KPIs. The module also covers additional Google software that lets you manage dozens of accounts in one control panel. Finally, we’ll show you how to manage Google Ads by time zones, continent, and language.
Key Takeaways:
In this class, you’ll learn:
- About Google’s auction system and how the bidding algorithm works, with examples. This section includes behind-the-scenes information about the bidding algorithm gleaned from Google’s internal documents from the U.S. Department of Justice v. Google antitrust trial. Knowing this detail can help you overcome the bias towards bid-dollar competitors.
- The impact of CTR (click-through rates) on your budgets and sales
- Understanding and improving your keywords, including the metrics.
- How the Google Ads Quality Score determines your final bid and ranking. You’ll see how to improve your Quality Score so you can use a lower budget and lower bids, yet your ads will show more often, rank higher, and cost less per click than your competitors For example, you can bid $0.25 and rank higher than a competitor who bids $5.
- How to set bids, manage bids, and manage your budget.
- How to set up conversion events (watching a video, downloading a PDF, fill out a lead form, or make a purchase) and use smart bidding to achieve your specific goals.
- How to use portfolio bidding to share a budget across a campaign.
- How to calculate KPIs (Key Performance Indicators).
- About automated bid management (ABM), including pros and cons.
- How to understand and avoid ad fraud.
- The Google Ads 3.0 app that lets you manage your accounts from your phone.
- How to use the Master Client Center (MCC) to manage several Google Ads accounts from one control panel.
- Introduction to the Google Ads Editor (GAE) to manage hundreds of thousands of keywords.
- Advanced Tactics, including:
- UTM tags in Google Analytics 4.
- Trying Microsoft Advertising.
- Managing international ad campaigns.
- Showing your ads at the best times for your audience.
- Understanding different types of metrics.
- Using reports with Google Ads Report Builder and Google Analytics.
- If you’re a non-profit, how to use Google Foundation Grants as a test bed for your Google Ads campaigns.
- Bonus: Attendees will receive Andreas Ramos’ KPI eBook. Key Performance Indicators (KPIs) for Search Engine Marketing.
- Bonus: Checklist for managing your keyword bids by quality score.
- Bonus: Checklist for managing your digital advertising.
How to Convince Your Boss Why You Should Take this Class:
You use digital ads to place your ads at the top of search engines. You can use ideas from Google Ads in ads for Microsoft Bing, Facebook, LinkedIn, and so on. Use ads to reach your audience to get more visits, leads, and sales.
Your internal teams know your goals, products, and services and can create and manage better advertising.
- Manage Digital Advertising: You’ll understand how to set up and run your advertising projects. If you manage staff, interns, agencies, or contractors, you’ll be able to tell them what to do and get results that matter.
- Cost-effective: This course will help you to carry out digital ad campaigns faster, at a lower cost, and with better results.
The Presentations:
- The workshops are hands-on and practical.
- In addition, the workshops are live so you can ask your questions.
- Can’t attend the live workshops? No problem! All workshops are recorded. If you have questions, you’re welcome to email the instructor.
Download Material:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
- Spreadsheet to collect and manage thousands of keywords.
- Spreadsheet tool to convert your keywords to lower case.
- Free software to make permutations of your keywords.
- Spreadsheet tool to translate your keywords into 66 languages.
- The KPI eBook by Andreas Ramos explains KPIs, including CPL (Cost-per-Lead), CPA (Cost-per-Action), BEP (the breakeven point), and more.
Who is the course for?
Marketing managers, digital marketing managers, search engine marketers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits who manage digital advertising (paid search).
The Presenter:
Andreas Ramos
Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.
- Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
- Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
- Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
- Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
- Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
- In Palo Alto since 1992.
- Master’s degree from Universität Heidelberg, Germany.
- Website is https://andreas.com (online since 1994).
- Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.
- Contact Andreas at [email protected].
Workshop dates and times:
WINTER 2024
Module 1: Google Ads and Keywords.
Prerecorded online.
Module 2: Creating and Managing RSA and pMax Ads, Plus New AI Tricks to Work Faster & Easier.
Live online.
Friday, Dec 13, 2024. 9:00AM – 11:00AM PST.
Module 3: Bids and Budgets.
Live online.
Wednesday, Dec 18, 2024. 12:00PM – 2:00PM PST.
WINTER 2025
Module 1: Google Ads and Keywords.
Live online.
Friday, February 14, 2025. 12:00PM – 2:00PM PST.
Module 2: Creating and Managing RSA and pMax Ads, Plus New AI Tricks to Work Faster & Easier.
Live online.
Friday, February 21, 2025. 12:00PM – 2:00PM PST.
Module 3: Bids and Budgets.
Live online.
Friday, February 28, 2025. 12:00PM – 2:00PM PST.
