DMAnc.org Online Certification Workshops

Winter Discount: 50% Off
Free Updates for 1 Year

Special Series Pricing: All three Google Ads Masterclass workshops $1,100 are now 50% off—$550. Enroll here.

Introduction:

Use Google Ads for Digital Advertising Masterclass

Why Take this Course Series?

This three-module workshop series covers how to place and manage Google Ads. Use digital advertising to reach your target audience in search engines to get leads and sales. A search in Google shows the user’s intent: they are looking for the product or service. When you place your ad at the top of Google, your ad appears in front of those actively searching.

We’ll dig deep into the Google Ads engine, and you’ll see how the bidding system works. Learn how to use lower bids and budgets to get better results than your competitors.  And learn about the new Responsive Search Ads (RSA) and Dynamic Search Ads (DSA), and how they work. The course includes tactics on using AI (ChatGPT, Bing Chat, Claude, etc.) to save time finding keywords and writing ads.

We cover the four major parts of digital advertising with Google Ads:

  • How to find keywords and how to save time using AI.
  • How to create ads and how to save time using AI.
  • How to manage bids and budgets.
  • How the Google bidding system works so you can bid lower, pay less, and rank higher.

The workshops are hands-on and practical, with many examples, tips, notes, and insights. You’ll see dozens of tactics to apply, including examples to copy, paste, edit, and use. You can do the work yourself or, by understanding Google Ads strategies better, manage staff, agencies, or consultants. Wherever possible, you’ll see how to use AI tools. You can also apply many ideas from Google Ads to other search engines and social media.

(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and supplementary materials within a day of completion after we’ve had time to edit the recordings.)

Workshop dates and times:

The digital ads masterclass course is a three-part workshop. Each part is two hours for a total of six hours. Take the courses either live online or recorded.

Module 1: Google Ads and Keywords.
Pre-recorded online.

Module 2: Creating and Managing Ads.
Friday, February 23, 2024 from 12:00 p.m. to 2:00 p.m. PST.

Module 3: The Google Ads Bidding System and Quality Score.
Wednesday, February 28, 2024 from 12:00 p.m. to 2:00 p.m. PST.

Module 1: Google Ads and Keywords.

Special Series Pricing: All three Google Ads Masterclass workshops $1,100 are now 50% off—$550. Enroll here.

Description:

This workshop examines how Google Ads uses accounts, campaigns, ad groups, keywords, ad creative, and landing pages. We’ll show you how to save time by using AI to define your campaign. Add your company, products and services, and business goals to the AI so it knows who you are and what you want. Next, use AI to discover more about your target audience, including groups you may not have considered. Work with the AI to learn more about each target audience: what motivates them (desires and fears), the unique sales points (USP) and unique value points (UVPs) of your products and services, and the call-to-action (CTA). Each of these is tailored to your target audience. Use these to build ad campaigns and write ads that speak to your audience.

We also cover how to find keywords. When you’ve collected thousands of keywords, you clean up the keywords. If you need to, we’ll show you how to use additional tools to translate your keywords into sixty languages. You can use AI to categorize keywords, find key ideas, sort them 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:

  • We’ll cover how a Google Ads account is structured, its limits, and how to get around those limits.
  • You’ll see eight ways to find the keywords (and your competitors’ keywords) that your target audience uses and how to save time using AI.
  • We’ll show you several simple spreadsheet tips to change keywords into lower cases or translate your keywords into sixty-six languages (or more). Another tool creates permutations of your top keywords.
  • We’ll see how to test keywords to find the best ones.
  • Are the keyword projections for traffic and bids real or fake data? What can you use from that data?
  • How to sort keywords into categories for your buying cycle or purchase funnel phases.
  • Finally, we’ll do a walk-through of a Google Ads account.

Module 2: Creating and Managing Ads.

Special Series Pricing: All three Google Ads Masterclass workshops $1,100 are now 50% off—$550. Enroll here.

Description:

In this workshop, you’ll see the match modes (including how to find and block negative keywords) and remove duplicate keywords. We also cover how keywords, ads, and landing pages work together in Google Ads. This is illustrated with examples of ads and landing pages.

We look at the types of ads, including the new Responsive Search Ads (RSA) and Dynamic Search Ads (DSA), and how they work. You’ll 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. You get the code and examples to copy, paste, and edit to make your ads.

Finally, we look at A/B Split Testing. You’ll see how to do this without any special software. You’ll also see how to tell which ad is statistically better. And much more…

Key Takeaways:

In this class, you’ll learn:

  • The keyword match modes, including negative keywords, how they differ, and how to use them.
  • How to easily add tens of thousands of keywords to your account.
  • How keywords, ads, and landing pages work together in Google Ads, with an example of text ads, image ads, and the landing page.
  • You’ll see where your ads appear in the Google search engine, on Google sites such as Gmail, Maps, and so on, plus the several million sites in the Google Ads distribution network.
  • We cover the types of ads in Google Ads, including Responsive Search Ads (RSAs) and Dynamic Search Ads (DSAs), with examples of actual data.
  • How to use dynamic insertion in your ads so your visitors’ keywords are inserted into your ad and live countdown clocks (such as “Offer ends in 4 days, 6 hours, 22 minutes!”). You can show offers to different audiences. For example, new visitors see a 10% offer, and returning visitors see a 30% offer. You can also insert an image from your landing page into your text ad, such as photos of your products, your company logo, and so on to get more clicks.
  • You can use dynamic insertion for mobile ads, so desktop visitors see one offer while mobile visitors see another offer, such as “Free shipping for mobile orders!”
  • Responsive Display Ads (RDAs) let you create ads that self-adjust to any device’s screen size.
  • We also show a trick so you can fill the entire mobile screen, so your ad is the only thing your visitors see.
  • You can use A/B Split Tests to test ads to develop the best ad (with examples and data). You can use A/B split tests without any special tools. A simple method in statistics lets you quickly pick out the best ads. Your team of interns will be able to write better ads than people with ten years of experience.
  • And finally, we’ll show you how to use the app for Google Ads so you can manage ads on your phone when you’re away from the office.

Module 3: The Google Ads Bidding System and Quality Score.

Special Series Pricing: All three Google Ads Masterclass workshops $1,100 are now 50% off—$550. Enroll here.

Description:

In this workshop, we’ll dig into the Google Ads engine. You’ll see how the bidding system works. You can use lower bids and budgets to get better results than 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). You’ll be able to increase your Quality Score, which lets you lower your bids yet rank higher. You’ll see how to optimize your Google Ads account for maximum results by managing bids to KPIs. The workshop also covers additional software from Google that lets you manage dozens of accounts in one account. Finally, we’ll show you how to manage Google Ads by time zones, continent, and language.

Key Takeaways:

In this class you’ll learn:

  • Google’s auction system and how the bidding algorithm works (with examples).
  • Based on Google’s internal documents from the US Department of Justice vs Google antitrust trial, you’ll see the real bidding algorithm at Google and how it works.
  • 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 (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 use portfolio theory for your ads.
  • How to calculate KPI’s (Key Performance Indicators). We’ll send you a KPI eBook.
  • An example of a large account with 200,000 keywords where cost-per-click (CPC) fell from $0.76 to $0.07, clicks jumped up from 52 clicks per day to 17,650 clicks per day, and the click-through-rate (CTR) went from 0.12% to over 8%.
  • We’ll look at a tool that lets you manage several Google Ads accounts. Another Google tool that lets you manage hundreds of thousands of keywords. These tools are available only by request from Google. We’ll show you how to get them.
  • A series of slides cover how to manage global ad campaigns by time zone, continents, and languages.
  • Finally, if you’re a non-profit, how to use Google Foundation Grants as a test bed for your Google Ads campaigns.

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 head shot












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].

Testimonials

“DMANC’s course on Google Ads is phenomenal. The host (Andreas Ramos) gives students such a vast wealth of information and knowledge on Google Ads, that it’s surely guaranteed to help them improve their own campaigns.”

Trey PaschMarketing Specialist, Walker Tape Co.

I liked the detailed examples along with links and recent data point. Some slides were updated right before the class to address news in the market.

Anna PlehnEcommerce Marketing Manager, ViewSonic

Great resource for beginners or experienced marketers wanting to broaden their skill set.

Jesse EllisDigital Marketing | E-commerce | Social Media, Jacksons Food Stores

A knowledge packed two hours instructed by an expert – well worth my time to attend! The content and handouts will become a valuable resource as we navigate and build out our digital strategy for the rest of 2022 and 2023.

Jori LundgrenDigital Marketing Specialist, Ripco Credit Union

This is an in-depth rundown of everything one would need to get started on the Google Ads space. With three separate sessions of increasing complexity, these seminars prove to contain great value for those new to Google Ads as well as experienced veterans alike.

Xander ShomanDomestic Marketing Coordinator, Hunter Industries

The workshop was informative, concise, and engaging. I am glad I was able to take note of these key-takeaways and truly learn something today!

Madison ZaccardelliMarketing Coordinator, Paper Source

This course is great – it’s extremely helpful with step by step processes!

Colleen KrierDigital Marketing Coordinator, Johnson Level & Tool

The workshop provided valuable information, especially for the novice. The presenter was approachable and encouraged we ask questions.

Dana BrandorffDirector of Marketing & Communication, University of Colorado

Loved the in-depth approach to the background of Google Ads and the optimization tips.

Ryan SnowDigital Marketing Manager, Listen Technologies
Summary
Event
Using Google Ads for Digital Advertising Masterclass, 3-module series
Location
Live Online, 15227 Perry Lane,Morgan Hill,California-95037
Starting on
February 23, 2024
Ending on
February 23, 2024
Description
This is a three-workshop series that covers how to place and manage Google Ads. Use digital advertising to reach your target audience in search engines to get leads and sales. A search in Google shows the user’s intent: they are looking for the product or service. When you place your ad at the top of Google, your ad appears in front of those people who are actively searching.
Offer Price
USD 550