Brad Geddes / PPC Geek
Official Google Ads Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(312) 884-9017

Blog.

Advanced Google Ads Workshop Updates for 2020 & 2021 and other updates

It’s been a while since I’ve done an update due to how insane the world is these days. Today, I’m going to cover 3 items.

  • • Advanced Google Ads Workshop updates
  • • Writing Compelling PPC Ads during the Virus
  • • Google Ads Audit Availability

Google Ads Workshop Updates

Due to the virus, we’ve had to cancel many of the Google Ads workshops this year. We ran one at SMX West before the virus was widespread, and another virtual workshop in London.

One of the primary issues of a virtual workshop is attention span. The workshops usually run from 9am-5pm with some breaks, and the conversation often goes until 6pm. While that type of attention span can be given in-person, it’s not realistic in a virtual environment where you don’t have all the non-verbal communication and small random conversations (not to mention the distractions of people in the house or pinging you on the computer) to make the day flow easily for everyone.

As we couldn’t do an in-person workshop in London, we decided to break the workshop up into two pieces.

  • • 5.5 hours of virtual instruction
  • • 40 minutes of pre-recorded video

By having some of the instruction live, everyone could ask questions and conversations could take place to ensure everyone’s top questions were answered. In order to ensure that we covered all of the topics, I recorded 2 videos that can be watched on-demand for the sections we couldn’t get to during our virtual conversation. This hybrid approach worked well, and the feedback was excellent.

For the Munich workshop, taking place on September 3, we’re going to do something similar. The workshop will run from 12p-5:30p Munich time (6am to 11:30am ET), and we’ll cover some sections virtually, and others will be recorded for you to watch on-demand. Here’s the section breakdown:

  • • The Buyer Journey (virtual)
  • • Comprehensive Keyword Usage & Organization (virtual)
  • • Everything You Need to Know About Creating & Testing Amazing Ads (virtual)
  • • Audience Targeting Strategies (virtual)
  • • Competitive Analysis (recorded)
  • • Diagnosing Data Changes (recorded)

As always, attendees will also receive:

  • • A copy of the full deck
  • • Several Data Studio templates to help analyze your account or are complementary to the workshop data analysis
  • • Some Excel templates for examining Quality Scores

We are hoping to return to in-person events April/June 2021 at an SMX in the US (which could be San Jose, New York, or Seattle, depending if SMX East, SMX West, or SMX Advanced is the first US show to launch).

If you’d like to join us for the SMX Munich workshop, you can view the workshop details and registration here.

Writing Compelling PPC Ads during the Virus

As I look around the industry, the ads are falling short of what searchers need these days. From ignoring safety to business changes to just forgetting about old sitelinks, most ads are not very compelling, and this is causing accounts to do worse than they should even during the economic downturns.

I did a virtual keynote for the Google Marketing Conference on PPC messaging throughout the virus. I cut down the length to distill the parts to what you really need to know and recorded a video on how to create and test ads during the virus.

This will be posted to the Adalysis Blog (along with the full text so you can also read it), shortly. If you don’t subscribe to the Adalysis blog (where I’m the primary writer sharing insights into PPC management as well as insights into Adalysis ), you can easily subscribe here.

I’d recommend everyone watch that video as it should give you a lot of insights into looking at ad trends and creating ads in the current environment.

Google Ads Audit Updates

I do many Google Ads audits each year (usually 25-50 page evaluations of an account or video reviews), and there’s often a 3-6 month wait time before I can audit your account. As I’m in the longest non-plane travel stretch since 2005 (the longest I had gone from January 2005 to February 2020 without being on a plane was 6 weeks, and there was never a month where I didn’t travel at least once), I’m much more caught up on audits than usual.

It’s currently taking 3-6 weeks from booking an audit to completion. If you are interested in getting your Google Ads account audited, you can see the process and book them online.

Stay Safe

Thanks for everyone’s support during this crazy period of time. I hope you’re all staying safe, learning to work from home, and enjoying new hobbies besides Netflix Smile

2020 Google Ads Workshop Schedule Released

We have the 2020 Google Ads Workshop scheduled finalized along with the updated agenda.

Here’s our 2020 Schedule:

DateLocationInformation
February 21, 2020San Jose, CAMore Details & Registration
March 17, 2020Munich, GermanyMore details & Registration
May 18, 2020London, UKMore details & Registration
June 8, 2020Seattle, WAMore details & Registration
October 7, 2020Berlin, GermanyMore details & Registration
November 10, 2020New York City, NYDetails Coming

As we do every year, we’ve revamped the agenda. Here’s the highlights for 2020:

The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Comprehensive Keyword Usage & Organization:
The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.

With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.

For the advanced users, we will get into n-gram analysis and Levenshtein distance for query management and analysis.

Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:

  • • Create compelling ads
  • • How to use RSAs, ETAs, and 3rd headlines
  • • Scientifically test ads for small to enterprise accounts
  • • Find & use insights from ad testing data

It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.

Audience Targeting Strategies:
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll show how to create advertising strategies for your account that combines audience targeting data and other AdWords features together to fine-tune your customer acquisition strategy.

We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.

Competitive Analysis
Your ads and marketing do not exist in a vacuum. Competitors are watching and changing offers or starting new promotions all the time. We’ll make sure you have answers to these common questions:

  • • How do you evaluate competitor ads to ensure our offers are compelling?
  • • What insights can I gather from Google’s Auction Insights tool?
    • • We’ll include Free Data Studio reports to examine Auction Insights data
  • • Should I use 3rd party tools and how can they help?

We’ll look at how to analyze the competition to find insights that you can use in your marketing tactics.

Diagnosing Data Changes
When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend?

Your data is constantly changing and in PPC; all the data is intermixed with various causes and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes so that you can easily put fixes into place.

We’ll include free Google Data Studio reports to analyze this data for your accounts.

Networking Opportunities:
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.

Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day, and we will end the day with an open Q&A session so you can make sure your specific questions are answered.

We hope to see you somewhere in 2020 🙂

Don’t Miss out on Our Massive PPC KPI Monitoring & Evaluation Series

I’ve been primarily writing at Adalysis these days, our award winning PPC Management software.

For the last few months, we’ve been writing a huge series on PPC KPI Monitoring. It’s highly read and not one to miss out, so I’m adding a reminder to the bgTheory blog to make sure you see it 🙂

Here’s the story so far:

Next up is: KPI Monitoring & Diagnosis: Why Does the Number of Clicks You Receive Change Over Time?

You can see the entire series here or subscribe to the Adalysis blog here.

Here’s a few images that’ll show you how in-depth we’re going:

image

I hope you enjoy the series 🙂

We’re Running a Different Google Ads Agenda for SMX Advanced in Berlin

The next Google Ads Workshop will be in Berlin on October 2nd the day after SMX Advanced Europe takes place.

For this event, we’ve slightly modified the workshop topics, and are listing them below.

If you want to see more details about the workshop and SMX Advanced, you can view them here.

The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Comprehensive Keyword Usage & Organization:
The beginning of any PPC account starts with keywords. In this session, we’ll look at keywords, organization, the match type changes, how to manage these changes, and more.

Once you have keywords chosen, then you must manage the search terms. We’ll take an in-depth look at:

  • • Search query workflows
  • • Negative keywords and management
  • • N-gram, bi-gram, and tri-gram analysis
  • • Levenshtein distance

This analysis and workflow will ensure that you are controlling your ad serving as keywords move away from syntactic matching and more to semantic matching.

Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:

  • • Create compelling ads
  • • How to use RSAs, ETAs, and 3rd headlines
  • • Scientifically test ads for small to enterprise accounts
  • • Find & use insights from ad testing data

It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.

Audience Targeting Strategies:
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll walk through an enterprise account’s audience targeting strategy from list creation to audience execution. This will help lay the groundwork for upping your audience creation and execution.

We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.

Diagnosing Data Changes
When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend?

Your data is constantly changing and in PPC; all the data is intermixed with various cause and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes.

Scaling Accounts
How do you take an account from 1,000 keywords to 100,000 or more?
How do you create ads that are related to your growing number of keywords?

Scaling accounts is laying out a plan, creation processes around that plan, and executing that process in a highly consistent, yet creative, manner.

In this session; we’ll take a look at a small company that went from under 1000 keywords to more than 400,000 keywords across multiple countries and how they managed to scale not only their keywords, but their ads, ad extensions, and grew considerably.

Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:

  • • The types of automation
  • • How and when to fully automate tasks
  • • What tasks should leverage semi-automation and filters

By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.

Networking Opportunities:
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.

Open Q&A: You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.

Workshop Registration & More Info

The workshop information page at SMX Advanced Europe is here and you can find the registration info here.

I hope to see you in Berlin 🙂

Last Chance to Register for the Seattle Advanced Google Ads Workshop

SMX Advanced in Seattle is quickly approaching. If you want to attend a Google Ads Workshop, you should register soon as we usually sell out the workshops.

This year we’ll be discussing:

The Buyer Journey: We’ll relate this information to each section throughout the day.

Match Types & Organization: With the change to match types, you might need to update your organization. We’ll cover the new match types as well as get into n-grams and Levenshtein distance.

Perfecting your ads & ad testing: From DSA, RSA, ETAs, and more. We’ll go into ad structure and scientific testing so you can pull marketing insights out of your ad tests.

Using Impression Share & Quality Score to Make Smart Decisions: We’ll get into the nuances of quality score and show how to work, graph, and increase yours.

Audience Targeting Strategies: We’ll make sure everyone understands the options, and then look back at the buyer journey to plan out how you use your audiences.

Automating Your Account: We’ll get into what can be automated as well as what should not be automated to make sure you know how to be efficient with your time. By the end of this session, you’ll know when and how to leverage automation for many aspects of your Google Ads account.

In addition, there will be networking opportunities and plenty of time to get into a variety of questions with our Open Q&A session.

If you can’t make it to Seattle, here’s where we’ll be this year:

DateLocationInformation
February 21, 2020San Jose, CAMore Details & Registration
March 17, 2020Munich, GermanyMore details & Registration
May 18, 2020London, UKMore details & Registration
June 8, 2020Seattle, WAMore details & Registration
October 7, 2020Berlin, GermanyMore details & Registration
November 10, 2020New York City, NYDetails Coming

You can register here or see the full agenda here: Google Ads Workshop Agenda or see a video of the agenda:

We hope to see you in 2019 🙂

How to Subscribe Where Brad Geddes is Blogging These Days

We launched Adalysis roughly 7 years ago to streamline PPC management workflows and automated to do lists so that you can focus on actions and not data crunching.

As Adalysis has grown, I’ve been blogging at the Adalysis Blog a lot more than at bgTheory. This has become an area for personal thoughts, SMX Workshops, and the occasional PPC article.

If you are looking to see what Brad’s writing these days on PPC, then I’d suggest you subscribe to the Adalysis Blog.

As an idea, here’s some recent articles from the last 6 weeks:

Visit the Adalysis Blog.

The feed is here: Adalysis RSS Feed.

You can easily subscribe to the blog from this form. You must choose ’email’ in the fields to get the blog sent to you via email. I hope you’re enjoying all the content we’re creating 🙂

Subscribe to Adalysis Blog

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Last Chance to Register for the Munich Advanced Google Ads Workshop

SMX Munich is quickly approaching. If you want to attend a Google Ads Workshop, you should register soon as we usually sell out the workshops.

This year we’ll be discussing:

The Buyer Journey: We’ll relate this information to each section throughout the day.

Match Types & Organization: With the change to match types, you might need to update your organization. We’ll cover the new match types as well as get into n-grams and Levenshtein distance.

Perfecting your ads & ad testing: From DSA, RSA, ETAs, and more. We’ll go into ad structure and scientific testing so you can pull marketing insights out of your ad tests.

Using Impression Share & Quality Score to Make Smart Decisions: We’ll get into the nuances of quality score and show how to work, graph, and increase yours.

Audience Targeting Strategies: We’ll make sure everyone understands the options, and then look back at the buyer journey to plan out how you use your audiences.

Automating Your Account: We’ll get into what can be automated as well as what should not be automated to make sure you know how to be efficient with your time. By the end of this session, you’ll know when and how to leverage automation for many aspects of your Google Ads account.

In addition, there will be networking opportunities and plenty of time to get into a variety of questions with our Open Q&A session.

If you can’t make it to Munich, here’s where we’ll be this year:

DateLocationInformation
February 21, 2020San Jose, CAMore Details & Registration
March 17, 2020Munich, GermanyMore details & Registration
May 18, 2020London, UKMore details & Registration
June 8, 2020Seattle, WAMore details & Registration
October 7, 2020Berlin, GermanyMore details & Registration
November 10, 2020New York City, NYDetails Coming

You can register here or see the full agenda here: Google Ads Workshop Agenda or see a video of the agenda:

We hope to see you in 2019 🙂

Join Us in Munich for the SMX Workshops (Advanced Google Ads) & Panel Discussions

smxde19_hms_geddes

SMX Munich is the best PPC conference in all of Germany, and once again, I’ll be there for both panel discussions and running an Advanced Google Ads Workshop.

This year, I’ll be on two different panels:

The Latest & Greatest in Online in Online Ads: Navah Hopkins & myself will be breaking down what makes a great ad these days. We’ll look at the current state of RSAs & ETAs and which is performing best these days as well as some stats comparing these ad formats. In addition, we’ll get into testing, ad extensions, and current trends with Google Ads.

Ask the PPC Experts: It’s always good to get answers to all your questions, and that’s just what we’ll do in this panel. Martin Röttgerding, Frederick Vallaeys, and myself (Brad Geddes) will take on all answers and get into fun discussions as to anything PPC related.

As usual, we’ll kick off SMX Munich with an advanced Google Ads Workshop.

Advanced Google Ads Workshop Agenda

The Buyer Journey: We’ll relate this information to each section throughout the day.

Match Types & Organization: With the change to match types comes a change to your organization. We’ll cover the new match types as well as get into n-grams and Levenshtein distance.

Perfecting your ads & ad testing: From DSA, RSA, ETAs, and more. We’ll go into ad structure and scientific testing so you can pull marketing insights out of your ad tests.

Using Impression Share & Quality Score to Make Smart Decisions: We’ll get into the nuances of quality score and show how to work, graph, and increase yours.

Audience Targeting Strategies: We’ll make sure everyone understands the options, and then look back at the buyer journey to plan out how you use your audiences.

Automating Your Account: We’ll get into what can be automated as well as what should not be automated to make sure you know how to be efficient with your time. By the end of this session, you’ll know when and how to leverage automation for many aspects of your Google Ads account.

In addition, there will be networking opportunities and plenty of time to get into a variety of questions with our Open Q&A session.

If you can’t make it to Munich, here’s where we’ll be this year:

DateLocationInformation
February 21, 2020San Jose, CAMore Details & Registration
March 17, 2020Munich, GermanyMore details & Registration
May 18, 2020London, UKMore details & Registration
June 8, 2020Seattle, WAMore details & Registration
October 7, 2020Berlin, GermanyMore details & Registration
November 10, 2020New York City, NYDetails Coming

You can register here or see the full agenda here: Google Ads Workshop Agenda or see a video of the agenda:

We hope to see you in Munich 🙂