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

Here’s our 2020 Schedule:

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 🙂