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 🙂

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 🙂

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:

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 🙂

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:

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 🙂

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:

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 🙂

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

Keep Reading for more Information

AI and Machine Learning are going to dominate a lot of the conversation in 2019.

To get the year started off correctly, we’re participating in a webinar with the sole focus to answer your questions about machine learning.

Keep Reading for more Information

We have the 2019 Google Ads Workshop scheduled finalized along with the updated agenda.

Here’s our 2019 Schedule:

As we do every year, we’ve revamped the agenda. Here’s the highlights for 2019:

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.

Using Impression Share & Quality Score to Make Smart Decisions:
Impression share shows you how often your ads are displayed and gives you wonderful share of voice data. Quality Score is a diagnostic tool that can help you understand improvements that your account needs.

In this section, we will demystify quality score, show you how to analyze and improve it; and then use quality score and impression share data to determine how to increase your account’s effectiveness.

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 your want to increase your funnel size.

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

This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.

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.

We hope to see you somewhere in 2019 🙂

Marc Porier and myself (Brad Geddes) will be hosting a webinar that looks at various aspects of AI with included stats:

• How AI is bidding across industries
• Why AI often raises your CPCs; and why that can be a good thing
• The tolerance levels of humans and different aspects of AI performance
• Why AI works better in some industries than others
• How to evaluate industry benchmarks for your account or AI
• Some very surprising mobile stats

The webinar will be on Tuesday, November 6th. If you register, you’ll get access to the webinar after the event.

You can register here:

AI Webinar Registration.

We hope to see you there 🙂