The Modern Google Ads Profit Playbook

1. The Fundamentals of Google Ads

   8 lessons

   1. The Key Metrics of Google Ads
   2. Understanding the Google Ads auction
   3. What determines your actual CPC?
   4. How does the Google Ads auction operate
   5. Balancing CPC against conversion rate and AOV
   6. Google Ads key terminology you need to know
   7. The Core Structure and Functionality of a Google Ads Account
   8. The Fundamentals of Google Ads Quiz

2. The 3 Key Pillars of Google Ads

   2 lessons

   1. Introduction to the three pillars of Google Ads
   2. 3 Pillars of Google Ads Quiz

3. Keywords and Search Terms In Depth

   9 lessons

   1. Understanding the user funnel
   2. Keyword vs. queries terms vs. negative keywords
   3. Keyword match types
   4. Audience targeting options
   5. Search terms report
   6. Brand inclusions and brand exclusions list
   7. Understanding negative keywords
   8. Keyword and search term dashboard walkthrough
   9. Key Words and Search Terms in Depth Quiz

4. The Art of Audience Targeting

   5 lessons

   1. Understanding targeting vs. observation vs. exclusion
   2. Audience-focused strategies
   3. Analyzing audience performance reports
   4. Audience testing ideas
   5. The Art of Audience Targeting Quiz

5. Crafting Killer Copy & Mastering the Message

   5 lessons

   1. Understanding the User - The right messaging
   2. The psychological principles of ad copy
   3. Isaac’s top 5 tips for ad copy
   4. Isaac’s top 5 tips for creatives
   5. Crafting Killer Copy & Mastering the Message Quiz

6. Profit-First Bidding Strategies

   5 lessons

   1. Managing costs
   2. Google Ads bidding strategies
   3. The case for smart bidding
   4. The case for manual bidding
   5. Profit-First Bidding Strategies Quiz

7. Getting to Know the Competition

   4 lessons

   1. How To Analyze the Auction Insights Report to Understand Competition
   2. Supply / Demand = Competitiveness
   3. Troubleshooting High Costs
   4. Getting to Know the Competition Quiz

8. The Nuances of Conversion Rate

   6 lessons

   1. Managing Costs with Conversion Rate
   2. High-quality conversion data
   3. Data. budget. time.
   4. Understanding AI confidence
   5. Practical applications
   6. The Nuances of Conversion Rate Quiz

9. Search Campaigns on Steroids

   9 lessons

   1. Overview of Campaign Types
   2. The anatomy of a search campaign
   3. Branded search philosophy
   4. New search campaigns for e-commerce & lead gen
   5. Value-based bidding for lead gen
   6. Example search campaign set up
   7. Common search campaign questions & tips
   8. 10 strategies for search success
   9. Search Campaigns On Steroids Quiz

10. How to Create High-Impact Responsive Search Ads

    3 lessons

    1. Understanding responsive search ads (RSA)
    2. Top 3 Problems With RSA’s & 5 Tactical Solutions
    3. How to Create High-Impact Responsive Search Ads Quiz

11. Mastering Demand Gen & App Marketing

    4 lessons

    1. Demand gen campaigns - & where they appear
    2. Demand gen campaign tips
    3. App campaigns & Understanding Your Levers
    4. Mastering Demand Gen & App Marketing Quiz

12. Lights, Camera, Convert The Youtube Edition

    9 lessons

    1. Video campaign strategies
    2. The importance of video
    3. The principles of a quality video
    4. YouTube ad math
    5. Creative frameworks
    6. The ADUCATE Method
    7. Ways to increase click-through rate
    8. How effective are video campaigns?
    9. Lights, Camera, Convert The Youtube Edition Quiz

13. Conversion Tracking Essentials

    9 lessons

    1. The Conversion Tracking Layers
    2. Data-driven attribution
    3. Primary conversion actions
    4. Secondary conversion actions
    5. Offline conversion tracking
    6. Enhanced conversions
    7. Consent mode and conversion modeling
    8. Conversion adjustments for returns, partial returns, or cancellations
    9. Conversion Tracking Quiz

14. High-Fidelity Data with Advanced Tracking

    7 lessons

    1. New customer data
    2. Cart data & profit tracking (e-commerce)
    3. Server-side tracking
    4. Third party cross-channel attribution tools
    5. Transaction ID tracking & custom variables
    6. Conversion Action Reporting
    7. High Fidelity Data with Advanced Tracking Quiz

15. Dashboard Tour and Metrics That Matter

    6 lessons

    1. Dashboard walkthrough- part 1
    2. Dashboard walkthrough- part 2
    3. Dashboard walkthrough- part 3
    4. Metrics that matter report
    5. Understanding measurement
    6. Dashboard Walkthrough and Key Metrics Quiz

16. The New Age of Advertising

    3 lessons

    1. 7 Rules of the Game
    2. 7 Things you should NEVER do
    3. The principles of a profitable & scalable account

17. The Google Ads Audit Playbook

    6 lessons

    1. Different types of audits
    2. Guide to our Google Ads audit process
    3. A quick wins cheat sheet
    4. Key Takeaways
    5. Free Audit
    6. The Audits Quiz

18. Lectures - Downloadable Slides

    17 lessons

    1. The Fundamentals of Google Ads
    2. The 3 Key Pillars of Google Ads
    3. Keywords and Search Terms in Depth
    4. The Art of Audience Targeting
    5. Crafting Killer Copy & Mastering the Message
    6. Profit-First Bidding Strategies
    7. Getting to Know the Competition
    8. The Nuances of Conversion Rate
    9. Search Campaigns on Steroids
    10. How to Create High-Impact Responsive Search Ads
    11. Mastering Demand Gen & App Marketing
    12. Lights, Camera, Convert The Youtube Edition
    13. Conversion Tracking Essentials
    14. High-Fidelity Data With Advanced Tracking
    15. Dashboard Tour and Metrics That Matter
    16. The New Age of Advertising
    17. The Google Ads Audit Playbook