Advanced Course: Keys to Profitable Search Ads

It’s fairly easy to set up a search ads campaign. A lot of people learn how to do it from the official manual or from silly courses that mostly retell the same information. This gets them all into the same place: an overheated auction with jacked-up bids. Only a few professionals remain profitable.

This course is a map that leads you on the fastest, safest route to profit. It’s made by a professional with 10+ years of successful experience, with millions of dollars in ad spend.



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Module 1: How to Master Keyword Management


1) Building a profitable keyword list: 5 challenges you will face

The main challenge is to

Learn how to resolve this and 4 other challenges in this lesson.


2) What you should consider before you start to research new keywords

There are things you should know before you start building your keyword list. Some of them will save you a lot of time. Others will help you earn more or at least save you a good chunk of your budget.

Learn in this lesson:


3) [Algorithm for decision-making] What to do with a suggested keyword

A keyword tool suggests hundreds of keywords per single product. This lesson provides you with 9 conditions that define, which of the following actions you should take:

All recommendations are laid out with IF/THEN logic and explained with real examples from my team’s practice.


4) [Follow Along] Conducting keyword research

Of course, this lesson is not another tutorial that tells you to “type in a start phrase and copy-paste the relevant keywords the tool provides to you.”

This lesson is a specific example of how to use a keyword suggestion tool implementing the knowledge you’ve gained in the previous lessons. It’s a step-by-step guide in a follow-along format.


5) [Follow Along] Transform phrases you’ve gathered in the previous lesson into the keyword list

A keyword research tool gives you ideas by showing you the most popular phrases people use when they search for a product you sell. Those ideas aren’t sufficient to cover long-tail queries.

This lesson explains, how to:


6) Best practices for using match types

In addition to “back to basics” type of content, this lesson dispels the most common misconceptions of using match types, including these examples:


7) [Algorithm for decision-making] Which keywords should go to a single ad group and which need a dedicated one? Recommended tools for automating this process.

Some specialists group keywords using their intuition. This usually leads to the following:

Other specialists use third-party tools that group phrases that contain the same word into a dedicated ad group automatically.

Neither approach is optimal. This lesson helps you understand why, what to do instead, and what tools you can use to perform this task much faster.

You’ll also learn about built-in features that help you make your account structure leaner. This allows you to spend less time on its management and allows machine learning to drive better results.


8) Make a system show an intended ad for an intended set of search queries

You place a keyword into a dedicated ad group to craft a tailored ad for it. But it turns out that, in plenty of cases, Google/Bing shows an ad from a different ad group for this keyword.

This lesson explains the following:



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Module 2: How to Master Bid Management 


1) Avoid the main misconception of bid management

The main misconception of bid management usually reads:

In this lesson, you will learn what issues this misconception causes, why these issues arise, and what you should do instead to make search ads profitable.


2) A guide to modern bid management

You’ve probably faced a situation when you bid as high as it made sense to generate profit from advertising, but your competitors constantly appeared in higher positions.

What allows them to not waste money on low-quality clicks (leaving them to you) and to bid higher than you for clicks that are likely to generate a sale (taking your sales away)?
Those who automate bid management in the right way take sales away from those who are still manually hacking their way to ad success.

However, automated bid management is not easy. If done wrong, the system:

These situations have led plenty of specialists to conclude that automated bidding may work only for accounts with a high volume of sales. Or, that automated bidding is still raw and inefficient.

This lesson provides you with exact rules, threshold values, conversion events, and best practices to take advantage of automated bidding and to take your sales back from your competitors.

Yes, it’s almost like a “set it and forget it” approach. You can use it to focus on things that you can do better than a machine. And that includes crafting better-performing ads. Learn more about this in the next module.



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Module 3: How to Find the Most Profitable Ad and Landing Page per Search Query


1) 6 ingredients of a profitable search ad

Your ad copy is the third major factor that can make or break your profit from search ads.

Combine these six ingredients to craft ads that take sales from your competitors.


2) A smarter way to achieve a higher ad relevance

Most specialists do inefficient and complicated things to achieve a higher ad relevance:

There is a smarter way to achieve a higher ad relevance. This lesson covers built-in tools that allow you to create

The best part? All these updates can be done automatically, without any coding, on schedule, and for free.


3) 10 issues you face when you test ads in the same way as most of the specialists do

The most profitable ads aren’t created. They’re found by running ad tests the right way, but most specialists do it wrong.

They perform what they call an “ad test.” They add a bunch of ads into each ad group and let the system choose the winner.

Learn in this lesson:

4) What tests you can afford for your budget (how the math works)

Tests with statistically insignificant results lead to wrong decisions and money loss. The more ads you want to test, the higher the budget you need to get statistically significant results.

So, how do you define:

There are dull formulas to calculate each of these values. Instead, I’ve prepared something neat for you.

In this lesson, you’ll find a simple table for decision making. It tells you: what conversion event to optimize for, how many ads at a time, and how many ads per month you should test for your budget to get statistically significant results. Either you have 100 visitors/day or 100,000 visitors/day – you’ll find values for your case.


5) Planning the experiment

Your budget restricts the number of hypotheses you can test so you get statistically significant results. You can’t afford to be testing this and that, then something else.

This lesson helps you structure your efforts so you:

Structuring your efforts becomes especially useful when you move on to a higher position and delegate running ad experiments to another person. It is also useful when you need to communicate the results of experiments to higher-ups, multiple departments, or clients.


6) Setting up the experiment

This lesson shows you how to set up your experiments so you don’t need to monitor their stats.

How is this possible?

There is a number of clicks (you’d calculate this threshold during one of the previous lessons) when your numbers become statistically significant.

In this lesson you’ll learn how to set up experiments so that a system makes the following actions when the threshold is met:

7) [Algorithm] Interpreting the results of experiments

When your test ad converts better than your control ad, it doesn’t necessarily mean that it’s the winner.

Example 1) Your test ad converts 20% better than the control ad. But if it’s less than your minimum detectable effect, then you deal with statistical noise.

Example 2) Your test ad converts 30% better than the control ad. But the profit may suffer, the number of leads may drop, and they may even be more expensive. Why? Because it may drive fewer clicks (due to drop in CTR and/or in impression share) and/or much higher CPC.

This lesson is laid out as an algorithm. It helps you decide whether you should claim your test ad as the winner, the loser, or conclude that this is a “no winner” case.


8) How to reach the real goal of testing

Most specialists think the goal of a test is to find a winner.

The real goal is to find the most influential factors your prospects care about. Then, you need to stack the factors on top of each other in order to double or triple conversion rates. Plus, you need to make this faster and for less money.

Professionals treat each test as if it were a single game in a big tournament. They learn from either the win or the loss, and they come up with even stronger hypotheses for the next tests.
This lesson lays out the routine for conducting such tournaments for your ads in the most efficient way.



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