Become great at Google Ads for ecommerce
Learn which Google features are excellent, what still requires a human touch, and how to become a superior marketer in this environment.
Using Google Ads for ecommerce has become increasingly powerful over the years – with increasing options for you to work less hard and reap more benefits.
With all the automation Google offers, it’s more important than ever to know what your role as a manager for Ads is.
By Susan Wenograd,
Marketing Consultant
Course length: 48min
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Introduction video
This course is essential for you if…
- You are in ecomm, and feel stuck with a campaign structure that is simply Shopping and a bunch of manually-managed keywords.
- You want to reach your ideal user, but know they may not be explicitly searching for your products or solutions.
- You want to shift more marketing budget to Google, but are maxed out on search query coverage with no way to spend more.
Take this course and you will…
- Spend less time managing details that Google is better at these days, so you can focus more on actual marketing.
- Understand how keywords are falling to the wayside in favor of user-based behavior signals, and the best ways to use them with Google Ads.
- Explore newer Campaign types and spread your marketing wings beyond search to reach customers in different ways.
Skills you will master
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Your course curriculum
Google Ads Ecommerce
1 Using Auction Insights for Brand Intel
In this lesson, we will cover that the paid search auction isn't a black box if you use Auction Insights. We will discover trends and evolve your strategies to respond to them.
You will learn:
- how to view Auction Insights and segment over longer periods of time for insights
- how one brand spotted a competitor encroaching on them after receiving funding
- how to use Auction Insights findings to drive the changes and strategies you adopt in your paid search campaigns
2 The Rise of Behavior vs. Keywords
In this lesson, we will cover what has been changing in Google Ads and its current state before you can fully take advantage of it.
You will learn:
- how Google has shifted its focus from keyword to human behavior, and what that means for marketers
- the ways Google is offering automation as a more efficient alternative to overly hands-on management.
- the new Campaign types Google has introduced to try and take a piece of the paid social budget.
3 Using Experiments to Test Theories
In this lesson, we will cover how to use the Experiments feature in Google Ads to test theories and ideas, without giving up control and wrecking your account results.
You will learn:
- the settings in Experiments and how to choose what's right for you
- the most-recommended tests that are likely to impact how you decide Campaign Settings for your whole account
- why the ad testing feature is a must-use, and what it gives you that Google's normal ad rotation options won't
4 Using Audiences and Broad Match to Your Advantage
In this lesson, we will cover how to use Audience Observation and Targeting modes to uncover cost reductions, better outcomes, and data to drive Audience targeting on other platforms.
You will learn:
- where Audiences exist in Google Ads, and how to apply them to Campaigns
- why you should add as many as you can think of for Observation
- how you can use successful Audiences once you discover them
5 Using Dynamic Search Ads (DSAs) for insights and reach
In this lesson, we will cover Dynamic Search Ads (DSAs) that can yield new keyword insights, and streamline your search efforts, but not without some crucial controls. Here's how to use them, and maximize what they're good at.
You will learn:
- what DSAs are and how they work
- the options for running DSA ads, and ways to have more or less control.
- how to analyze the data in a DSA.
- to refine your DSA over time for maximum return.
Susan Wenograd
Marketing Consultant
Susan has spent the last 20 years in marketing, specializing in paid search and social for brands and agencies. She has managed tens of millions of ad dollars working with many household names, including General Motors, Instacart, and She’s Birdie.
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Learn Google Ads for Ecommerce: FAQ
Who is this course for?
This course is essential for you if…
- You are in ecomm, and feel stuck with a campaign structure that is simply Shopping and a bunch of manually-managed keywords.
- You want to reach your ideal user, but know they may not be explicitly searching for your products or solutions.
- You want to shift more marketing budget to Google, but are maxed out on search query coverage with no way to spend more.
Some careers that will especially benefit from this course are paid ecommerce manager, search specialist, PPC manager, growth manager, SEM specialist, account manager, SEO specialist, or marketing manager.
What will you learn?
After taking this course, you will:
- Spend less time managing details that Google is better at these days, so you can focus more on actual marketing.
- Understand how keywords are falling to the wayside in favor of user-based behavior signals, and the best ways to use them with Google Ads.
- Explore newer Campaign types and spread your marketing wings beyond search to reach customers in different ways.
What does the course include?
Our Google Ads for Ecommerce training includes 6 lessons, 48min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the Google Ads for Ecommerce Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 48min long.