JUPITER, Florida—Law Firm Marketing Pros, an award-winning digital marketing agency for lawyers, announces that its PPC team attended Advanced Google Ads Training with Brad Geddes: Create and Manage Compelling PPC Ads that Drive Targeted Traffic on August 16 and 17, 2023.
Geddes, PPC Geek, Author of Advanced Google AdWords, and Founder of Adalysis, hosted the online educational seminar, designed for participants to walk away with best practices, advanced concepts, and proven strategies based on a decade of research and testing to empower them to develop and execute successful PPC campaigns.
The Master Class topics included:
The Buyer’s Journey – participants gained a comprehensive understanding of how people search and navigate the buying funnel, with real-life examples for various business types. This crucial knowledge laid the entire program’s foundation, shaping keyword strategies, ad campaigns, target audiences, and attribution models. Geddes discussed the key to successful customer acquisition by understanding how people search, research, and purchase from companies.
Comprehensive Keyword Usage and Organization – mastering keyword usage and organization is crucial for a successful Google Ads campaign. Keywords are at the heart of everything, and understanding how they relate to the buying process and user intent is vital. While keywords are critical, optimizing match types and managing negative keywords can significantly boost revenue.
Geddes showed participants how to navigate the recent changes to match types and maintain control over their search terms. For advanced users, the conference delved into n-gram analysis and Levenshtein distance for advanced query management and analysis.
Creating and Testing Amazing Ads – Geddes unlocked the secrets to creating and testing incredible ads with a comprehensive guide on the power of Google Ads, Bing Ads, and Ad Groups, and the art of crafting compelling ads that captivate your audience. Participants learned how to leverage RSAs and pinning techniques for maximum effectiveness and master the art of targeting ads at various stages of the customer journey. The deep dive into ad testing revealed valuable insights and how to utilize data to drive exceptional results. Whether dealing with a handful of ads or a massive portfolio, Geddes’s expert tips empowered attendees to test with precision and harness invaluable customer insight.
Mastering Audience Targeting Strategies – Geddes advised that audience targeting should be part of all PPC strategies. As such, the conference examined display remarketing, remarketing lists for search ads, customer match, demographic targeting, and other audience options. He also shared how to create advertising strategies that combine audience targeting data and other Google Ads features to fine-tune your customer acquisition strategy.
Engaging in Competitive Analysis – the conference stressed that PPC ads do not exist in a vacuum; therefore, it’s vital to analyze the competition to discover new insights to employ in marketing tactics. Geddes shared answers to common questions, including:
- How do I evaluate my competitors’ ads to ensure my offers compel my audience to act?
- What can I learn from Google’s Auction Insights tool?
- Should I use third-party tools, and how can they assist?
Harnessing the Power of Machine Learning for Optimal Google Ads Performance – during the conference, participants discovered the omnipresence of machine learning in their Google Ads account – from broad match to Performance Max to automated recommendations. Geddes explained that while automation can drive conversions, it can also drain your marketing budget. He shared the key features that utilize machine learning and effective strategies for implementing and testing them to see how they affect your account’s data.
The Master Class concluded with a Q and A session to ensure participants an opportunity to get answers to their questions.
About Brad Geddes, Master Class Instructor
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure success for all parties involved.
About Law Firm Marketing Pros
At Law Firm Marketing Pros, our vision is to help improve the way law firms market their services. Our mission is to educate, serve, and provide our clients with the most cutting-edge, efficient, and cost-effective online marketing tools available, to increase their revenues and profits, and exceed their goals.
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