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Google Search for Business Owners
Introduction
What Differentiates KlientBoost Courses?
Google Search Course Overview
KlientBoost SOPs to Download
Chapter 1: Google Ads Fundamentals
What is Google Ads?
How Do Google Ads Work?
How to Create a Google Ad Account
Navigating Google Ads
Google Ads Glossary
Chapter 2: Goals & Budget Planning
Why Setting Goals & Planning Your Budget is Important
How to Set Your Marketing Goals
How Your CPC Will Determine Your Minimum Budget
How Business Metrics Affect Marketing Goals
Seasonal Budget Planning Spreadsheet (7:49)
Chapter 3: What Are Search Ads
What is Google Search?
What is Quality Score?
Search Terms & Keywords
Keyword Match Types
Choosing the Right Keywords
Negative Keywords
Universal Negative Keyword List
Chapter 4: Building a Search Campaign
How to Create a Search Campaign
Best practices for Search Ads
Build Your Search Campaign Shell (7:19)
Add Audiences into “Observation” Mode
Pre-Launch QC Checklist (6:15)
Breaking Campaigns Down by Location
How to Build in Google Ads Editor
Chapter 5: Keyword Research
What is Keyword Research?
How to Build a Seed Keyword List
Understanding Long Tail vs. Short Tail
Create Your Keyword Seed List
Finding Seed Keyword Ideas
Chapter 6: Keyword Planning
Understanding Keyword Intent
Mapping Offers to Keyword Intent
Why We Build Themed Ad Groups
Best Strategic Themes for Ad Groups
Why You Should Bid on Your Brand Name
Using the Keyword Planner
Reviewing Historical Account Performance
Chapter 7: Search Ad Copy
Why Search Ad Copy Matters
Understanding Your Messaging Strategies
Conduct Copy Research
What Are Responsive Search Ads (RSAs)?
Create Your Search Ad Copy
Polishing Your Ad Copy in Google Ads
Chapter 8: Ad Extensions
Understanding Ad Extensions
Different types of ad extensions
Manual vs. Automated Extensions
5 Ad Extension Tips Smart Advertisers Follow
Chapter 9: Conversion Tracking Set Up
Why Conversion Tracking Matters
What is Conversion Tracking?
Installing Your Global Site Tag
How to Set Up Conversion Tracking
Understanding Attribution (1:44)
Picking the Right Attribution Model (4:36)
Offline Conversion Tracking
Troubleshooting Conversion Tracking
Chapter 10: Mastering Bidding Models
Why Bidding Models Matter
What Are Bidding Strategies?
How to Add Bid Adjustments
Portfolio Bid Strategy
Plan Better By Simulating Bids
Chapter 11: Optimizations
Why Regular Optimizations Are Important
Which KPIs to Monitor
Ultimate Optimization Checklist
How to Add Negative Keywords (5:31)
How to Do Keyword Refinement (4:49)
How to Adjust Keyword Bids (5:07)
How to Adjust Spend Strategically (4:40)
How to Adjust Bids & Copy (10:13)
How to Use the Recommendations Tab
How Google Ads Filters Speed Up Optimizations
Chapter 12: Advanced Experimentation Strategies
Why Continued Experimentation Matters
Dynamic Keyword Insertion
Dynamic Search Ads (DSAs)
Conversion Rate Optimization (CRO)
Remarketing Lists for Search Ads (RLSA)
Improving the Iceberg Effect with SKAGs
Grow Rapidly with Keyword Tapering (2:13)
Sink Deeper With The Bottom Feeding Approach
Maximize Results with Performance Max
Build Your Search Campaign Shell
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