Google Ads for Ecommerce – Susan Wenograd

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Exploring the Essential Features of “Google Ads for Ecommerce – Susan Wenograd”

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

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
Ecommerce marketing Google Ads Google Ads Automation Marketing campaigns PPC campaigns Search Engine Marketing (SEM)

Your course curriculum
Google Ads Ecommerce

1Using 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 period …

2The 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 marketersthe wa …

3Using 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 youth …

4Using 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 appl …

5Using 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 …

About the expert

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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