Fred Lam – Google Playbook Basics

As mentioned earlier, Google Ads is a network within a network. Since Google consists of more than one network and each user who sees your ads have a different mindset and buying behavior, you need to fully understand how the “network within a network” works to maximize your sales with your advertising budget. In this module, I will explain in great detail on each network that is within Google Ads and the user’s psychology behind each of them so your next ads are set up for success rather than failure by following Google’s “best practice”.

Since 2008, many businesses are afraid of Google after their legendary “Ban Hammer” that they have done. Google literally shut down accounts left right and center and making businesses absolutely fearful to setup an ad inside Google. To avoid the “Ban Hammer”, you need to build your website and landing page the way that Google wants so you do not have to worry about getting your ad account suspended and losing your efforts. Without the understanding of their compliance, your Google Ads account will be at risk.

In this module, I’m going to share with you how you can setup your Google Ads account for sustainability and to prevent yourself from the “Ban Hammer”. In fact, I’ll even share with you through my years of experience on the things you can do and cannot do with Google.

Before you even attempt to create your first Google Ads campaign, you need to have several things in place and without these, you will be advertising blindly. The first is your pixel. Pixel is an important tracking code you need on your website to create your remarketing list and to allow Google to help you optimize your campaigns when you scale. As a matter of fact, with Google, there’s also conversion tags that you need to have in place. If you setup your conversion tags incorrectly, it will cause backslash to your business. Furthermore, you can even sync your Google Analytics and YouTube account with Google ads to further enhance your data.

If you do this alone, it can get complicated and inside module 3, I will walk you through the basics on how to implement all these pixels and tracking for your business so you get the correct data to optimize your business in the future.

I love Google Search Ads, but they are super complicated in comparison to Bing Ads. To get the lowest cost per click with Google Search Ads, you need to understand how it works and the setup procedure you need to follow. Inside this module, you will learn the basics of creating an effective and high-converting Google Ads campaign. In fact, if you follow this module to the T, you can setup your first Google Search Ads campaign with ease

Google Display is the most complex advertising network in the entire advertising era. One main reason why it is complex is all the different strategies that you can use to advertise on Google Display. When it comes to Google Display Ads, the procedure is far different than Google Search. However, if you are able to unlock Google Display and have a basic understanding of it, you will get 10x the traffic you get in comparison to all the advertising platforms combined on the Internet while getting a much lower cost per click than you will ever experience. In this module, you will learn how Google Display ads work and the different strategies to get your ads in-front of the right people at the right place and time!

GSP also known as Gmail Sponsor Ads is the new kid on the block. It acts as an email and you only pay Google when someone opens the email within the Gmail inbox. This means, by leveraging GSP, you will have access to over 1 billion active email inboxes around the world. This is even more powerful than buying solo ads or dedicated emails because your email advertisement is delivered directly in people’s inbox and only get charged when they open it! In this module, I’ll share with you how to set up GSP and what you need to be aware of!

Because Google Ads has so many networks within its platform, the ad reporting can be confusing. In fact, their default reporting merely gives you the data you need to properly analyze the performance of your campaigns. In this module, I will share with you the basics and how to navigate the ad reporting tool to get the correct data so you can optimize your business effectively and with confidence!

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One of the biggest advantages when advertising on Google Ads is their capability with remarketing. Because Google owns 90% of the World Wide Web, your ads can be shown absolutely everywhere the second that they engage with your website. If done correctly and properly, you can absolutely get a flood of warm traffic and turn them into a huge sales-generator for your business. In module 8, I will share with you how to create your remarketing lists and how to use it for your business!

This secret hack is one of my best kept strategies. In fact, during my days with BMW as my client, this strategy absolutely pissed off all the dealerships and brands in my area, yet they couldn’t do anything about it. This specific strategy will allow you to legally steal your competitor’s best customers to you! Let them do all the advertising to build their brand and then reap in their rewards by using this competition hack that I’m going to share with you inside this module!