Course Description

This course is discontinued.

Google Ads & Inbound Marketeer

Andy Black

Why learn from me?In the past 7 years I’ve managed hundreds of accounts and millions of Euros of spend.I was the analyst in a team of 35 AdWords Specialists spending over €120k a day. I delivered weekly training sessions and later ended up leading the team.I worked in a startup building 120 million keywords and ads so we could generate over 15,000 signups a day.I’ve spent 12 months building and optimising campaigns for one of the largest daily deal sites in the world, and over 3 years managing the campaigns for the largest insurance broker in Ireland.I’ve generated leads to a call centre of people looking for tradesmen throughout the UK.I’ve honed the campaign and ad creation down to a few short steps that can be done in 10 minutes with experience. I come out the gates fast and hard and with better ads than the competition - better because they’re more relevant to people searching on Google, and better because they’re bigger and more enticing.I’ve learned the hard way which default campaign settings give too much control to Google and will slowly bleed you of cash while you’re looking the other way.I’ve had calls with many business owners where I’ve audited their accounts, helped them halt the bleed, and turn their campaigns around. I’ve worked out WHY people create campaigns so they’re almost guaranteed to hand money to Google and see very little in return, and how to quickly train people to turn it around.I’ve helped people get their first ad running in our first call, and heard their excitement when they “get it”.I also know you won’t “get it” by learning from books or videos - that this only happens when you have your own ad live and real money on the table.My missionI started in AdWords in 2009 when I helped an electrician friend get more work. The economy was tanking back then and all his work dried up. He had a wife and two kids and another baby on the way. It got so bad he had to hand his van back.I knew this was the beginning of the end for him and tried to help. We built a website and one day an AdWords voucher fell out of a book.I can still remember his voice when he rang to say “Andy, it works! I’ve had a call.”His excitement told me I’d thrown him a lifeline – I’d given him hope.He went on to buy a van and build a workshop out the back. His dad quietly bought me a drink at a family gathering. That’s when I realised I’d not only helped my friend keep a roof over his head, but I’d helped the rest of his family who were worried for him.That's when I realised I was doing more than just "AdWords".I’m on a mission to demystify paid search, and to help the smaller business owner get found by the people already searching for them.The smaller guys are under-served. Agencies won’t touch them as they’re after bigger fish, and most information out there isn’t actionable, or is smothered in confusing geek speak.I love hearing the excitement and hope in someone’s voice when they tell me “Andy, it works!”My mission is to pass on that excitement and hope to more people.

Course curriculum

  • 1


    • Welcome!

    • BONUS: The Private Facebook Group

  • 2

    RADIO INTERVIEW (important for mindset!)

    • [Radio Interview 1] Getting started quickly in business

  • 3

    The AdWords Jumpstart eBook

    • The AdWords Jumpstart PDF (version 3.1 - for the new Google Ads interface)

  • 4

    CORE LESSON 1 - Identify The Right Website Visitors

    • Understanding The Online Buying Lifecycle

    • Understanding Lead Generation for Local Service Businesses

    • Defining your ideal customer & your ideal website visitor

    • Bidding on your brandname

  • 5

    CORE LESSON 2 - Keyword & Competitor Research

    • Understanding the Google Search Results Page

    • Using the Google Keyword Planner

    • A keyword research tip for local services

    • Get keywords from a website or page

  • 6

    CORE LESSON 3 - Get Your First Ad Live

    • Step 1 - Create your Google Ads account

    • Step 2 - Create your first campaign

    • Step 3 - Create an ad group, keyword, and ad

    • Step 4 - Check your ad and keyword are approved

    • Step 5 - Check your ad with the Ad Preview tool

  • 7

    CORE LESSON 4 - Make Your Ad Bigger With Ad Extensions

    • Introduction

    • Understanding ad extensions

    • Step 1 - Create account level extensions first

    • Step 2 - Create a call extension

    • Step 3 - Create sitelinks

    • Step 4 - Create callouts

    • Step 5 - Create structured snippets

  • 8

    CORE LESSON 5 - Build Out Your Campaigns

    • Introduction

    • Step 1 - Create another ad

    • Step 3 - Clone campaigns to other countries

    • Step 4 - Create a shared budget

    • Step 5 - Build more ad groups

  • 9


    • Congratulations!

    • *** Don't let spend get away from you! ***

    • Get into a continuous cycle of improvement

    • Create a Weekly Trading Report

    • Add conversion tracking

    • Improve BUSINESS performance

  • 10


  • 11

    BONUS - Q&A

    • How do I see my stats hourly?

    • How do I enter a keyword?

    • How do I pause campaigns for a holiday period?

  • 12

    Case Study - A Google Ads Lead Gen Project

    • A quick review of Week 1 Stats

    • A more in depth review of Week 1 Stats

  • 13

    CASE STUDY - London Office Fit Out

    • 2017-05-15 - London Office Fit Out - Account Audit

    • 2017-05-15 - London Office Fit Out - Preliminary Keyword Research

  • 14

    Coupon Code for the New Membership Site

    • Coupon Code