To become a T-Shaped Google Ads Specialist, follow this 3-step framework:

1. Deeply master Google Ads: This is your core expertise and the foundation of your career.
2. Become a business partner for your clients: Develop essential business skills to complement your Google Ads knowledge.
3. Future-proof yourself: Acquire a complementary skill that stacks on top of Google Ads to stay relevant and powerful in the field.

Deeply mastering Google Ads involves:

• A thorough understanding of the platform.
• Consistently applying the fundamentals effectively.
• Having a strategic plan for campaign management, especially during suboptimal results.

It is not about just finding the right buttons, reading news updates, or using advanced tactics without a solid foundation.

The fundamentals for success with Google Ads are broken down into 7 main categories:

1. Conversion Tracking & Data Input: The foundation for success, ensuring the algorithm receives proper data.
2. Goals & KPIs: Setting clear goals and KPIs for alignment and focus.
3. Campaign Structure: Influences performance and control over the algorithm, bid strategies, targeting, and spend.
4. Targeting: Understanding keyword match types, audience targeting, and campaign types.
5. Creatives: Creating ads that drive clicks and conversions across different campaign types.
6. Bids & Budgets: Managing Smart Bidding and understanding how to leverage bid strategies and budget allocation.
7. Landing Pages: Crafting landing pages that convert, which is critical for the success of the campaigns.

To track conversions effectively in Google Ads:

• Start with Google Ads Conversion Tracking, preferably using Server-Side Tagging.
• Implement Offline Conversion Tracking, crucial for lead generation.
• Enhance your dataset with tools like Enhanced Conversions and Consent Mode.
• Focus on measuring real business results such as qualified leads, sales, and profit.
• Utilize first-party data to guide the algorithm correctly.

Proper conversion tracking is a top priority as it directly influences the performance of your campaigns. For a detailed guide, refer to issue #79 of The PPC Edge.

The PPC Hub is a membership platform designed for experienced Google Ads Specialists who aim to stay at the forefront of PPC. It offers:

• Exclusive courses: To deepen your knowledge and skills in Google Ads.
• Exclusive resources: Tools and materials to enhance your PPC strategies.
• Community forum: A place to connect with other professionals and share insights.

The PPC Hub is intended for those who wish to upgrade their skills and excel as Google Ads Specialists.