SEM (Paid Search)

Account Structure Account → Campaigns → Ad Groups → Keywords & Ads

• Campaign: set budget, locations, devices, scheduling
• Ad Group: organize related keywords, share ads
• Keywords: trigger ads when user searches
• Ads: multiple ads per ad group, best performs

Keyword Match Types
• Broad Match: shows ads for variations and related searches (most reach)
• Phrase Match: shows ads when search contains keyword phrase in order
• Exact Match: shows ads for exact keyword only (highest intent)
• Negative Keywords: prevent ads showing for specific terms

Quality Score (1-10) Impacts cost and position. Based on:
• Expected CTR: estimated likelihood of clicks
• Ad Relevance: how relevant ad is to keyword
• Landing Page Experience: quality and relevance of destination page

Formula: Ad Rank = Quality Score × Bid Amount

Bidding Strategies
• Manual CPC: you set bid per keyword
• Automated: Google optimizes bids toward target CPA, ROAS, etc.
• tROAS (target Return on Ad Spend): maximize revenue for set ROAS
• CPC (Cost Per Click), CPM (Cost Per 1000 impressions), CPA (Cost Per Action)

Search Ads Text ads appearing in search results above organic listings.
• Best for: immediate demand, keyword targeting
• Example: "Best running shoes" → ads for shoe brands

Shopping Ads Product ads with image, price, reviews appearing in search results.
• Requires: Google Merchant Center product feed
• Best for: ecommerce, product discovery
• Feed optimization: title, description, image, price critical

Performance Max AI-driven campaign format using Google's full suite.
• Assets: headlines, descriptions, images, videos
• Placements: Search, Display, YouTube, Gmail, Maps
• Best for: ecommerce brands, conversion-focused

Display Ads Image/video ads across Google Display Network (2M+ websites).
• Targeting: interests, behaviors, keywords, demographics
• Formats: banners, responsive, rich media
• Best for: awareness, retargeting

Video Ads (YouTube) In-stream (skippable/non-skippable) and discovery ads.
• Target: interests, keywords, topics, placements
• Best for: awareness, brand storytelling

Keyword Expansion
• Start with high-intent keywords (commercial, transactional)
• Expand to informational keywords with branded CTA
• Build negative keyword list to prevent waste
• Monitor search term reports for missed keywords

Ad Copy Testing
• Headline: primary message, include keyword
• Description: expand on value prop, CTA
• Test variations: different value props, urgencies, CTAs
• A/B test: change one element at a time

Landing Page Optimization
• Message match: ensure ad promise matches landing page
• Single CTA: one primary action (avoid distractions)
• Load speed: < 1 second (critical for mobile)
• Mobile optimization: 50%+ of SEM traffic is mobile
• Trust signals: testimonials, awards, secure checkout

Budget Allocation
• High-intent keywords: highest bid, focus budget
• Long-tail keywords: lower competition, lower CPA
• Branded keywords: if competitor bids, must defend
• Monitor ROAS by keyword, pause low performers
• Seasonal adjustments: increase budget for peak seasons

Key Metrics
• Impressions: how many times ad showed
• Clicks: CTR = clicks / impressions
• Conversions: desired actions (purchase, signup, call)
• Cost Per Click (CPC): total spend / clicks
• Cost Per Acquisition (CPA): total spend / conversions
• Return on Ad Spend (ROAS): revenue / ad spend
• Quality Score: 1-10 quality rating

ROI Calculation Profit = (Revenue - Ad Spend) / Ad Spend × 100%

Example: $10K spend → $50K revenue ROAS = $50K / $10K = 5:1 Profit = ($50K - $10K) / $10K × 100% = 400%

Troubleshooting Low Performance
• Low CTR: improve ad copy, increase bid (better position)
• High CPC: low Quality Score (improve ad relevance), high competition
• Low Conversion Rate: landing page not optimized, traffic quality issue
• High CAC: wrong audience targeting, poor landing page