SEARCH 101

SERPs Search Engine Results Pages

Paid - up to 3
Organic
Account Structure Adwords Account
Campaign
Ad Group
Keyword ---- Ad1
Keyword ---- Ad2
Campaign Goals Sales
Leads
Traffic
Ad Groups Best practices:
No limit to ad groups
No keyword limit per ad group as long as themed properly
3 Expanded text ads + RSAs
Keyword Selection Use keyword planner
+ search volume
Do not go broad
Qualifying terms, product details, etc.
Keyword Match Exact / Close Variation - Sharp Targeting
Types Phrase - w/ added words
Broad - OUTDATED
Broad Modifier - +car +parts

ETA Expanded Text Ads

3 HLs
2 Desc.
90 characters
mobile optimized

Include at least 1 keywork

Ad goes to landing page

Clear CTA
What makes you unique

3 Ad variations
RSA Responsive search ads
ETA has higher CTR as of now
15 HLs
4 Desc.
Google will create combinations based on the user
Pay per click
Ad Extensions Sitelinks (drive to own website so you can track)
Callouts - unique offers, more details
 Structured Snippets - highlights specific aspects of the products/services
Price extensions - ecomm page

Clicks may be tracked as long as linked to website

Promo extensions
Bidding Bid as high as next competitor
Based on
Expected CTR
High Quality landing page
Ad relevance
Ad formats
Automated Bidding Change on campaign level setting
Low risk and cost efficient
Automated Bid Awareness
Strategies Target Outranking Share (for competitor type campaigns)
Target impression share (90% set automatically)
Target search page location

Consideration
Maxi clicks

Conversion
Target CPA
Target Return on Ad Spend (ROAs)
Maxi Conversions
Enhance CPC
Quality Score One of the most important KPI
High QS, Low CPC

Expected CTR - on historical performance of ads

Ad Relevance - under your control; match language of ad text to user
search queries, add negative keywords

Landing Page Experience- under your control; mobile optimized, make it

more closely related

IS Impression Share