Learn PPC

All the info you need to get started in PPC and advance your career.

Section 2: Build & Optimize PPC Campaigns

Building Search Campaigns

Getting Started

  • Establish a goal for campaign
    • https://skillshop.exceedlms.com/student/path/17374-learn-the-fundamentals-of-google-ads-search
  • Use correct campaign settings
  • Select a bid strategy appropriate for campaign goals
    • https://skillshop.exceedlms.com/student/path/17374-learn-the-fundamentals-of-google-ads-search

Keyword Selection

  • Keyword choices match client offering and objectives
    • https://transistordigital.com/blog/google-ads-keyword-match-types/
  • Keywords themed together and split into additional ad groups as needed
    • https://skillshop.exceedlms.com/student/path/59428/activity/83968
  • Match types appropriate for budget and campaign goals
    • https://support.google.com/google-ads/answer/7478529?hl=en

Ad Creative

  • Effectively using available ad components to test messaging
    • https://skillshop.exceedlms.com/student/path/59428/activity/83977
  • Ad copy contains target keywords
    • https://skillshop.exceedlms.com/student/path/59428/activity/83977
  • Ad copy accurately reflects client brand and offering
    • https://skillshop.exceedlms.com/student/path/59428/activity/83977
  • Ad copy best practices used
    • https://transistordigital.com/blog/google-ads-search-ad-best-practices/

Assets

  • Asset usage appropriate for campaign goals
    • https://skillshop.exceedlms.com/student/path/59428/activity/747236
  • Asset copy accurately reflects client brand and offering
    • https://skillshop.exceedlms.com/student/path/59428/activity/747236

Other Targeting

  • Targeting appropriate for campaign goals
    • https://skillshop.exceedlms.com/student/path/59428/activity/747233
  • Observation option in place to better understand performance
    • https://skillshop.exceedlms.com/student/path/59428/activity/747233

Managing Search Campaigns

Improve ad relevance and performance

Improve keyword relevance and performance

Improve campaign performance

  • Bid strategy adjustments
    • https://help.optmyzr.com/en/articles/3076145-optimize-target-cpa-optimize-target-roas
  • Location targeting adjustments
    • https://help.optmyzr.com/en/articles/3078357-geo-bid-adjustments-user-guide
  • Time/day adjustments
    • https://help.optmyzr.com/en/articles/3075346-hour-of-week-analysis-user-guide
  • Add/test campaign assets (extensions)
  • Split campaigns for budget optimization

Improve audience performance

  • Audience bid adjustments
  • Split campaigns by new vs returning customers

Want to learn how Transistor can help?

Talk to Jay.

Jay Ratkowski | Founder
President – Head of Paid Media