Learn PPC
All the info you need to get started in PPC and advance your career.
Section 1: PPC Fundamentals
Introduction to PPC
Targeting Options
Ad Networks within Google Ads
- Search
- Display
- Shopping
- Video
- App
- Discover
Measuring Results
- Google ads metrics
- https://transistordigital.com/blog/google-ads-metrics-overview/
- Conversion Tracking
- https://support.google.com/google-ads/answer/1722022?hl=en
- https://www.adzooma.com/blog/what-is-conversion-tracking-and-how-does-it-work/
- Attribution Basics
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 clickthrough rate of ads
- https://adalysis.com/blog/how-to-test-responsive-search-ads-rsa-in-google-ads-and-microsoft-ads/
- Improve ad relevance aspect of quality score
- https://www.semrush.com/blog/google-ads-account/?kw=&cmp=US_SRCH_DSA_Blog_EN&label=dsa_pagefeed&Network=g&Device=c&utm_content=622080567285&kwid=dsa-1753200732853&cmpid=18348486859&agpid=145169434950&BU=Core&extid=60162630075&adpos=&gad=1&gclid=CjwKCAjw3ueiBhBmEiwA4BhspCs39lLLKBNwYr3unG_UmB-EKuk0oFMRhmN8xjwjb3smSmfT5slEgBoCPkIQAvD_BwE
- https://help.optmyzr.com/en/articles/3075103-quality-score-tracker-user-guide
Improve keyword relevance and performance
- Improve conversion rate of keywords
- https://databox.com/search-query-report-adwords
- https://help.optmyzr.com/en/articles/3075385-search-terms-n-grams-user-guide
- https://help.optmyzr.com/en/articles/3075605-negative-keyword-finder-search-user-guide
- Split ad groups for quality score improvement
- https://help.optmyzr.com/en/articles/3075988-creating-skags-from-low-quality-score-keywords
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