Paid search advertising allows businesses to target high-intent customers searching online. There are three main types of paid ads: search ads on Google, display ads on websites, and video ads on YouTube. An effective paid search campaign involves planning goals and targeting, creating ads and landing pages, setting up the campaign, and continually optimizing performance. The process includes keyword research, grouping keywords into ad groups, setting bids and budgets, tracking conversions, and making adjustments based on results.

1. Paid Search
Google
Adwords

2. Why Pay for Paid Search?
Highest intent audience
Boost your website traffic
New features and tools each year

3. Why Paid Search
Paid Search provides a quick go-to-market
channel. Target, re-target and test ads at
the lowest cost. It’s scalable and
accelerates your digital presence.
Unique Reach and Engagement Paid Advertising
Kelly L. Nelson
Digital Marketing Expert
Owner, Snapdragon Marketing Service

4. +First
Search ads only appear to
those who are searching in
Google Search on a certain
keyword which you are paying
to advertise.
Auction Based Bid Automation.
+Second
+Third
Your paid video ads display in the
YouTube search results or before,
during, and after videos and the
Google Display Network. Most
efficient to reach your audience.
Display ads are paid
placements that appear
based on various targeting
parameters.
3 Different Types of Paid Ad Products

5. 3 Types of Search Ads
You provide a variety of headline
and description options and the
algorithm displays the best result.
Screen size can also be a factor
on how the ad displays.
Responsive Search Ads Expanded text ad Expanded Dynamic
Only 2 headlines shown
Fewer characters
*example shows site links
Add a third headline
Add a second description

6. 3 Types of Display Ads & Remarketing
• People you want to reach with Audience Targeting
• Content where (3 different choices) you want your Ads to show
• You want to set up Audiences for remarketing, you can remarketing search audience size requirements (min.
1000), display (min. 100), video
*Currently not running these and won’t be included in our training
Smart Display Standard Display Gmail
Example
Dynamic Display

7. 6 Types of Video Ads
• Currently not running these and won’t be included in our training

8. Typical PPC Campaign Process
• Before you get into Google Ads, you need to plan out these
steps. These would vary for Display and Video Campaigns
Plan & Set Goals
with KPIs
Offer Message +
Targeting
Keyword
Research
Ad Assets
• Landing Page
• Ad Groups &
Copy
• Display Artwork
• Video
Campaign Setup Launch Optimize

9. Step 1 Campaign Plan
Targeting
Location
Keyword
Research
CTA/Messaging
Type of
Campaign
Goal: Website
Traffic
Paid Search
Bid
Maximize
Clicks
Maximize
Conversions
Ad Groups
(1) Keyword 1
(2) Keyword 2
(3) Keyword 3
X3 Ads by
Ad Group
(1)
Ad Copy 1
Ad Copy 2
Ad Copy 3
Conversion
Goal
Defined
conversion
event
Defined
conversion
action
Other KPIs
• Prepare a plan that gets stakeholder approval
*Template example available here

10. Step 2 Offer Message + Targeting
• Consider stage of who you are targeting
• Consider your known audiences & possible exclusions
Brand Building
Unaware to Aware
Consideration
Website
Visitors
Sign
Up
CTA
CTA
CTA
VALUE PROP
Proof Points
Ad Copy 1 Ad Copy 2 Ad Copy 3

11. Step 3 Keyword Research
• Understand language your website audience is using, seek out
keywords with some volume and medium competition
• Very important to ad ‘negative’ keywords to your lists to exclude
Known
GSC (your audience)
Keyword Planner
Market
Research
Google Trends
Uber Suggest
Moz
SemRush

12. Step 4 Ad Groups & Copy
• Ad Group by Keyword, with min. 3 ads per ad group. Keyword
in headline and descriptions.
• Well written and well-planned copy.

13. Step 5 Campaign Set up
• Refer to Step 1 campaign plan that provides all the inputs for
someone to go into Adwords to ‘build’ the campaign out.
• Lots of options but keep it simple and only make one change at
a time and give it time to see the impact.
• In an ad group I will use the same keyword and add it twice,
once as a Broad Match and again as a Phrase Match.
• Exact Match more expensive with low volumes

14. Step 5 Campaign Set up - Budget
• Set Daily Max. and Cost per click max.
• Rarely do I set an end date because once it ends you can’t
reset so it’s best to pause rather than end.

15. PPC Campaign Launch Checklist
1. Keyword Match Types
2. Negative Keywords
3. Initial CPC Bid
4. Daily Budget
5. Ads & Ad Rotation
6. Locations
7. Networks
8. Devices
9. Conversion Tracking

16. Step 7 Optimize
• Check recommendations often, especially after changes.
• Look at trends over length of campaign vs. recently.
• Measure page performance via GA to see quality of traffic
• High bounce rate means your targeting is off and you should pause the
campaign and adjust your targeting.

17. Book a Coaching Call
with Kelly

18. THANK YOU
snapdragonmarketingservice.com