Paid search advertising involves text ads that appear in search results when consumers search for related terms. Advertisers bid to have their ads shown, and search engines determine placement and costs using a quality score based on relevance and the bid amount. Campaigns are structured into accounts, campaigns, ad groups and keywords to target relevant searches. Match types, ad formats and extensions help target searches, while ongoing optimization of bids, creatives and structure aims to improve metrics like click-through rate and cost-per-acquisition.

1. The Media Kitchen’s
Search 101
be brave | be inventive | defy expectations

2. What is Paid Search?
Paid Search is a form of pay-per-click advertising that captures consumer intent
Consumers look for
information with
search query
Advertisers respond
with relevant
Paid Search Ads
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3. Search Ad Formats & Extensions
Text Ad Format
Site Link Extensions -
Google
Rich Ads In
Search (RAIS)
– Yahoo/Bing
Other Ad Extensions:
• Location Extensions - Google
• Product Extensions - Google
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4. Quality Score: Importance of Relevance
Google determines
a quality score for
each keyword, ad
group, campaign
and account
Quality Score
affects:
o Rank
o CPC Bid
Quality Score can be
improved by:
o Restructuring campaign to
create tighter ad groups & more
specific ads
o Deep link to a more
specific/relevant landing page
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5. Auction Pricing System
Max
Actual
CPC
Maximum amount CPC
Bid that will be paid for
Actual cost incurred
when Ad is clicked
a click on the ad on (determined by
(Set by advertiser) Search Engine)
Along with quality
score, it determines Affected by Quality
the position of the Score (Relevance
ad on the search of your
results. Keywords/Ad)
Quality Score being
equal- generally
higher the Max. Bid, Never greater than
the higher the the Max. Bid.
position
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6. Search Project Management
New Project Client informs us
We share Client reviews,
KW’s/structure + changes, sends
estimates ad copy
We review/ Ad copy is
approve reviewed by legal
We traffic
keywords and set
up campaign.
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7. Search Campaign Structure
Account
Campaign Campaign
Ad Group Ad Group Ad Group Ad Group
Keywords Keywords Keywords Keywords
Ads Ads Ads Ads
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8. Search Campaign Structure: Example
Vanguard
Mutual Funds Retirement 401K
Mutual Funds Compare 401K Contribution
“top mutual funds” “401k limit”
“mutual fund “401k contribution”
comparisons”
“401k max
“compare mutual contribution”
funds”
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9. Keyword Match Types
Keyword: etf
Broad Match: synonyms, related phrases/words
(e.g. stocks, investment funds)
P
Broad Match Modified: singular/plural forms, R V
misspellings, abbreviations, acronyms, stemmings E O
(e.g. etf’s, eft, exchanged traded funds) C L
I U
Phrase Match: exact keyword/phrase, S M
but can include words before or after I E
(e.g. vanguard etf, etf investing) O
Exact Match: exact N
keyword/phrase
exclusively [etf]
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10. Keyword Categorization
Navigational Non-Navigational Non-Navigational Branded
Reach searchers looking for product
Reach brand aware searchers seeking Reach searchers looking for
information and those looking to self
General / Product Information branded product information
diagnose
i.e. vanguard, i.e. etfs, mutual funds, i.e. vanguard etfs, vanguard
www.vanguard.com retirement ira funds, vanguard ira
Lower in the search funnel Higher in the search funnel Lowest in the search funnel
Low volume High volume Low volume
High return Low return High return
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11. TMK Search Optimization Strategy
Account Performance Comprehensive Account
Launch Analysis Optimization Expansion
Bid/Budget
CTR
Optimization Data
CPC Harvesting
Keyword Rank Match Type
Offering Optimization Campaign/
CPA Ad Group/
Keyword
COS Expansion
Creative
ROAS Optimization
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12. Want To Learn More?
Contact Us:
www.mediakitchen.tv
@themediakitchen
646.336.9400
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