Marketing AI Skill

Paid Advertising Ppc

Manage paid advertising campaigns across Google Ads, Microsoft Advertising, programmatic display, and connected TV including campaign structure, keyword strategy, bidding, ad creative, conversion tracking, and ROAS optimization. Use when setting up PPC camp...

Paid Advertising (PPC)

Manage paid advertising campaigns across Google Ads, Microsoft Advertising, programmatic display, and connected TV including campaign structure, bidding, creative, and ROAS optimization.

Workflow

1. Campaign Structure

GOOGLE ADS CAMPAIGN STRUCTURE
═══════════════════════════════════════

Account: [Company Name]
  Budget: $50,000/month
  Timezone: EST
  Currency: USD

Campaigns:
═══════════════════════════════════════

1. Search — Brand
   → Budget: $5,000/mo (10%)
   → Bidding: Target impression share (Absolute top)
   → Keywords: [brand] + [brand] + [product]
   → Networks: Search only
   → Ad groups: Brand exact, Brand phrase, Brand broad

2. Search — Non-Brand (Core Products)
   → Budget: $20,000/mo (40%)
   → Bidding: Target CPA ($150)
   → Keywords: [product category] + [solution] + [use case]
   → Networks: Search only
   → Ad groups: By product category (5-8 ad groups)

3. Search — Non-Brand (Competitor)
   → Budget: $5,000/mo (10%)
   → Bidding: Manual CPC
   → Keywords: [competitor] + [competitor alternative]
   → Networks: Search only
   → Ad groups: By competitor

4. PMax — Conversion
   → Budget: $10,000/mo (20%)
   → Bidding: Target ROAS (400%)
   → Asset groups: By product line
   → Final URLs: Landing pages
   → Audience signals: Customer lists, in-market, similar

5. Display — Remarketing
   → Budget: $5,000/mo (10%)
   → Bidding: vCPM (target CPA)
   → Audiences: Website visitors (30/60/90 days)
   → Placements: GDN + YouTube
   → Creatives: Responsive display ads

6. Video — YouTube
   → Budget: $5,000/mo (10%)
   → Bidding: vCPM / CPV
   → Formats: In-stream, bumper, discovery
   → Audiences: In-market, custom intent, remarketing

CAMPAIGN BEST PRACTICES:
═══════════════════════════════════════

  → STAG (Single Theme Ad Groups): 5-15 keywords per ad group
  → Negative keywords: Updated weekly (search terms report)
  → Ad variations: 3+ responsive search ads per ad group
  → Sitelinks: 4-8 per campaign (linked from ad level)
  → Callouts: 4-8 per campaign
  → Structured snippets: 2-4 per campaign
  → Audience overlays: Add to search campaigns (observation)
  → Location targeting: Radius + DMAs + countries
  → Ad scheduling: Adjust bids by hour/day

2. Keyword Strategy

KEYWORD STRATEGY
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Keyword Types & Match Types:
═══════════════════════════════════════

Match Type          Behavior                    Use Case             Example
─────────────────────────────────────────────────────────────────────────────────
Exact [keyword]     Exact + close variants      High intent, branded  [project management software]
Phrase "keyword"    Must include phrase         Medium intent         "project management software"
Broad keyword       Related, synonyms, variants Awareness, discovery  project management software

KEYWORD RESEARCH PROCESS:
═══════════════════════════════════════

  1. Seed keywords: Core product terms, brand terms
  2. Google Keyword Planner: Volume, competition, CPC
  3. Search terms report: Actual queries (expand, negative)
  4. Competitor analysis: SpyFu, SEMrush (competitor keywords)
  5. Google Trends: Seasonality, emerging trends
  6. Google Auto-complete: Long-tail variations
  7. YouTube search: Video keyword variations

KEYWORD LIST (Core Product Campaign):
═══════════════════════════════════════

Keyword                          Monthly Vol   CPC     Comp    Match     Ad Group
──────────────────────────────────────────────────────────────────────────────────────
project management software      12,000        $8.50   HIGH    Exact     Core product
[project management tool]        8,100         $7.20   HIGH    Exact     Core product
"best project management"        6,600         $6.80   HIGH    Phrase    Comparison
project management for teams     4,400         $5.50   MED     Broad     Teams
workflow management software     3,600         $6.20   MED     Exact     Workflow
task management tool             3,000         $4.80   MED     Exact     Task mgmt
project tracking software        2,400         $5.90   MED     Exact     Tracking
agile project management         2,000         $4.50   LOW     Phrase    Agile
small business project mgmt      1,600         $3.80   LOW     Broad     SMB
free project management          1,200         $2.50   LOW     Exact     Free (neg)

NEGATIVE KEYWORDS:
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  → free, open source, download, crack, tutorial
  → jobs, hiring, salary, career
  → definition, meaning, what is
  → review (if not review site)
  → competitor names (unless competitor campaign)

3. Ad Copy & Creative

RESPONSIVE SEARCH AD (RSA) TEMPLATE
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Headlines (15 max, 30 chars each):
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  1. Project Management Software — 12,000+ Teams
  2. Streamline Your Workflow Today
  3. #1 Rated Project Management Tool
  4. Free Trial — No Credit Card Required
  5. Automate Tasks & Hit Deadlines
  6. Trusted by Fortune 500 Companies
  7. Real-Time Collaboration Built-In
  8. 40% Faster Project Delivery
  9. Integrate with 2,000+ Apps
  10. Start Free — Upgrade Anytime

Descriptions (5 max, 90 chars each):
═══════════════════════════════════════

  1. Plan, track, and collaborate on projects. Trusted by 12,000+ teams worldwide. Start your free trial today.
  2. Automate workflows, reduce busywork, and hit deadlines. See why teams choose us. Free 14-day trial.
  3. The project management platform that adapts to your team. Gantt charts, Kanban, and more. Try free.

DISPLAY AD CREATIVE:
═══════════════════════════════════════

  Headline 1: Project Management Made Simple
  Headline 2: Trusted by 12,000+ Teams
  Description: Plan, track, and deliver projects faster. Start your free trial — no credit card needed.
  CTA: Free Trial
  Logo: [Company logo]
  Images: 5 variants (product screenshots, team collaboration, dashboard)

AD COPY BEST PRACTICES:
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  → Include primary keyword in headline 1
  → Unique value proposition (not features)
  → Strong CTA (Free Trial, Get Started, Learn More)
  → Social proof (ratings, customer count, awards)
  → Numbers/specifics (40% faster, 12,000+ teams)
  → Match ad copy to landing page (message consistency)
  → A/B test: Headlines, descriptions, CTAs
  → Pin headlines strategically (headline 1 = keyword)

4. Bidding & Budget Optimization

BIDDING STRATEGY SELECTION
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Strategy                When to Use             Requirement        Goal
───────────────────────────────────────────────────────────────────────────────
Manual CPC              Campaign setup, low data Full control       Learning
Maximize Clicks         Awareness, traffic      Budget constraint  More clicks
Target CPA              Conversion optimization 30+ conversions/mo  Lower CPA
Target ROAS             Revenue optimization    50+ conversions/mo  Higher ROAS
Maximize Conversions    Volume optimization     30+ conversions/mo  More conversions
Enhanced CPC            Balanced approach       Any                Optimize conv.
Target Impression Share Brand visibility        Budget flexibility Top of page

BUDGET ALLOCATION:
═══════════════════════════════════════

  Campaign              Budget/Mo   %       Conv. MoM   CPA       ROAS      Status
  ────────────────────────────────────────────────────────────────────────────────────────
  Search — Brand        $5,000      10%     250         $20       800%      ✓ Strong
  Search — Core         $20,000     40%     180         $110      450%      ✓ Strong
  Search — Competitor   $5,000      10%     45          $110      380%      ⚠️ Review
  PMax — Conversion     $10,000     20%     120         $83       520%      ✓ Growing
  Display — Remarketing $5,000      10%     65          $77       620%      ✓ Strong
  Video — YouTube       $5,000      10%     30          $167      280%      ⚠️ Improve

  Total: $50,000/month → 690 conversions → Avg CPA: $72 → Avg ROAS: 510%

BUDGET OPTIMIZATION RULES:
═══════════════════════════════════════

  → Increase budget: CPA < target AND ROAS > target AND budget exhausted
  → Decrease budget: CPA > target AND ROAS < target
  → Shift budget: From low-ROAS to high-ROAS campaigns
  → Bid adjustment: +20% high-performing keywords, -20% low-performing
  → Day part: +30% 9AM-5PM, -20% 12AM-6AM
  → Device: +10% desktop, -5% mobile (if desktop converts better)
  → Location: +20% top cities, -10% low-converting regions

5. Conversion Tracking & Analytics

CONVERSION TRACKING SETUP
═══════════════════════════════════════

Conversion Actions:
═══════════════════════════════════════

Conversion              Value     Count     Attribution    Window
─────────────────────────────────────────────────────────────────────────────
Free trial signup       $0        One       Data-driven    30 days
Demo booked             $0        One       Data-driven    30 days
Payment completed       Actual    One       Data-driven    90 days
Contact form submit     $0        One       Data-driven    30 days
Whitepaper download     $0        One       Data-driven    30 days
Pricing page view       $0        One       Data-driven    14 days

IMPLEMENTATION:
═══════════════════════════════════════

  → Google Tag Manager: Tag management (all conversions)
  → Google Ads tag: Auto-tagging enabled (GCLID)
  → Enhanced conversions: Email hash (first-party data)
  → Server-side tagging: Conversions API (backup)
  → GA4 integration: Linked accounts (cross-channel)
  → Call tracking: CallRail (phone conversions)
  → Offline conversions: CRM import (closed deals)

PERFORMANCE REPORT:
═══════════════════════════════════════

  Campaign              Impressions  Clicks   Conv.   CPA     ROAS     Conv. Rate
  ───────────────────────────────────────────────────────────────────────────────────────
  Search — Brand        45,000       4,500    250     $20     800%     5.6%
  Search — Core         180,000      18,000   180     $110    450%     1.0%
  Search — Competitor   25,000       2,500    45      $110    380%     1.8%
  PMax — Conversion     250,000      12,000   120     $83     520%     1.0%
  Display — Remarketing 500,000      25,000   65      $77     620%     0.3%
  Video — YouTube       300,000      15,000   30      $167    280%     0.2%
  ───────────────────────────────────────────────────────────────────────────────────────
  Total                 1,300,000    77,000   690     $72     510%     0.9%

Edge Cases

Seasonality: Holiday campaigns, budget adjustments
B2B: Long attribution windows, multi-touch
E-commerce: Product feed, shopping ads, dynamic remarketing
Local: Location extensions, local inventory ads
Compliance: Industry restrictions (healthcare, finance)

Integration Points

Platforms: Google Ads, Microsoft Advertising, The Trade Desk
Tracking: Google Tag Manager, GA4, Conversions API
Analytics: Google Ads, Search Console, Looker Studio
Creative: Canva, Adobe Creative Cloud, Smartly.io
Optimization: Optmyzr, WordStream, Skai
CRM: Salesforce, HubSpot (offline conversions)

Output

Paid Advertising Status

PAID ADS — Q4 2024
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Monthly spend: $50,000
Conversions: 690 (↑ 15% MoM)
Average CPA: $72 (target: ≤$80) ✓
Average ROAS: 510% (target: ≥400%) ✓
Top campaign: Search — Brand (800% ROAS)
Best channel: Search (710 conversions, 450% ROAS)
Total revenue attributed: $255,000/month
Next priority: Optimize PMax assets, improve YouTube ROAS