--- name: paid-advertising-ppc description: 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 campaigns, optimizing search ads, managing display advertising, tracking conversions, or analyzing advertising ROI. Triggers on phrases like "PPC", "paid advertising", "Google Ads", "Microsoft Advertising", "search ads", "display ads", "programmatic", "bidding strategy", "keyword research", "ad groups", "Quality Score", "ROAS", "CPA", "CPC", "CPM", "conversion tracking", "remarketing", "audience targeting", "ad creative", "ad copy", "landing page optimization", "campaign structure". --- # 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 ═══════════════════════════════════════ 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: ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ Headlines (15 max, 30 chars each): ═══════════════════════════════════════ 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: ═══════════════════════════════════════ → 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 ═══════════════════════════════════════ 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 ═══════════════════════════════════════ 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 ```