SEA

Wiki

• Topic

  SEM (Search Engine Marketing)

• Topic

  Paid search

• Topic

  Cost per click (CPC)

Playbooks

• Playbook

  Paid search

  Master the fundamentals of paid media — targeting, bidding, creative, and measurement — so every euro spent moves qualified buyers closer to a conversation.

Articles

• Article

  Ad copy and extensions

  Write search ads that earn the click by matching intent, and configure extensions that increase your ad real estate and click-through rate.

• Article

  Keyword research and match types

  Find the search terms your buyers actually use, choose the right match types, and build a negative keyword list that protects your budget.

• Article

  Campaign structure and account setup

  Set up your Google Ads account, define your campaign structure, and organise ad groups so every euro is traceable to a business outcome.

• Article

  Search campaign optimisation

  Review search term reports, refine match types, test ad variations, and reallocate budget to the campaigns that drive qualified pipeline.

• Article

  Bidding strategy

  Choose the right bidding strategy for your goals, set target CPA or ROAS, and configure bid adjustments by device, location, and audience.

• Article

  Bid to a target you can defend, then leave the machine alone