SEMv1.0.0

A business is introducing a new product and needs to drive immediate sales through paid search. Use keyword strategy to target long-tail keywords with phrase match, set up separate brand campaigns, and implement automated bidding with a target ROAS after gathering initial conversion data. Review search terms weekly to add negatives and optimize ad copy with primary keywords in headlines.

A local service provider wants to increase lead generation while controlling costs. Focus on geographic targeting at the campaign level, use call extensions to boost CTR, and set up conversion tracking with duration minimums for phone calls. Implement audience layering in observation mode to collect data before restricting reach, and avoid mixing search and display campaigns.

A B2B SaaS company aims to scale paid search efficiently without hitting diminishing returns. Analyze impression share to identify headroom, expand to Bing Ads for extra volume at lower CPCs, and use scripts for automated bid adjustments. Set up data-driven attribution to understand assist value and avoid aggressive target CPA settings that kill volume.

A retail brand is expanding internationally and needs to manage complexity across markets. Create separate accounts per country, avoid adding countries to existing campaigns, and use shared negative keyword lists for broad exclusions. Optimize landing page speed for better quality scores and test ad copy elements one at a time to maintain control.

A campaign has seen dropping quality scores and rising CPCs due to poor historical CTR. Review quality score diagnostics to fix ad relevance and landing page experience, compress images for speed, and switch from manual CPC to automated bidding after reaching 30+ conversions per month. Use theme-based ad groups instead of SKAGs and monitor the 'other' search term category for hidden queries.

Focuses on acquiring customer leads through forms or calls, often for services or B2B. Use call extensions and set duration minimums for phone conversions to filter spam. Implement target CPA bidding with a buffer above actual CPA to maintain volume, and track primary conversion actions separately to avoid inflated ROAS.

Drives direct online sales of products. Optimize for ROAS using automated bidding, exclude brand terms in Performance Max campaigns to prevent cannibalization, and use dynamic keyword insertion in ads. Consolidate low-volume long-tail keywords into broader matches with negatives to ensure budget spend.

Aims to increase visibility and engagement rather than immediate conversions. Use broad match keywords with smart bidding to reach relevant audiences, layer audiences in observation mode, and avoid maximizing conversions without a cap. Focus on ad copy testing with pinned critical messaging to maintain brand consistency.