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Paid Search / Google Ads: campaigns, budget, measurement and optimisation

Paid search buys visibility on search engines by showing ads against targeted queries. Professional practice covers intent, account structure, keywords, ads, bidding, budget, conversion tracking and business optimisation.

Who is this article for?

For professionals and learners who want to understand this capability before applying it or choosing training.

What you need to understand

Paid search connects intent, ad, landing page and measurable conversion.

It matters when a business wants to capture demand quickly while controlling cost and profitability.

Why this skill matters today

It matters when a business wants to capture demand quickly while controlling cost and profitability.

Mandragore Learning Academy connects this article to the corresponding learning path that actually exists in its catalogue.

What you actually do with this skill

Structure campaignsSeparate offers, markets, languages and objectives.
Choose search termsManage keywords, match types and search-term reports.
Write adsAlign promise, intent and landing page.
Manage budgetAllocate spend based on value, volume and profitability.
Optimise conversionsMeasure correctly, then adjust bidding, ads and targeting.

Use case : Structure campaigns

Paid search buys visibility on search engines by showing ads against targeted queries. Professional practice covers intent, account structure, keywords, ads, bidding, budget, conversion tracking and business optimisation.

Problem : Paid search connects intent, ad, landing page and measurable conversion.

Context : It matters when a business wants to capture demand quickly while controlling cost and profitability.

Skills : Google Ads, Search, Keywords, Match types, Negative keywords, CTR.

Example : Separate offers, markets, languages and objectives.

Hands-on application : Measure correctly, then adjust bidding, ads and targeting.

Skills to master

Paid search connects intent, ad, landing page and measurable conversion.

BeginnerUnderstand the foundations: Google Ads, Search, Keywords.
IntermediateCombine Keywords, Match types, Negative keywords in real situations.
Advanced / autonomousLead the practice, measure outcomes and master CTR, CPA, ROAS.

Errors, limitations and points of attention

  • Confusing tools with capability.
  • Working without measurable success criteria.
  • Ignoring stakeholders.
  • Losing decision traceability.
  • Measuring activity instead of outcomes.

How to progress

BeginnerUnderstand the foundations: Google Ads, Search, Keywords.
IntermediateCombine Keywords, Match types, Negative keywords in real situations.
Advanced / autonomousLead the practice, measure outcomes and master CTR, CPA, ROAS.
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Train with Mandragore Learning Academy

Mandragore Learning Academy connects this article to the corresponding learning path that actually exists in its catalogue.

It matters when a business wants to capture demand quickly while controlling cost and profitability.

View the related training →
Mandragore Learning Academy

Extend this skill with ChatGPT

A profession-specific ChatGPT path exists in the Mandragore catalogue for this context.

ChatGPT for Marketing & Communication Open the matching profession-specific ChatGPT path.
Related competency path

Related competency path

It matters when a business wants to capture demand quickly while controlling cost and profitability.

Sources and references

Mandragore source: catalogue configuration files remain the source of truth for the training actually offered.