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Search Campaigns

Google Search Campaigns: The Foundation of Google Ads

What is a Search Campaign?

Google Search Campaigns allow businesses to show text ads on Google’s search results when people look for relevant keywords. These ads appear at the top and bottom of the search engine results page (SERP), marked as "Sponsored" or "Ad."

How Search Campaigns Work

Choose Keywords – Select the words or phrases people search for when looking for your product or service.
Write Ad Copy – Create compelling text ads to attract clicks.
Set a Budget & Bids – Control how much you’re willing to pay per click.
Define Targeting – Choose audience settings like location, device, and demographics.
Track Conversions – Measure leads, sales, or other valuable actions.

Key Features of Search Campaigns

✅ High Intent Traffic – Your ads show when users are actively searching for what you offer.
✅ Keyword Targeting – Show up for specific search terms related to your business.
✅ Pay-Per-Click (PPC) Model – You only pay when someone clicks your ad.
✅ Ad Extensions – Enhance ads with call buttons, locations, pricing, and more.
✅ Conversion Tracking – Measure how many leads, calls, or sales you get from ads.

Types of Keywords in Search Campaigns

🔹 Broad Match – Reaches a wide audience, including related searches.
🔹 Phrase Match – Triggers ads for searches containing your phrase in order.
🔹 Exact Match – Shows ads only for the exact keyword you choose.
🔹 Negative Keywords – Prevent your ad from showing for irrelevant searches.

Pros & Cons of Search Campaigns

Who Should Use Search Campaigns?

✅ Businesses looking for leads, sales, or website traffic
✅ Service-based businesses (lawyers, doctors, contractors, etc.)
✅ E-commerce brands targeting high-intent shoppers
✅ Local businesses driving calls or store visits

Who Should NOT Use Search Campaigns?

❌ Businesses focused on brand awareness (Display & YouTube are better).
❌ Companies with low budgets in competitive industries (PPC can get pricey).
❌ Products/services with low search demand (other ad types may work better).

Best Practices for Search Campaigns

🔹 Use SKAGs (Single Keyword Ad Groups) – One keyword per ad group improves relevance.
🔹 Write Compelling Ad Copy – Use strong CTAs and unique selling points.
🔹 Optimize Landing Pages – Ensure fast-loading, mobile-friendly pages with clear CTAs.
🔹 Leverage Ad Extensions – Add site links, call buttons, reviews, and more.
🔹 Monitor & Adjust – Regularly check performance and refine your keyword bids & ads.