Rookie Advertiser

Campaign Types

Search, Display, Shopping, Video, Demand Gen and Performance Max.

Keywords & Match Types

Broad, phrase, exact — and how negatives protect your budget.

Ad Copy & Assets

Responsive search ads, pinning, and the assets that lift Ad Rank.

Quality Score Fundamentals

Expected CTR, ad relevance, landing page experience.

Negative Keywords & Waste Control

Layered negative lists that stop you paying for the wrong intent.

Your First Campaign, Start to Finish

A no-fluff launch order: goal, offer, structure, budget, then switch it on.

The Numbers Behind Every Decision

Work out CTR, CPC, CPA, ROAS, ROI and break-even by hand.

Bidding Strategies

Manual CPC, Target CPA, Target ROAS, Maximize Conversions.

Audience Targeting & Remarketing

First-party lists, customer match, and audience signals.

Conversion Tracking Setup

Primary vs secondary actions, enhanced conversions, offline imports.

Budget Pacing & Account Structure

Consolidation, data density, and pacing without whiplash.

A/B Testing Ad Copy

Experiments, significance, and testing one variable at a time.

Landing Page Conversion Design

The page is half the campaign — structure, speed and message match.

Display & Video Demand Building

Using Display and YouTube for demand you cannot capture on Search.

The Ten Expensive Mistakes

An audit checklist of the errors that quietly drain most accounts.

Smart Bidding & ML Signals

Auction-time signals, learning periods, and seasonality adjustments.

Performance Max Optimization

Asset groups, feeds, exclusions and channel transparency.

Attribution Models

Data-driven attribution, modelled conversions and incrementality.

Scaling & Portfolio Strategies

Growing spend without wrecking efficiency.

Diagnosing Underperformance

A repeatable troubleshooting sequence for broken campaigns.

Shopping & Feed Optimization

For retail the product feed, not the keyword, is the targeting.

Reporting & Client Communication

Turning account data into decisions a client will actually approve.

Building the Channel Mix

Split a budget across search, shopping, video and remarketing by funnel stage.