What is search engine advertising? This is how you get quality traffic.
Search engine advertising refers to advertising on search engines (e.g., Google), where a user sees an ad when searching for a specific term. You will learn the basics: the structure, match types, search term report, negative keywords, and key metrics.
What is search engine advertising?
Search engine advertising is advertising that appears when a user searches with certain keywords (e.g. Google Ads). You can target ads directly to people who are ready to buy and pay per click (PPC).
In short: you define the keywords → write the ads → direct the visitor to the landing page → measure the result (lead/sale).
How keyword advertising works (quick model)
Objective: lead, purchase, booking or demo.
Keywords: select by themes (service/problem/area).
Match types: exact
[ ], phrase" ", broad (find new searches).Ads: headline = benefit + qualifier; same promise on the page.
Landing page: clear headline, one CTA, short form.
Measurement: GA4/GTM, conversion as a signal; value for lead or eCom value.
Optimization: search terms report → add good exacts, unnecessary as negatives.
Key metrics
CTR = Clicks / Impressions × 100 %
CVR = Conversions / Clicks × 100 %
CPL/CPA = Cost / (Leads / Conversions)
ROAS/POAS = Revenue/Profit / Cost
Synonyms & searches
google advertising, google ads, keywords, search advertising, ppc search, keyword campaign.
7 steps to utilize search terms
Set the time frame. 7–30 days of data, filter clicks > 0.
Organize by impact. First consumption, then conversions/CPL.
Mark the intent. Purchase / information / other. Purchase → keep, information → own campaign or negative.
Create exact/phrases. Add the best searches as separate keywords, in the same group as the theme.
Add negatives. Free, wiki, job, guide, wrong locations – also inflections.
Update weekly. Clean up 10–20 least useful searches and add 5–10 new exact ones.
Measure the impact. Track CTR, CVR, CPL/CPA before–after 2–4 weeks.
Small model (B2B service)
Find: “video production helsinki price” → "video production helsinki" (phrase) + [video production helsinki price] (exact)
Unnecessary: “video production training” → negative training, course (broad)
Most Common Mistakes
Brand and generic together. Results are beautified, data is distorted.
No negatives. The budget drains into the wrong intent.
Broad groups. Relevance and quality scores suffer.
Landing page does not match the search. CTR is okay, but CVR drops.
Measurement broken. Duplicates, missing values or incorrect currency.
FAQs
Is broad match dangerous?
No, if negatives and measurement are in order. Broad finds new searches for which you make accurate ones.
What is a good CTR?
It depends on the industry; the most important thing is the trend and the impact on CPC/CPL figures.
Is PMax worth it in eCommerce?
Often yes, when the feed, attribution, and negative lists are in order – keep the brand separate.
How should I budget at the start?
Split the budget into 3 parts: brand (small), generic (main), remarketing (sufficient coverage).
