SEM w/ Google Ads PPC

Overview

Google Ads PPC was the skill that I looked forward to the most as I was continuing my self-taught digital marketing journey. I learned that Google Ads which can be seen as the mother of PPC advertising, and with that, the first type of campaign I learned how to build was a Google Ads Search campaign.

I created this portfolio to apply what I was learning and prove that I know what I am doing. Even though I am Google Ads Search Certified, something that would make me stand out is the demonstration of my knowledge. I know that submitting the following spreadsheet with my applications, would lead to a higher chance of getting a response.

I created a Google Ads Account Structure Spreadsheet, to show that I know how to set up an account (a campaign, ad groups, keywords and their match types, the ad copy, A/B tests, and negative keywords.), and optimize it for maximum results!

Dec 2022 – Present

My Role

Digital Marketing Specialist, Paid Media Buyer, Google Ads Strategist, PPC Specialist, Paid Search Coordinator

Background

As an aspiring digital marketer, I was ready to get hands on experience to learn more and practice what I have learned. With this in mind, I wasn’t able to land any marketing internships that focused on gaining digital advertising skills. I took it in my hands to generate my own experience.

For these projects, I went these clients…

  1. Orthodontist, 1-10 employees, $40K+ /Mo Revenue. Who has a pain point of needing high quality lead flow.  (Goal: conversions – Bidding Strategy: Maximize Conversions)
  2. ECommerce Store, $65K+/Mo Revenue. Who has a Target ROAS, since their products are valued differently. (Goal: ROAS – Bidding Strategy: Target ROAS)
  3. Auto Detailer, 1-10 employees, $25K+ /Mo Revenue. Who has a pain point of needing high quality lead flow & doesn’t want to spend more than $25 per lead.  (Goal: conversions – Bidding Strategy: Target Cost Per Acquisition)

Setting Up Accounts

Huntington Orthodontics

Watch the video below to see my process.

Farmhouse Goals

Watch the video below to see my process.

Keyword Research

Next Level Detailing

Watch the video below to see my process.

Optimization Checklist

Watch the video below to learn more.

What Is Optimization?

  • Adding more [negative] keywords
  • Removing keywords that aren’t performing.
  • Adding or removing bids
  • Adjusting bids on locations, devices, ad schedule, etc

The purpose of optimization is performing the 80/20 rule, which is looking at the data of the campaign, and doing more of what is working, and removing what isn’t.

Key Insights & Results

  • Completed the Site Localization Project by the end of the internship and gave it over to my SR Director, for her to tweak and present it to leadership.
  • Fixed all 500 broken links along with the Digital Content Manager.
  • Learned how to create and edit content for the website using Drupal CMS.
  • Learned that I was asked to pull so many reports, because I was “good at it.”
  • Learned from my Digital Content Manager that us web marketers are “the middleman” between what someone is asking for and what we can actually create. 
  • Reinforced my knowledge of basic SEO principles.
  • At this point, I was certain that I wanted to keep doing website marketing.
EDB End of Summer Presentation

Future Goals

  • Land a Paid Media related position to learn more.
  • Learn how to do Meta Ads.
  • Get more Google certifications.