Pro product layer, sampleHow to apply it
3 applied records from the paid layer, shown in full with their sources. They are part of a published sample of 74 of the library's 2,480 applied records; the rest are in Growth Operator and Pro.
MSGKB-V2-21-006-03 · vol 21, Paid Search Advertising
Match types
A search buyer building a new campaign starts with broad match keywords paired with Smart Bidding, ensuring conversion tracking is properly configured. The manager monitors the search terms report daily — though Google now hides a larger share of queries, especially from broad campaigns — and adds negative keywords for irrelevant queries. For high-intent, low-volume terms, the manager uses exact match to ensure precise targeting. Phrase match is used only as a transitional match type when broad is too loose and exact is too narrow. The manager isolates branded traffic with exact match and adds negatives in broad/Performance Max campaigns to prevent internal cannibalisation. For mature accounts with strong conversion data, the manager may enable campaign-level broad match setting, knowing it will auto-upgrade to AI Max in September 2026.
MSGKB-V2-21-012-03 · vol 21, Paid Search Advertising
Negative keywords
The paid-media analyst building a new campaign starts by adding negative keywords to prevent irrelevant queries: for a luxury handbag retailer, negatives include "cheap," "affordable," "DIY," "repair," and "wholesale." The manager reviews the search terms report (last 90 days) to identify irrelevant searches — job searches ("plumber jobs"), informational queries ("how to"), and competitor names — and adds them as negatives immediately. Phrase match is used for most negatives; broad match negatives are applied only after checking conversion data. Negative keyword lists are created at account level for consistently excluded terms (e.g., "free," "sample," "used") and applied across campaigns. The manager reviews negative keyword performance monthly, removing any that accidentally blocked profitable traffic. For Dynamic Search Ads, negatives are added from the Keywords report or Search Terms report in the Dynamic Ad Targets tab.
MSGKB-V2-21-010-03 · vol 21, Paid Search Advertising
Landing page relevance
A search specialist ensures every campaign has a dedicated landing page that matches the ad group's theme — not the homepage. For a running shoe retailer, an ad group for "marathon shoes" lands on a page featuring marathon shoes, not the general footwear category. The manager tests landing page variations using Google Ads Experiments, testing one variable at a time (headline, CTA, form length). Page speed is monitored using Google's PageSpeed Insights; pages that load in under 3 seconds are the target. The landing page includes clear CTAs, minimal form fields, and trust signals (reviews, security badges). Each test runs for at least 2 weeks to reach statistical significance. Conversion tracking is validated to ensure the platform receives clean signal data.
