mkurman |------|--------|--------------|---------| | PMF testing | Pre-PMF; validate idea before building | $47–500; start small | Simple LP: headline, benefits, problem solved, CTA ("Join Waitlist," "Get Early Access") | CTR, sign-up rate, bounce rate; low CTR/high bounce = messaging/positioning issue | | Conversion-driven | PMF validated; commercialization | Scale; ROAS target | Full funnel; ad-to-page alignment | ROAS, CAC, conversion rate |
PMF testing: No full product needed. Build landing page with Unbounce, Carrd, or Webflow. Run ads to relevant search terms; measure clicks, engagement, signups. Test messaging (e.g., "Fastest App for Freelancers" vs "Simplest Time Tracker for Teams"), pricing (different price points in ads/LP), and audiences (keyword targeting, in-market). Allow 4–6 weeks for PMax learning phase. Use as learning tool, not just marketing channel.
Reference: Marketing Cactus – Using Google Ads to Test Product-Market Fit
Campaign Structure
Account
├── Campaign: Brand (Search)
├── Campaign: Non-Brand (Search)
├── Campaign: Competitor (Search) — optional; bid on competitor brand + "alternative"/"vs"
├── Campaign: Retargeting (Display)
└── Campaign: Performance Max
Competitor Brand Keywords
When: Bid on "[Competitor] alternative," "[Competitor] vs [You]" to intercept high-intent traffic. Google allows competitor terms as keywords; you cannot use competitor names in ad copy without permission.
Landing page: Use a dedicated landing page (comparison/alternatives page), not a blog article. Users searching competitor brands expect direct alternatives—a blog increases bounce; a comparison page matches intent and converts better. See alternatives-page-generator for structure.
Best practices:
- Separate campaign; exact/phrase match; add your brand as negative
- H1 mirrors search intent (e.g., "[Competitor] vs [You]")
- Feature comparison table; one-line differentiator; strong CTA
- Expect lower Quality Score, higher CPC than non-brand; optimize LP relevance
Naming: GOOG_[Objective]_[Audience]_[Offer]_[Date] (e.g., GOOG_Search_Brand_Demo_Ongoing)
Campaign Types
| Type | Best for |
|---|---|
| Search | High-intent queries; keyword-targeted; landing page critical |
| Display | Awareness; retargeting; broader reach |
| YouTube | Video; awareness; consideration |
| Performance Max | Automated; cross-channel; feed + search + display |
Performance Max (PMax) Optimization
Learning period: Run at least 6 weeks for algorithm ramp-up. Works best as complement to Search, not replacement.
Asset groups: Organize by audience intent (e.g., high-intent searchers, cart abandoners, category researchers), not product category alone. Audience signals improve CPA and ROAS vs. no signals.
Asset requirements (per asset group):
- ≥5 images (include 1200×1200)
- ≥5 text assets (4 headlines, 5 descriptions)
- Video when possible
- Refresh creative regularly to maintain performance
Signals: Add remarketing lists and Customer Match to accelerate learning.
Weekly health check: Flag if brand terms >30% of conversions; unexpected geo conversions; any placement >15% of total spend; asset group performance below "Good."
Keyword Strategy
- Brand: Protect brand terms; exclude from non-brand campaigns
- Negative keywords: Build weekly; avoid irrelevant queries. Add support terms (login, forum, pricing, help) from keyword-research—these are existing customers, not prospects.
- Match types: Broad (discovery) → Phrase → Exact (control)
Keyword sources: Use keyword-research for keyword list, clusters, and intent. Map each cluster to a dedicated landing page; relevance improves Quality Score and lowers CPC.
Quality Score Levers
| Factor | Action |
|---|---|
| Expected CTR | Improve ad relevance; test headlines |
| Ad relevance | Align ad copy to keyword intent |
| Landing page | Ad-to-page alignment; fast load; mobile-friendly |
Target: Quality Score ≥6; higher = lower CPC, better ad rank. Benchmark: Improving Quality Score from 5 to 7 can reduce CPC by 30–50%.
Bidding Strategy
| Conversions/month | Strategy |
|---|---|
| <30 | Manual CPC (smart bidding needs volume to optimize) |
| 30–50 | Target CPA; minimum for effective smart bidding |
| 50–100 | Target CPA |
| 100+ | Target ROAS |
Smart bidding: AI-powered bidding (Target CPA, Target ROAS) typically delivers better ROI than manual when conversion volume is sufficient; requires ≥30 conversions in 30 days to work effectively.
Tracking
- Enhanced Conversions: Server-side signals for better attribution
- Offline conversion imports: B2B; CRM → Google Ads
- UTM: Consistent parameters for GA4 cross-check
Paid–Organic Cannibalization
When you rank organically (position 4+) for a keyword and also run PPC, paid ads can absorb clicks that would go to organic. Audit: Cross-reference GSC organic rankings with Search Terms report. If organic ranks well, test pausing PPC on those terms to free budget for higher-impact keywords.
Reference: Backlinko – SEO and PPC: 8 Smart Ways to Align
Pre-Launch Checklist
- Conversion tracking tested with real conversion
- Landing page loads <3s; mobile-friendly
- UTM parameters working
- Negative keyword list built (include support terms from keyword-research)
- Budget set; targeting matches audience
Related Skills
- pmf-strategy: PMF validation framework; when to use PMF testing vs conversion-driven
- paid-ads-strategy: Channel selection; budget allocation; ad-to-page alignment; competitor brand bidding
- alternatives-page-generator: Competitor brand keyword ads → dedicated LP (not blog); comparison page structure
- keyword-research: Keyword list, clusters, intent; support terms for negative keywords; PPC data feeds back SEO priority
- traffic-analysis: UTM for attribution; paid–organic cannibalization audit
- landing-page-generator: LP structure for paid traffic; PAA → FAQ
- analytics-tracking: Conversion tracking; ROAS measurement