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Hub 1 · Role theory

SEA specialist

Manages paid ads on search engines, mainly Google. Chooses which searches to appear on, writes the ads, decides how much to spend and checks every day that the money brings sales.

Start with lesson 1

The role in brief

Who they work with

  • E-commerce and management, who set budgets and goals
  • Copywriters and designers, for ad copy and images
  • Whoever runs the website and data, for landing pages and sales tracking

The tools

Google Ads
Where campaigns, ads and budgets are created.
Keyword Planner
How many people search for a word and how much a click costs. Free with a Google Ads account.
Google Analytics
What people do after clicking the ad.
Google Merchant Center
The product catalogue for Shopping ads.

A typical day

  1. 9:00Checks yesterday's spend and the campaigns that are underperforming
  2. 11:00Adds negative keywords from searches that wasted money
  3. 14:00Writes new headlines for an ad to test against each other
  4. 16:00Prepares the weekly report: spend, sales, ROAS

Is it for you? It's for you if you like numbers, enjoy testing and comparing, and aren't afraid of deciding how to spend a budget. Read more on the blog: UTM links: what they are and how to use them →

The theory path

  1. Lesson 1 · 10 minutes · 4 partsWhat SEA is and how the auction worksSearch engine ads · The auction: who appears, and in what order · Quality Score · How an account is structured
    To doOpen
  2. Lesson 2 · 12 minutes · 4 partsKeywords, ads and landing pagesMatch types · Negative keywords · Writing an ad · The landing page
    To doOpen
  3. Lesson 3 · 12 minutes · 4 partsBudget, numbers and rulesA campaign's numbers · CPA and ROAS: is the campaign paying off? · Budget and bidding · Measuring sales and EU rules
    To doOpen
  4. Quiz · 5 minutes · 8 questionsRole quizAt least 6 right answers to complete the role's theory.
    To doOpen
  5. Quick exercise · optional · about 20 minutesAds for the iced teasA short request from Luca: choose the keywords and write the ad for the iced teas.
    Open
  6. Practice · simulationSEA SimulationYou work on Five Leaf's ad account: keywords, ads, search terms, Quality Score and the Black Friday budget.
    Go to the simulation