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SEA Simulation

Simulation · first day as a SEA specialist

Welcome to the Five Leaf performance team

You have the shop's ad account with the campaigns, the search terms, the keyword planner and the website's sales data. You start with the tutorial, then three levels: Basics, Diagnosis and Cases. Each level unlocks when you finish the one before; within a level you choose the order.

I'll look at the campaigns first
DRDavide R.Performance marketing manager, today at 9:20
Welcome!

This week you're working with me on paid ads. We start with a new campaign and the numbers, then the real problems. In October we spent €1,637 on ads and €4,834 of sales came back: some campaigns make money, some don't. And then there's Black Friday.

Fictional person and company
Level 0 · Do this first · 8 minutes

Tutorial: how it works

Where things are and how to save and check a change.

  1. How the workspace is laid out
  2. Which campaign spent the most in October?
  3. Save your first change
  4. Points, levels and how to choose
Not started

Level 1 · Basics

One concept at a time. «How it works» is already open and the hint is always available.

Unlocks when you finish: Tutorial
  1. The matcha kit campaignFrom keywords to the published ad: match types, copy, landing page and budget.7 mini exercises · 35 minutes
    Planner, Campaigns
    Locked
  2. Reading the numbersCTR, CPC, conversion rate, CPA and ROAS: what they say and how they're calculated.6 mini exercises · 25 minutes
    Campaigns
    Locked

Level 2 · Diagnosis

Mixed problems, including false alarms. You open «How it works» yourself.

Unlocks when you finish: Basics
  1. Green teas: lots of clicks, few salesA campaign that spends more than €900 a month and hardly sells: keywords, search terms and landing pages.8 mini exercises · 40 minutes
    Campaigns, Search terms, Website performance
    Locked
  2. The herbal teas Quality ScoreTwo keywords with a very low Quality Score: understand why and fix the ad.6 mini exercises · 30 minutes
    Campaigns, Website performance
    Locked

Level 3 · Cases

No hints: just data and theory. The Black Friday budget and ads.

Unlocks when you finish: Diagnosis
  1. The Black Friday budgetWhere to put the extra budget for Black Friday: break-even, ROAS and lost impressions.6 mini exercises · 35 minutes
    Campaigns, Website performance
    Locked
  2. The Black Friday adsWrite clear, correct discount ads: reference price, claims, end date.5 mini exercises · 35 minutes
    Campaigns
    Locked

The tools

CampaignsBudget, keywords, match types, negatives and ads for each campaign.Search termsWhat people actually typed before clicking.Keyword plannerSearches per month, expected cost per click and intent.Website performanceWhat happens after the click: landing pages, orders, revenue.