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Google and Microsoft paid search planning: structure, keywords, match types, negatives, RSAs, bidding lens, and landing-page alignment for conversion-focused spend.
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Based on SOC occupation classification
Optimize budget allocation across paid media channels using Marketing Efficiency Ratio (MER), marginal ROAS analysis, diminishing returns modeling, and incrementality-informed decisions.
AI search and citation behavior change quickly. The frameworks below use the best available public data as of early 2026 (Google surfaces, ChatGPT, Perplexity, Gemini, and large-sample studies). Re-check assumptions as platforms update.
Plan, write, and maintain content that wins purchase-near buyers in both organic search and AI answer engines. BOFU content is structurally different from TOFU — the reader has accepted they need to decide; the page's job is to resolve the decision. Get it right and a single deep page can outperform dozens of informational posts on revenue contribution.
Analyze paid media performance across dimensions, funnels, cohorts, and channels — turning data into actionable insights and business narratives.
Systematic 70+ checkpoint audit covering tracking, structure, keywords, ads, bidding, budgets, audiences, and competitive positioning — with ICE-prioritized recommendations.
Build and configure Google Ads campaigns across all 10+ campaign types — from campaign type selection through settings, targeting, creatives, and launch.
| name | paid-search-ads-playbook |
| description | Google and Microsoft paid search planning: structure, keywords, match types, negatives, RSAs, bidding lens, and landing-page alignment for conversion-focused spend. |
Use this skill for Google Ads (Microsoft Ads analogs) planning: structure, keywords, match types, negatives, RSAs, bidding lens, and landing-page alignment. This is paid search, not organic SEO—intent is conversion and efficient spend, not rankings.
seo_search_volume, seo_keyword_ideas, seo_related_keywords, seo_keyword_suggestions for seeds and expansion.seo_ad_traffic_by_keywords for impression/click/cost scenarios when comparing bid levels.seo_serp_analysis when auction insight helps (ads + organic layout).web_scrape to audit copy, CTAs, and offer clarity—never guess page content without a URL.Be explicit: tool outputs are estimates; validate in the ad platform.