title = "Paid Search Fundamentals"

content = """
Paid search (e.g., Google Ads, Microsoft Advertising) captures users actively searching for products, services, or information. It is typically high-intent and conversion-oriented.

**Keyword Strategy:** Build keyword lists around core themes: brand, category, competitor, and informational. Use match types (exact, phrase, broad) to balance reach and relevance. Negative keywords are critical to exclude non-converting traffic and reduce waste.

**Bidding and Budgets:** Choose a bidding strategy aligned with objectives: Maximize Clicks for traffic, Target CPA or ROAS for conversions, or Maximize Conversions with a budget cap. Set realistic targets based on historical performance; aggressive targets can throttle delivery.

**Ad Copy and Landing Pages:** Ensure ad copy and landing pages are aligned with search intent. Quality Score impacts cost-per-click; relevance and expected CTR matter. Test ad copy and landing page variants to improve performance over time.
"""  # noqa: E501

version = "0.0.1"
