With BSH: Successfully localised and implemented Paid Search Campaigns for various campaigns (Crisp Club and Spice Up): Social Media Advertising (Facebook and Instagram) and Google Ads.
Paid Search uses the same base as SEO in keywords, and of course share the same space in SERPs (Search Engine Result Pages). With poor SEO visibility, SEA helps you to get those first visits to get going and/or get visibility and brand awareness using the Display Network.
Google Ads is more and more competitive which means CPC (cost per click) are very high for pretty much any industry. Doing a thorough Keyword Research is key before starting a campaign. It is also important to think budget and choose your strategy: visibility, ROI, etc. Adwords Set-up
Once you have chosen your budget strategy, created your campaigns, adgroups and ads, optimization begins: Keywords bid adjustments, landing pages testing, ads testing, working on the Quality Score to optimize your bids. At first you should be continuously testing for instance adding and removing keywords depending on their performance, varying match accordingly (main matches are exact, phrase, broad), adding terms to the negative list and adding also testing display network.
A great way to transmit a stronger message on SERPs is to be consistent in your language and word choice in SEO and SEA. For example, consistent form of address for non-English languages such as German, French, Italian, etc. Also use the same wording and style in Ads and meta descriptions so that the user has more chances to recognise your brand.
Google Ads are expensive but on top of getting you that visibility and orders, it is a precious goldmine for keywords, especially if the account is well managed (with impressions, meaning high enough bids)