5 PART VIDEO SERIES

You can’t optimise your way out of the wrong keywords

This free series walks you through the keyword strategy we use with clients every day – so you can build campaigns on a foundation that actually holds.

Kaity Griffin google ads expert sitting at desk smiling

“Thanks Kaity! You make me excited to run Google Ads!”

Kate Lippiatt

Inside the 5-part series

Each video is practical and to the point – built on the same framework we use with clients spending thousands a month on Google Ads.

  • The keyword overview: Understand what keywords actually are, how they differ from search terms, and why the bridge between the two is where most people go wrong. Covers head vs. long-tail keywords, match types, and why chasing high search volume often costs more than it returns.

  • Keyword categories: Brand, non-brand, and competitor keywords each behave completely differently. See real account data showing the difference in conversion rate, CPA, and ROAS across all three – and understand exactly where to focus your budget first.

  • The marketing funnel and keywords: Not every keyword is worth bidding on. Learn how to identify where a searcher sits in the funnel, why top-of-funnel keywords drain budget without returning results, and where the real growth opportunity actually lives.

  • What makes a good keyword: The practical framework for evaluating any keyword before you bid on it. How to use unique product or service characteristics as qualifying words, why budget size changes your keyword strategy, and how to approach keyword research as an ongoing test – not a one-time task.

  • Negative keyword research: Two methods for identifying and removing wasted spend. Use a structured ChatGPT prompt to generate negative keyword lists, then learn how to pull real search term data from your account to find what’s been costing you without converting.

Built for marketers who want to understand the why, not just the how

  • Digital marketers and marketing managers looking to sharpen their Google Ads foundations
  • Business owners who want to understand what they’re paying for before handing it to an agency
  • PPC practitioners who want a clear, systematic framework they can apply across client accounts
Kaity Griffin sitting down with a friendly smile to help you with your Google Ads keywords success

About your trainer

Kaity Griffin — Google Ads specialist and founder of Sunday Digital

Kaity has managed Google Ads accounts for brands including Showpo, Snuggle Hunny Kids, and Kettle & Fire, and has trained hundreds of marketers and business owners through her education program, Profitable Promotion.

This series exists because keyword strategy is where most people go wrong — and most courses either skip over it or make it more complicated than it needs to be. This is the framework Kaity actually uses.

Head shot of Jane Lu, CEO of Showpo

“Myself and the team at Showpo loved working with Kaity. She’s really helped us navigate through a lot of growth and change throughout the last few years!”

JANE LU, SHOWPO, CEO

Ready to build a stronger foundation?

Five videos. One clear framework. No fluff.

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