Google Ads Manager
Comprehensive Google Ads campaign management including campaign setup, keyword research, ad copy generation, bid optimization, and performance reporting.
Overview
This skill covers:
- Campaign structure and setup
- Keyword research and grouping
- Ad copy creation (RSA format)
- Bidding strategy selection
- Performance analysis and optimization
Campaign Structure
Account Hierarchy
Account├── Campaign 1: Brand│ ├── Ad Group: Brand Terms│ │ ├── Keywords: [brand name], [brand + product]│ │ └── Ads: 3-5 RSAs│ └── Ad Group: Brand + Competitor│ ├── Keywords: [brand vs competitor]│ └── Ads: 3-5 RSAs│├── Campaign 2: Non-Brand - Search│ ├── Ad Group: Product Category A│ │ ├── Keywords: [category keywords]│ │ └── Ads: 3-5 RSAs│ ├── Ad Group: Product Category B│ └── Ad Group: Problem/Solution│├── Campaign 3: Competitor│ ├── Ad Group: Competitor A│ └── Ad Group: Competitor B│└── Campaign 4: Performance Max └── Asset Groups: [Images, Videos, Headlines, Descriptions]Campaign Setup Template
yaml
campaign: name: "[Product] - Search - Non-Brand" type: SEARCH budget: amount: 100 # daily delivery: STANDARD bidding: strategy: TARGET_CPA # or MAXIMIZE_CONVERSIONS target_cpa: 50 targeting: locations: [US, CA, UK] languages: [en] audiences: - in_market: "Business Software" - custom_intent: "project management tools" networks: search: true display: false partners: false schedule: days: [MON, TUE, WED, THU, FRI] hours: "8:00-20:00" timezone: "America/New_York" ad_rotation: OPTIMIZE negative_keywords: campaign_level: - free - cheap - download - jobs - salaryKeyword Research
Keyword Categories
yaml
keyword_types: brand: examples: ["[brand name]", "[brand] login", "[brand] pricing"] intent: navigational expected_cpc: low priority: high competitor: examples: ["[competitor] alternative", "[competitor] vs"] intent: commercial expected_cpc: medium-high priority: medium product: examples: ["project management software", "task tracking tool"] intent: commercial expected_cpc: high priority: high problem: examples: ["how to manage remote team", "track project deadlines"] intent: informational/commercial expected_cpc: medium priority: medium long_tail: examples: ["best project management tool for small teams"] intent: commercial expected_cpc: medium priority: high (high intent)Keyword Research Process
yaml
research_steps: 1. seed_keywords: sources: - brainstorm: core product terms - competitor: analyze competitor ads - customer: survey/interview terms - support: common questions 2. expand_with_tools: google_keyword_planner: - get_ideas: from seed keywords - filter: by volume, competition, CPC other_tools: - semrush: competitor keywords - ahrefs: organic keywords to target - answerthepublic: question keywords 3. group_keywords: method: SKAG or themed groups max_per_group: 15-20 criteria: same intent, similar landing page 4. match_types: broad_match: discovery, high volume phrase_match: balanced reach/relevance exact_match: high intent, control 5. negative_keywords: identify: irrelevant search terms levels: campaign, ad group, accountKeyword Grouping Example
yaml
ad_group: "Project Management Software"theme: product_category
keywords: exact_match: - [project management software] - [project management tool] - [pm software] phrase_match: - "project management software" - "best project management" - "project tracking software" broad_match: - project management platform - team project software
negative_keywords: - free - open source - template - excel - certificationAd Copy Framework
Responsive Search Ad (RSA) Structure
yaml
rsa_requirements: headlines: count: 15 (min 3) max_chars: 30 pin_strategy: position_1: keyword/benefit headline position_2: value prop/differentiator position_3: CTA descriptions: count: 4 (min 2) max_chars: 90 display_path: parts: 2 max_chars: 15 eachHeadline Templates by Category
yaml
headline_templates: keyword_headlines: # Pin to Position 1 - "{Keyword} Software" - "Best {Keyword} Tool" - "#1 {Keyword} Platform" - "{Keyword} for Teams" benefit_headlines: - "Save 10+ Hours/Week" - "Boost Productivity 40%" - "Manage Projects Easily" - "Never Miss Deadlines" trust_headlines: - "Trusted by 50,000+ Teams" - "4.8★ on G2 & Capterra" - "Award-Winning Software" - "Enterprise-Grade Security" cta_headlines: # Pin to Position 3 - "Start Free Trial" - "Try Free for 14 Days" - "Get Started Today" - "Request a Demo" urgency_headlines: - "Limited Time: 30% Off" - "Special Offer Ends Soon" - "Save Now - Act Fast" differentiator_headlines: - "No Credit Card Needed" - "Set Up in 2 Minutes" - "Cancel Anytime" - "All-in-One Solution"Description Templates
yaml
description_templates: benefit_focused: - "Streamline your workflow with our all-in-one project management platform. Trusted by 50,000+ teams worldwide." - "Save 10+ hours per week with automated task tracking, team collaboration, and real-time reporting. Try free!" feature_focused: - "Kanban boards, Gantt charts, time tracking, and team chat in one powerful platform. Start your free trial today." social_proof: - "Join 50,000+ teams who've transformed their productivity. Rated 4.8/5 on G2. No credit card required." urgency: - "Limited time: Get 30% off annual plans. All features included. Start your 14-day free trial now!"Bidding Strategies
Strategy Selection Guide
yaml
bidding_strategies: maximize_conversions: use_when: - new_campaign: true - goal: volume - budget: flexible pros: easy setup, google optimization cons: no cost control target_cpa: use_when: - conversion_history: 30+ conversions/month - goal: efficiency - known_cpa_target: true pros: cost control, predictable cons: may limit volume target_roas: use_when: - ecommerce: true - conversion_value_tracking: enabled - goal: roi_optimization pros: revenue-focused cons: needs value data maximize_clicks: use_when: - goal: traffic - new_campaign: awareness pros: simple, good for testing cons: no conversion focus manual_cpc: use_when: - full_control: needed - small_budget: true - testing: keywords pros: granular control cons: time-intensive
bid_adjustments: device: mobile: -20% to +30% tablet: -10% to +10% location: high_value_cities: +20% low_value_areas: -30% schedule: business_hours: +15% off_hours: -25% audience: remarketing: +50% in_market: +20%Performance Reporting
Key Metrics Dashboard
markdown
# Google Ads Performance Report - {Date Range}
## Campaign Summary| Campaign | Spend | Clicks | Conv | CPA | ROAS ||----------|-------|--------|------|-----|------|| Brand | $500 | 1,200 | 80 | $6.25 | 15x || Non-Brand | $3,000 | 2,500 | 45 | $66.67 | 3.2x || Competitor | $800 | 600 | 12 | $66.67 | 2.8x || **Total** | **$4,300** | **4,300** | **137** | **$31.39** | **5.1x** |
## Key Metrics- **CTR**: 3.2% (benchmark: 2%) ✅- **Conv Rate**: 3.2% (benchmark: 3%) ✅- **Avg CPC**: $1.00- **Quality Score Avg**: 7.2/10
## Top Performing Keywords| Keyword | Clicks | Conv | CPA | QS ||---------|--------|------|-----|-----|| [brand name] | 800 | 60 | $5 | 9 || project management software | 300 | 15 | $40 | 7 || best pm tool for teams | 150 | 12 | $35 | 8 |
## Underperforming (Action Needed)| Keyword | Spend | Conv | CPA | Action ||---------|-------|------|-----|--------|| free project tool | $200 | 0 | - | Pause || pm software download | $150 | 1 | $150 | Pause |
## Recommendations1. ⬆️ Increase budget on Brand campaign (CPA $6.25)2. ⏸️ Pause 5 keywords with $0 conversions3. 📝 Test new ad copy (current CTR below benchmark)4. 🎯 Add "free" to negative keywordsOptimization Checklist
yaml
weekly_tasks: - review_search_terms: action: add negatives, find new keywords - check_quality_scores: action: improve <6 QS keywords - review_ad_performance: action: pause low CTR ads - adjust_bids: action: increase for high performers monthly_tasks: - competitor_analysis: check: new competitors, messaging - landing_page_review: check: conversion rate by page - audience_review: check: add new audiences, remove poor performers - budget_reallocation: check: move budget to top performersOutput Example
Request: "Create a Google Ads campaign structure for a CRM software"
Output:
markdown
# Google Ads Campaign Structure - CRM Software
## Campaign 1: Brand
**Budget**: $50/day**Bidding**: Maximize Conversions
### Ad Group: Brand Terms**Keywords**:- [acme crm]- [acme crm login]- [acme crm pricing]
**Headlines**:1. Acme CRM - Official Site2. Trusted by 10,000+ Teams3. Start Your Free Trial...
---
## Campaign 2: Non-Brand Search
**Budget**: $200/day**Bidding**: Target CPA ($75)
### Ad Group: CRM Software**Keywords**:- [crm software]- [best crm software]- "crm for small business"
**Headlines**:1. Best CRM Software 20262. Close 40% More Deals3. Try Free for 14 Days...
### Ad Group: Sales Software**Keywords**:- [sales management software]- [sales tracking tool]...
### Ad Group: Problem/Solution**Keywords**:- "how to track sales leads"- "manage customer relationships"...
---
## Campaign 3: Competitor
**Budget**: $100/day**Bidding**: Target CPA ($90)
### Ad Group: Salesforce Alternative**Keywords**:- [salesforce alternative]- [salesforce vs]- "cheaper than salesforce"
**Headlines**:1. Salesforce Alternative2. 50% Lower Cost3. Switch in 1 Day...
---
## Negative Keywords (Account Level)- free- jobs- salary- certification- tutorial- open source
---
## Estimated Performance| Campaign | Est. Clicks | Est. Conv | Est. CPA ||----------|-------------|-----------|----------|| Brand | 1,500 | 150 | $8 || Non-Brand | 2,000 | 25 | $80 || Competitor | 800 | 10 | $100 |Google Ads Manager Skill - Part of Claude Office Skills
