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

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

      - salary

Keyword Research

Keyword Categories

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

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, account

Keyword Grouping Example

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

  - certification

Ad Copy Framework

Responsive Search Ad (RSA) Structure

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 each

Headline Templates by Category

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

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

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

# 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 |

## Recommendations

1. ⬆️ Increase budget on Brand campaign (CPA $6.25)

2. ⏸️ Pause 5 keywords with $0 conversions

3. 📝 Test new ad copy (current CTR below benchmark)

4. 🎯 Add "free" to negative keywords

Optimization Checklist

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 performers

Output Example

Request: "Create a Google Ads campaign structure for a CRM software"

Output:

# 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 Site

2. Trusted by 10,000+ Teams

3. 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 2026

2. Close 40% More Deals

3. 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 Alternative

2. 50% Lower Cost

3. 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