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, accountKeyword 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 eachHeadline 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 keywordsOptimization 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
