Improve your Google Ads campaign with this comprehensive planning template, aimed at optimizing audience targeting, budget allocation, and ad performance.
1
Identify goals and objectives for the campaign
2
Research target audience
3
Determine campaign budget
4
Identify keywords and phrases related to product/service
5
Brainstorm ad copy ideas
6
Draft initial ad copy
7
Approval: Ad copy
8
Select targeted geographic location
9
Select ad campaign type
10
Determine bid strategy
11
Create ad groups
12
Set start and end dates for the campaign
13
Define conversion tracking
14
Draft landing page copy and design
15
Approval: Landing page design
16
Set up ad extensions
17
Review and finalise ad campaign settings
18
Launch initial testing phase
19
Analyze testing phase data
20
Approval: Data analysis and campaign launch
Identify goals and objectives for the campaign
What are the main goals and objectives you want to achieve through this Google Ads campaign? How will this campaign contribute to the overall business strategy? Identify the key metrics you will use to measure success. Consider both short-term and long-term objectives. What challenges might you face when setting goals and how will you overcome them? Resources or tools needed for this task?
Research target audience
Who is your target audience for this campaign? What demographics, interests, and behaviors define them? What research methods will you use to gather data on your target audience? How will this information help you design effective ad campaigns? Are there any potential challenges in identifying the target audience and how will you address them? Resources or tools needed for this task?
Determine campaign budget
What is the total budget allocated for this Google Ads campaign? How will you divide the budget among different ad groups or campaigns? Consider the costs of ad placement, keyword bidding, and other relevant expenses. How will you monitor and control the budget throughout the campaign? Are there any challenges in determining the budget and how will you overcome them? Resources or tools needed for this task?
Identify keywords and phrases related to product/service
What are the keywords and phrases that potential customers are likely to use when searching for your product or service? Conduct keyword research using tools like Google Keyword Planner to identify relevant keywords. How will you prioritize and select the keywords for your ad campaigns? Are there any challenges in identifying keywords and selecting them? Resources or tools needed for this task?
Brainstorm ad copy ideas
What are the key messages you want to convey through your ads? Brainstorm different ideas for ad copy that align with your goals and resonate with the target audience. How will you ensure the ad copy is compelling and engaging? Are there any potential challenges in brainstorming ad copy ideas and how will you overcome them? Resources or tools needed for this task?
Draft initial ad copy
Based on the brainstormed ad copy ideas, create the first draft of the ad copy. How will you ensure the ad copy is concise, clear, and persuasive? Consider the character limits for headline, description, and display URL. Are there any challenges in drafting the ad copy and how will you address them? Resources or tools needed for this task?
Approval: Ad copy
Will be submitted for approval:
Draft initial ad copy
Will be submitted
Select targeted geographic location
Which geographic locations do you want to target with your ad campaigns? Specify the countries, regions, or cities where you want your ads to be displayed. How will you ensure the selected locations align with your target audience and business goals? Are there any potential challenges in selecting targeted geographic locations and how will you overcome them? Resources or tools needed for this task?
1
North America
2
Europe
3
Asia
4
Australia
5
South America
Select ad campaign type
What type of ad campaign do you want to run? Select from the available types, such as search ads, display ads, video ads, or app ads. How will the selected ad campaign type meet your goals and reach your target audience? Are there any challenges in selecting the ad campaign type and how will you address them? Resources or tools needed for this task?
1
Search ads
2
Display ads
3
Video ads
4
App ads
5
Shopping ads
Determine bid strategy
How will you set your bids for keyword bidding? Define your bid strategy based on your goals and available budget. Are you planning to use manual bidding or automated bidding? How will you monitor and adjust your bids throughout the campaign? Are there any challenges in determining the bid strategy and how will you overcome them? Resources or tools needed for this task?
Create ad groups
How will you structure your ad groups for better targeting and management? Create ad groups based on product categories, service types, or any other relevant segmentation. How will you ensure each ad group has unique targeting and relevant ad copy? Are there any challenges in creating ad groups and how will you address them? Resources or tools needed for this task?
Set start and end dates for the campaign
When will you start and end the Google Ads campaign? Define the specific dates or duration for the campaign. How will you consider seasonality or other time-sensitive factors while setting the campaign dates? Are there any challenges in setting the start and end dates and how will you overcome them? Resources or tools needed for this task?
Define conversion tracking
How will you track conversions and measure the effectiveness of your ad campaigns? Set up conversion tracking using Google Ads conversion tracking or external tools. What are the specific actions or events you consider as conversions? Are there any challenges in defining conversion tracking and how will you address them? Resources or tools needed for this task?
1
Purchase
2
Sign-up
3
Contact form submission
4
Download
5
Phone call
Draft landing page copy and design
What will be the content and design of the landing page for your ad campaigns? Create a draft of the landing page copy and specify any design elements or features. How will the landing page be aligned with the ad copy and target audience? Are there any challenges in drafting the landing page copy and design and how will you overcome them? Resources or tools needed for this task?
Approval: Landing page design
Will be submitted for approval:
Draft landing page copy and design
Will be submitted
Set up ad extensions
Which ad extensions will you use to enhance your Google Ads campaigns? Specify the ad extensions, such as site links, callouts, or phone numbers. How will the ad extensions provide additional information or call-to-action opportunities? Are there any challenges in setting up ad extensions and how will you address them? Resources or tools needed for this task?
1
Site links
2
Callouts
3
Phone numbers
4
Location
5
Sitelink descriptions
Review and finalise ad campaign settings
Review all the ad campaign settings, including targeting, ad groups, ad copy, bidding strategy, budget, and conversion tracking. Make any necessary adjustments and finalize the settings before launching the campaign. How will you ensure all the settings are aligned with your goals and target audience? Are there any potential issues in reviewing and finalizing the ad campaign settings and how will you address them? Resources or tools needed for this task?
Launch initial testing phase
Launch the Google Ads campaign in a limited test phase to gather data and evaluate performance. How will you define the test duration and success criteria? Monitor the campaign closely during the testing phase and make any necessary adjustments. Are there any challenges in launching the initial testing phase and how will you overcome them? Resources or tools needed for this task?
Analyze testing phase data
Analyze the data gathered during the testing phase to evaluate the performance of the Google Ads campaign. What metrics will you consider to assess the success of the campaign? How will you interpret the data and derive actionable insights? Are there any challenges in analyzing the testing phase data and how will you address them? Resources or tools needed for this task?
