You will produce a complete Search campaign plan ready to build.
Google Ads is easy to build in and hard to plan in. The interface walks you through one setting at a time, suggests keywords you did not ask for and offers to write ads for you, so by the end it is easy to have a campaign that reflects Google's suggestions more than your own decisions. A written plan, done before you open the account, keeps the decisions yours.
This exercise turns module seven into one document: a Search campaign plan with ad groups, keywords, match types, negatives, ads and landing pages, ready to build, and it should take you about thirty-five minutes.
Start from your keyword list from lesson 7.1, Find the keywords buyers actually type. Take the ready-to-buy group, and the comparing group if your page answers comparisons well. Look for themes, as lesson 7.3, Build a Search campaign that matches ads to keywords, described: clusters of searches that one ad and one page could answer.
Choose two to four of them. Fewer than two leaves nothing to compare. More than four on a small budget spreads the spend too thinly, for the same reasons lesson 2.3, Keep the structure simple enough to read, gave. Pick the themes closest to your best offer and your best pages.
For each ad group, list a handful of keywords and give each a match type. Following lesson 7.2, Match types and negative keywords control where you show, phrase and exact match give you control while you learn. If your tracking is tested and you plan to use smart bidding, you might include broad match on your strongest keyword and watch the search terms closely.
Take the starting negative list you wrote for lesson 7.2 and attach it to the campaign. Then read through it once more against each ad group. Check that no negative blocks a keyword you want, and add any negatives specific to one theme, such as excluding PSLE from an ad group meant for younger children if you want those searches to go to the PSLE group instead.
For each ad group, write a responsive search ad using lesson 5.2, Search ad text that matches what people typed. You need several headlines with the theme's words, several with specific reasons to choose you, and a couple of descriptions, with each headline able to stand alone. Check the current limits in Google Ads help and trim anything over.
If you wrote search ads in lesson 5.5, Draft six ads for one offer, reuse them for the matching group and write new ones for the others.
For each ad group, write the final URL and check the page against the ad using lesson 5.4, The landing page finishes the ad's job, ideally on a phone, since many of your searchers will open it there. Does the headline repeat the theme? Is every promise in your headlines visible on the first screen? Is the form or button easy to reach?
Write down any change the page needs. If it needs a lot, fix the page before you launch that ad group.
Priya's plan for her maths centre in Tampines has three ad groups, all for searchers in the east of Singapore.
P5 maths. Keywords: [p5 maths tuition tampines], "p5 maths tuition", "primary 5 maths tuition", "maths tuition tampines". Ad: headlines on P5 maths in Tampines, a free trial, six students per class and evening slots. Page: the P5 maths page, which repeats the free trial offer at the top. PSLE maths. Keywords: [psle maths tuition], "psle maths tuition east", "psle maths revision class". Ad: headlines on PSLE preparation, past-year question practice and small classes. Page: the PSLE revision page, which needed the class dates moved above the fold. Comparing. Keywords: "best maths tuition tampines", "maths tuition fees tampines". Ad: headlines on clear fees, class size and the free trial. Page: the fees and timetable page, so comparers find the answer straight away.
Her negative list of about twenty-five terms covers jobs, free materials, other subjects she does not teach, secondary levels and places outside the east. Within the P5 group she added psle as a negative so those searches go to the PSLE group.
She left out a just-learning group for how to teach fractions. Those parents are better served by her blog posts.
When it is finished, your plan fits on one or two pages. It lists each ad group with its keywords and match types, the shared negative list, one complete responsive search ad per group, and a landing page for each with any changes noted. Someone could build the campaign in Google Ads from your document without asking you a question, and every decision in it is one you made.
Gather your keyword list, negatives and ad drafts. The activity below asks you to write the complete plan, ready to build.
Write a Search campaign plan with ad groups, keywords, match types, negatives, ads and landing pages, ready to build in Google Ads.
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