Google Ads Strategic Plan Template

Campaign Overview

• Campaign Name: [Enter Name]
• Objective: [Brand Awareness / Lead Generation / Sales / Website Traffic / App Promotion]
• Target Audience: [Define your ideal audience]
• Geographic Targeting: [Specify country, region, city, or radius]
• Language Targeting: [e.g., English, Spanish]
• Budget Allocation: [Specify Daily / Monthly Budget]
• Bidding Strategy: [Manual CPC / Enhanced CPC / Maximize Clicks / ROAS / CPA]

Keyword Strategy

• Core Keywords: [List high-intent keywords]
• Negative Keywords: [List excluded keywords]
• Match Types: [Broad / Phrase / Exact]
• Keyword Research Tools: [Google Keyword Planner / Ahrefs / SEMrush]

Ad Copy & Creatives

• Headline Variations: [List optimized headlines]
• Description Variations: [List compelling ad descriptions]
• Display URL: [Example: www.yoursite.com/offers]
• Final URL: [Direct landing page link]
• Ad Extensions:
  • Sitelink Extensions: [Enabled / Disabled]
  • Callout Extensions: [Enabled / Disabled]
  • Structured Snippets: [Enabled / Disabled]
  • Call Extensions: [Enabled / Disabled]

Audience Targeting

• Demographic Segmentation: [Age, Gender, Income, Parental Status]
• Interest & Affinity Targeting: [Define audience interests]
• Remarketing Strategies: [Yes / No]
• Custom Audiences: [Specify any custom audiences]

Campaign Structure

• Campaign Type: [Search / Display / Shopping / Video / Performance Max]
• Ad Groups:
  • Ad Group 1: [Name & Associated Keywords]
  • Ad Group 2: [Name & Associated Keywords]
  • Ad Group 3: [Name & Associated Keywords]
• Landing Page Optimization: [Ensure high-conversion elements and CTAs]

Tracking & Analytics

• Conversion Tracking Implementation: [Yes / No]
• Google Analytics Integration: [Yes / No]
• UTM Parameters for Tracking: [Yes / No]
• Key Performance Indicators (KPIs):
  • Click-Through Rate (CTR)
  • Cost Per Click (CPC)
  • Conversion Rate
  • Return on Ad Spend (ROAS)
  • Quality Score

Budget & Scheduling

• Total Budget Allocation: [Enter Amount]
• Daily Budget Distribution: [Enter Amount]
• Ad Scheduling: [Define Active Days & Hours]
• Bid Adjustments: [Optimize based on device, location, and time]

Optimization & Testing Strategy

• A/B Testing Implementation: [Ad Copy, Landing Pages, CTAs]
• Bid Strategy Refinements: [Adjustments based on performance data]
• Audience Refinement Process: [Exclude low-performing segments]
• Negative Keyword Optimization: [Regular updates]
• Performance Review Cadence: [Daily / Weekly / Monthly]

Competitive Analysis

• Primary Competitors: [List key competitors]
• Competitor Ad Insights: [Analyze ad copy, offers, and keywords]
• Benchmarking Metrics: [CTR, CPC, ROAS Comparisons]

Performance Reporting & Insights

• Reporting Frequency: [Daily / Weekly / Monthly]
• Strategic Insights & Takeaways: [Summarize key findings]
• Optimization Roadmap: [Adjustments for continuous improvement]