domains / marketing / google-ads-campaign-management / google-ads

google-ads

Skill card

combined

The two copies describe different procedures for the same skill name. The first is a self-contained strategy guide covering PMF testing, campaign structure, Performance Max asset requirements, keyword strategy, Quality Score, and bidding thresholds. The second is a thin wrapper that mandates reading and following a separate WORKFLOW.md file for operational management (bulk operations, experiments, asset management, change review). Neither copy contains the other's material steps, and the second's instruction to defer to an external file conflicts with the first's direct procedural guidance, so crowning one would hide a real alternative.

Repositories

Other copies

Combined skill

# Google Ads

## Strategy and Setup (from kostja94/marketing-skills)

### Two Modes
- **PMF testing**: Pre-PMF; validate idea before building. Budget $47–500; start small. Simple landing page with headline, benefits, problem solved, CTA. Metrics: CTR, sign-up rate, bounce rate. Allow 4–6 weeks for PMax learning phase.
- **Conversion-driven**: PMF validated; commercialization. Scale; ROAS target. Full funnel; ad-to-page alignment. Metrics: ROAS, CAC, conversion rate.

### Campaign Structure
- Account → Brand (Search), Non-Brand (Search), Competitor (Search, optional), Retargeting (Display), Performance Max.
- Naming: `GOOG_[Objective]_[Audience]_[Offer]_[Date]`.

### Performance Max Optimization
- Run at least 6 weeks for algorithm ramp-up.
- Asset groups organized by audience intent.
- Per asset group: ≥5 images (include 1200×1200), ≥5 text assets (4 headlines, 5 descriptions), video when possible.
- Add remarketing lists and Customer Match signals.
- Weekly health check: flag brand terms >30% of conversions, unexpected geo conversions, any placement >15% of total spend, asset group performance below "Good."

### Keyword Strategy
- Brand: protect brand terms; exclude from non-brand campaigns.
- Negative keywords: build weekly; add support terms (login, forum, pricing, help).
- Match types: Broad → Phrase → Exact.

### Quality Score
- Target ≥6. Improving from 5 to 7 can reduce CPC by 30–50%.
- Levers: expected CTR, ad relevance, landing page alignment.

### Bidding Strategy
- <30 conversions/month: Manual CPC.
- 30–50: Target CPA.
- 50–100: Target CPA.
- 100+: Target ROAS.

### Tracking
- Enhanced Conversions, offline conversion imports, UTM parameters for GA4 cross-check.

## Operational Management (from nowork-studio/notfair-plugin)

Read the canonical workflow file at `<plugin-root>/google-ads/manage/WORKFLOW.md` completely, then follow it as the active workflow. Resolve every relative reference from the canonical file against `<plugin-root>/google-ads/manage/`. If the canonical file cannot be read, stop and report the packaging error; never substitute a similarly named skill from another plugin.

Operational scope includes: performance, keywords, bids, budgets, negatives, campaigns, ads, search terms, QS, location targeting, bulk operations, experiments, asset management, portfolio bidding, offline conversions, change review, and campaign/ad group renaming.

## Conflicts
- **kostja94/marketing-skills** provides inline strategy and setup steps, while **nowork-studio/notfair-plugin** defers all operational steps to an external WORKFLOW.md. When both are available, use the inline strategy for setup and planning, and the external workflow for day-to-day operational changes.
- **nowork-studio/notfair-plugin** includes triggers for bulk operations, experiments, and change review that **kostja94/marketing-skills** does not cover. Use the external workflow for those tasks.