An example of Google Ads campaign plan.

1. PERFORMANCE
MARKETING &
MEDIA PLAN

2. BRIEF RECAP

3. BRIEF RECAP

4. LET’S TRANSLATE
THE CORE BUSINESS
OBJECTIVES INTO
CAMPAIGN
OBJECTIVES
SALES
BRAND AWARENESS
LOYALTY
PMax Audience Signal

5. SALES
BRAND AWARENESS
LOYALTY
WE ARE GOING TO
ACHIEVE THE
OBJECTIVES
THROUGH GOOGLE
NETWORKS

6. We are going to use
Google because it is
the first step on the
purchase journey.

7. 70%
Source: Hedgehog Digital (2022)
of people search on
Google before buying
something.
We are going to use
Google because it is
the first step on the
purchase journey.

8. The brand has
branches in Galway as
well as its online shop
which allows us to
target Ireland across
Google campaigns

9. Ad
SEARCH
Ad
Google campaigns
DISCOVERY
Skip Ad
www.website.com
DISPLAY
SHOPPING VIDEO
LOCAL

10. GOOGLE IS ABLE TO REACH POTENTIAL CUSTOMERS ALONG THE
CUSTOMER JOURNEY WITH ITS TYPES OF CAMPAIGNS
Awareness
Consideration
Purchase
Loyalty
SHOPPING
VIDEO
SEARCH DISCOVERY LOCAL
DISPLAY

11. GOOGLE IS ALSO ABLE TO RUN ADS ACROSS ALL ITS NETWORKS
AT ONCE THROUGH PMAX CAMPAIGNS WHICH GO AFTER COLD AUDIENCES AND
BRING THEM DOWN TO THE BOTTOM OF THE FUNNEL
Awareness
Consideration
Purchase
Loyalty
SHOPPING
SEARCH
VIDEO LOCAL
DISPLAY
DISCOVERY
PMAX

12. SALES
BRAND AWARENESS LOYALTY
SEARCH
A
d
SHOPPING PMAX VIDEO
DISPLA
Y
www.website.com
CAMPAIGN STRUCTURE

13. SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
www.website.com
CAMPAIGN STRUCTURE

14. SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
€ 3/day € 247/day € 247/day € 300/day € 30/day
Estimated Monthly Budget: € 25.140
www.website.com
CAMPAIGN STRUCTURE

15. SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
Manual CPC
Maximize Conversions
Once we get at least 30 conversions in 30 days.
Maximize Conversions
(Target CPA)
After letting smart bidding do its job for a while.
Maximize Conversion Value
(Target ROAS)
After getting at least 100 sales in 30 days.
Manual CPC
Target ROAS
After getting at least 100 sales in 30 days.
Viewable Impressions Maximize Conversion Value Maximize Conversion Value
www.website.com
CAMPAIGN STRUCTURE

16. SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
Vitamins & Supplements Buyers
Skincare Buyers
Food & Drink Buyers
Fitness Buyers
Home & Living Buyers
Vitamins & Supplements
Skincare
Food & Drink
Fitness
Home & Living
www.website.com
CAMPAIGN STRUCTURE

17. THOSE WHO HAVE VISITED
COMPETITORS’ WEBSITES
THOSE WHO HAVE SEARCHED THE
TARGETTED KEYWORDS
THOSE WHO HAVE SEARCHED THE
KEYWORDS USED ON HEADLINES &
DESCRIPTIONS FROM THE PRODUCT FEED
HIGH INTENT AUDIENCE SIGNALS THOSE WHO HAVE BOUGHT ANY
PRODUCTS AT ONLINE SHOP
SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
Wide keyword list
focused on the Vitamins
& Supplements
website section.
High-value customers Mailing
Top-performing Keywords
Top-performing in-market Segments
To try to increase the average order size
Vitamins, Skincare,
Food, Drink Buyers
and others.
www.website.com
CAMPAIGN STRUCTURE

18. THOSE WHO HAVE VISITED
COMPETITORS’ WEBSITES
THOSE WHO HAVE SEARCHED THE
TARGETTED KEYWORDS
THOSE WHO HAVE SEARCHED THE
KEYWORDS USED ON HEADLINES &
DESCRIPTIONS FROM THE PRODUCT FEED
HIGH INTENT AUDIENCE SIGNALS THOSE WHO HAVE BOUGHT ANY
PRODUCTS AT ONLINE SHOP
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
Wide keyword list
focused on the Vitamins
& Supplements
website section.
High-value customers Mailing
Top-performing Keywords
Top-performing in-market Segments
To try to increase the average order size
Vitamins, Skincare,
Food, Drink Buyers
and others.
www.website.com
Click on the image above to see the full keyword list.
CAMPAIGN STRUCTURE

19. RELEVANT “OBSERVATION AUDIENCES” ACROSS ALL CAMPAIGNS SUCH AS
SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
AFFINITY SEGMENT
HEALTH &
FITNESS BUFFS
AFFINITY SEGMENT
GREEN LIVING
ENTHUSIASTS
AFFINITY SEGMENT
VEGETARIANS
& VEGANS
AFFINITY SEGMENT
PREFERS
ORGANIC FOOD
DEMOGRAPHIC SEGMENT
HEALTHCARE
INDUSTRY
IN-MARKET SEGMENT
HEALTHCARE
INSURANCE
www.website.com
CAMPAIGN STRUCTURE

20. SALES
BRANDAWARENESS LOYALTY
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
www.website.com
CAMPAIGN STRUCTURE

21. A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
BUDGET | BIDDING STRATEGY | AD GROUPS / PRODUCT GROUPS / ASSET GROUPS | TARGETTING | CREATIVES
www.website.com
Click on the image above to see the full creative list.
CAMPAIGN STRUCTURE

22. CONVERSION RATE ROAS
BUDGET CLICKS SALES
AVERAGE ORDER VALUE REVENUE
SALES
BRANDAWARENESS LOYALTY
PROJECTIONS
1.9%* 4.62
€ 7,500.05 17,892
CPC: € 0.42
340
CPA: € 22.05
€101.95* € 34,657.70
*As I was not given a conversion rate nor average order value, I have made the scenario above using retail data from the Wolfgang 2020 KPI report for these metrics. The other data was collected from Google Keyword Planner.
A
d
Display Campaign
Non-Brand Search
Campaign
Standard Shopping
Campaign
Non-Brand PMax Campaign YouTube Remarketing
Campaign with Shopping Ads
www.website.com
CAMPAIGN STRUCTURE

23. or any other e-commerce platform
TECH SET UP
ACCOUNTS, TAGS & CONVERSIONS

24. OPTIMIZATION PLAN
1ST MONTH 2ND MONTH 3RD MONTH 4TH MONTH 5TH MONTH 6TH MONTH
BIDDING STRATEGY
Set your target CPA/ROAS Evaluate the use of conversion value bidding strategy.
Switch smart bidding on as soon as the campaign gets at least 30
conversions in 30 days. Then, let it do its job without ceiling.
BUDGET & PAYMENTS
Have we got any credit card declines? Review spend per day and per campaign: Are we spending the daily budget? Are we overspending?
ADS
Should we upload/pause ads? Should we ad new headlines, descriptions or assets?
KEYWORDS & SEARCH TERMS
Add negative low-performing keywords at the appropriate level (account, campaign, or ad group). Add positive search terms that we aren’t
bidding on as keywords. Are we using appropriate match type for each keyword?
ELIGIBILITY
Any product disapprovals? Any ad disapprovals? Any asset disapprovals? Is everything being shown or not? Why not?
Add negative keywords for the
business: free, cheap etc.

25. 4TH MONTH 5TH MONTH 6TH MONTH
3RD MONTH
1ST MONTH 2ND MONTH
PRODUCT PERFORMANCE
TRACKING CODES
Ensure remarketing is firing. Test if all conversion actions are firing.
AUCTION INSIGHTS & IMPRESSION SHARE
Check for new competitors bidding on brand keywords. Should we bid higher? Are we losing any opportunities due to impression share (rank or budget)?
PMAX
Pause low-performing asset groups and add new ones similar to the best ones. Set up new audience signals based on the campaign insights.
BID ADJUSTMENTS
Make bid adjustments according to performance. Bid adjustments on campaign,
ad group, keyword, device, demographics, day, time, hour, location, audience.
Include/exclude product IDs as needed.
Check if the products are distributed at item ID level.
EXPERIMENTS
Is there any experiment that might be worth running? Any broad match keyword experiment? Any new bid strategy?
QUALITY SCORE
Can we improve it? Can we give make ad relevance better? Anything else to improve?

26. NOTES

27. BING ADS
Although Bing Ads was not
suggested, it usually is a worth
possibility as it might bring
additional sales at a lower cost. It
does not have as great scale as
Google but it might be an
interesting platform if you have
an older audience.
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28. 2
BRAND
CAMPAIGN
Although a Brand Campaign was
not suggested, it is something
that I recommend running to
protect the brand from
competitors who try to steal our
clicks. This type of campaign is
usually cheap and worth running.
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5

29. 1
2
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4
5
COMPETITOR
CAMPAIGN
Just like your competitors, you
can also try to get high value
clicks from customers who are
looking for them. This type of
campaign usually does not bring
great results, but if you have
budget, it is worth trying as it
might bring incremental sales.

30. 1
2
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4
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ADDITIONAL
CHANNELS
Do not be restrict to Google.
There are powerful channels out
there such as Facebook,
Instagram, TikTok and others.
For this plan, they may be
interesting possibilities for
running dynamic remarketing
catalogue campaigns by
targeting Google’s non-
converting traffic or even for
brand awareness campaigns by
targeting customers lookalike
audiences.

31. 1
2
3
4
5
PROJECTIONS
As I was not given a budget and
I do not know the company’s
financial margins, the projections
delineated results based on a
budget decided by myself. As I
also did not have the brand’s
conversion rate nor average
order value, I needed to use third
party data to estimate these.

32. THANK YOU
By Júnior Siri
linkedin.com/in/juniorsiri
juniorsiri87@gmail.com