Sales And Marketing Skills

Useful Checklists And Templates For Google Ads




This simple guide covers everything from campaign setup to optimization and tracking to ensure success in your advertising efforts.


1. Google Ads Campaign Setup Checklist

A. Pre-Campaign Planning

Define Your Objective:
- Choose from options like Sales, Leads, Website Traffic, App Promotion, or Brand Awareness.

Choose a Campaign Type:
- Search Ads: Text ads in search results.
- Display Ads: Visual banner ads across Google’s Display Network.
- Shopping Ads: Product ads in search results (e.g., for e-commerce).
- Video Ads: YouTube ads.
- Performance Max: Multi-channel ads using Google’s automation.

Conduct Keyword Research:
- Use Google Keyword Planner to find relevant, high-volume keywords.
- Group keywords by themes (e.g., branded vs. non-branded).

Set Budget and Bids:
- Define daily budgets and max CPC (Cost Per Click).
- Choose a bidding strategy:
- Manual CPC for full control.
- Target CPA (Cost Per Acquisition) for conversion optimization.
- Target ROAS (Return on Ad Spend) for revenue-focused campaigns.

Define Your Target Audience:
- Location: Country, region, or specific cities.
- Demographics: Age, gender, income, etc.
- Interests: Focus on user behaviors and interests.


B. Campaign Setup

Create Ad Groups:
- Organize keywords into tightly themed groups (e.g., one ad group per product or service).

Write Ad Copy:
- Use compelling headlines (e.g., “50% Off Today Only!”).
- Highlight benefits and include a call-to-action (CTA).
- Match keywords in your ad copy.

Add Extensions:
- Sitelinks (e.g., links to product pages or contact page).
- Callouts (e.g., “Free Shipping,” “24/7 Support”).
- Structured snippets (e.g., list product categories).
- Location or call extensions.

Set Up Tracking:
- Enable conversion tracking to monitor goals like purchases, signups, or form submissions.
- Integrate Google Ads with Google Analytics for deeper insights.


Google Ads Setup Template

| Step | Details | Completed? (?) |
|-------------------------|-----------------------------------------------------|--------------------|
| Define Objective | Example: Drive sales for a new product. | |
| Select Campaign Type | Example: Search Campaign. | |
| Conduct Keyword Research| Focus on high-intent keywords. | |
| Set Budget & Bids | Example: $20 daily budget, $1 max CPC. | |
| Create Ad Groups | Group keywords by product type or theme. | |
| Write Ad Copy | Include benefits, keywords, and strong CTAs. | |
| Add Extensions | Add sitelinks, callouts, and location extensions. | |
| Enable Tracking | Set up conversion tracking in Google Ads. | |


2. Google Ads Optimization Checklist

A. Ongoing Campaign Optimization

Monitor Performance:
- Key Metrics: CTR (Click-Through Rate), CPC (Cost Per Click), Conversion Rate, ROAS.

Refine Keywords:
- Add negative keywords to block irrelevant traffic.
- Pause low-performing keywords.

A/B Test Ads:
- Test different headlines, descriptions, or CTAs.
- Run at least two ads per ad group for comparison.

Adjust Bids:
- Increase bids for high-converting keywords.
- Lower bids for expensive, underperforming keywords.

Optimize Landing Pages:
- Ensure the page matches ad content.
- Improve load times and include clear CTAs.

Analyze Search Terms Report:
- Identify queries triggering your ads.
- Add relevant queries as keywords and irrelevant ones as negatives.


B. Ad Extensions Optimization

? Add Promotions: Include limited-time offers or discounts.
Update Sitelinks: Add links to top-performing pages.
Optimize Call Extensions: Use a phone number during business hours.


Optimization Template

| Task | Action Items | Frequency | Completed? (?) |
|--------------------------|-----------------------------------------------|---------------------|--------------------|
| Monitor Metrics | Check CTR, CPC, ROAS, and Conversion Rate. | Weekly | |
| Refine Keywords | Add negative keywords, pause low-performers. | Weekly | |
| Test Ad Variations | A/B test headlines, descriptions, or CTAs. | Biweekly | |
| Adjust Bids | Increase bids on high-performing keywords. | Monthly | |
| Review Search Terms | Add relevant queries as keywords. | Weekly | |


3. Google Ads Tracking Checklist

A. Conversion Tracking Setup

Define Your Goals:
- Examples: Purchase completion, form submission, newsletter sign-up.

Set Up Conversion Tracking:
- Go to Tools > Measurement > Conversions in Google Ads.
- Click + New Conversion Action and choose your goal type.
- Add the tracking tag to your website (use Google Tag Manager for easy setup).

Enable Enhanced Conversions:
- Securely send first-party data (e.g., emails) for improved tracking.


B. Analytics Integration

? Link Google Ads to Google Analytics:
- Go to Admin > Google Ads Linking in Google Analytics.
- Enable auto-tagging in Google Ads.

? Use UTM Parameters:
- Add UTM tracking codes to URLs for deeper insights in Google Analytics.


Tracking Template

| Conversion Type | Tracking Method | Tested? (?) | Notes |
|--------------------------|----------------------------------|----------------|-----------------------------|
| Purchases | Google Ads Conversion Tracking | | Tag added to thank-you page. |
| Form Submissions | Event Tracking via GTM | | Button click triggers event. |
| Newsletter Sign-Ups | Google Tag Manager | | Triggered on submission. |


4. Campaign Reporting Template

A. Key Metrics to Track

Traffic Performance:
- CTR, CPC, and Bounce Rate.
Conversion Metrics:
- Conversion Rate, Cost Per Conversion, ROAS.
Keyword Performance:
- Impressions, Clicks, Quality Score, CPC.


Google Ads Report Template

| Metric | Goal | Actual | Insights/Actions |
|--------------------------|----------------------|----------------------|-----------------------------|
| CTR | 5% | 3.5% | Test new ad copy to improve. |
| Conversion Rate | 10% | 8% | Optimize landing pages. |
| CPC | $1.50 | $1.80 | Lower bids on low performers.|


5. E-commerce Ads Checklist

A. Shopping Campaigns

? Upload product feed to Google Merchant Center.
Enable Enhanced E-commerce Tracking in Google Analytics.
Optimize product titles and descriptions with high-intent keywords.
Set competitive bids for high-margin products.


B. Remarketing Campaigns

? Create custom audience lists (e.g., cart abandoners).
Use display ads with personalized messaging (e.g., “You left this in your cart!”).
Set frequency caps to avoid ad fatigue.


E-commerce Ads Template

| Campaign Type | Objective | Target Audience | Budget | Notes |
|--------------------------|-----------------------|----------------------------|--------------|-----------------------------|
| Shopping Ads | Increase Sales | Users searching for products| $50/day | Focus on top 10 products. |
| Remarketing Campaign | Recover Abandoned Carts| Cart abandoners | $20/day | Use personalized discounts. |


6. Negative Keyword Checklist

? Review the Search Terms Report weekly.
Add irrelevant queries as negative keywords.
Group negative keywords by theme (e.g., free, jobs, competitor names).


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