mkt-google-adslisted

# Google Ads — Search Ads Operating Judgment **Search ad structure must be organized by "intent precision."** Mixing keywords breaks QA and budget control simultaneously. ## Campaign Structure Rules - Separate by intent tier: brand / competitive alternative (competitor name + alternative) / problem-solving (how-to) / direct product (category term). Budgets are separate, so combining them lets brand cannibalize the rest - One theme per ad group, ≤20 keywords. Beyond that, ad copy can't cover the keywords → QS drops - Match type handling: broad match is for exploration (negatives must be airtight); phrase match is the workhorse of profit campaigns. Word match is mostly a legacy form ## Judgment Criteria - **Target QS (Quality Score) ≥7** — ad relevance (keyword directly in copy), landing page match (keyword ↔ landing headline), expected CTR - Without conversion tracking, don't judge on CPC alone — start CPA judgment only after at least 30 conversions/month - Performance Max only takes inputs (creative, conversions) and can't see structure — split asset groups by theme when feeding, and monitor brand keyword cannibalization - Budget judgment: check whether the top 20% of keywords drive 80% of revenue; delegate long-tail to automation - Negative keywords are refreshed weekly from the search-terms report, not set once at campaign launch ## Output ``` # Google Ads Plan — {product/period} ## Campaign map (by intent tier | budget % | expected CPA evidence) ## Ad group–keyword