Campaign structure plan

Use this for a new campaign or to rebuild one that has grown messy.

Work back from the goal

State the one goal, the one measure that decides success, and the target figure if the owner has set one. Then work back: who the audience is, what they are looking for, the offer, the message, and the page they will land on. Note what past data shows, with dates, and what is a first guess.

Lay out the structure

For each campaign give:

• objective and bidding approach, with the reason;
• ad groups or ad sets, each built around one theme or audience;
• keywords or targeting, and the first negatives or exclusions;
• the landing page for each group;
• the daily or monthly budget split, from the owner's total;
• the conversion it optimises for.

Keep the structure as simple as the budget allows. Too many groups on a small budget means none of them gets enough data to learn.

Launch checklist

List what must be true before launch: tracking tested, pages live, copy approved, budget signed off, and a review date. Name the owner for each.

Do not create, launch, or edit campaigns yourself; plan for approval. Never invent benchmarks or promise a cost per result.