Google Ads Specialist SOPs

This template contains Standard Operating Procedures (SOPs) for a Google Ads Specialist. It outlines the steps and best practices for various tasks, including setting up new campaigns, conducting keyword research, writing ad copy, setting up conversion tracking, and optimizing campaign performance. The document also covers structuring Google Ads accounts for scalability, managing budgets and bidding strategies, conducting A/B testing, analyzing metrics and reporting, and managing audience targeting.

The first SOP details the setup of a new Google Ads campaign. It includes steps for accessing the Google Ads account, selecting campaign goals and types, configuring settings, setting up audience targeting, and configuring ad extensions. The SOP also emphasizes the importance of setting up conversion tracking and monitoring campaign performance post-launch.

Keyword research is the focus of the second SOP. It provides a guide for using the Google Keyword Planner, expanding keyword lists using other tools, categorizing keywords into intent buckets, identifying long-tail keywords, and analyzing competitor keywords. The SOP also covers selecting match types for keywords and organizing them into ad groups.

The third SOP outlines the best practices for writing high-converting Google Ads copy. It emphasizes the importance of understanding the target audience, using keywords strategically, and following the Google Ads copy structure. The SOP also covers writing attention-grabbing headlines, persuasive descriptions, and using ad extensions to enhance copy.

The final SOPs focus on optimizing Google Ads campaigns, including managing budgets and bidding strategies. It provides guidance on establishing budgeting goals, allocating budgets across campaigns, choosing the right bidding strategy, and adjusting bids for performance. The SOP also covers A/B testing, analyzing metrics and reporting, and managing audience targeting.