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Academy / Google Ads by doing

Query jobs and account structure · 30 min

Split $3,000 by job, then name the account

In this lesson

  • Propose a defendable budget split and campaign names a buyer can build Monday

A starter split you must defend or change

A junior who cannot explain money gets the account taken away. One defendable start for Dana: Brand $450 (protect the name, exact + phrase, homepage or hours page). Inventory $1,800 (the appointment machine — SRP or filtered VDP). Conquest / competitor only if you have a true differentiator and a landing page that does not trash-talk; otherwise $0. Display / PMax $0 in week one unless conversion tracking for booked appointments already exists. Residual $750 is a test pocket (one new inventory theme or a second match-type stance) with a written kill rule. If brand already ranks #1 organically and exact CPCs are pennies, move leftover brand into inventory — say so.

Naming that survives Ads Editor

Use a scheme a second buyer can read: NF | Search | Brand | EX. NF | Search | Inv | CUV-phrase. NF | Search | Inv | Truck-phrase. Ad groups stay tight: one job, one RSA set, one landing URL. Do not create an ad group per VIN. Do not land inventory ads on the homepage. If the SRP cannot filter to CR-Vs, say “cannot advertise CR-V until the SRP filter exists” instead of faking a URL.

If you cannot say which appointment each ad group is for, it is not a campaign — it is a pile. If you cannot name the landing URL, it is not ready to build.

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Architecture check

Which query belongs in the inventory campaign, not brand and not negatives?
Dana wants everything on broad match “so the algorithm can learn.” What is the honest rule for a $3,000 account without a Search Terms ritual?
Which negatives belong on a shared list for a used-car Search account? Select all that apply.
True or false: Inventory ad groups should land on the homepage if the SRP filter for that model is broken.
True or false: You should invent Quality Score and last-click CPA in the architecture so it looks complete.

Assignment

Ads Editor outline — Search architecture

Build a table a second buyer could import: campaign name, daily budget, ad group, example queries, match-type stance, landing URL type, and a filed negative list (Jobs / Parts / Research / Geo). Use Northfield’s $3,000/month. Include the 12-query classification from the lesson. Do not invent Quality Score, CPC, or impression share.

Deliverable: Architecture table + 12-query job map + 8+ filed negatives. One paragraph defending the budget split.

Write at least a short brief (80+ characters). A mentor reviews for a pass.

Ask the tutor

The tutor will guide you. It will not finish graded work for you.

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