In this guide, we’ll walk through a step-by-step template for setting up a Google Ads search campaign. This example focuses on driving sales for a high-quality outdoor coolers and tumblers website, similar to brands like Yeti. Whether you’re new to Google Ads or looking for a refresher, this template will help you create a well-structured and effective campaign.

Step 1: Define Your Campaign Goal

Before setting up your campaign, clearly define your goal. For this example:

• Goal: Drive sales for high-quality outdoor coolers and tumblers.
• Campaign Type: Non-branded search campaign (targeting new audiences who aren’t searching for your brand specifically).

Step 2: Campaign Settings

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Step 3: Keyword Strategy

Ad Group 1: High Performance Coolers

• Keywords (Broad Match):
  • Best outdoor coolers
  • High performance coolers
  • Durable coolers for camping

Ad Group 2: Premium Insulated Tumblers

• Keywords (Broad Match):
  • Best insulated tumblers
  • High quality tumblers
  • Long lasting tumblers

Why Broad Match?

• Broad match allows Google to find new, relevant keywords while still maintaining control over the types of searches that trigger your ads.
• Broad match has improved significantly over the years and is now a powerful tool for discovering new opportunities.

Step 4: Ad Copy

Ad Group 1: High Performance Coolers

• Headline 1: Top Outdoor Coolers
• Headline 2: Perfect for Camping
• Description: Discover durable and reliable coolers for your outdoor adventures. Shop now and get free shipping!

Ad Group 2: Premium Insulated Tumblers

• Headline 1: Premium Insulated Tumblers
• Headline 2: Keep Drinks Cold Longer
• Description: Find the best tumblers to keep your drinks cold or hot for hours. Order today with special discounts!

Key Tips for Ad Copy:

• Include a clear call-to-action (e.g., “Shop now,” “Order today”).
• Ensure your headlines and descriptions are relevant to the keywords in the ad group.
• Use responsive search ads to test multiple headlines and descriptions.

Step 5: Ad Extensions

Ad extensions are crucial for improving visibility and click-through rates (CTR). Use the following extensions:

Sitelink Extensions

• Explore Outdoor Gear (URL: Non-branded product category page)
• Shop Coolers (URL: Coolers product page)
• Shop Tumblers (URL: Tumblers product page)

Callout Extensions

• Free Shipping
• High Durability
• Outdoor Adventure Ready
• Keeps Drinks Cold for 12 Hours

Structured Snippet Extensions

• Categories: Coolers, Tumblers, Outdoor Gear

Why Use Extensions?

• They increase the size of your ad on the search results page.
• They provide additional information to users, improving CTR and relevance.

Step 6: Targeting Options

Audience Targeting

• Observation Mode: Add audiences like “Outdoor Enthusiasts,” “Campers,” and “Hikers” in observation mode (not targeting mode). This allows you to monitor performance without limiting your reach.
• Demographics: Target ages 25-54 and higher income brackets (if selling premium products).

Step 7: Best Practices for Optimization

1. Keyword Match Types

• Use a mix of broad, phrase, and exact match keywords.
• Start with broad match to discover new keywords, then refine with phrase and exact match as you gather data.

2. Ad Copy Testing

• A/B test different headlines and descriptions to find the highest-performing variations.
• Use responsive search ads to automate testing.

3. Negative Keywords

• Regularly review your search terms report to identify irrelevant searches.
• Add negative keywords to avoid wasting budget on irrelevant clicks.

4. Conversion Tracking

• Set up accurate conversion tracking before launching your campaign.
• Ensure your conversion data aligns within a 10-15% margin of error compared to Google Analytics or your CRM.

5. Monitor Performance

• Check your campaign performance weekly.
• Adjust bids, ad copy, and targeting based on data.

Step 8: Example Campaign Timeline

Week	Action
Week 1	Launch campaign. Focus on analyzing search terms and adding negative keywords.
Week 2	Adjust ad copy based on performance. Refine audience targeting.
Week 3	Pause underperforming keywords. Test new ad variations.
Week 4	Establish benchmarks (e.g., CTR, conversion rate, ROAS).

Targeted Keywords for Outdoor Gear Campaigns

Coolers

• Best outdoor coolers
• High performance coolers
• Durable coolers for camping
• Lightweight coolers for hiking
• Heavy-duty coolers for fishing

Tumblers

• Best insulated tumblers
• High quality tumblers
• Long lasting tumblers
• Tumblers for hot and cold drinks
• Leak-proof tumblers

Conclusion

Setting up a Google Ads search campaign doesn’t have to be complicated. By following this template, you can create a well-structured campaign that drives sales for your outdoor gear business. Remember to:

1. Define your goal and target audience.
2. Use a mix of broad, phrase, and exact match keywords.
3. Write compelling ad copy with clear calls-to-action.
4. Leverage ad extensions to improve visibility and CTR.
5. Monitor performance and optimize regularly.

By following these steps, you’ll be well on your way to running a successful Google Ads campaign that delivers measurable results.