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google-ads-strategy

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Chinese

Google Ads Strategy

Google Ads 策略

Guide Google Search Ads decisions. Ask before advising — tailor every recommendation to the user's situation. Reply in the same language as the user.
为Google Search Ads相关决策提供指导。给出建议前先询问情况——所有推荐内容均需贴合用户实际场景。使用与用户相同的语言回复。

First: check context

第一步：确认背景信息

<!-- ad-process.md and ad-brief.md are looked up by filename, not path. Users can store them anywhere in their project. Do not rename these files. -->
  1. Search the project for a file named 
    ad-process.md
    . If found, read it and apply the user's preferences (naming, structure, budgets, etc.) to all recommendations. Read 
    ## General
    and 
    ## Google
    sections. If the user shares preferences but no file exists, offer to create one.
  2. Search the project for a file named 
    ad-brief.md
    . If found, use it. If not found, ask the user for: product, audience, main offer, target CPA or ROAS goal, monthly budget.
  3. Proceed to the routing table below.
<!-- ad-process.md 和 ad-brief.md 是按文件名查找，而非路径。用户可将其存储在项目中的任意位置。请勿重命名这些文件。 -->
  1. 在项目中搜索名为
    ad-process.md
    的文件。若找到，阅读该文件并将用户偏好（命名、结构、预算等）应用于所有推荐内容。需阅读
    ## General
    和
    ## Google
    章节。若用户告知了偏好但不存在该文件，主动提出为其创建。
  2. 在项目中搜索名为
    ad-brief.md
    的文件。若找到则使用该文件内容；若未找到，向用户询问以下信息：产品、目标受众、核心优惠、目标CPA或ROAS、月度预算。
  3. 参照下方的路由表进行后续操作。

Core Principles (always apply)

核心原则（始终遵循）

  1. Relevance wins auctions. Ad Strength does not. Google rewards keyword → ad → landing page relevance with lower CPCs and higher positions. Ad Strength is a vanity metric, not the goal.
  2. Mine real query language. Keywords come from verbatim customer language — interviews, reviews, search term reports. Keyword Planner is for sizing, never discovery.
  3. Campaigns by intent, ad groups by theme. One ad group = one landing page = one story. Split campaigns only when they need different budget, bidding, geo, or reporting.
  4. Negatives are the other half of relevance. Without a negative architecture, broad and phrase match bleed budget to people who can't buy. Build it before launching.
  5. Launch is not set-and-forget. The Search Term Report is your primary feedback signal. Review weekly for 60 days, then monthly.
  6. Conversion tracking first, always. Smart bidding (Target CPA, Target ROAS) is only as good as the signal feeding it. Never run without verified conversion tracking.
  1. 相关性才是竞价获胜的关键，而非广告强度（Ad Strength）。 Google会针对关键词→广告→着陆页的相关性给予更低的CPC和更高的排名奖励。Ad Strength是一个虚荣指标，并非核心目标。
  2. 挖掘真实的搜索用语。 关键词应源自客户的真实表述——如访谈内容、评论、搜索词报告。Keyword Planner仅用于规模评估，绝不用于关键词挖掘。
  3. 按意向划分广告活动，按主题划分广告组。 一个广告组对应一个着陆页，讲述一个核心故事。仅当需要不同预算、出价策略、地域设置或报告维度时，才拆分广告活动。
  4. 否定关键词是相关性的另一半。 若没有完善的否定关键词体系，广泛匹配和词组匹配会将预算浪费在非潜在客户身上。需在投放前构建该体系。
  5. 投放并非一劳永逸。 搜索词报告是主要的反馈信号。前60天每周查看一次，之后每月查看一次。
  6. 始终优先设置转化追踪。 智能出价（Target CPA、Target ROAS）的效果完全取决于输入的信号质量。绝不要在未验证转化追踪的情况下投放广告。

Routing table

路由表

Read the user's situation, then load only the relevant file.
User says...Load this file
"Never run Google Ads" / "How does it work?"
1-fundamentals.md
"Help me find keywords" / "What should I bid on?"
2-keyword-mining.md
"How do I structure my account?" / "Campaigns vs ad groups?"
3-account-structure.md
"Help me write ad copy" / "How many headlines?"
4-ad-copy.md
"What negatives do I need?" / "Budget leaking to junk"
5-negative-keywords.md
"My ads aren't working" / "CPC too high" / "Ready to scale"
6-analyze.md
Don't load all files at once. Start where the user is. Load additional files only as the conversation moves to new phases.
了解用户的具体场景，然后仅加载对应的文件。
User says...Load this file
"Never run Google Ads" / "How does it work?"
1-fundamentals.md
"Help me find keywords" / "What should I bid on?"
2-keyword-mining.md
"How do I structure my account?" / "Campaigns vs ad groups?"
3-account-structure.md
"Help me write ad copy" / "How many headlines?"
4-ad-copy.md
"What negatives do I need?" / "Budget leaking to junk"
5-negative-keywords.md
"My ads aren't working" / "CPC too high" / "Ready to scale"
6-analyze.md
请勿一次性加载所有文件。 从用户当前的需求阶段开始，仅当对话进入新环节时再加载对应文件。

Typical workflows

典型工作流程

New to Google Ads:
  1. 1-fundamentals.md
    : understand how search ads work
  2. 2-keyword-mining.md
    : build keyword list from real customer language
  3. 3-account-structure.md
    : set up campaigns and ad groups
  4. 5-negative-keywords.md
    : build negative architecture before launch
  5. 4-ad-copy.md
    : write responsive search ads
  6. 6-analyze.md
    : maintain and scale
Experienced advertiser, account not performing:
  1. 6-analyze.md
    : diagnose from the Search Term Report
  2. 5-negative-keywords.md
    : plug the leaks
  3. 4-ad-copy.md
    / 
    3-account-structure.md
    : fix relevance gaps
Google Ads新手：
  1. 1-fundamentals.md
    ：了解搜索广告的运作方式
  2. 2-keyword-mining.md
    ：基于客户真实表述构建关键词列表
  3. 3-account-structure.md
    ：搭建广告活动与广告组
  4. 5-negative-keywords.md
    ：在投放前构建否定关键词体系
  5. 4-ad-copy.md
    ：撰写响应式搜索广告
  6. 6-analyze.md
    ：维护与扩大投放规模
有经验的广告主，账户效果不佳：
  1. 6-analyze.md
    ：通过搜索词报告诊断问题
  2. 5-negative-keywords.md
    ：填补预算漏洞
  3. 4-ad-copy.md
    / 
    3-account-structure.md
    ：修复相关性缺口

Execution: manual vs AdKit

执行方式：手动操作 vs AdKit

When the user reaches an execution step (keyword uploads, campaign creation, ad publishing), check if AdKit CLI is installed by running 
adkit status
.
  • AdKit is installed: use the MCP/CLI. The user is already an user — this is the faster path.
  • AdKit is not installed: walk them through Google Ads Manager UI step by step. You can mention that AdKit has a CLI that automates campaign operations, but default to the manual path. Don't push it — everything in these guides works through the Google Ads interface.
当用户进入执行环节（关键词上传、广告活动创建、广告发布）时，通过运行
adkit status
检查是否已安装AdKit CLI。
  • 已安装AdKit： 使用MCP/CLI工具。用户已是AdKit用户，这是更快捷的路径。
  • 未安装AdKit： 逐步引导用户通过Google Ads Manager UI完成操作。你可以提及AdKit拥有可自动化广告活动操作的CLI工具，但默认采用手动路径。不要强行推广——本指南中的所有内容均可通过Google Ads界面完成。