google-ads-expert

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Google Ads Expert - Master Paid Search with 80/20 Thinking

Google Ads专家 - 用80/20思维掌握付费搜索

Build profitable Google Ads campaigns by applying Perry Marshall's 80/20 principles to paid search optimization

将Perry Marshall的80/20原则应用到付费搜索优化中，打造盈利的Google Ads广告系列

When to Use This Skill

何时使用该技能

Setting up a new Google Ads account from scratch
Optimizing existing campaigns that are underperforming
Structuring campaigns for maximum quality score and ROI
Applying 80/20 thinking to identify high-leverage optimizations
Scaling profitable campaigns without wasting budget
Qualifying leads before they click (saving money on bad clicks)
Prioritizing optimization efforts for maximum impact

从零开始搭建新的Google Ads账户
优化表现不佳的现有广告系列
构建广告系列以实现最高Quality Score和ROI
运用80/20思维识别高杠杆优化点
在不浪费预算的情况下扩大盈利广告系列的规模
在用户点击前筛选合格线索（节省无效点击的成本）
优先安排优化工作以实现最大效果

Methodology Foundation

方法论基础

Aspect	Details
Source	Ultimate Guide to Google Ads, 80/20 Sales and Marketing
Expert	Perry Marshall - Pioneer of Google Ads education, 80/20 marketing guru
Core Principle	"Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle. Once conversion is solid, traffic mysteries solve themselves."

方面	详情
来源	《Google Ads终极指南》、《80/20销售与营销》
专家	Perry Marshall - Google Ads教育先驱，80/20营销大师
核心原则	"大多数人认为流量是成功的80%，但实际上只占20%。转化才是80%的关键。一旦转化体系稳固，流量的问题自然迎刃而解。"

What Claude Does vs What You Decide

Claude的工作 vs 你的决策

Claude Does	You Decide
Structures content frameworks	Final messaging
Suggests persuasion techniques	Brand voice
Creates draft variations	Version selection
Identifies optimization opportunities	Publication timing
Analyzes competitor approaches	Strategic direction

Claude负责	你负责
构建内容框架	最终文案确定
建议说服技巧	品牌调性把控
创建草稿变体	版本选择
识别优化机会	发布时机
分析竞争对手策略	战略方向

What This Skill Does

该技能能做什么

This skill combines Google Ads technical mastery with strategic 80/20 thinking to help you build campaigns that are profitable from the start.

You'll learn to:

Apply 80/20 to campaigns - Find the 20% of effort that drives 80% of results
Structure for Quality Score - Organize campaigns for maximum relevance
Rack the shotgun - Qualify visitors before they cost you money
Optimize the right things - Peel back the optimization onion correctly
Scale profitably - Know when and how to increase spend
Think in conversions - Put conversion ahead of traffic

The result: Campaigns that make money consistently, not just get clicks.

本技能将Google Ads技术精通与战略性80/20思维相结合，帮助你从一开始就打造盈利的广告系列。

你将学会：

将80/20原则应用到广告系列中 - 找到能驱动80%结果的20%工作
为Quality Score构建结构 - 组织广告系列以实现最高相关性
上膛猎枪（Rack the shotgun） - 在用户产生成本前筛选合格访客
优化正确的内容 - 按正确顺序逐层优化
盈利性扩量 - 了解何时以及如何增加预算
以转化为导向思考 - 将转化置于流量之上

最终结果：持续盈利的广告系列，而不只是获得点击。

How to Use

如何使用

Prompt Examples

提示词示例

Help me structure a Google Ads campaign for [business/product] using Perry Marshall's
match type segmentation approach. I want to maximize Quality Score and control.

Apply 80/20 analysis to my Google Ads account. Here are my top 20 keywords by spend:
[list]. Where should I focus my optimization efforts for maximum impact?

Create a lead qualification strategy for my Google Ads campaigns. I sell [product]
and waste money on [type of bad clicks]. How do I "rack the shotgun"?

My campaigns are profitable at $X/day but I want to scale. Use the 80/20 approach
to help me identify how to increase spend without killing ROI.

Prioritize my optimization checklist for [campaign type]. What's the 80/20 order
of operations I should follow before spending more money?

请使用Perry Marshall的匹配类型细分方法，帮我为[业务/产品]构建Google Ads广告系列。我希望最大化Quality Score和控制力。

对我的Google Ads账户进行80/20分析。以下是我花费最高的20个关键词：
[列表]。我应该把优化重点放在哪里以实现最大效果？

为我的Google Ads广告系列创建线索筛选策略。我销售[产品]，并且在[无效点击类型]上浪费了很多预算。我该如何“上膛猎枪”？

我的广告系列在每日花费$X时是盈利的，但我想要扩量。请用80/20方法帮我确定如何增加预算而不损害ROI。

为[广告系列类型]优先安排我的优化清单。在增加预算前，我应该遵循的80/20操作顺序是什么？

Instructions

操作指南

The 80/20 Framework for Google Ads

Google Ads的80/20框架

┌─────────────────────────────────────────────────────────────┐
│              80/20 IN GOOGLE ADS                             │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  80% of conversions come from 20% of keywords               │
│  80% of costs come from 20% of keywords                     │
│  80% of wasted spend comes from 20% of search terms         │
│                                                             │
│  BUT ALSO:                                                  │
│                                                             │
│  4% of keywords drive 64% of conversions (80/20 of 80/20)   │
│  1% of keywords drive ~50% of conversions                   │
│                                                             │
│  "Find the vital few, ignore the trivial many"              │
│                                                             │
└─────────────────────────────────────────────────────────────┘

Strategic Implication: Don't optimize everything equally. Find your top performers and make them even better. Find your worst performers and eliminate them.

┌─────────────────────────────────────────────────────────────┐
│              Google Ads中的80/20原则                         │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  80%的转化来自20%的关键词                                   │
│  80%的成本来自20%的关键词                                   │
│  80%的无效花费来自20%的搜索词                               │
│                                                             │
│  此外：                                                      │
│                                                             │
│  4%的关键词驱动64%的转化（80/20的二次应用）                 │
│  1%的关键词驱动约50%的转化                                   │
│                                                             │
│  "找到关键的少数，忽略琐碎的多数"                            │
│                                                             │
└─────────────────────────────────────────────────────────────┘

战略启示：不要平均优化所有内容。找到你的顶级表现者并进一步强化，找到最差的表现者并淘汰它们。

Step 1: The Conversion-First Mindset

步骤1：转化优先思维

Before worrying about traffic, get conversion right.

"Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle."

The Order of Operations:

Priority	Focus	Why
1	Landing page conversion	Without this, all traffic is wasted
2	Offer/value proposition	Must be compelling enough to convert
3	Ad relevance to landing page	Quality Score and conversion both improve
4	Keyword selection	Target the right searchers
5	Traffic scaling	Only AFTER 1-4 are solid

Conversion Benchmarks:

If conversion rate is <1%, fix the landing page first
If conversion rate is 2-5%, you can optimize ads
If conversion rate is >5%, you can start scaling traffic

在考虑流量之前，先做好转化。

"大多数人认为流量是成功的80%，但实际上只占20%。转化才是80%的关键。"

操作顺序：

优先级	重点	原因
1	着陆页转化	没有这个，所有流量都是浪费
2	优惠/价值主张	必须足够有吸引力才能促成转化
3	广告与着陆页的相关性	Quality Score和转化都会提升
4	关键词选择	定位正确的搜索者
5	流量扩量	仅在1-4步骤稳固后进行

转化基准：

如果转化率<1%，先优化着陆页
如果转化率为2-5%，可以优化广告
如果转化率>5%，可以开始扩量流量

Step 2: Campaign Structure for Quality Score

步骤2：为Quality Score构建广告系列结构

Match Type Segmentation:

Separate your keywords by match type into different ad groups or campaigns:

Campaign: [Product Name]
├── Ad Group: Exact Match Keywords
│   └── [keyword] → dedicated ads
├── Ad Group: Phrase Match Keywords
│   └── "keyword" → dedicated ads
├── Ad Group: Modified Broad Match
│   └── +keyword → dedicated ads
└── Ad Group: Broad Match (for discovery)
    └── keyword → catch-all ads

Why This Works:

Exact match keywords get highest relevance scores
You can bid aggressively on exact (known performers)
Broad match becomes a "fishing expedition" for new terms
Each match type gets appropriate bid strategy

The Peel and Stick Technique:

Run broad match to discover what people actually search
Check Search Terms Report for high-performers
"Peel" those terms out of broad match
"Stick" them into their own exact match ad groups
Create dedicated ads for each peeled term
Add negative of exact match to broad campaign

Result: Continuous refinement, higher Quality Scores, lower costs.

匹配类型细分：

将关键词按匹配类型分到不同的广告组或广告系列中：

广告系列: [产品名称]
├── 广告组: 精确匹配关键词
│   └── [keyword] → 专属广告
├── 广告组: 短语匹配关键词
│   └── "keyword" → 专属广告
├── 广告组: 广泛匹配修饰符
│   └── +keyword → 专属广告
└── 广告组: 广泛匹配（用于发现）
    └── keyword → 通用广告

为什么有效：

精确匹配关键词获得最高相关性得分
你可以对精确匹配（已知表现者）出价更高
广泛匹配成为寻找新关键词的“探索之旅”
每种匹配类型都有合适的出价策略

剥离粘贴技巧：

运行广泛匹配以发现用户实际搜索的内容
查看搜索词报告寻找高表现词
**“剥离”**这些词从广泛匹配中移出
**“粘贴”**它们到独立的精确匹配广告组
为每个剥离的词创建专属广告
在广泛匹配广告系列中添加精确匹配的否定关键词

结果：持续优化，更高的Quality Score，更低的成本。

Step 3: Rack the Shotgun (Qualify Before the Click)

步骤3：上膛猎枪（点击前筛选）

"The art of sorting out your customers, weeding out the qualified from the non-qualified, is one of the most important skills you can develop."

80/20 Reality: 80% of people who click will never buy. You're paying for all of them.

Pre-Qualification Tactics:

Tactic	How It Works	Example
Price in ad	Scares away non-buyers	"$499/month starting price"
Specificity	Attracts only right audience	"Enterprise-only" or "For teams of 50+"
Qualification language	Self-selection	"If you're serious about..."
Negative keywords	Block bad searchers	-free, -cheap, -DIY, -jobs
Callout extensions	Set expectations	"Minimum $10K project"

Five Power Disqualifiers:

Before someone becomes a lead, they should pass:

Money - Do they have budget for your solution?
Authority - Can they make the purchase decision?
Need - Do they have the problem you solve?
Timing - Are they ready to act now?
Fit - Are they the right customer for you?

Landing Page Qualification:

Add a short quiz: "Is [Product] right for you?"
Include pricing or "starting at" to filter budget
Use specific case studies that speak to ideal customers
Make non-buyers self-select out

"筛选客户，区分合格与不合格客户的艺术，是你能掌握的最重要技能之一。"

80/20现实：80%的点击者永远不会购买，但你要为所有点击付费。

预筛选策略：

策略	工作原理	示例
广告中加入价格	吓跑非买家	"每月起价$499"
明确受众	只吸引目标受众	"仅限企业"或"面向50人以上团队"
筛选语言	让用户自我选择	"如果你认真对待..."
否定关键词	阻止无效搜索者	-free, -cheap, -DIY, -jobs
附加信息扩展	设定预期	"最低$10K项目"

五大核心筛选条件：

在用户成为线索前，他们应该满足：

资金 - 他们有预算购买你的解决方案吗？
决策权 - 他们能做出购买决定吗？
需求 - 他们有你能解决的问题吗？
时机 - 他们现在准备采取行动吗？
适配性 - 他们是你的目标客户吗？

着陆页筛选：

添加简短测试："[产品]适合你吗？"
包含价格或"起价"以筛选预算
使用针对理想客户的具体案例研究
让非买家自我排除

Step 4: The Optimization Onion

步骤4：优化洋葱模型

Peel back optimization layers in the right order:

                OPTIMIZATION PRIORITY
    ┌─────────────────────────────────────┐
    │                                     │
    │  OUTER LAYER (Do First)             │
    │  ├── Match type segmentation        │
    │  ├── Ad extensions (all of them)    │
    │  └── Negative keywords              │
    │                                     │
    │  MIDDLE LAYER (Do Second)           │
    │  ├── Ad copy split testing          │
    │  ├── Landing page optimization      │
    │  └── Bid adjustments by device      │
    │                                     │
    │  INNER LAYER (Do Third)             │
    │  ├── Audience targeting             │
    │  ├── Day/time bidding              │
    │  └── Geographic bid adjustments     │
    │                                     │
    │  CORE (Only After Everything Else)  │
    │  └── Increase budget/bids           │
    │                                     │
    └─────────────────────────────────────┘

Perry's Rule:

"Your first response should NOT be 'I'm going to spend more money.' Your first response should be 'Am I optimizing everything I can really optimize?'"

按正确顺序逐层优化：

                优化优先级
    ┌─────────────────────────────────────┐
    │                                     │
    │  外层（首先执行）                   │
    │  ├── 匹配类型细分                  │
    │  ├── 广告附加信息（全部启用）        │
    │  └── 否定关键词                    │
    │                                     │
    │  中层（其次执行）                   │
    │  ├── 广告文案A/B测试                │
    │  ├── 着陆页优化                    │
    │  └── 按设备调整出价                │
    │                                     │
    │  内层（第三执行）                   │
    │  ├── 受众定向                      │
    │  ├── 按时间出价                    │
    │  └── 按地域调整出价                │
    │                                     │
    │  核心（仅在其他所有步骤完成后）      │
    │  └── 增加预算/出价                 │
    │                                     │
    └─────────────────────────────────────┘

Perry法则：

"你的第一反应不应该是‘我要花更多钱’。你的第一反应应该是‘我是否已经优化了所有能优化的内容？’"

Step 5: 80/20 Budget Allocation

步骤5：80/20预算分配

Where to Put Your Money:

Performance Level	Budget Allocation	Strategy
Top 20% of keywords	64% of budget	Scale aggressively
Middle 60%	30% of budget	Test and optimize
Bottom 20%	6% of budget	Cut or pause

Identifying Your 80/20:

Export last 90 days of keyword data
Sort by conversions (not clicks!)
Calculate cumulative % of total conversions
Mark where you hit 80% of conversions
Count how many keywords got you there (usually ~20%)
These are your "vital few"

The 80/20 of 80/20:

Within your top 20%, another 80/20 exists
4% of keywords often drive 50%+ of conversions
These deserve individual campaigns, dedicated landing pages

预算投向：

表现水平	预算分配	策略
前20%的关键词	64%的预算	积极扩量
中间60%	30%的预算	测试与优化
后20%	6%的预算	削减或暂停

识别你的80/20：

导出过去90天的关键词数据
按转化量排序（不是点击量！）
计算总转化量的累计百分比
标记达到80%转化量的位置
统计达到该转化量的关键词数量（通常约20%）
这些就是你的“关键少数”

80/20的二次应用：

在你的前20%中，还存在另一个80/20分布
4%的关键词通常驱动50%以上的转化
这些关键词值得单独的广告系列和专属着陆页

Step 6: Scaling Profitably

步骤6：盈利性扩量

When to Scale:

Only after:

Conversion tracking is accurate
ROI is positive at current spend
Quality Scores are 7+ on main keywords
All optimization layers addressed
You understand your customer acquisition economics

How to Scale:

Method	When to Use	Risk Level
Increase bids on winners	Top 20% keywords	Low
Add similar keywords	Proven ad groups	Medium
Expand match types	Exact → Phrase	Medium
New campaigns/audiences	After core is solid	Higher
Increase daily budget	All above done	Low

Warning Signs to Stop Scaling:

CPA increases by >20%
Conversion rate drops significantly
Quality Score declining
Impression share not improving with budget

何时扩量：

仅在满足以下条件后：

转化追踪准确
当前花费下ROI为正
主要关键词的Quality Score为7+
所有优化层面都已处理
你了解客户获取成本经济

如何扩量：

方法	适用场景	风险等级
提高顶级表现者的出价	前20%的关键词	低
添加相似关键词	已验证的广告组	中
扩展匹配类型	精确→短语	中
新广告系列/受众	核心业务稳固后	高
增加每日预算	完成以上所有步骤后	低

停止扩量的预警信号：

CPA增长超过20%
转化率显著下降
Quality Score下降
增加预算后展示份额未提升

Step 7: Advanced 80/20 Strategies

步骤7：高级80/20策略

Tiered Offering Strategy:

"20% of people are willing to spend 4x the money for a better experience."

If your main offer is $100, consider:

Standard: $100 (for 80%)
Premium: $400 (for 16%)
Elite: $1,600 (for 4%)

Run separate campaigns for each tier - the economics are different.

Predictive Budgeting:

Using 80/20 math to predict market size:

If 1,000 people buy at $50
~200 will pay $200 (4x)
~40 will pay $800 (16x)
~8 will pay $3,200 (64x)

Plan campaigns and landing pages for each segment.

分层报价策略：

"20%的人愿意为更好的体验支付4倍的价格。"

如果你的主报价是$100，可以考虑：

标准版：$100（面向80%的用户）
高级版：$400（面向16%的用户）
精英版：$1,600（面向4%的用户）

为每个层级单独运行广告系列 - 它们的经济模型不同。

预测性预算分配：

使用80/20数学模型预测市场规模：

如果1000人以$50购买
~200人会支付$200（4倍）
~40人会支付$800（16倍）
~8人会支付$3,200（64倍）

为每个细分市场规划广告系列和着陆页。

Examples

示例

Example 1: E-commerce Store Optimization

示例1：电商店铺优化

Situation: Online store selling specialty kitchen equipment. Spending $5,000/month on Google Ads with 2.5% conversion rate. Wants to improve ROI.

80/20 Analysis:

Exported 90 days of data, found:

147 active keywords
23 keywords (16%) drove 81% of sales
6 keywords (4%) drove 52% of sales
87 keywords (59%) had zero conversions

Action Plan:

1. Immediate (Outer Layer):

Pause 87 zero-conversion keywords → Save ~$800/month
Add negative keywords from Search Terms Report
Enable all ad extensions (was missing callouts, structured snippets)

2. Structure (Match Types):

Create exact match campaign for top 23 keywords
Create separate ad groups for top 6 keywords
Move existing to phrase/broad for discovery

3. Qualify Better:

Add price to ads: "From $89 - Premium Kitchen Tools"
Landing page: Added "Who this is for" section
Negative keywords: -cheap, -wholesale, -bulk, -used

4. Scale Winners:

Top 6 keywords: Increased bids 30%
Created dedicated landing pages for top 3 products
Built remarketing lists from converters

Results after 60 days:

Spend: $4,200/month (down 16%)
Conversions: Up 34%
ROAS: Improved from 3.2x to 5.1x

场景：销售特色厨房设备的在线店铺。每月在Google Ads上花费$5,000，转化率为2.5%。希望提升ROI。

80/20分析：

导出90天数据后发现：

147个活跃关键词
23个关键词（16%）驱动81%的销售额
6个关键词（4%）驱动52%的销售额
87个关键词（59%）没有转化

行动计划：

1. 立即行动（外层优化）：

暂停87个无转化关键词 → 每月节省约$800
从搜索词报告中添加否定关键词
启用所有广告附加信息（之前缺少附加信息和结构化摘要）

2. 结构调整（匹配类型）：

为前23个关键词创建精确匹配广告系列
为前6个关键词创建单独的广告组
将现有关键词移至短语/广泛匹配用于发现

3. 更好的筛选：

广告中添加价格："起价$89 - 高端厨房工具"
着陆页：添加"适合人群"部分
否定关键词：-cheap, -wholesale, -bulk, -used

4. 扩量顶级表现者：

前6个关键词：出价提高30%
为前3个产品创建专属着陆页
从转化用户中构建再营销列表

60天后结果：

花费：每月$4,200（下降16%）
转化量：提升34%
ROAS：从3.2倍提升至5.1倍

Example 2: B2B SaaS Lead Generation

示例2：B2B SaaS线索生成

Situation: SaaS company generating leads via Google Ads. Getting lots of clicks but low quality leads. Sales team complaining about tire-kickers.

Problem Diagnosis:

Using 80/20 thinking:

80% of leads were unqualified (too small, no budget, wrong use case)
80% of wasted ad spend came from broad match fishing

Rack the Shotgun Implementation:

1. Ad Copy Qualification: Before: "Project Management Software - Free Trial" After: "Project Management for Teams 50+ | Starting $499/mo"

2. Landing Page Qualification: Added "Is [Product] Right For You?" quiz:

Team size?
Current tools?
Budget range?
Timeline to implement?

Score < 60 = Blog content offer Score 60-80 = Self-serve trial Score > 80 = Sales call booking

3. Campaign Structure:

Separate campaign for enterprise keywords
Separate campaign for SMB keywords
Different landing pages, different qualification levels

4. Negative Keywords: Added: -free, -open source, -small business, -startup, -cheap, -alternative to [competitor targeting SMB]

Results:

Clicks: Down 40%
Cost: Down 35%
Qualified leads: Up 60%
Sales accepted leads: Up 180%
Cost per qualified lead: Down 58%

场景：通过Google Ads生成线索的SaaS公司。获得大量点击但线索质量低。销售团队抱怨无效线索。

问题诊断：

运用80/20思维：

80%的线索不合格（规模太小，没有预算，使用场景错误）
80%的无效花费来自广泛匹配探索

上膛猎枪实施：

1. 广告文案筛选： 之前："项目管理软件 - 免费试用" 之后："面向50人以上团队的项目管理 | 每月起价$499"

2. 着陆页筛选： 添加"[产品]适合你吗？"测试：

团队规模？
当前使用工具？
预算范围？
实施时间线？

得分<60 = 博客内容优惠得分60-80 = 自助试用得分>80 = 预约销售电话

3. 广告系列结构：

为企业关键词创建单独的广告系列
为SMB关键词创建单独的广告系列
不同的着陆页，不同的筛选级别

4. 否定关键词： 添加：-free, -open source, -small business, -startup, -cheap, -alternative to [针对SMB的竞争对手]

结果：

点击量：下降40%
花费：下降35%
合格线索：提升60%
销售接受的线索：提升180%
每合格线索成本：下降58%

Checklists & Templates

清单与模板

Campaign Audit Checklist (80/20 Version)

广告系列审核清单（80/20版本）

markdown

undefined

markdown

undefined

Google Ads 80/20 Audit: [Account Name]

Google Ads 80/20审核: [账户名称]

1. Data Pull (Last 90 Days)

1. 数据提取（过去90天）

Export all keyword data with conversions
Export Search Terms Report
Export campaign/ad group performance
Note current spend and ROAS

导出所有带转化数据的关键词
导出搜索词报告
导出广告系列/广告组表现数据
记录当前花费和ROAS

2. 80/20 Analysis

2. 80/20分析

Keywords:

Total active keywords: ___
Keywords with 0 conversions: ___ (% of total: ___%)
Keywords driving 80% of conversions: ___ (% of total: ___%)
Keywords driving 50% of conversions: ___ (% of total: ___%)

Campaigns:

Campaign driving most conversions: ___
Campaign with worst ROAS: ___

关键词：

总活跃关键词: ___
无转化关键词: ___（占比: ___%）
驱动80%转化的关键词: ___（占比: ___%）
驱动50%转化的关键词: ___（占比: ___%）

广告系列：

转化最多的广告系列: ___
ROAS最差的广告系列: ___

3. Outer Layer Optimization

3. 外层优化

4. Qualification Assessment

4. 筛选评估

Price/qualification in ad copy? Y/N
Landing page qualifies visitors? Y/N
Negative keywords block non-buyers? Y/N

广告文案中包含价格/筛选信息？是/否
着陆页筛选访客？是/否
否定关键词阻止非买家？是/否

5. Priority Actions

5. 优先行动

Quick win:
Biggest impact:
Scale opportunity:

快速胜利:
最大效果:
扩量机会:

6. Budget Reallocation

6. 预算重新分配

Pause: $___/month
Shift to winners: $___/month
Test budget: $___/month

undefined

暂停: $___/月
转移至顶级表现者: $___/月
测试预算: $___/月

undefined

Campaign Structure Template

广告系列结构模板

markdown

undefined

markdown

undefined

Campaign Structure: [Product/Service]

广告系列结构: [产品/服务]

Campaign 1: Brand (Exact)

广告系列1：品牌词（精确匹配）

Match type: Exact
Budget: 10% of total
Keywords: Brand terms only
Goal: Capture brand searches cheaply

匹配类型: 精确
预算: 总预算的10%
关键词: 仅品牌词
目标: 低成本捕获品牌搜索

Campaign 2: Core Product (Exact)

广告系列2：核心产品（精确匹配）

Match type: Exact
Budget: 40% of total
Keywords: Top 20% performers
Ad groups: 1 per keyword theme (5-10 keywords max)
Goal: Maximum ROAS

匹配类型: 精确
预算: 总预算的40%
关键词: 前20%表现者
广告组: 每个关键词主题一个（最多5-10个关键词）
目标: 最大化ROAS

Campaign 3: Core Product (Phrase/BMM)

广告系列3：核心产品（短语/广泛匹配修饰符）

Match type: Phrase + Broad Match Modifier
Budget: 30% of total
Keywords: Same as exact but expanded
Goal: Discover new exact match candidates

匹配类型: 短语 + 广泛匹配修饰符
预算: 总预算的30%
关键词: 与精确匹配相同但扩展
目标: 发现新的精确匹配候选词

Campaign 4: Discovery (Broad)

广告系列4：探索（广泛匹配）

Match type: Broad
Budget: 10% of total
Keywords: Category-level terms
Goal: Find new keyword opportunities
Review: Weekly search terms report

匹配类型: 广泛
预算: 总预算的10%
关键词: 品类级术语
目标: 发现新的关键词机会
审核: 每周查看搜索词报告

Campaign 5: Competitor

广告系列5：竞争对手

Match type: Exact
Budget: 10% of total
Keywords: Competitor brand names
Goal: Conquest qualified traffic

匹配类型: 精确
预算: 总预算的10%
关键词: 竞争对手品牌名
目标: 抢夺合格流量

Negative Keyword Master List

否定关键词主列表

Apply to all campaigns:

[Non-buyer terms]: free, cheap, DIY, etc.
[Wrong audience]: jobs, careers, salary, etc.
[Irrelevant]: [specific to your business]

undefined

应用于所有广告系列:

[非买家术语]: free, cheap, DIY等
[非目标受众]: jobs, careers, salary等

undefined

Weekly Optimization Routine

每周优化流程

markdown

undefined

markdown

undefined

Weekly Google Ads Check: [Week of ___]

Google Ads每周检查: [第___周]

10-Minute Daily Check

每日10分钟检查

Weekly Deep Dive (30 min)

每周深度检查（30分钟）

Search Terms Report:

New terms to add as exact: ___
New negative keywords: ___

Performance Review:

Top performer this week: ___
Worst performer this week: ___
Action taken: ___

Ad Testing:

Tests running: ___
Tests to conclude: ___
New tests to start: ___

Quality Score Check:

Keywords <6 QS: ___
Action: ___

搜索词报告:

需添加为精确匹配的新术语: ___
需添加的新否定关键词: ___

表现回顾:

本周顶级表现者: ___
本周最差表现者: ___
采取的行动: ___

广告测试:

进行中的测试: ___
需结束的测试: ___
需启动的新测试: ___

Quality Score检查:

QS<6的关键词: ___
行动: ___

Monthly Strategic Review

每月战略回顾

80/20 analysis updated
Budget reallocation needed?
New campaign opportunities?
Scaling opportunities?

---

更新80/20分析
是否需要重新分配预算？
是否有新的广告系列机会？
是否有扩量机会？

---

Skill Boundaries

技能边界

What This Skill Does Well

该技能擅长

Structuring persuasive content
Applying copywriting frameworks
Creating draft variations
Analyzing competitor approaches

构建有说服力的内容
应用文案框架
创建草稿变体
分析竞争对手策略

What This Skill Cannot Do

该技能不擅长

Guarantee conversion rates
Replace brand voice development
Know your specific audience
Make final approval decisions

保证转化率
替代品牌调性开发
了解你的特定受众
做出最终审批决定

References

参考资料

Books: Ultimate Guide to Google Ads, 80/20 Sales and Marketing by Perry Marshall
Concepts: Peel and Stick, Racking the Shotgun, Five Power Disqualifiers
Updates: Google Ads Help Center for latest features

Source:

sources/books/marshall-google-ads-8020.md

书籍: 《Google Ads终极指南》、Perry Marshall所著《80/20销售与营销》
概念: 剥离粘贴法、上膛猎枪、五大核心筛选条件
更新: Google Ads帮助中心获取最新功能

来源:

sources/books/marshall-google-ads-8020.md